Ding Shizhong: Anta New Plan For 30Th Anniversary

According to news on December 31, Ding Shizhong, chairman of Anta Group's board of directors, issued a new year's message today, summarizing the achievement of the group's goals in 2020 and making plans for Anta's 30th anniversary.

It is reported that in the past year, Anta brand has carried out DTC transformation, promoted digital transformation, and clearly defined the goal of double 100 billion yuan in 2025, and brand retail has also completed "breaking circle". In 2020, Anta's market value will exceed 300 billion Hong Kong dollars. After 13 years of listing, Anta has successfully become a blue chip stock. At present, the group has formed three growth curves in the future: Anta's "new domestic products" growth curve, FILA's sports fashion high quality growth curve, and outdoor and yamafen's high potential growth curve.

In his message, Ding Shizhong said that Anta, which is about to usher in its 30th anniversary, will also usher in a "new starting point for upward development", and put forward several important keywords: strategic orientation, digital upgrading, brand value and openness.

The following is the full text of the new year's message:

Brothers and sisters of Anta Group Iron Army:

More than ten hours to enter 2021, I wish you a happy New Year!

The year 2020 will pass very quickly. It will become a new turning point in human history. The sudden outbreak of the new epidemic has a profound and profound impact on the world. Looking back on this year, we must first of all be grateful for the strength of our country and the most beautiful rebels who have made China the safest place in the world. At the same time, on behalf of the board of directors of the group, I would also like to thank all the iron soldiers for their hard work and efforts in sticking to their posts, and for the support of your families and all partners!

The year 2020 was originally a sports year of great concern, but it was unexpectedly impacted by the epidemic. However, we still see that the Olympic Games and major sports events convey the light and dream of sports spirit in the expectation of 2020 + 1. In 2020, Anta Group adheres to the strategy of "single focus, multi brand and omni channel", and has delivered satisfactory answers. I am proud of having an iron army that can win! Like you all!

At the beginning of 2020, I proposed "restructuring thinking, high quality growth". Although the epidemic situation is fierce, we adhere to Anta Group's corporate culture, respond quickly and actively, and focus on winning the battle of the group with "long-term preparation, dynamic management, extreme cost control, and standard optimization".

This year, Anta brand DTC transformation, the core is to face consumers, get through the "people, goods, market", better create value for consumers. In this year, we seize the opportunity to promote digital transformation and clearly define the goal of double 100 billion yuan in 2025. The digital transformation makes the proportion of our future DTC business increase to 70%; the group's e-commerce goes up with the trend, breaking through 10 billion for the first time. This year, the core competitiveness of retail has been upgraded. Anta released national flag commodities, vitalizing Olympic assets; FILA children achieved absolute leading position in children's sports goods market from "one person" brand to "one family" brand; desant's high-end professional sports image was further consolidated; yamafen's five "1 billion Europe" strategy was steadily promoted In 2020, the market value of the company will exceed 300 billion Hong Kong dollars. After 13 years of listing, the company has successfully become a blue chip stock. The group has formed three growth curves in the future: the * * value of Anta brand and the growth curve representing "new domestic products"; the high-quality growth curve of sports fashion of FILA brand; and the high potential growth curve of outdoor and yamafen. The multi brand strategy has achieved initial results!

In 2021, Anta Group will usher in its 30th anniversary. I have an expectation for the future: "Anta 30 +, adhere to the strategic orientation, not just surpass!" We should not only surpass ourselves yesterday, but also better fulfill our responsibilities to the country, society and employees. 30 + is a new starting point for upward development. In the next 10 years, what will happen outside is full of uncertainty; but in the next 10 years, we must be very clear about what we are going to do and who we want to be.

On the occasion of the new year, looking forward to the future of 30 +, I would like to send you a few new year's messages:

First, adhere to the strategy oriented, reach a consensus on all strategies, and have strategic thinking. Our past achievements are mainly based on the success of the group level strategy, and the strategic positioning determines the enterprise behavior. Strategy is to study and do things right. Strategy is to study and do things well.

Second, digital transformation will be the watershed of future competition. We need to change from empirical decision-making to digital decision-making. Adhere to do a good job in digital transformation, better mining and play the value of data assets to guide the future management work. We should constantly understand digitalization from the perspective of the whole value chain, industrial chain and supply chain, and improve terminal operation, logistics and cost efficiency through digitalization.

Thirdly, the brand value is to occupy the consumers' mind. The globalization strategy should build the global brand management ability. Anta takes innovation as the foundation of survival, and its core is to enhance the brand mind in the hearts of consumers. Anta's globalization strategy will not change. Anta's globalization comes first, then Anta's globalization. To be a respected multi brand sporting goods group is our constant vision.

Fourth, the more open enterprises are, the more they can embrace the future. Recently, I have studied many "good enterprises" and found that the most important common feature is "openness". Openness is not only a kind of thinking, but also a pattern and ability. Anta should adhere to the "open" values and study how to change from "good" to "better" and then "excellence". High standard benchmarking is to learn from the outside, competitors, cross industry and lifelong learning with an open attitude.

Only with good strategy and good execution can we have good brands, good products and good performance. Strategy should be implemented, culture should be guided, and cadres must set an example, be able to lead the team and win battles. Leadership line, team is OK. The criteria for measuring outstanding cadres depend on whether they have enough strategic thinking, whether they have strong ability to integrate resources, whether they can solve intractable ICU problems, and whether there are a group of excellent people willing to follow you. Only by actively embracing change, adhering to long-term ism, and being an optimistic activist, can enterprises continue to be strong.

30 + is the same year, 30 + will start again. We hope that Anta's comrades in arms of the Iron Army will continue to understand and understand with a young mentality, a healthy state and an open attitude.

May 2021 not only surpass, never stop!