Anta: After the Olympics, where is the road?

According to public information, the cost of sponsorship for Anta Sports at the London Olympics will reach around 600 million yuan. In the post-Olympic era, Anta Sports will face what kind of performance trends, perhaps Li Ning's performance in recent years for reference.
"Anta Sports is a partner of the Chinese delegation to the London Olympics. This cooperation is beneficial to its brand promotion, but its capital expenditure is also relatively large. It is expected that the company's performance this year will not be satisfactory." Hengmingzhu Securities (Hong Kong) Research Department Director Liang Yuan told reporters that the advertising effect of the Olympic Games on Anta Sports is limited, and from a fundamental point of view, the performance of the company is lack of perspective.

The financial report shows that as the main sponsor of the 2008 Beijing Olympic Games, Li Ning’s operating income for the year was 6.90 billion yuan (renminbi, the same below), an increase of 53.83% over the same period of the previous year, and achieved an operating income of 8.387 billion yuan in 2009, a year-on-year increase of 25.37%, but In 2010, the growth rate slowed down. In 2011, the company experienced negative growth in performance.

"Olympic sports stocks almost do not help performance, at present, only the expenditure, for the increase in income is very limited." Top three financial stocks researcher Zeng Yanling that the audience to see the Olympic athletes on the brand, may not be able to stimulate their desire to buy, of course It has some effect on brand promotion.

In 2008, Li Ning vigorously sponsored the Beijing Olympic Games, and continued to promote their own brand, let it go international. However, in the eyes of the average consumer, Li Ning did not achieve the image of a well-known international brand, and Li Ning's excessive product pricing made it difficult to digest its inventory.

"Li Ning is not willing to lower prices to return to the mass image to release inventory, so it is currently the worst performing stock. Anta will also have inventory concerns and high stocks are already evident," Zeng Yanling said.

The results of the interim report disclosed on August 6 showed that in the first half of 2012, the company’s turnover decreased by 11.6% year-on-year to RMB 3.93 billion, and the net profit attributable to shareholders of listed companies decreased by 17% year-on-year to RMB 769.6 million. The basic earnings per share also increased year-on-year. Declined by 17% to 0.3086 yuan.

“Anta Sports’s interim results will decline year-on-year, and its annual results will also decline. If the industry does not show signs of improvement, performance in 2013 may deteriorate further,” said an analyst who declined to be named in an interview.

Prior to this, in 2011, the company's turnover reached 8.905 billion yuan, second only to Li Ning's 8.929 billion yuan; from the perspective of net profit, Anta took the position of the king of local brands for the first time.

“The high inventory, poor performance and zero number of new stores are the current status of Anta. The decrease in orders in the fourth quarter has further undermined the performance of Anta.” Zeng Yanling believes that the working capital and cash position of Anta Sports is facing an unprecedented situation. Pressure, and due to industry competition, the sponsorship of the Chinese Olympic Committee into the final year and other factors, the company's performance is not optimistic.

According to public information, the amount of orders (calculated on a wholesale basis) for the company's first quarter 2013 trade fairs that ended in July decreased by 20% to 30% year-on-year. At the same time, the sales of same-store products (calculated at retail prices) of ANTA brand products in the first half of 2012 were lower than those of the same period in 2011, which was calculated by distributors and franchisees and operated by ANTA retail stores operating for more than one year. .

The weakness of the fundamentals is also reflected in the secondary market. According to Wind data, as of August 10, Anta Sports has accumulated a 47.11% fall in share prices this year to close at HK$4.73, which is lower than the starting price.

Liang Yuan believes that the result of ANTA Sports' announcement is not as bad as the market expects, and the dividend payout ratio remains relatively good, which may trigger investors to re-examine the investment value. The information released on August 6 showed that despite the year-on-year decline in performance, the board of directors proposed to pay an interim dividend of HK$23 per share.

Zeng Yanling believes that although the company's stock price is lower than the starting price, Anta has 3%~5% annual dividend rate in the past 5 years, so the stock price is also very normal, plus the industry is not optimistic about investors and is in a broken state. It is normal.

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