安踏24Q3零售表現符合預期
2024年Q3安踏品牌產品流水同比錄得中單位數的正增長，FILA 品牌產品流水同比錄得低單位數的負增長，所有其他品牌產品流水錄得45-50%的正增長。
24Q3 retail sales numbers show a mixed performance; in line with expectations
Anta Sports Products published an operational update for 24Q3 on 10 Oct with a mixed picture in terms of brand retail turnover growth (not counting newer brands added after 1 Jan 2023):
•ANTA main brand: mid-single-digit yoy growth;
•FILA: low-single-digit decline yoy;
•Other brands: up 45-50% yoy.
國慶300+新店開業，差異化店型引領風尚
差異化店型，細分市場，提供差異化體驗。在渠道方面，品牌構建差異化策略，打破過去千店一面的局面，以滿足不同類型消費者的產品需求。安踏繼續加強佈局高端市場及核心商圈，透過“競技場級”、“殿堂級”等新店鋪形象在重點城市開設戰略旗艦店，提升覆蓋率。針對細分市場，安踏佈局“安踏冠軍”、“安踏作品集”等垂類店鋪，滿足細分人群的需求。針對大眾市場，安踏推出全新的“超級安踏”，定位專業的全品類運動賣場，除了為門店設計新形象，店鋪亦提供一系列專門訂製的產品，為大眾消費者提供獨特的消費體驗。
Over 300 new stores opened on National Day as Anta steps up category variety
Anta continues to push for differentiated experiences for its consumers through a variety of store types:
•Themed channels:
Anta’s differentiation strategy broke away from the tradition of similar-looking stores to fulfill various product requirements of different groups of consumers. The company strengthened its presence in high-end markets and core business districts by opening strategic flagship stores in key cities with themed stores like Arena and Olympic Hall of Fame to widen its coverage.
•Niche markets:
Anta set up vertical market stores such as Champion and Portfolio to meet niche consumer demand.
•Mass market:
the launch of ANTA Superstores offers extended shopping with comprehensive coverage of sports categories. The mega stores also provide custom-made products to bring unique offerings to mass consumers.
安踏黑白標店：錨定潮流
白標店定位簡約藝術，黑標店定位潮酷前沿。官方對於黑白標的解讀是這樣的——“白標店”走“少而精”路線，注重藝術性的開放氛圍，打造差異化的零售空間，同時將發展其專屬商品，並且在未來將會有“一城一店”的標杆性規劃；“黑標店”在覆蓋面和數量上都會比“白標店”更廣、更多，更加註重科技感與競技氛圍。
Differentiation: Black Label, White Label, Champion stores, ANTA Superstores
White Label stores:
in its own words, Anta positions these stores as “simply artistic”. Like the first White Label store launched in Sanlitun, Beijing, White Label stores are “fewer in number and represent finer quality” and their artistic vibe signals a highly differentiated space to develop exclusive proprietary products. Plans include a "one city, one store" benchmarking program in the future.
Black Label stores,
in contrast, are positioned as “trendy and cutting-edge”. They are “more in number and offer wider coverage” than White Label stores. They imbue technology with a sense of competitiveness.
安踏冠軍：用科技與專業助力超越
用奧運科技造就293位奧運冠軍，用一針、一線、一“版”、一眼編織身體的經緯、探尋極限的邊界。專注科技和專業的不斷突破，悉心照顧每一個運動細節，讓愛運動的人，不斷超越上一秒的自己,贏出下一個未來。
Champion stores:
Anta’s long partnership with Team China at the Olympics has led to 293 appearances on the podium. The company continues to raise its expertise with breakthroughs in technology and it aims to cover every detail in sports performance to empower sports lovers and spur them to outperform their previous personal records in the future.
超級安踏：一站式解鎖便捷消費體驗
在“超級安踏”中，超大面積、多樓層的店鋪讓消費者可以像逛大型商超一樣，一站式體驗安踏品牌所有產品品類，滿足家庭不同成員對專業運動、運動休閒產品的需求。
ANTA Superstores:
the multi-level mega stores provide a comprehensive shopping experience that covers all product categories of the ANTA brand in one place. For consumers, it feels like they are visiting a mega supermarket, where different family members can fulfill their needs for professional or leisure sports products.
