Signing Huang Jingyu, Opening The First Full Store, FILA China Multi Brand Matrix First Appeared

except

Besides, the trend sports brand.

They have just been launched in the past six months.

Following the signing of popular star king in June this year,

And usher in a new spokesperson.

Meanwhile, FILA opened a store called sports fashion house in Fuzhou, Fujian on the same day.

It is reported that this shop is currently the first gate store in FILA.

In 2009,

To purchase FILA China business at a total price of HK $600 million, responsible for promoting and distributing products of FILA China brand in mainland China, Hongkong and Macao.

In the long run, Anta has positioned it as a high-end sports and fashion brand.

To this end, in the Chinese market spokesperson, FILA takes the marketing layout mainly based on entertainment and fashion stars.

Previously, the brand had signed Hsu Chi, Gao Yuanyuan and Chen Kun.

In June this year, FILA announced that Wang Yuan became a new spokesperson. Now it has signed Huang Jingyu. The brand further expands the young consumer market, and the goal of strengthening high-end fashion positioning is obvious.

In fact, in the four branches of FILA, apart from FILA's main brand and

Besides brand FILA KIDS, trend sports brand FILA FUSION and high-end professional sports brand FILA ATHLETICS have just been launched in the past six months.

In June of this year, FILA launched a new brand FILA FUSION, integrating fashion retro style into sports functional elements, focusing on high-end sports fashion areas to expand its influence in the fashion industry.

According to the official introduction, FILA FUSION includes a core line product and several cross boundary joint product lines, and its cooperative brands include Japan tide brand Aape, Korean brand D-ANTIDOTE and New York Street brand Staple.

After two months, FILA continues to release high-end professional sports brand FILA ATHLETICS.

The brand claims that its products are mainly "professional sports equipment with functional, aesthetic aesthetics and advanced quality", which involves professional sports such as tennis and golf.

In mid November, FILA ATHLETICS's first independent store opened in Gongzhufen, Beijing.

Under the influence of multi brand strategy of Anta group, with the layout of the four major categories, FILA multi brand matrix is emerging.

In November 23rd, a sports fashion shop with four categories opened in Fujian, which is now the first store in FILA.

according to

The latest 2018 quarter fiscal year third quarter financial report, as of September 30th, three months, Anta brand product retail sales year-on-year double-digit increase.

Outside the main brand of Anta, the retail sales of non core brands increased by 90% to 95% over the same period last year.

From the recent earnings data, FILA is the most outstanding engine of growth in non core brands, accounting for 20% of Anta's revenue.

In the mid 2018 earnings report, in 2018, benefiting from innovation in product range and category, the FILA growth rate increased significantly.

Under the multi brand strategy, Anta currently owns the international brand in China, including FILA, Korean outdoor brand Kolon, mountaineering brand Sprandi, winter sports brand Descente and children's wear brand Kingkow.

Including Anta's main brand, the group has already covered a large area of various sporting goods market segments.