This is a model of Anta (Anta store) sportswear presented by President Xi Jinping to President Putin in Sochi Winter Olympic Games. At Anta headquarters, the guide pointed to a set of red and white sportswear to the media.

Since 2012, China's sporting goods industry has entered the middle of winter.

The wholesale mode of the past has been unprecedentedly challenged, and a series of chronic diseases have been concentrated, such as overcapacity, inventory overhang and management confusion.

Small businesses disappear in the ebb tide, and brand enterprises embark on a pformation journey.

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Change, the biggest Anta in the industry is the first to realize the magnificent turn.

"When an industry is facing the same market challenges, the market is bad, and it is internal strength and competition.

"Lai Shixian, executive director and chief operating officer of Anta Sports Products Limited, told reporters that Anta has its own precise positioning, that is," mass "route, while improving management concepts and seeking differentiated development.

Lai Shixian used the example of "Pyramid" as an example. Anta should seize and exploit the "mass layer" in central Pyramid, which is cheaper than the same brand. The main attraction and service is the youth group.

2013 (2013 stores), Anta net profit reached 1 billion 315 million yuan, turnover, gross profit and net interest rate were higher than market expectations, and its share price rose from HK $4.03 to HK $12.

The latest figures show that the order volume of the order for the fourth quarter of 2014 (calculated by wholesale value) has recorded double-digit increases, and has continued to grow for 4 consecutive quarters.

Lai Shixian said that in the past two years, China's sporting goods industry has experienced a great test, and the industry generally follows the wholesale brand mode.

Insiders say that the wholesale business model is so simple, "four orders a year, the dealer orders, production, as long as the delivery on time, ready to report to the stock exchange performance, whether the terminal is cleared or not."

"But we must work hard in internal work and ideas to maintain a complete industrial chain," Lai Shixian said. Anta's "cold winter" is due to a sound foundation, a complete industrial chain and management philosophy.

Speaking of the future, Lai said that he has confidence in the future market, but the industry challenges are not small.