2020年经济学人 安踏疫情期间做了一些巧妙的策略(1)（在线收听）

Business

商业版块

Chinese brands

中国品牌

Upping the Anta

提升安踏

An ambitious Chinese sportswear firm does some fancy footwork

一家雄心勃勃的中国运动服装公司做了一些巧妙的策略

Ding shizhong, the founder and boss of Anta, the world’s third-biggest sportswear firm by market capitalisation, refused to let the covid-19 pandemic interfere with sales.

按照市值计算，世界第三大运动服装公司的创始人兼老板，丁世忠，拒绝让covid-19大流行病影响销售。

In early February, as the virus forced shops to close, Mr Ding gave each of his 30,000 employees a new assignment: hawk Anta's apparel and shoes to personal contacts on WeChat, a messaging platform.

二月初，由于病毒，商店被迫关闭，丁先生给他30000个员工一个新的任务：在微信（一个信息平台）上向个人联系人卖安踏的服装和鞋子。

Such resolve to protect revenues is admirable.

这样保护财政收入的决心；令人钦佩。

Yet it reflects insecurity.

但它反映了不安全性。

Anta, established in 1991, has long been runner-up on its home turf to Nike and Adidas.

安踏建立于1991年，长期在自己的地盘上屈居于Nike和Adidas之下。

The Western sportswear powerhouses together accounted for over twofifths of China’s market in 2019, according to Euromonitor, a market-research firm.

市场研究公司欧睿的数据显示，2019年，西方运动服巨头总共占据了五分之二以上的中国市场。

Anta has a sixth of the market but it is moving fast.

安踏拥有六分之一的市场，但它的发展很快。

Revenues grew by over 40% in each of the past two years, double the rate of the industry.

在过去的两年，收入每年增长超过40%，是这个行业的两倍。

Operating profit hit 8.7bn yuan ($1.2bn) in 2019.

2019年营业利润达到87亿元人民币（合12亿美元）。

But that is still only half the sum made in China by Nike.

但是这仍然只是Nike在中国创造的总营业额的一半。

Anta’s aim is to become “a Chinese brand that stands out in the world”.

安踏的目标是是成为“一个在世界上脱颖而出的中国品牌”。

It is perhaps best known in the West as the shoe sponsor for Klay Thompson, a star player with the Golden State Warriors basketball team, and Manny Pacquiao, a Filipino boxer.

在西方，它可能因为作为金州勇士篮球队的明星球员克莱·汤普森和菲律宾拳击手曼尼·帕奎奥的鞋赞助商而为人所知。

But the brand generates few foreign sales.

但该品牌在国外的销量很少。

Even in China, many urban young sters think Anta “lacks the cool factor”, says Lu Ge of the Beijing Institute of Fashion Technology—despite being the official kit supplier for China’s Olympic athletes.

尽管安踏是中国奥运会运动员的官方体育服装供应商，但北京时尚技术学院的卢戈表示，即使在中国，许多城市年轻人也认为安踏“缺乏酷炫”。