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[Chinese shoes Network - Brand Dynamics] mall changes, ????????????, a few happy tears. This is, in a recent publication of two major domestic sports brand in the first half annual report once again been vividly verified. once sit tight in the domestic sports brand "first chair" Li Ning [6.20 -0.64%], this is the "keep the tears" announced its own annual report in the first half. Li Ning, the first half of the day not having a happy, merchandise sales appeared to shrink. More sad is that the domestic sports brand "first chair", has also been taken away. The away Li Ning Company "first chair" in the name, I believe we are familiar with. It is - ANTA Sports [9.18 6.74%] supplies company. Li Ning and Anta Sports Gangster both the mainland, recently almost simultaneously released their first half of the annual report. As host just said, weeping Li Ning, Anta opening celebration is. Annual reports, inventories and other factors that are, in the first half of this year, Li Ning Company revenue of 4.29 billion yuan, up about 5 percent reduction, which is lower than the first half of Anta's turnover 4.45 billion yuan. This means that said: Li Ning "local sporting goods leader of the top spot," Anta has been taken away. Earlier this year on last year's performance of two one message, might be able to predict today's Li Ning, Anta and fighting. Reporters also interviewed people in the industry - a key road sports consulting firm CEO Zhang. He said: Today, beyond the Li Ning, Anta ending in the industry, in fact, the news was not a surprise. Zhang: Because in the annual report for 2010 If you press a single brand sales and to calculate it, in fact, already have such Anta trends and signs, according to his growth rate and the growth rate compared to Li Ning, Anta Li Ning in terms of sales is a matter beyond. Beginning last year, Anta in terms of annual turnover, or the number of retail outlets, for Li Ning company, already a threat. ANTA Sports Products Limited, referred to as ANTA Sports, the main design, development, manufacture and sales of sports apparel, including "Anta" brand of athletic footwear and apparel. ANTA Sports was established in 1994 and headquartered in Quanzhou City of Fujian Jinjiang boss Mr. Ding Shizhong. In 2007, ANTA Sports listed on the HKEx. Market soon, the United States gained the NBA Houston Rockets basketball team but it did Alexander's shares. In 2009, ANTA Sports to the acquisition of the famous Italian sports brand FILA in mainland China, Hong Kong, Macao distributors. In addition, the "Anta" the name, also has a unique meaning. Ann, is the "peace of mind business"; riding, "practical man" seems to be using an objective and direct writing, stating the Anta own brand, c Cheap air jordans for sale apable of a good old expectations. Anta, Li Ning won the win in the sporting goods business, the most terrible "sales." Anta from the catch in the end is how to achieve today's "beyond" it? Where Anta win? reporter asked about the key road sports consulting firm CEO Zhang, he felt: this stems from the difference between the two business models. Li Ning is drawing NIKE model, asset-light model. Anta is the vertical integration model of the whole industry chain management. As for these two models, exactly what the difference Zhang said:? We called the vertical integration model Anta, Li Ning is actually asset-light model, the so-called asset-light means that Li Ning is more important, and so he put the channels of production assets are stripped, they just focus on brand development and brand value terms, and Anta own control of its own factories, he also has its own channel, so he called the vertical integration of the supply chain is from the low-end to high-end, he is management and investment of the whole value chain of operations. Li Ning is drawing relatively more like NIKE model is more asset-light model. Anta vertical integration model, there really is such a big winning magic it? Or that this model is the sporting goods market with the current relatively in tune? key road sports consulting firm CEO Zhang in an interview with reporters also gave the answer. He said: victory Anta mode, with the current backdrop of rising manufacturing costs, does have a certain relationship. Zhang: So when the rising costs of labor and employment as well as increased prices of raw materials on the one hand, larger strategic space vertically integrated model. On the other hand from the performance point of view in terms of sales, Li Ning last year launched a strategic transformation, including through changes in the retail price increases also channel called "feeding frenzy" mode for the channel to bring some pain, this elimination He up, the results in terms of performance can directly reflect the change. only half of the performance report, only represent a certain period of time a company's operating performance. For Anta and Li Ning, it is hard to explain what the weak strong. Many skeptical view: Anta whether the first chair in this long station but it seems he was quite Anta optimistic?. The key road sports consulting firm CEO Zhang told reporters that a skinny: Anta's goal was not just beat Li Ning, it wants is to one day surpass Nike. But this is clearly for Anta, it is not an easy thing. Zhang: First, my boss told during the two sessions this year, ANTA has a communicator, I asked him because beyond the Li Ning, Anta sales are coming soon, so what was the goal of Anta his answer was? clearly, he said that my goal is to Nike. I would like to follow the words to speak, if Anta truly a Nike as their goal, then I think also to enhance the brand value, brand premium aspect is to spend some effort, especially as a sports brand, how to promote the operation of the spirit, for the brand, for the establishment of China's consumption share of public responsibility and vision, frankly, you do have to have a boss you quack like the boss, the boss look like what is? That you even say that the whole industry to promote Sports Consumers in China because of the presence of your brand, what kind of different. 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