ANTA SPORTS(HK:02020) Nan Fang Du Shi Bao·2025-11-26 04:21Core Viewpoint - The recent controversy surrounding FILA, a high-end sports brand under Anta Group, highlights issues related to customer service and brand positioning, as a store employee's negative remark about pricing went viral, prompting discussions on the brand's service quality and operational challenges [2][3]. Group 1: Brand Performance and Market Position - FILA has achieved significant growth since its acquisition by Anta in 2009, with a reported revenue of 141.8 billion yuan in the first half of 2025, marking a historical high for the brand [2]. - The brand has successfully positioned itself in the high-end sports fashion market, targeting middle-class consumers and creating a collaborative brand image through initiatives like "One FILA" [3]. - During the "Double 11" sales event, FILA ranked first in the sports and outdoor category, outperforming major competitors like Adidas and Nike [5]. Group 2: Customer Complaints and Service Issues - Despite strong sales, FILA has faced a high volume of customer complaints, totaling 8,709, primarily concerning service process issues and after-sales support [7]. - Common complaints include problems with coupon usage during sales events and product quality issues, such as defects and unpleasant odors [7]. Group 3: Financial Performance and Growth Challenges - FILA's revenue growth has slowed, with a reported 6.1% increase in 2024 and an 8.6% increase in the first half of 2025, while its share of Anta Group's total revenue has decreased from nearly 50% to 38.5% [9]. - The brand's operating profit margin has also declined by 0.9 percentage points, indicating potential financial strain [9]. - Increased competition from both traditional giants like Nike and Adidas and emerging brands like Lululemon has contributed to FILA's slowing growth, as the brand struggles to innovate and capture market interest [10]. Group 4: Strategic Adjustments and Future Outlook - In response to declining performance, FILA has undergone management changes, focusing on high-end segments like tennis and golf, and is working on store upgrades and product innovation [12]. - However, the effectiveness of these strategies remains uncertain, particularly in appealing to a broader audience while maintaining its high-end positioning [12]. - Anta Group's broader strategy of "single focus, multi-brand, globalization" poses additional challenges for FILA as other brands within the group experience rapid growth [12].