ANTA SPORTS(HK:02020) Xin Lang Cai Jing·2026-01-14 13:25Core Insights - Anta Group's high-end sports brand Descente is reportedly achieving over 10 billion in revenue, becoming the latest brand to surpass this milestone after Arc'teryx, FILA, and Anta Kids [2] - Descente has maintained rapid growth, with revenue from Descente and other brands increasing by 61.1% year-on-year to 7.41 billion, raising its revenue share from 13.6% to 19.2% [2] - The brand's success is attributed to a comprehensive methodology developed by Anta, covering aspects from branding to product and channel management [2] Brand Development - Descente, founded in Japan in 1935, was acquired by Anta in 2016 and achieved profitability in China by 2019, with a revenue of 5 billion in 2023 [2][3] - The brand's goal to become a "10 billion brand" has been reportedly achieved ahead of schedule, reflecting both Descente's strategic success and the growth potential in the high-end sports apparel market [3] Market Trends - The overall sports apparel market is stabilizing, with an average annual growth rate of about 7% expected from 2021 to 2024, slowing to approximately 6% from 2024 to 2029 [3] - In contrast, the high-end sports apparel market is projected to grow at a compound annual growth rate of 8.5%, reaching approximately 9.885 billion USD by 2030 [3] Localization Strategy - To ensure sustainable growth, Descente has implemented localization strategies in product, production, and store management [4] - The brand began local production in response to supply chain issues with imported goods, which has allowed for quicker market responsiveness [4][5] Store Expansion - Descente is rapidly expanding its store network, with a total of 241 stores in China and Southeast Asia as of June 2025, aiming to increase this number to 260-270 by the end of 2025 [6] - The opening of the global flagship store "Future City" in Beijing represents a significant milestone for the brand [6] Leadership Transition - Anta Group is undergoing a leadership transition, with Descente China Chairman Ding Shaoxiang set to oversee the MAIA ACTIVE brand starting in 2026, indicating a generational shift within the company [7][8] - MAIA ACTIVE, acquired by Anta in 2023, aims to become a leading player in the yoga apparel segment in Asia, but faces challenges in brand recognition and market expansion [8][9] Future Prospects - Ding Shaoxiang's involvement is expected to enhance MAIA ACTIVE's strategic alignment with Anta and provide access to critical resources, potentially accelerating its growth trajectory [10]