行 华福证券 投资要点： 始祖鸟/萨洛蒙 8 月天猫平台同比翻倍 行 业 定 期 报 告 7-8 月运动电商平台分化，户外天猫抖音平台保持高增。据久谦 数据，2025 年 7-8 月三大平台运动服饰大盘表现分化，8 月天猫/京东 /抖音分别同比+13%/-11%/+1%，天猫表现较 Q2 显著改善。户外服饰 在天猫、抖音平台延续高增趋势，其中 8 月天猫/京东/抖音分别同比 +50%/-20%/+18%。 行情数据 本周家电板块涨跌幅-0.8%，其中白电/黑电/小家电/厨电板块涨 跌幅分别-0.8%/-0.7%/-2.5%/-3.6%。原材料价格方面，LME 铜、LME 铝环比上周分别-1.46%、-1.04%。 本周纺织服装板块涨跌幅-2.59%，其中纺织制造涨跌幅-1.75%， 服装家纺涨跌幅-2.89%。本周 328 级棉现货 15043 元/吨（-1.57%）， 美棉CotlookA77.7美分/磅（-0.89%），内外棉价差891元/吨（-15.86%）。 投资建议 政策支持下内需有望迎来复苏，建议关注以下方向：1）大家电 预计继续受益以旧换新，建议关注美的集团、海尔智家、格力电器、 海信家电、TC ...

Core Viewpoint - The article discusses the backlash faced by Anta Sports and its high-end outdoor brand Arc'teryx (始祖鸟) due to an art fireworks show held at high altitude, which sparked environmental concerns and led to a crisis in brand trust and market value [4][5][6]. Group 1: Event Overview - The fireworks show, intended to celebrate nature and high mountain culture, instead resulted in widespread criticism regarding its environmental impact [5][6]. - Following the event, local authorities initiated an investigation, and both the artist Cai Guoqiang and Arc'teryx issued apologies, acknowledging the need for better environmental assessments [6][7]. Group 2: Market Reaction - The stock price of Anta Sports dropped significantly, with a decline of 2.22% and 0.95% on September 22 and 23, respectively, leading to a market value loss of over 10 billion HKD [7]. - As of September 25, Anta Sports' market capitalization was 260.6 billion HKD, down from its value prior to the event [7]. Group 3: Brand Performance - Arc'teryx has become the largest brand under Amer Sports, contributing 42.3% of revenue in 2024, surpassing Salomon's 35.4% [10]. - Despite revenue growth, Arc'teryx faces challenges, including a slowdown in growth rates and quality issues reported by consumers [10][12]. Group 4: Strategic Challenges - Anta's multi-brand strategy has been effective in driving financial performance, with a projected profit increase of 52.4% in 2024, but the recent crisis highlights the need for better management of brand values and consumer trust [13][14]. - The incident raises questions about Anta's commitment to ESG principles, as the fireworks show contradicted the brand's sustainability messaging [14][15].

Core Viewpoint - The article discusses the impact of Arc'teryx's fireworks event on its parent company Amer Sports and its major shareholder Anta Group, highlighting the failures in environmental governance and corporate governance that led to a significant drop in stock prices for both companies [2][4][5]. Summary by Sections Company Governance - The fireworks event caused a nearly 5% drop in Amer Sports' stock price and a 7.28% drop in Anta's stock price, resulting in a market value loss of nearly 10 billion [2]. - The incident reflects a disconnect between Amer Sports' brand image of sustainability and its actual practices, potentially affecting consumer purchasing intentions and leading to a significant decline in stock prices [4][5]. Financial Performance - Anta's financial performance is heavily reliant on Amer Sports, which has become a crucial profit driver since Anta acquired a 57.95% stake in Amer Sports for €4.6 billion in 2019 [5]. - In 2024, Anta reported a revenue of 70.83 billion, a year-on-year increase of 13.6%, and a net profit margin increase to 22% from 16.4% the previous year [5]. - However, excluding profits from Amer Sports, Anta's net profit attributable to shareholders was only 11.73 billion, a modest increase of 7.1% [5]. Consumer Trust - The fireworks incident has led to calls for boycotts and returns, undermining Amer Sports' market foundation in China, which is its largest growth engine [5][6]. - The event highlights a broader issue of governance gaps in international operations, as the lack of a unified crisis communication mechanism between regional teams and the parent company has eroded investor trust [6]. ESG and Greenwashing - The article discusses the concept of "greenwashing," where companies create a facade of environmental responsibility without genuine action [7][9]. - Despite Amer Sports' claims of assessing its environmental impact, the fireworks event suggests a failure to evaluate the environmental damage and public backlash adequately [10]. - Anta has made strides in ESG governance, achieving an MSCI ESG rating upgrade from "BB" to "A," but the recent incident raises questions about the effectiveness of these efforts [9][10]. Recommendations for Improvement - To regain consumer trust, companies must align their actions with their stated values, ensuring that environmental considerations are integrated into decision-making processes [11][12]. - Engaging with environmental NGOs, expanding ESG risk assessments, and fostering consumer dialogue are suggested strategies for improving governance and restoring trust [12].

Core Viewpoint - The incident involving Arc'teryx's fireworks display has significantly impacted its parent company Amer Sports and its major shareholder Anta Group, leading to a notable decline in stock prices and market value, raising concerns about environmental governance and corporate responsibility [1][2][3]. Group 1: Financial Impact - Amer Sports' stock price dropped approximately 5% following the incident, while Anta Group's stock fell by as much as 7.28%, resulting in a market value loss of nearly 10 billion yuan [1]. - Anta's financial performance is heavily reliant on Amer Sports, which has become a crucial profit driver for the group, contributing significantly to its overall revenue and profit margins [4][3]. - In 2024, Anta reported a revenue of 70.83 billion yuan, a year-on-year increase of 13.6%, with a net profit margin rising to 22% from 16.4% the previous year [4]. Group 2: Brand Trust and Consumer Sentiment - The fireworks incident has led to a collapse of consumer trust, as Arc'teryx has long been perceived as a premium outdoor brand committed to sustainability, and this event contradicts its core values [2][5]. - Social media backlash has prompted calls for boycotts and returns, threatening Arc'teryx's market position in China, which is a key growth engine for Amer Sports [4][5]. - The incident highlights a disconnect between the brand's proclaimed values and its actions, potentially undermining consumer loyalty and the high-price model [4][11]. Group 3: Governance and ESG Concerns - The incident reveals significant governance gaps in the international operations of the company, particularly in crisis communication and internal management [5][6]. - There is a lack of consistent messaging and accountability between the brand's domestic and international teams, which can erode investor confidence [5][6]. - The concept of "greenwashing" is raised, indicating that the company's marketing efforts may not align with actual environmental practices, leading to skepticism about its sustainability claims [6][7]. Group 4: Recommendations for Recovery - To regain consumer and investor trust, the company should engage with environmental NGOs, enhance ESG risk assessments, and actively seek consumer feedback [9][10]. - Transparency and alignment of actions with stated values are crucial for rebuilding trust, as consumers increasingly prioritize brands that reflect their own values [11][10].

Group 1 - The recent fireworks show by Arc'teryx, in collaboration with Cai Guoqiang, has sparked environmental controversies and led to significant stock price fluctuations for its parent company Amer Sports and Anta Sports [1][2] - Following the fireworks event, Amer Sports' stock price dropped nearly 10% to $33.76, with a trading volume of $149 million, reflecting a 45% increase in trading activity compared to the previous week [1] - Anta Sports' stock opened down 4.6% and reached a low of 7.28% during the day, ultimately closing down 2.22%, with a trading volume of HKD 30.1 billion, indicating heightened investor caution [1] Group 2 - Arc'teryx's growth momentum is weakening, with revenue growth from $548 million in 2020 projected to reach $2 billion by 2024, indicating a slowdown in its high-growth narrative [3][4] - The outdoor functional apparel segment's growth rate has dropped from 55% in 2023 to 28% in 2024, with same-store sales growth declining from 80% in Q2 2023 to just 15% in Q2 2025 [5] - Arc'teryx faces increasing competition from both international and domestic brands, leading to heightened growth anxiety [5] Group 3 - Anta Sports has rapidly expanded through acquisitions, transforming from a local brand to a global sports giant, but this aggressive strategy has raised concerns about its management capabilities [6][9] - The company has made several significant acquisitions, including FILA in 2009 and Amer Sports in 2019, which have contributed to its revenue growth from RMB 4.627 billion in 2008 to RMB 70.83 billion in 2024 [8][9] - Despite the growth, Anta's recent financial results show a decline in net profit for the first half of the year, marking the first time in years that the company has experienced a year-on-year drop in net profit [11] Group 4 - The fireworks controversy has exposed weaknesses in Anta's multi-brand management, raising questions about its ability to integrate acquired brands effectively [9][13] - The incident may hinder Anta's global expansion efforts and lead to increased scrutiny from international investors, particularly in environmentally conscious markets [13] - The focus on aggressive acquisitions without adequate management capabilities could result in a fragile business structure rather than a robust empire [13]

Core Viewpoint - The recent fireworks event involving the brand "始祖鸟" (Bird) and artist Cai Guoqiang has led to a public relations crisis, significantly impacting Anta Sports, which holds a 39.5% stake in the parent company of 始祖鸟, Amer Sports [4][7][8]. Group 1: Incident Overview - The fireworks show on September 19 sparked controversy, resulting in public backlash and apologies from both 始祖鸟 and Cai Guoqiang [4][6]. - The differing tones in the English and Chinese versions of the apology raised suspicions of insincerity, leading to further criticism [4][5]. Group 2: Impact on Anta Sports - Following the incident, Anta Sports' stock price fell sharply, opening down 4.6% and reaching a low of 7.28% during trading before closing down 2.22% [7]. - Despite a year-to-date increase of nearly 25%, Anta's stock remains significantly lower than its 2021 peak, indicating underlying performance issues [8]. Group 3: M&A Strategy and Challenges - Anta's aggressive M&A strategy has driven revenue growth from 13.35 billion yuan in 2016 to an expected 70.83 billion yuan in 2024, more than a fivefold increase [9][13]. - However, the company faces challenges in managing acquired brands, as many have not performed as expected, leading to concerns about the sustainability of growth through acquisitions [9][15]. Group 4: Future Outlook - Anta's recent financial results show a slowdown, with a 14.26% revenue increase to 38.54 billion yuan in the first half of the year, but a net profit decline of 8.94% to 7.03 billion yuan [17]. - The company is shifting its strategy towards international expansion, aiming to diversify its revenue sources beyond the domestic market, but results from these efforts have yet to materialize [19].

Core Viewpoint - Anta Sports' stock price has declined significantly, influenced by the controversy surrounding its brand Arc'teryx's fireworks event in the Himalayas, leading to a market capitalization loss of 7.72 billion HKD [1][2][3] Company Performance - Anta Sports reported a revenue of 38.544 billion CNY for the first half of the year, representing a year-on-year growth of 14.3%, while the net profit attributable to shareholders decreased by 8.9% to 7.031 billion CNY [6] - Amer Sports, which is owned by Anta, achieved a revenue of 2.709 billion USD in the first half of the year, a year-on-year increase of 23.46%, with a net profit of 153 million USD [4][5] Market Reaction - On September 22, Anta Sports' stock opened at 92.35 HKD and fluctuated, reaching a low of 89.75 HKD, ultimately closing down 2.84% at 94.05 HKD, resulting in a total market value of 264.018 billion HKD [1][2] - The controversy surrounding the fireworks event has led to negative public sentiment, which has further impacted the stock performance of Anta Sports [3][4] Brand Strategy - Arc'teryx plans to continue its store expansion strategy, with a net addition of approximately 25 stores globally by 2025, focusing on North America while optimizing its store network in the Greater China region [5][6] - The brand aims to enhance its presence in high-quality and high-efficiency locations, despite a net closure of some historical partnership stores in the Greater China area this year [6]

Industry Trends - The Chinese sports market is diversifying, with a market size of 400 billion yuan and a pre-pandemic compound annual growth rate (CAGR) of 17%, while penetration rates are expected to rise from 7.3% in 2010 to 15.3% by 2024 [1] - The industry has experienced three growth cycles: 2008-2010 saw the rise of professional sports and leisure; 2014-2019 was marked by a high-end sports fashion trend; and from 2021 onwards, professional and outdoor sports have led diversified development [1] - Compared to China, the penetration rates in Europe, America, and Japan are generally higher, with distinct development paths: Europe and America focus on mass sports and hardcore outdoor activities, while Japan and South Korea emphasize fashionable sports [1] Company Overview - Anta Sports is a leading multi-brand sports company, projected to achieve revenue of 70.8 billion yuan in 2024 with a gross margin of 62% [2] - The company has a well-structured brand matrix with three major brand groups: professional, outdoor, and fashion, which are developing synergistically [2] - Anta has expanded its brand matrix through acquisitions, including MAIA ACTIVE and Jack Wolfskin, and has formed a global dual-drive with Amer Sports (brands like Arc'teryx and Salomon) [2] Competitive Advantage - The company is capitalizing on the trend of sports merging with leisure and social activities, with its brands catering to various consumer needs [3] - Anta's main brand focuses on professional sports with a strong retail system and cost-performance advantage, while other brands like Descente and Salomon target niche markets [3] - High-end brands leverage design and celebrity endorsements to capture market share, with FILA enhancing its fashion appeal and Descente focusing on high-end customer engagement [3] Growth Potential - The brand matrix strategy is expected to stimulate incremental demand, with global operations likely to yield significant growth opportunities [4] - Recent popularity of brands like Arc'teryx and Salomon has led to substantial growth in categories like outdoor jackets and shoes, with social media engagement projected to increase by 80%-200% by 2025 [4] - The overseas sports market is six times larger than China's, with higher consumer spending power in developed regions, indicating strong potential for international brand growth [4] Profit Forecast - The brand matrix is anticipated to drive growth and profitability, with the main brand expected to achieve mid-to-high single-digit compound growth and stable profit margins [5] - FILA is projected to maintain steady growth focusing on elegant sports, while other niche brands like Descente and Kolon are expected to sustain over 30% compound growth [5] - Amer Sports is expected to contribute net profits, growing from over 1 billion yuan this year to over 2 billion yuan in three years [5]

Core Insights - Anta Sports achieved a revenue of 38.544 billion yuan in the first half of 2025, representing a year-on-year growth of 14.3%, while net profit attributable to shareholders decreased by 8.9% due to non-recurring gains in the previous year [2] - The growth dynamics within Anta's business segments have shifted, with the "Other Brands" segment (including Descente and Kolon) experiencing a significant revenue increase of 61.1% to 7.412 billion yuan, contrasting with slower growth in the main brands [3][4] Revenue Breakdown - Anta's main brand and FILA accounted for 44% and 37% of total revenue, respectively, but both experienced slower growth than the overall company growth rate [2] - Anta's main brand revenue was 16.95 billion yuan, growing by 5.4%, while FILA's revenue was 14.182 billion yuan, growing by 8.6%, marking a decline from previous double-digit growth rates [2][3] E-commerce Performance - E-commerce revenue constituted 34.8% of total revenue, up from 33.8% in the previous year, with online sales increasing by 17.6% year-on-year [3] - However, the expansion of e-commerce has led to a decline in overall gross margin by 0.7%, with both main brands experiencing a drop in gross margin [3][4] Strategic Developments - Anta Sports is advancing its "single focus, multi-brand, globalization" strategy, successfully localizing international brands like Arc'teryx and Descente [4] - The acquisition of Jack Wolfskin for $290 million is aimed at enhancing Anta's international operational capabilities, with the brand positioned between mass and premium markets [4] New Investments - Anta announced a joint investment with Korean fashion group MUSINSA to establish a new company, MUSINSA China, with Anta holding a 40% stake [4][5] - This partnership aims to tap into the trend of merging sports and fashion, targeting younger consumers and expanding Anta's market presence [6][7]

Investment Rating - The report maintains a "Buy" rating for key companies in the textile and apparel sector, including Anta Sports, Li Ning, and Xtep International [19][44]. Core Insights - Amer Sports reported a strong performance in Q2 2025, with adjusted net profit increasing by 46% and revenue growing by 23% year-on-year to $1.2 billion [1][24]. - The company expects revenue growth of 20%-21% for 2025, with specific segments like Technical Apparel and Outdoor Performance projected to grow by 22%-25% [2][24]. - The report highlights a positive outlook for the sportswear segment, with a focus on companies demonstrating robust operational fundamentals [40]. Summary by Sections Company Performance - Amer Sports' Q2 2025 revenue reached $1.2 billion, with significant regional growth: Americas (+6%), Greater China (+42%), EMEA (+18%), and Asia-Pacific (+45%) [1][24]. - The Technical Apparel segment saw a 23% revenue increase to $509 million, with a direct-to-consumer (DTC) channel growth of 31% [2][29]. - The Outdoor Performance segment, led by Salomon, experienced a 35% revenue increase to $414 million, driven by new store openings and strong DTC sales growth of 63% [3][33]. - The Ball & Racquet segment reported an 11% revenue increase to $314 million, with growth primarily from apparel and racquet products [4][35]. Market Outlook - The report anticipates a continued recovery in consumer spending in Q3 2025, with the sportswear segment expected to outperform the broader textile and apparel market [40]. - The overall health of inventory turnover ratios for major sports brands remains stable at 4-5, indicating a positive market environment [40]. Key Recommendations - The report recommends focusing on leading companies with strong performance metrics, such as Anta Sports, Li Ning, and Xtep International, which are expected to deliver sustainable growth [44]. - It also highlights the importance of companies with solid operational fundamentals and growth potential in the textile and apparel sector [40].