Seeing the difference: how site visits bring ANTA Sports’ multi-brand portfolio to life

IR director Kenny Cheung talks about malls versus the company’s headquarters-based museum, using these events to add color to analyst days and where brokers fit into the equation

For a multi-brand business, a slide deck can explain the scale of a portfolio and strategy can describe how brands are positioned, but seeing the products and stores first-hand brings a more immersive perspective. It brings those numbers to life.

That is the thinking behind the multiple site visits the IR-Impact-Award-winning ANTA Sports’ IR team puts on each year. The Chinese sports equipment company uses a mix of both store visits and tours at its headquarters to give investors a closer look at its brands and how its multi-brand strategy works in practice.

Read more about how companies measure site visit success in our recent deep dive.

‘For store visits, this would usually be in a shopping mall in China, so that investors can visit different brand store on different floors in the shopping mall,’ explains Kenny Cheung, the firm’s IR director. ‘That lets them really get to know how our multi-brand strategy works,’ as well as offering location flexibility, he adds.

For those coming to the company’s headquarters in Jinjiang (a city in Fujian), there is a whole ANTA Sports museum to visit, where investors can walk through ‘how we found our first brand, details of all the acquisitions we’ve completed and the characteristics of the brand’. There is even a store under the museum that allows investors to shop ANTA merchandise.