Fila
Fila
Fila
Mission
FILA KIDS focuses on the target market of 7-12 year old children from high-income families
offering leisure lifestyle clothes and accessories for different occasions, similar to FILA's
brand positioning and target market. The target market is expected to further expand to
between 3 and 12 years old.
FILA’s Strategic Roadmap
Goal
Become one of the top three international brands in the high-end sports market
Business
Retail sales CAGR: over 30%
Target
Brand
Italian style that combines elegance and vitality
Positioning
Target Middle class and above: elegant sports lover who enjoys fashion and life
Customer
Strategic
Initiatives:
Full value
chain
brand and
retail
High on Exclusive in Specialization in Maximization
model Brand Focus Retail Product in Retail
Channels Development Profitability
FILA’s Full Value Chain Brand and Retail Model
2015 2011
FILA’s Unique and Classic DNA is Highly
Differentiated
Traditional top-quality
products
FILA has developed a number of
traditional renowned products in
the past, particularly for high-end
individual sports such as tennis
and golf, etc.
VP VP CDO Designer
30 50 100 100%
% % %
Along the entire production chain, only top-tier suppliers are chosen
Direct Brand Retailing,
Efficient and Flat Management
Human capital:
1. 15 branch offices across the country with flat and vertical management in
across all markets except Tibet
2. Implementing a two-way reporting and communications structure
Merchandises:
1. Centralizing the inventory management across the country, the YTD
overall inventory-to-sales ratio is less than 6. With Jinjiang as the
warehouse headquarters, 8 RDCs have been set up across the country for
direct store delivery
2. Connecting online and offline retail channels for nationwide merchandise
allocation and transfer
Stores:
1. All retail shops have a strict standardized store design with a uniform and
centralized layout and construction SOP
2. Retail executives from the headquarters regularly work on-site to standardized
store layout and display with an aim to enhance visual merchandising quality
3. Retail staff training is standardized to ensure sales campaign messages and SOP
are understood and strictly followed
Rising Star of the Industry
Originale Series
Lifestyle Tennis Targets customers between the ages of 25 to 29 and
plans to expand consumer base to those with a
Red psychological age of 18 year old.
Fitness
Professional Sports
Training Officially return to the professional sports market in
2018.
Originale
Youth
Lifestyle Sports
Brand Specialization
2. Specialized Touchpoint and Precision Marketing
Crossover
Branding “Fan Economy”
Specialization in Product Development
Launch Hot-
Segmentation
selling Items
Consumer Innovation
Research R&D
30,30
Full-price Stores
Improved inventory control can Retail model upgrade: high value +
Customers need fashionable
products that are constantly
updated. We offer them luxury
enhanced channel distribution multi-scene + retail training
boutique shopping experience.
precision
Overseas
Providing fashionable and
Global procurement + speedy Retail model upgrade: high value +
globalized products that are in
season as well as internationalized
delivery multi-scene + retail training
services; establishing a new image
for the brand.
Store Interior Strategy: Continue to Adopt
In-store “Multi-scene, Multi-series” Strategy
1. We carry out an entire 2. We cited luxury hotels as the 3. We regularly update FILA’s in-store music
upgrade of the décor in our benchmark for our stores' décor and and play U.S. and European tunes to
stores every two years on introduced aromatherapy fresheners consumers while they shop. By improving our
average in order to provide in our flagship stores to provide a comprehensive and multi-dimensional
more attractive visuals to more pleasant environment for branding sense across our stores, we aim to
consumers. customers. provide customers with a more enjoyable
shopping experience.
Retail Channel Strategy: Focus on the Opening of
Landmark Flagship Stores
Retail Channel Strategy: Focus on Tier-1 and Tier-2
Cities and Maintain Stable Growth in Store Number
The average store size was approximately 110 sqm in 2015 and increased to
approximately 130 sqm in 2016. It is expected to reach over 150 sqm in 2017.
1000 900+
200
100+ new stores will be opened
every year
0
Y2014 Y2015 Y2016 Y2017E
FILA FILA KIDS
FILA Multi-brand Sales Targets
Retail sales CAGR target: >30%
Total number of stores target by 2020: 1,500-1,600
1 FILA Fusion 5
Sports Fashion Trendy Sports
2 Athletics Outlets 6
Professional
Sports
3 Kids Overseas 7
More 8
4 E-commerce
possibilities in
the future
FILA’s Prospects – Sustainable and Fast Growth
FILA is benefiting from the rapid growth of middle-
class and consumer trade-up
23% 48%
2005 2020
Source: GSS Source: Euromonitor database Sports trends are becoming popular all
over the world
In-store multi-scene provides customers with more options Continuous crossovers attract constant attention and
create buzz about FILA
LIVE YOUR ELEGANCE
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