Chinese company overtakes Nike in turnover using RFID technology

At the end of March 2024, Anta Sports released its 2023 financial results, which showed that total revenue reached RMB 62.356 billion, up 16.23 per cent year-on-year, a record high, and this growth not only reflects Anta's strong competitiveness in the market, but also demonstrates its effective business strategy.

For the second consecutive year, the company overtook Nike China to become China's number one in sporting goods revenue.

The Anta Group uses RFID for all its products, changing the waste of resources through data visualisation and eliminating the omission of products that used to be prone to leakage.RFID also improves the efficiency of warehouses as well as the operational efficiency of shops, bringing more efficiency to the brand's retailing.

In the past, Anta's sampling work before merchandise warehousing was all done manually, but now through the RFID channel machine, it can accurately read out the SKU information, price, and quantity of the merchandise, which greatly improves the efficiency and accuracy of the work. In addition, the application of RFID technology can also achieve real-time monitoring and management of inventory. Through the tracking and identification of RFID tags, Anta is able to accurately grasp the quantity, location and status of inventory, ensuring the timeliness and accuracy of inventory information. This not only helps to reduce inventory costs and inventory backlog, but also improves inventory turnover and optimises inventory structure.

RFID has not only helped Anta in logistics and warehousing, but also in retail management, Anta has applied RFID technology to merchandise tracking and management. By attaching RFID tags to the products, Anta is able to track the sales of products in shops, inventory changes and customer purchasing behaviour in real time.

Anta also uses RFID technology for data analysis. By mining and analysing the data collected from RFID tags, Anta is able to understand consumer buying preferences, market demand and product usage habits.

In terms of anti-counterfeiting, Anta also makes full use of the advantages of RFID technology. By applying RFID tags to its products, Anta is able to ensure the authenticity and integrity of its products and prevent the emergence of counterfeit products. This not only protects consumers' rights and interests, but also safeguards Anta's brand image and market position.