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Mainland Sports Brand Enters The Two Or Three Line Market Integration Era

2011/1/18 11:21:00 70

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The streets in mainland cities and even some developed counties and county-level cities often have similar scenes. In the commercial streets, Lining or Anta or other sports brand stores occupy the largest volume of people's traffic. There may be two or more more sporting goods stores with the same brands less than 100 meters away.

Over the past 10 years, we have relied on the strategy of opening a large number of stores.

Sports brand

The two or three and below cities not only survived, but also grew bigger and bigger. Lining's income scale exceeded that of the pnational sporting goods giant Adidas in 2009, and sat on the second place in the mainland sporting goods market. Compared with the strength of the boss Nike, the local sporting goods enterprises gradually went to the end in the "golden age" of small and medium-sized cities.

A senior garment industry believes that before the mainland, there are few sporting goods brands. Now there are numerous sports brands, and listed companies are everywhere.

Sporting goods market watchdog Ma Gang believes that the past five years are the best five years of the mainland sporting goods industry. In just a few years, the growth of Lining and Anta's performance is strong, and the followers, China trends, XTEP, 31st degree, PEAK and other achievements are quite striking. In 2009, Lining, Anta, China trend, XTEP,

360 degree

The performance of PEAK and other enterprises combined nearly 30 billion yuan sales, about about 60000000000 yuan of retail sales, about five years ago, the number of sports products consumed by the whole country several times, in just five years, the mainland sporting goods industry showed the characteristics of explosive growth.

The increase in the number of stores in the two or three and below cities is the result of the growth of the mainland's local sports brands.

Trump

One of them.

In 2004, Li Ning Co listed in Hongkong, with a turnover of 1 billion 880 million yuan and 2887 stores. In 2009, the revenue of Li Ning Co reached 8 billion 390 million yuan, and the number of Lining brand stores increased to 7249.

Anta was listed in Hongkong in 2007, with a turnover of 3 billion 180 million yuan and 4716 stores. In 2009, the turnover of Anta increased to 5 billion 870 million yuan, and the number of stores increased to 6591.

Lining

The number of stores in the company, Anta and other mainland sporting goods companies is increasing in 2010.

How many stores can the mainland market open? PEAK CEO Xu Zhihua optimistically estimates that the number of 1 stores that a single brand can open is possible, but in fact, domestic sports brands have already hit the line ahead of time in expanding the number of stores.

Ma Gang said that in 2010, Lining planned to have 7900 stores, and the number of stores such as Anta, XTEP, 31st degree, PEAK and so on will exceed 7000.

As the number of stores increased, performance also rose.

According to the available data, the average growth rate of the mainland sporting goods brand stores is about 10%, while the sales growth rate is about 20%.

At present, there are 70% outlets for local sporting goods brands in two or three line cities, more than 280 in the prefecture level, more than 370 in the county level, and more than 1600 in the county (including autonomous counties, flags, autonomous flag, special economic zones and forest areas), and then look at the number of sporting goods retail stores, and the number of sporting goods stores in mainland China reaches more than 40000. The consumption potential of sports goods in the two or three market is basically excavated, and the market will usher in the integration stage.