Big Melee! 2010 China'S Sports Brand Staged "Horse Race Enclosure".

In 2010, the local movement of China was large and small.

Mandela, a former South African president, has a famous saying, "sports have the power to change the world."

Sports show the speed, strength and belief of human beings.

In 2010, faced with the huge more than 1300000000 population.

Active change

On the last day of June 2010, Li Ning Co suddenly announced that it wanted to change the brand logo and slogan: "L" Pinyin logo changed into a "human" symbol, and "everything is possible" was replaced by a more internationalized "Make The Change".

As China's first local sports brand to strive to build an international first-class brand, Lining's initiative to change is worth affirming.

Since its establishment in 1990, Lining's original trademark has been criticized for imitating Nike, and the slogan "Everything is possible" is also considered to be the same as Adidas's "Nothing is impossible".

Logo innovation can be seen as an attempt to internationalize and get rid of the brand image of Shanzhai.

The new slogan "Make The Change" is strong and powerful, consistent with the slogan of Obama and British Prime Minister, full of personality charm and spirit of challenge.

In fact, the core competitiveness of any brand is not an expression of its own. Changing the label is only the first step in changing the enterprise. More changes should be made in the deep pformation of the enterprise's innovation ability.

From the original Lining to the new Lining based on "people", how the concept of "people-oriented" runs through the whole brand is the key to Lining's future development.

Although the change is a bit hasty and slightly flawed, in many industry circles, Lining's "brand remolding plan" is a big step forward in domestic brands, "a great step in consciousness and ideas".

According to statistics, 99% of Lining's turnover in 2009 still came from the domestic market, and overseas sales contributed only 1% to Lining.

This embarrassing data shows Lining's weakness in the international market, and also makes the company determined to take the initiative to change and develop the international market. At the same time, it strives to build China's world-class sports brand.

The initiative to change is also PEAK.

When PEAK's turnover exceeded the three billion yuan mark for the first time in 2009, many people questioned how much room for PEAK to grow in such fierce competition in China as so many sporting goods manufacturers.

In 2009, PEAK's year-end financial statements gave the answer: "the goal of 2010 is to enter a wider range of sports."

In September 10, 2010, PEAK held a press conference in Guangzhou, officially announced the signing of the international women's professional networking WTA Tour Asia Pacific official partner, and signed WTA star Olga Gwatersova.

The "aristocratic" movement of tennis is gradually moving towards "civilians".

According to a set of survey data from the China Tennis Association, 130 million of Chinese are interested in tennis. Five million of the fans often play tennis, which is comparable to that of France, a big tennis country.

Moreover, the number of tennis fans in China is still growing rapidly.

PEAK chose tennis and stepped out of a historic step toward "a less professional field in China".

Besides, we have reason to believe that PEAK's "wider sports field" is more than tennis.

"Professional sports brand of high quality, high quality and high technology", "looking at the world with a long-term perspective, is determined to become a well deserved No.1 in the domestic industry. Its comprehensive strength is the top five in the global sporting goods industry."

Hongxing Erke also can not withstand a change and strive for a strong heart.

The design mode of technology and innovation is Hongxing Erke's initiative to change and preempt strategy.

Hongxing Erke has always adhered to the road of "technological innovation", has been committed to product R & D, and hired famous designers to host product design, closely combined with international trends, combined with human engineering, sports mechanics, business aesthetics and other fields of principle, and strive to provide high-tech, high quality, high quality professional sports equipment to the market.

At the end of 2009, after being certified by CNAS (National Accreditation Committee for conformity assessment), Hongxing Erke product was once again certified by national environmental protection products, and became the first enterprise in the industry to obtain national environmental certification.

This is the achievement of the company's pursuit of technological innovation for many years, and laid the foundation for the company's development in 2010 and even for a long time.

In fact, before the international brands such as Nike, ADI, Puma and so on, after thousands of small and medium-sized domestic brands catch up, Lining, PEAK and Hongxing Erke are taking the initiative to change and want to take the initiative.

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"Accumulate grain" and become king.

Although it has been repeatedly compared with Lining, the Chinese sports brand leader, Anta is reluctant to acknowledge competition between the two sides.

Yuan Wei, manager of Anta sports and public relations, said, "be good at yourself, as long as every year is better than last year."

Anta is low-key, Anta's performance is not low-key.

In 2010, Anta achieved sales revenue of 7 billion 410 million yuan, an increase of 26.1% over the same period, a gross margin of 42.8% and a 7549 store.

Anta stands out from many sports brands in China, ranking first in China's sports shoes market for many years, and has a successful strategy.

At the initial stage of development, Anta focused on "accumulating grain" and stepping up its development step by step.

In 2003, the Ding family began to clarify the relationship between shareholders, and by introducing professional managers and other measures to separate the ownership and management rights of Anta, laying the foundation for further development of the company.

In July 11, 2007, Anta went public in Hongkong, and its share price rose more than 40% on the first day.

In 2008, the Anta, which was built on the ground, achieved a turnover of 4 billion 626 million yuan, an increase of 54.8% over the previous year and a gross margin of 6.5 percentage points.

Operating profit of 931 million yuan, an increase of 94.2%, net profit of 895 million yuan, an increase of 66.4%.

In the context of the international financial crisis, Anta not only did not lay off staff, but also increased nearly two thousand jobs.

Just as the international sports brand had to shrink the battlefield in China because of the crisis, Anta took the opportunity to step by step.

In June 23, 2009, Anta became the "2009-2012 year Chinese Olympic Committee's sportswear partner" and became the partner of the Chinese Olympic Committee for four years. In four years, it will provide eleven international costumes.

Ding Shizhong, chairman and CEO of Anta's board of directors, said, "I hope that through the strategic cooperation with the Chinese Olympic Committee, Anta will be able to associate with Chinese sports in the future.

The company hopes to increase the total number of shops to ten thousand in 2011, and become the first and the first brand in China's sporting goods industry.

XTEP's mid 2010 sales revenue increased by 23% over the same period last year, or about one billion and nine hundred million yuan.

As of June 30, 2010, the total number of XTEP brand retail stores has reached 6579, including 36 flagship stores. Through nationwide distribution network, the product sales range covers all 31 provinces, autonomous regions and municipalities directly under the central government.

In addition, through third party distributors, XTEP opened a brand retail store in Taipei, and also became a jerseys sponsor of the Premier League Bermingham club team, actively exploring overseas markets.

XTEP, which is "different", has the same low profile predecessor.

XTEP International Holdings Limited was originally a manufacturer of equipment. It started its business in 1999 and made sports shoes for many international brands.

After the discovery of huge commercial potential in China's brand sporting goods market, the company launched the XTEP brand in 2001.

The global economic crisis in 2008 also brought a rare opportunity for development of low-key XTEP.

In the severe winter of the global economic depression, XTEP achieved 110% revenue growth and 129% profit growth.

In June 3, 2008, XTEP went public in Hongkong, attracting the attention of investors and people from all over the world.

The success of Anta and XTEP's "wide grain" foundation has become a learning example for many Chinese small and medium-sized local sports brands.

They are waiting for a certain opportunity to come and then become a member of the local sports brand.

In the future, there will be many small and medium-sized local sports brands in China.

Foreign brand market Afterburner

As a matter of fact, in 2010, it is doomed to be an eventful year for China's local sports brands.

In mid 2010, there were rumors that Nike, Adidas and other international brands declined in sales in the Chinese market. They wanted to adjust the channel structure and enter the two or three line market. At the same time, they would launch low-cost shoes to seize the market firmly controlled by local brands such as Lining and Anta.

As soon as the news came out, it immediately caused chain reaction in the capital market.

In July 6, 2010, sports apparel stocks fell across the board: Li Ning Co fell 2.01%, Anta fell 0.74%, XTEP fell 5.98%, PEAK fell 2.92%, and 31st down 0.36%.

After many years of rapid development of China's economy, along with the blowout of sporting goods market, the local sports brand represented by Jinjiang brand has achieved extraordinary development.

Anta, 31st degree, XTEP, Jordan, PEAK, Hongxing Erke, del Hui, Meck, Hyde dragon and many other name brand names or name brand sports brands have sprung up everywhere.

The reason why "Nike entered the two or three line market and launched low price shoes" can shake up the share price of local brands. The fundamental reason is that although local companies actively create brand image, there is still a big gap compared with international brands. When losing the advantage of price, channel and other aspects, the local sports brand is inevitably "guilty".

Lining's change of brand logo and slogan is a great effort for the company to focus on its brand connotation.

At the time of changing the bid, Lining's turnover in mainland China finally surpassed Adidas, becoming the second largest sports brand after Nike.

Not only is Lining, but many local sports brands have begun to calm down the direction of brand development and ponder their own future path after the clamour of the licensing movement.

Anta started looking at the domestic market ten years ago, expanding its own brand, and spending fifty million yuan to create the "Sports Science Laboratory", the highest level R & D institution in the field of sports goods in China.

Anta launches about ten thousand new products every year, and has invested more than 100 billion in research and development.

At present, in Jinjiang, Jinjiang, the average profit rate of more than 30% of the enterprises, such as the average profit rate of more than 30%, has begun to increase technological innovation and build its own brand. Only in the first half of this year, 252 R & D centers have been set up and billions of yuan of technical pformation funds have been invested.

Experts believe that after years of accumulation of international sports brands, both operational skills and preempt marketing resources are better than domestic enterprises. Under existing conditions, domestic enterprises have to work harder and make more innovations if they want to narrow the gap with international brands.

Perhaps bigger battles will soon be launched, who will be eliminated and who will be accomplished?