Fujian Sports Brand 10 Billion Market Value Of The New Era Unveiled!

For the sporting goods industry entry

Annual growth exceeds 20% Fujian

The 2010 annual report of several Quanzhou sports brands listed in Hong Kong shows that in 2010, the domestic sporting goods market still maintained strong growth momentum. Sales of Hongkong listed companies such as Anta, XTEP, 361 degree and PEAK grew by 20% over the same period last year.

The organic structure predicts that at this rate, there will be a number of sports brands reaching the level of 10000 stores in three years, and the entire sporting goods industry will enter the era of Wan shop.

Anta Sports Products Limited released the 2010 annual performance bulletin at the beginning of the year show that in the development of the market network, Anta last year strengthened the penetration in the two or three line market and high growth potential area, and Anta's main brand retail store added 958 to 7549.

In addition, Anta children's series and sports life series stores increased to 383 and 749 respectively.

This means that the total number of Anta brand stores has reached 8681.

In 2011, Anta plans to expand Anta's adult stores, children's shops and sports life series stores to 8200, 500 and 1000 respectively. In addition, the store is expected to increase to 300 by the end of 2011, and Anta stores will have the opportunity to break through 10000 stores and enter the "Wan shop Era".

The number of shops opened up after 361 degrees. According to the communique, the total number of stores in the first half of 2011 will reach 7263, with 336 additional in the period. The company also has 133 children's wear shops and two new generation flagship stores, bringing the total number of children's clothing and flagship stores to 487 and 5 respectively.

Future Ltd will maintain an expansion rate of 600-800 new stores a year. Judging from the current shop opening situation, the company believes the target can be achieved by the end of the year.

In addition, the management also plans to open 300 children's clothing stores every year, and plans to increase the sales of children's clothing to 10% in 2012.

From the above data, we can see that the total number of shops breaking through 8000 stores will not be a problem until the end of 361 to the end of 2011. By 2012, the number of terminal stores will reach 100 million.

There were 39 flagship stores and 7451 retail stores in XTEP stores in 2010, an increase of 12% over last year.

Last year, XTEP opened its first branch in Taiwan in Taipei.

Zhuang Zhaohui, manager of overseas business division of XTEP, said that for the Taiwan market, XTEP will adopt the regional agent distribution mode and take the middle end price route. In the first year, it will open 8 to 10 stores in Taiwan, with an estimated turnover of 3 million yuan, and finally plan to open 300 stores in Taiwan.

PEAK opened 1018 new stores in 2010, with a total number of 7224, compared with 6206 in 2009, with a growth rate of 16%.

PEAK and XTEP also plan to add 800 to 1 million new stores in 2011.

In addition, Jordan, the precious birds and other brands have also developed a store plan, plans to expand the number of stores to 10000 in three to four years.

Entering the expansion period, the noble bird claimed that there will be 1000-2000 new stores in the future.

There are people in the industry who believe that no country can provide a single brand of thousands of retail outlets like China.

Now, in the latest wave of expansion towards the three or four line blank market, China will breed a large number of brand names.

In June 30th this year, the market value of Anta sports in the stock market has reached HK $34 billion 615 million, while the market value of XTEP international and PEAK sports is also around HK $11 billion, announces the arrival of the new era of sports brand tens of billions of scale competition.

On the same day, Lining sports closed market value of HK $14 billion 113 million.

Analysts pointed out that from the perspective of comprehensive development data, the brand has always been in the position of "the oldest" of sporting goods in China, and its status as a leader has been on the brink of danger.

With the formation of the new scale of Quanzhou sports brand billions of new fronts, there will be a new competition pattern for the domestic sporting goods industry in the future.

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For the sporting goods industry entering the new competitive era of brand 10 billion scale, experts believe that the main reason is that the domestic two or three line market has provided huge room for growth.

234 line market offers growth space

Upgrading single store performance

Earlier, the number of stores in Quanzhou has reached more than 8000 stores, and Lining's annual report has claimed that the rapid rise of raw materials, labor costs and store rentals has brought pressure to all sectors of the industry chain. In the past, models that relied on distributors to open shops to promote growth have not been sustainable, and the market at all levels has changed from rapid scale growth to structural growth.

In view of this, Luo Shijin, a consultant in Shanghai's public relations communication organization who has long been observing the sporting goods market in China, believes that the scale of the 8000 shops can not be completely saturated with the sports brands. There is still some difference between Lining's market and the main market of Quanzhou's sports brands.

Compared to Lining's main domestic and second tier market, Quanzhou market is not completely saturated with the two or three brands of major cities in the market. However, the growth of the industry will tend to be slow, but it is an indisputable fact.

He reminds us that Lining's analysis is a good warning for Quanzhou's sports brands. After years of market enclosure movement, the marketing focus of Quanzhou's brand should be shifted from the number of stores that only originally pursued to stores to the improvement of single store performance.

He believes that China's sporting goods market is shifting from the previous era of horse racing to intensive farming. It is imperative to enhance the profitability of terminal stores.

Widening terminal channels

Zhang Tao, vice president of Anta company, told reporters in the morning post that thanks to the great potential of the two or three line market, the number of Anta's stores will continue to grow after breaking through the "8000 store" gateway.

"We are always facing the most extensive population in China.

We have a large base and a wide range of people, which means that we need more stores to serve our customers.

He said.

Some people in the industry say that this is the information age. For sports brand, this is also the era of channel revolution. After putting forward the ambition of "ten thousand shops" this year, Anta will only realize the scale of the other stores in the next two to three years according to the current development speed.

According to statistics, there are 70% outlets for domestic sporting goods brands in two or three line cities, and a large number of two or three line cities provide huge space and consumer market for these brands.

The question now is whether we should continue to expand our stores or focus on developing online channels.

As a representative of the second tier brands in China, Wang Zhidong, the brand manager of the noble bird group, believes that many domestic apparel enterprises' terminal networks have reached the scale of five thousand or six thousand stores. There are also several brands with more than 7000 stores. This is mainly due to the rapid development stage of the enterprises, the large capacity of the market, and the ability to accommodate so many branches.

There are only 27 sales regional markets in mainland China, with only 20 to 30 sales areas.

Therefore, there are many regional markets in China that have not yet been involved in the development. There are lots of shop opening spaces, which are far from saturated.

He said that due to the expansion of the birds in the direction of the three or four line market, these regional markets were blank before.

"For us, after the accumulation and growth of enterprises, we need to open up shop in these markets quickly, form a scale, and seize the opportunity to radiate the surrounding market.

Therefore, at present, you are also in rapid expansion. We now plan to open 1000 to 2000 stores every year, and so far, we have more than 5000 stores.

He said.

Tap the potential of consumption

Li Kailuo, director of the China Apparel Association's market expert committee and director of the Institute of international industrial economics, believes that one of the reasons for this trend is the huge and alluring Chinese market, as well as China's huge economic consumption class.

With the saturation of China's front-line market capacity, a large number of China's two or three and four tier cities have become the focus of the next step of the shoe and clothing brand. China's urbanization process provides a broad platform for their market expansion and channel sinking.

"At present, the huge capacity of the domestic two or three and four line markets has created the impulse of brand opening. In the local market gradually maturing, purchasing power continues to improve, the large scale distribution of brand businesses is very necessary."

He said.