Fujian Jinjiang Listing Shoes Enterprises Brand Layout Advantage Highlights

With the success of another enterprise, Jordan sports IPO, the new "army" of sporting goods in Jinjiang, Fujian is adding new troops, which makes people feel sorry again for the strong combat effectiveness and vitality of Fujian sports products "Legion".

In the territory of China's sporting goods industry, Fujian Jinjiang is blooming.

Statistics show that at present, Jinjiang Chen Dai town owns more than 3000 kinds of footwear enterprises, and produces hundreds of varieties of tourism shoes, casual shoes, fashion shoes, mountaineering shoes and snow shoes. The annual output of sports shoes is more than 700 million pairs, and the output of sports shoes accounts for 40% of the whole country.

The development of shoemaking industry has also led to the development of related industries.

Shoe accessories, such as shoe last, sole, heel, shoe lining, light foam, glue making, blister to carton, packing box, are all produced by professional manufacturers. Jinjiang has formed a "one-stop" type of production coordination group and industrial clustering.

At present, Chen Tai town, shoe material market has formed a "one three street" shoe industry development mode, sales covers all aspects of footwear production.

According to statistics, there are more than 1600 kinds of merchants in Chen Dai footwear market, with an annual turnover of nearly 20 billion yuan, which has become one of the largest shoe material markets in East China.

In the development of sporting goods industry in Jinjiang, one of the most outstanding features is the emergence of a number of leading brand enterprises with strong overall strength. The advantage of branding is obvious.

In the past 10 years, the rapid growth of a number of sporting goods brands in Jinjiang is amazing.

Especially in the past three or four years, with the fierce competition in the domestic sporting goods market, sporting goods companies in the Jinjiang board are rushing to appear on the market.

In 2007, Anta sports landed at the Hong Kong stock exchange, which raised more than HK $3 billion 500 million at that time.

In the first half, Anta's turnover was 4 billion 450 million yuan, net profit 930 million yuan, gross margin 42.8%.

The number of Anta professional sporting goods stores is 7844, the total sales area and the average sales area are 937 thousand square meters and 119 square meters respectively. Anta Sports Life Series 920, children sporting goods series 506, FILA brand store nearly 200.

The net financing of XTEP international landing port in 2008 was about HK $2 billion 67 million.

In the first half of the year, its turnover was 2 billion 570 million yuan, net profit was 466 million yuan, gross profit margin was 40.9%, the number of shops was 7438, the total sales area and the average sales area were 645 thousand square meters and 87 square meters respectively.

In 2009, the 31st degree landing port exchange, in the first half of this year, had a turnover of 3 billion 186 million yuan, a gross profit margin of 42.3%, a total of 7681 stores, and the total sales area and the average sales area of each shop were 777 thousand and 100 square meters and 101.2 square meters respectively.

Also in 2009, PEAK sports also landed at the Hong Kong stock exchange.

In the first half of the year, its turnover amounted to 2 billion 256 million yuan, net profit 423 million yuan, gross profit margin 39.9%, shop number 7619, total sales area and average sales area were 595 thousand square meters and 78.2 square meters respectively.

With the introduction of leading enterprises and other first-line brands such as Anta, accelerating the horse race enclosure, speeding up the pace of opening stores, increasing brand promotion and image building efforts, in a short span of three or four years, their scale expanded rapidly, and the competitiveness of terminal and brand competitiveness increased significantly, which made other enterprises of Fujian sports board feel the competitive pressure.

As a matter of fact, the current domestic sporting goods market includes international giants such as Adidas and Nike, and Lining, Anta, 31st, XTEP, PEAK and so on are the dominant companies to divide the market, as well as gueren, Hongxing Erke and other two or three line sports brands occupy the market.

In the white hot market, the rental and acquisition costs of terminal stores have risen sharply, and labor costs and raw material procurement costs have also shown a rigid upward trend.

What is more serious is that, with the upgrading of consumption, the demand for diversification, fashion and specialization of sports products is higher than that of the previous 5 years.

In this case, there is no strong capital strength to support, and the development of the brand is inevitably weak.

As a result, many sports companies have been listed as an inevitable choice.

Jordan sports obviously also knew this point, and finally stepped out of the market.

For Jordan sports, the challenge may still be ahead.

Obviously, compared to the first half of, the revenue of 4 billion 450 million yuan, 3 billion 186 million yuan, 2 billion 570 million yuan and 2 billion 256 million yuan of sales of XTEP, and the size of 7500 stores, Jordan's 1 billion 704 million yuan in the first half of the year and the number of stores in 5715 have shown a clear gap. In the future, it will only accelerate the run to make the gap continue to widen.

For those sporting goods enterprises that have not yet listed in Jinjiang and the rest of the second tier or even three line "camp", with the completion of all these listed enterprises in the country with high reputation, the limited market will gradually be dominated by these advantageous enterprises and occupy a larger and larger market share. In the future, the pressure of survival will be bigger and bigger, and the gap with the first tier listed companies will also widen, and their days will be more and more difficult.

It is more foreseeable that under the action of strong capital strength, these listed dominant brands will have some competitive advantages in the field of subdivision, but the merger and reorganization of enterprises with smaller scale and less capital will also be possible.

By then, who will become the unfortunate integrator? In order to get rid of the enormous competitive pressure and seek breakthroughs, who will be the next listed Jinjiang sports brand?

Of course, you can also point out that from the first two quarters of 2012, the market situation of these listed sports brands is not so optimistic. The domestic sporting goods consumer market is currently showing some weakness. However, it must be clear that no matter what kind of market, if the leading enterprises feel the pressure, then the survival situation of those enterprises that do not have the advantage can be imagined.

Under such circumstances, if we do not take the initiative to seek breakthroughs, we will surely wait for death.

Market competition is so cruel.