• <abbr id="ck0wi"><source id="ck0wi"></source></abbr>
    <li id="ck0wi"></li>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li><button id="ck0wi"><input id="ck0wi"></input></button>
  • <abbr id="ck0wi"></abbr>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li>
  • Home >

    Domestic Brands Start "Olympic Games" To Focus On London Olympic Games

    2012/5/8 10:41:00 11

    Olympic GamesNikeAdidas

    Each Olympic Games is not only a feast for sports fans, but also a booster for some sports brands.

    In March, Adidas announced a record high growth rate in 2011, but Adidas showed relatively cautious performance in 2012. It was expected that revenue grew by 5%~9% in 2012 and net profit increased by 10% to 15%.


    Nike's latest third quarter earnings report, released by Nike, the world's largest sports product company, showed a net profit of $560 million in the quarter, up 7% from 523 million US dollars in the same period last year.

    Christopher Silvia, analyst at Sloan Hanna financial group, an investment company, points out that Nike's orders in Western European markets should benefit from the needs related to the European Cup and Olympic Games.


    However, because of the rising cost of cotton, rubber and labor in China, the profitability of these sports brands is far from that of the previous years.

    Earnings showed that Adidas's gross profit margin fell for the third consecutive quarter, down from 48.4% in the first quarter of 2011 to 47.7%.

    Adidas's biggest competitor, Puma, also said last week that gross margins fell from 52.4% to 51.2% in the first quarter due to rising raw material costs.


    At the same time, Yuyuan group, the largest OEM manufacturer of Nike and Adidas, has increased its net operating income in the first three months by 6.2% compared with the same period last year, but its long-term profitability is not optimistic.


    UBS expects that Nike, one of Yuyuan group's main customers, will continue to keep prices down and the efficiency of new factories will take time. So the gross profit margin of Yuyuan group's OEM business will be reduced from 21% to 20.4% this year, and the profit forecast for next year will be reduced by 16% and 8% respectively.


    Domestic brands start "Olympic Games"


    Not only foreign brands, but also the degree of dependence of domestic sports brands on the Olympic Games.


    The 2008 Olympic Games in Beijing made many sports brands in China full of money. The annual report shows that Anta's operating income in 2008 increased by 54.80% compared with the same period last year, and its gross profit grew by 84.90% over the same period last year. Lining's operating income increased by 53.80% in 2008, gross profit increased by 54.60%, and the sales volume of 316 2008~2009 increased by 161.70%, and gross margin rose 8.2 percentage points to 34.60%.


    Anta stressed in its 2011 Annual report that in 2012, Anta group will launch a series of marketing activities focusing on the Olympic Games.

    Its advertising and publicity expenses accounted for 13.7% of the total turnover in 2011, up 0.1 percentage points over the same period last year, hitting the 13.8% highest point in 2008.


    Lining executives also said earlier that the most important work in 2012 was the Olympic strategy. Last year, Lining, whose net profit fell by 60%, had successfully grabbed the sponsorship of the five Olympic teams in gymnastics, diving, table tennis, shooting, badminton and so on.


    However, unlike the Beijing Olympic Games, the London Olympic Games lacked home advantage for local brands. In 2011, the annual report showed that Anta's overseas market accounted for only 1.2% of the total turnover. Lining's turnover in the international market in the first half of 2011 accounted for only 1.7% of the total turnover, and its offshore market was mainly concentrated in Eastern Europe, the Middle East and Southeast Asia.


    Qiu Li Jin, who studies sports marketing and sports sponsorship at Fudan University School of management, said that the outstanding performance of domestic sports brand performance in 2008 was the positive impact brought by the Olympic Games itself, not the marketing strategy of these brands.

    If you want to have a share in the London Olympic Games, local sports brands will face more challenges. Compared with international brands, many Chinese brands believe that sponsoring a certain event and using advertising can achieve the desired effect. In fact, the mature sponsorship theory requires enterprises to have 1 times to 3 times of capital in addition to sponsoring their own funds, and prepare for another marketing to enhance this effect. Finally, the local sports brand should also consider whether there is enough professional ability to do well in the whole sponsorship so as to maximize output.


    Ding Shuibo, President of XTEP, told reporters that due to the relationship between time difference and so on, the London Olympic Games could not be compared with the Beijing Olympic Games. Moreover, four years ago, China's sports market was just excited and even overdrawn.

    "XTEP will also invest, but the strength must not be compared to four years ago.

    • Related reading

    Fujian Children'S Shoes Usher In An Era Of Independent Innovation

    Footwear industry dynamics
    |
    2012/5/8 10:33:00
    3

    Transfer Of Japanese Sporting Goods Manufacturers In China

    Footwear industry dynamics
    |
    2012/5/8 10:27:00
    13

    The Historical Trend Of Direct Stores

    Footwear industry dynamics
    |
    2012/5/8 10:22:00
    22

    Sports Shoes Businesses Are Going To Stock, So They Can Make Brand Value Lose.

    Footwear industry dynamics
    |
    2012/5/8 10:08:00
    16

    Game Apps Marketing Adidas Cross-Border Cooperation

    Footwear industry dynamics
    |
    2012/5/8 10:05:00
    14
    Read the next article

    2012 The Sixth Guangzhou International Textile Printing Technology Exhibition Was Held In November.

    2012 exhibition time of the sixth Guangzhou international textile printing technology exhibition: November 8, 2012 ---2012 November 10th

    主站蜘蛛池模板: 一本丁香综合久久久久不卡网站| 别急慢慢来在线观看| 国产特级淫片免费看| 亚洲欧美一区二区三区在线| 久久99精品久久久久久噜噜| 高铁上要了很多次| 日韩欧美一及在线播放| 国产成人在线观看网站| 久久精品无码午夜福利理论片| 精品福利视频网站| 日韩精品国产一区| 国产在热线精品视频国产一二| 久久亚洲色一区二区三区| 边吃奶边摸下我好爽免费视频 | 波多野结衣忆青春| 在线成年视频免费观看| 亚洲欧美在线不卡| 真实男女动态无遮挡图| 最近免费中文字幕大全高清10| 国产无套在线播放| 久久久综合香蕉尹人综合网| 腿打开一下一会就不疼了| 强波多野结衣痴汉电车| 伊人色综合久久天天网| 69国产成人精品午夜福中文| 欧美一区二区三区久久久人妖| 国产成人A∨激情视频厨房| 亚洲国产精品成人久久久| 亚洲综合五月天欧美| 日韩在线第一区| 四虎www成人影院| h片在线免费观看| 欧美日韩在线成人| 国产成人综合亚洲AV第一页| 久久99国产精品| 男爵夫人的调教| 国产精品亚洲天堂| 久久精品亚洲日本波多野结衣| 美女福利视频一区| 在线精品免费视频| 亚洲av成人综合网|