• <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: 都市春色校园另类| 中文无码精品一区二区三区| 4ayy私人影院| 91精品国产三级在线观看| 蜜柚视频影院在线播放| 日本高清视频色wwwwww色| 国产小视频免费在线观看| 久久精品桃花综合| 女人隐私秘视频黄www免费| 猫咪免费人成网站地址| 扒开老师挠尿口到崩溃刑罚| 国产白袜脚足j棉袜在线观看| 亚洲精品在线播放| 97久久天天综合色天天综合色 | 欧美巨鞭大战丰满少妇| 婷婷久久香蕉五月综合| 四虎精品成人免费永久| 三上悠亚电影全集免费| 男女一对一免费视频| 成人免费视频网站| 免费日产乱码卡一卡2卡三卡四| 中国日韩欧美中文日韩欧美色| 美女张开腿让男人桶的视频| 娇妻之欲海泛舟小强| 亚洲精品美女久久7777777| 2021国产精品露脸在线| 最新国产三级久久| 国产亚洲一区二区手机在线观看| 中文字幕久久久久| 男人天堂视频网| 天天做日日做天天添天天欢公交车 | 女人张开腿让男人做爽爽| 午夜毛片不卡免费观看视频| 中文字幕在线观看网站| 老师在办公室疯狂的肉我| 好猛好紧好硬使劲好大男男| 北条麻妃一区二区三区av高清| 中文字幕影片免费在线观看 | 日韩午夜电影在线观看| 国产日本欧美在线观看| 久久99精品免费视频|