When Will Domestic Sports Brands Usher In "Spring"?

Growth trend continues to slow down

From the published performance report, domestic Sports Anta is the most optimistic brand. Anta's total sales in 2011 rose 20.2% to 8 billion 900 million yuan compared with the same period last year, with net profit of 1 billion 730 million yuan, up 11.5% over the same period last year. This growth rate ensures that Anta has successfully surpassed Lining and become the industry leader of domestic sports brands. But if Anta's sales and net profit over the past few years have exceeded 20% or more, it will decline to a certain extent.

Lining's performance remained unchanged. According to the performance Bulletin released by the company, the total sales volume in 2011 is expected to decline by 6% to 7% and net profit by 7% to 8%, too.

PEAK's performance report is full of joy and sorrow. The total sales volume in 2011 was 4 billion 647 million yuan, up 9.4% over the same period last year. The worry was that it was affected by high inventory and net profit fell 5.4% to 778 million yuan.

Growth mode needs spanformation

In the past 10 years, China's sporting goods brand, the Chinese apparel industry and even the development of Chinese brands have been developing at a high speed. Many enterprises have gone from manufacturing to brands, and the past expansion has been too dependent on the enlargement of marketing and channels, and the accumulation of products themselves is not enough. Judging from the performance of many domestic sports brands in recent two years, the adjustment pattern of the industry has been established, resulting in a lot of reasons for the current situation, such as rising raw material and labor costs, rising housing rents, high inventories, insufficient domestic demand, and international brands such as Nike and Adidas.

"Industry slowdown is a collective phenomenon, not an individual phenomenon, but also a phenomenon. Sports From the high-speed growth period, the supply industry has come back to the periodic regulation of the band adjustment. The high speed growth in the past is extensive growth. It is built on the condition that the market is not saturated and the coverage of sales channels is not high. Now the channels are saturated. If we want to continue to grow, we must carry out a new round of industrial upgrading and innovation, in return for rational and healthy growth of the industry. Industry Gang Ma Gang told this reporter.

Ma Gang believes that from the recent behavior of some brands, such as the repeated fund-raising actions of several brands, we can see some difficulties in the industry. If in a limited period of time, unable to reverse the difficulties, then do not rule out the acquisition or closure of some enterprises.

Olympic year should strengthen marketing

Four years ago, the Beijing Olympic Games was a growth opportunity for domestic sports brands. Many domestic sports brands had achieved explosive growth, but some enterprises were not rational enough, and they also laid a disaster for the later high storage.

This year is the Olympic year, but London is far away from China. Sports A sales market for supplies. For many domestic sports brands, what we should do this year is to start from reason, make use of Olympic opportunities, expand overseas influence from marketing, and reduce stock in business, so that enterprises can return to the track of healthy development.