Lining Anta'S London Olympic Games

On the fourth day of the Olympic Games, behind the spectacular showdown of competitive sports, the Olympic Games between enterprises are also in full swing.

Anta Hao threw 600 million into the strategic cooperation partner of the Chinese Olympic Committee, while Lining collected the sponsorship of five dream teams from gymnastics, diving and so on in the Chinese Olympic delegation.

And this is just a small slice in the fierce competition of enterprises.

Olympic Games are the first class players' duel, and Chinese enterprises participating in the Olympic Games business opportunities are also front-line enterprises in related fields.

The difference is that the Olympic Games will be a success or failure, and the business war is a marathon.

Olympic athletes compete for gold in the London arena, and the Olympic marketing war of China's sports apparel brand has also entered the middle market.

Despite problems such as declining orders, high inventory and declining profits, China sports such as Lining, Anta, PEAK, 31st degree, Hongxing Erke and so on.

The brand is still favored by the Olympic Games far away in London, and has launched the "Olympic marketing" chariot, hoping to boost the army's heart and digest some stocks with the help of Olympic marketing, and on the one hand, expand the energy for the next step.

In the face of the general difficulties faced by the industry, China's sports clothing brands want to fight a turnover through Olympic marketing.

However, professionals also remind us that the main battlefield of China's sports apparel brands in China, London Olympic Games can not attract the attention of the country as much as the Beijing Olympic Games. Therefore, it is not appropriate to place too high expectations on London Olympic marketing.

Marketing Lining and Anta tied.

The first gold competition has always been one of the most watched events of all previous Olympic Games.

On July 28th, Chinese women Yi Siling won the first gold medal for the Chinese delegation in the women's 10 m air rifle final at the thirtieth Summer Olympic Games.

For a time, Yi Siling's popularity surged.

However, a careful audience may find Yi Siling wearing Anta sports shoes when he entered the competition. The socks were Lining's Lining brand logo on the pull rod box.

Obviously, Anta and Lining, the most competitive Chinese sports clothing brand, have been fully demonstrated in the London Olympic Games by Yi Siling's "mix and match".

At the awards ceremony, Yi Siling, wearing the Dragon suit designed by Anta, cheered on the podium. The image was immediately pmitted to every corner of the world by the media.

As a brother of China's sports apparel brand, Lining has successfully grabbed the sponsorship of the five Olympic teams in gymnastics, diving, table tennis, shooting, badminton and so on. However, as a rising star, Anta's Olympic marketing campaign is even bigger.

As early as in 2009, Anta was sponsored by the astronomical price of 600 million yuan and became the strategic cooperative partner of the Chinese Olympic Committee from 2009 to 2012.

Through this action, Anta has won the qualification of the award dress sponsor from Lining.

Despite the fact that Anta has been a strategic partner of the Chinese Olympic Committee from 2009 to 2012, it has won the most popular award dress sponsor qualification. However, the five dream teams sponsored by Lining are very popular among domestic audiences.

Up to now, in the sports marketing of this Olympic Games, Lining and Anta have been tied.

Three difficult problems in the industry

Despite the fact that Chinese sports apparel brands are launching Olympic marketing at the London Games, the Chinese sports apparel brand is facing the most difficult situation since 2008.

Due to the economic downturn in Europe and America, coupled with the slowdown in domestic economic growth, local sports apparel brands have generally suffered from declining orders, high inventories and declining profits.

From the order situation, Lining issued an early warning announcement in June 12th that the total amount of Lining products in the fourth quarter of 2012 was double digit percentage decline. Lining said that according to the results of the order, the management expects that sales revenue in 2012 may be negative than that in 2011; and in early May, Anta also announced that the order volume would decline in double digit percentage in the fourth quarter of 2012, and the total order volume of the annual order would be a drop in the percentage of high unit number. 331 degree also announced that the total number of adult products orders (by wholesale price) increased by about 2% in the winter order meeting, but it was seriously regressive compared with the growth rate of 27%.

The sharp decline in orders indicates that the market prospect of China's sports apparel brands is worrying, and the high inventory level shows that these enterprises are facing enormous turnover pressure.

The annual reports released by various sports brands show that in 2011, Lining's inventory reached 1 billion 130 million yuan, almost two times that of 2008; Anta's inventory was 618 million yuan; XTEP's inventory was 671 million yuan.

Lining, who has reopened the mountain, said that in response to the challenges of the business environment, the group is committed to cleaning up the retail end inventory, adjusting the layout of shops, controlling the pace of new shop opening, cleaning inefficient stores and improving retail efficiency in the next two years.

Miss Fang, a sports brand clothing dealer in Guangzhou, told reporters that from the end of last year, the sportswear business was obviously more difficult than usual.

"Shortly after the new products were put on the shelves, 25% off did not have much attraction; stock products, 66% off were not sold at all.

I've never been so miserable before. "

In addition, since 2011, the profitability of China's sports apparel brand enterprises has also declined.

According to the financial report, in 2011, Lining recorded a net profit of 3 million 858 thousand, a decline of 65.2%; Anta's 17 million 301 thousand, an increase of 11.5%; a 360 degree increase of 11 million 359 thousand, an increase of 16.8%; XTEP of 9 million 664 thousand, an increase of 18.8%; PEAK, 7 million 777 thousand, fell by 5.4%.

Analysis is difficult to win the battle of Olympic marketing.

In 2008 Beijing Olympic Games, Lining ignited the Olympic torch, and Lining's brand influence also reached the peak stage by means of Olympic marketing.

In the past year or so after the Olympics, Lining's share price has risen by at least 80%.

Other Chinese sports apparel brands also ushered in a high-speed growth period with the help of the Beijing Olympic Games.

However, after a brief high growth in 2009, from the second half of 2010, China's sports apparel brand has been slowing down due to the drag from overseas economic downturn and the sluggish domestic market demand.

But the above enterprises still set the goal according to the previous high growth situation, and the result is high inventory.

In 2012, orders fell further.

China's sports clothing enterprises are facing unprecedented difficulties.

Therefore, for the London Olympic Games, Chinese sports clothing brand enterprises have given high expectations, hoping to reverse the current unfavorable situation with Olympic marketing.

However, for this sports marketing, people in the industry have indicated that it is not appropriate to place too high expectations.

Wu Lei, general manager of Changrong sports department, said that because of not local competition and time difference, the marketing effect of this Olympic Games is not very significant compared with that of 2008.

Liu Ping, a professor at Beijing business school, told reporters in Nanfang Daily that the Beijing Olympic Games will be favorable for the domestic sports brand clothing enterprises.

However, after all, the London Olympic Games are held overseas. London and Beijing have 7 hours of time difference. It is hard for Chinese audiences to watch the London Olympic Games as much as the Beijing Olympic Games.

The Olympic marketing effect is obviously not comparable to the Beijing Olympic Games.

"London Olympic marketing, mainly to increase brand awareness, especially in the overseas market visibility.

But for Chinese enterprises to digest inventory, improve profitability will not have any practical results.

It is not realistic for domestic brands to go global in the short term. They should focus on the establishment of their own store system in the two or three tier cities and even the county level, and launch corresponding products according to the consumption demand of these markets, instead of fighting in the first tier market.

Chinese enterprises are different from each other.

Lining: he has won the sponsorship of the five dream teams of gymnastics, diving, table tennis, shooting and badminton in the Chinese Olympic delegation.

Anta: with the support of astronomical price of 600 million yuan, it became the strategic cooperation partner of the Chinese Olympic Committee from 2009 to 2012.

PEAK: sponsoring the 7 Olympic delegations of New Zealand, Lebanon and Iraq.

Hongxing Erke: a cooperation agreement with the Iran Olympic Committee.

Jordan: design the Olympic award dress for the 3 delegations of Kazakhstan, Turkmenistan and Mongolia.

31st degree: become a clothing sponsor of DPRK and other delegations.

What is particularly worth mentioning is that the performance of the black horse of the weightlifters after the Olympic Games has greatly increased the exposure rate of the 31st degree, and the trend is directly following Lining and Anta.