Olympic Craze Is Hard To Resist The "Winter" Of Sporting Goods Industry.

Stocks rose sharply, of which Lining, a national sponsor, rose 12.15%, the biggest one-day gain in nearly half a year.

Prior to this, by the earnings warning effect, Lining's stock price plunged continuously, compared with the peak time has shrunk 80%.

Compared with Anta's high-profile sponsorship of the Chinese Olympic Committee's "big hand", Lining, 31st degree and other other domestic brands have adopted another way to sponsor individual athletes and individual sports teams by dispersing "betting".

During the Olympic Games, Lining sponsored 5 Chinese gold medals including diving and badminton, while 3610 signed a swimmer Sun Yang before the match.

The spectators can easily find that although the winning athletes are wearing Anta sports coats to win the gold medal, the sponsors of the teams are different.

Thanks to the achievements of the diving teams and badminton teams, Lining also brought the marketing to the extreme.

On Sunday evening, after "big reversal" won the Olympic Badminton Men's singles champion, Lin Dan once took off.

Instead of a black T-shirt, it was quickly signalled to wear the Lining shirt, which won the title four years ago, as a sponsor of the national feather, and Lining will certainly not miss this golden opportunity.

By the Lin Dan Olympic Games defending badminton men's singles champion, the national badminton team swept the 5 gold medal encouragement, the national feather sponsor Lining changed the declining trend, yesterday afternoon quickly pulled up, at the close of Lining shares rose 12.15%, closing at HK $4.43.

Other sporting goods shares also soared, Anta shares rose 17.15%, 361 degrees, PEAK sports rose more than 8%.

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Anta's net profit is down but its share price is still up 17.15%.

As the highest level of the Chinese Olympic Committee

Anta sports exposure and popularity of the next level.

However, in the overall downturn of the industry, Anta's huge investment in Olympic marketing is not optimistic.

Yesterday's performance report released by Anta showed that net profit in the first half of the year dropped 17% compared with the same period last year. Meanwhile, the order amount decreased in the first quarter of next year.

"Anta made the champion dragon suit for the Chinese delegation". Anta, the exclusive award dress for the Chinese national team during the Olympic Games, launched a large-scale advertising campaign. In the Wangfujing pedestrian street in Beijing, Anta's huge champion dragon clothing model stood on the streets and attracted numerous passers by.

The market generally estimates that the amount of Anta sponsoring the Chinese Olympic Committee is as high as 600 million yuan. Anta's chief operating officer, Lai Shi Hsien, once said that the cooperation with the Chinese Olympic Committee, which covers the wide range of interests, the length of years and the amount of sponsorship, is unprecedented in the Olympic history of China.

Anta sports has spent a lot of money on Olympic marketing, but analysts of the brokerage think it has little effect on sales.

Yesterday's performance report released by Anta showed that Anta's net profit in the first half of 769 million 600 thousand fell by 17% compared with the same period last year, which is also the first time that Anta's net profit has declined.

Anta explained that due to fierce competition in the first half of the year, the average selling price of products dropped, the turnover decreased by 11.6% to 3 billion 934 million yuan, and the gross margin fell by 1 percentage points, of which the gross margin of footwear, clothing, accessories and other parts fell across the board.

The data from the order meeting are also not optimistic, Anta sports said yesterday that the order for the first quarter of 2013, which just ended in July, dropped by 20% to 30% in the first quarter of 2013.

In this regard, Anta sports will be attributed to the industry downturn.

Despite the poor data, Anta's stock price rose by 17.15% yesterday after a rally in the sporting goods unit.

Reporter's notes

Olympic marketing in winter

The 31st degree company increased the broadcast time of TV ads endorsed by Sun Yang's image, and sponsored by PEAK fishermen in net sponsorship of the seven Olympic legions, less than Adidas and Nike.

The Olympic Games make the Chinese sports brand brand of scenery for a while. However, the short term good will be hard to overcome.

Brokerages, including China Merchants Securities, are not optimistic about the Olympic marketing of domestic sports brands.

Insiders also believe that under the current market situation, some domestic brands are heavily blinded by heavy sponsorship. "Some domestic sports brands sponsor large numbers of other Olympic legions, but the fact is that, apart from Lining, other domestic sporting goods brands do not develop overseas markets at all."

Heavy sponsorship does not hide the fact that the boom in sports goods industry is declining.

In early June, Lining, the largest sporting goods producer in the country, issued a performance warning. It expects that profits will fall sharply in the first half of this year and in the whole year. In addition, orders for the whole year will fall.

Yesterday, another big domestic sporting goods giant Anta also released a similar performance report, all of which conveyed a signal that the sporting goods industry has not yet come out of the cold winter.

In the context of declining performance and high storage shadow, domestic sports brands began to shrink completely.

PEAK expects that the number of stores this year will be reduced to 7000, with a reduction of around 10%.

Anta sports chairman Ding Shizhong also said that the company will continue to carefully control future orders and store expansion plans.

And in order to digest inventory, Lining did not hesitate to adopt large-scale factories and discount stores which were regarded as "damaging the brand" by the industry.