Sports Brand Redemption Way: Main Industry Downturn, Sideline Industry Complement, Industry Chain Innovation

< p > August 6th, < a href= "http://sjfzxm.com/news/index_x.asp" > Anta < /a > Sports released its half year results in 2013.

Similar to what is expected from the outside world, Anta sports still has a certain decline in terms of turnover, net profit and other key data compared with the same period last year. Meanwhile, another group of unexpected data has made the outside world feel a touch of warmth in the winter. In the first quarter of 2014, the order amount of Anta was the first increase since the third quarter of 2012, and the growth rate was "high single digit".

< /p >

< p > < strong > "worst times or already" < /strong > /p >

< p > < strong > main business downturn "sideline" complement /strong > < /p >

Ding Shizhong, chairman of Anta sports board, said that although the sporting goods industry in the mainland still faces challenges, Anta has passed the last year's efforts, and the worst period has passed. It is confident that it will become the first mainland sporting goods company to go out of the bottom of the market. P, chairman of Anta sports board, said that there was still a challenge.

< /p >

< p > data also support Ding Shizhong's statement.

After a continuous decline in performance and difficult inventory, Anta dealer's Treasury sales have returned to its normal level between 4.5 and 5, setting up a good foundation for the gradual recovery of orders.

Data show that as of the end of June, Anta inventories decreased from 687 million yuan at the end of last year to 576 million yuan.

< /p >

< p > in the case of unclear industry prospects, the half year report card given by Anta undoubtedly set a needle for the industry.

On the day of the semi annual performance announcement, Anta's shares closed at HK $9.33, an increase of 3.32%, the highest in 15 months, and at the same time led to a rally in the market share of sporting goods stocks.

< /p >

< p > "Anta is probably the first brand to recover in the sporting goods industry."

Sports marketing experts, the key Road Sports Consulting Co., Ltd. CEO Zhang Qing said.

< /p >

The Li Ning Co half year performance report, which was released yesterday, is also a lot of highlights. < p >

Similar to Anta sports, Li Ning Co still slipped in key data such as sales revenue and profit. But as of June 30th, the average turnover period of channel inventory dropped from 9 months to 7 months, and total inventory dropped by more than 30%.

< /p >

< p > in Zhang Qing's view, the industry is expected to stabilize in the fourth quarter of this year or the first quarter of next year.

"Recently, I have frequent dealership with many dealers. Before that, people were afraid of taking goods, but now their confidence is slowly recovering."

Zhang Qing said.

< /p >

< p > Anta's semi annual report gave the industry a shot in the arm.

< /p >

< p > in addition to further promoting brand wholesale to brand retail pformation, further strengthening "sideline" is also a common choice of the leaders.

This is evident from public data.

< /p >

< p > compared with the main business downturn, Anta's children's sporting goods series, FILA brand products, e-commerce and overseas sales are all in a steady growth trend. Its total turnover in 2010 and 2011 increased by 109.1% and 58.89% respectively over the same period.

In the first half of 2013, these businesses increased by 62.7% compared with the same period last year, with a turnover of 569 million yuan, accounting for 16.9% of Anta's total turnover.

< /p >

< p > in the case of a large number of stores, the number of Anta children's products and FILA stores has gone up and down. The number of stores has reached 811 and 322 respectively, and Ding Shizhong said it will continue to open new stores.

< /p >

< p > the same situation appeared in Li Ning Co.

< /p >

In 2007, Lining earned the income of red double happiness, which has been increasing continuously in recent years. It increased from 206 million yuan in 2008 to 542 million yuan in 2012, and the proportion in Lining's overall business is also on the rise.

< /p >

< p > in the 2012 year of Lining's huge losses, only the brand of red double happiness gained 78 million 946 thousand yuan profit.

< /p >

< p > 361 degrees is more familiar with this way: adopted a multi brand strategy, while retaining the 361 degree movement, it opened 361 degree children's clothing and 361 degrees.

< /p >

< p > "children's clothing consumption crowd is 3~14 year old child and teenager; the 361 degree sports consumption crowd is 16~45 year old young and middle-aged crowd; 361 degree is still positioning young people who are 16~25 years old and pursue fashion.

The three brands are different and complementary, with a wide coverage. They can basically meet the shopping demand of a family for sports fashion: a target= "_blank" href= "http://www.91se91.com/" > dress less than /a.

Zhao Feng, director of the 361 degree brand communication center, told reporters.

< /p >

< p > data also verified Zhao Feng's statement.

According to the 2012 annual report, the turnover of children's clothing of 361 degrees increased by 97.7% to 370 million yuan, accounting for 7.5% of the total turnover, almost doubled compared with the previous year.

{page_break} < /p >

< p > < /p >.

< p > < strong > whole industry chain innovation < /strong > < /p >

< p > in this round of adjustment, "Guan Dian" is a topic that can not be avoided. It can be seen from the open data of several major sporting goods in recent two years.

According to the 2012 annual report data of relevant companies, the six major sports brands in the country closed more than 4000 in 2012.

< /p >

< p > Anta is no exception.

From 2011 to the end of 2012, there were 590 stores in Anta stores and sports life stores. As of June 30, 2013, 241 stores were closed.

Ding Shizhong, chairman and chief executive of Anta group, said that by the end of this year, some 200 shops will be closed, and the number of Anta shops and sports life shops will be adjusted to 7600~7700.

< /p >

< p > Li Ning Co's adjustment is also continuing. In the first half of this year, the company closed about 400 inefficient stores. As of June 30, 2013, the number of shops was 6024.

< /p >

The data of < p > 361 degrees is more intuitive.

In the two quarter performance report released by the company, compared with 96 stores in the fourth quarter of last year and 162 stores closed in the first quarter of this year, the average retail sales in the two quarter were closed by 5 franchised retailers.

< /p >

< p > however, in the view of the industry, the next closing shop of sporting goods enterprises will have essential differences compared with the previous ones: formerly passive shops, but now enterprises are actively shutting shops to optimize the effectiveness of stores.

< /p >

< p > "now the market has become a buyer's market.

With the change of consumers' lifestyle and consciousness, they have also changed a lot in choosing products and buying channels.

In this case, closing some traditional stores is necessary for channel reform. PEAK is also looking for ways to take account of physical stores and e-commerce. "

In July, Fujian CEO a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > Industry Association member congress and China Footwear Industry Development Summit Forum, PEAK CEO Xu Zhihua said.

< /p >

< p > "reduce the supply chain links, improve efficiency and speed, pform the company's resources from the previous wholesale to retail, which is the common choice of several leading sporting goods companies in this round of adjustment."

Famous shoe clothing commentator Ma Gang said.

< /p >

< p > take Anta as an example. In the first half of this year, through upgrading and partial renovation of shops, the terminal retail standard was strengthened, and the store efficiency and flat effect of Anta increased significantly compared with the same period last year.

In the second half of this year, in addition to upgrading and upgrading existing stores, Anta sports will further improve the coverage of retail store analysis system to help companies analyze and grasp market demand.

< /p >

< p > stores are adjusting, distributors are also integrating channels.

In an industry view, because of the serious homogenization of market, product and marketing channels, the possibility of integration of sporting goods companies is not large at present, but the integration of distributors channels has already shown signs.

According to Zhang Qing, he learned that a local second-line brand dealer in a region has more than 40 stores to "fight against water" to make other brands, which will be more and more in the future.

< /p >

< p > < strong > adjustment of active channel will continue to be < /strong > /p >

< p > for several leading industries, whether it is channel reform or new category development, in the final analysis, it must rely on more competitive products to support.

In fact, both Anta and other colleagues have put this plan as the focus of their efforts in the next few years.

< /p >

Anta P sports science laboratory is the only state-level enterprise technology center in the domestic sporting goods industry.

In the semi annual performance report released, Anta pointed out that in the future, it will also introduce more new technologies and materials based on this core research institute to enhance the innovation and competitiveness of products so as to meet the needs of consumers.

< /p >

< p > Xu Zhihua and his PEAK also regard the technological revolution as the most important weapon to seek breakthroughs.

< /p >

< p > "why the US can develop manufacturing industry now is the change brought by technological changes, such as 3D printing technology, Internet of things technology and radio frequency technology. These technologies will burst into tremendous energy with traditional industries.

Just like Nike, it is now gradually proposed that it is not a shoe company, but a big data company, because it implants radio frequency technology in every pair of shoes, it can collect consumers' location information and consumption information. Once these information is integrated, it is a big data concept.

If the sales volume of a brand reaches tens of millions and hundreds of millions of pieces, it means that when you have tens of millions of consumers' personality data, you are a big data company that has mastered the trend of the market.

For the future direction of the industry, Xu Zhihua judged very clearly.

< /p >

< p > in fact, the most profound understanding of innovation is the upstream shoe supplier: there is no need to apply KPU technology, antibacterial and odorant, and waterproof and oil resistant "a target=" _blank "href=" http://www.91se91.com/ "> leather" /a "products," can eat "hot melt adhesive...

This year, around the core of "intelligent manufacturing", the industry chain of sports shoes has begun a great revolution in innovation.

< /p >

< p > "for sporting goods companies, until the end, they still rely on products to speak and innovate.

In the future, this innovative competition will expand from single enterprise to supply chain. "

Also in the China Footwear Industry Development Summit Forum, the famous economist Fang Gang gave the idea of future development of sporting goods.

< /p >