Lining, Anta And Other Local Sports Brands Rose Collectively.

Declines Sporting goods unit Collective rise. As of yesterday's close, Lining rose 9.24% to HK $6.62, a 8 month high, and Anta sports rose 6.08% to HK $10.82, a two-year high.

Other sporting goods shares also rose, rising 361 to 4.04%, 2.06 Hong Kong dollars, XTEP international rose 3.85% to 3.78 Hong Kong dollars, PEAK sports rose 1.06% to 1.91 Hong Kong dollars, China's trend rose 2.42% to 1.27 Hong Kong dollars. Meanwhile, HOSA, an indoor sportswear brand, also rose 1.42% to HK $2.85. UBS's research report points out that the leading sports goods brand in the mainland is reasonably priced and attractive, and is expected to be next year. Market share It can rise.

The bank pointed out that Lining A new wave shoe made of knitted technology was introduced earlier, priced at only 319 yuan, and Anta also developed the technology, which is believed to be mass production next year. Anta plans to introduce the main product "KG" series of basketball shoes, and the market share is expected to increase in the future. The bank raised Anta's profit forecast for this year to 2015 and maintained a "buy" rating, with the target price raised from HK $11.5 to HK $13.5.

However, data showed that Anta's turnover in the first half of last year was 3 billion 934 million yuan, down 11.6% compared to the same period last year, and net profit was 770 million yuan, down 17% compared with the same period last year. In the first half of 361, the turnover was 2 billion 869 million yuan, a decrease of 9.9% over the same period last year, and net profit of 596 million yuan, a decrease of 23% compared with that of the previous year. Even the most brilliant XTEP in its report card, its net profit in the semi annual report has only kept an increase of 0.3%, while its total revenue has increased by a small margin. In the first half of the year, the total number of Kappa brand stores in China has been reduced from the end of the year to the present, and the decrease has reached a decline.

　　 Anta Lining and other brands go down related links

Sports brand gold has gone ten years?

In the clothing sector, the most severe test is sportswear. Lining, once the leader of China's local sports brand, can completely reflect the ups and downs of this industry. Catching up with the fastest ten years of China's economic development and catching up with the fast track of the Beijing Olympic Games, the revenue in China even caught up with the international giant Nike.

But happiness comes and goes quickly. Because of the accumulative superposition of problems such as unclear positioning and transformation, improper price increase and confusion in management, Lining's position as a leader has finally been handed over to others. What's more, the company has plunged into a lot of difficulties, such as the sharp decline in performance and orders, the turbulence of executives, the swing of Ku Cungao enterprises, the swing of internal and external positions, and so on. When can we get back to the peak, no one can give an accurate prediction.

However, Lining is not the only way to sink the channel. As early as 2010, Nike launched 300 yuan low price shoes to seize the middle and low end market. Meanwhile, Adidas, the world's second largest sporting goods manufacturer, has said that by 2015, it will open more than 2500 stores in two or three cities in China, covering 1400 cities, including small cities with a population of 50 thousand to 500 thousand. By contrast, Lining's brand influence and price advantage are even more bleak.

Dongxing Securities believes that, according to the life cycle of the apparel industry, the domestic sportswear is in the second half of the mature period, and the growth is weak.

The superposition of various reasons makes Lining's performance slightly extreme, but behind this is the deep thinking of whether the whole local sports brand has left gold for ten years. Because not only Lining, but also in the first camp of Anta, as well as XTEP, PEAK, represented by the low-end Volkswagen brand in 2011, the inventory turnover rate is at a low level in recent years.