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How Can The Two Or Three Line Sports Brand Survive In The Cracks?

2014/2/15 19:44:00 60

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Two Or Three Line Sports Brand Sporting Goods Industry Brand Operation

in the domestic sporting goods industry, from the brand influence and reputation, product design and development capabilities, market share, scale of revenue, network layout, brand operation and management capabilities, international sports sponsorship and international market influence, Lining and Anta can be called the first line leading brands. XTEP, 31st degree and so on belong to the two category brand. The "noble bird" and "Hongxing Erke" belong to the two category of the latter three categories. As for the brand of gold lake, Xi De long, Adi Wang and so on, they can only be regarded as four brands.

from the perspective of comprehensive competitiveness of the market, internationally renowned sports brands represented by Nike and Adidas are leading positions in the first tier and second tier cities with their strong financial strength, cutting-edge design concepts, strong brand promotion and marketing capabilities.

In terms of domestic brands, Lining and Anta, as well as XTEP in sports fashion orientation, also rely on high brand awareness and reputation. The network layout is gradually improved and market share is growing rapidly.

They occupy relevant professional sports and entertainment resources, leaving very limited space and resources for the birds and the other three or four types of latecomers.

from the scale and growth of enterprise revenue, in 2008 -2012, the compound growth rate of Anta's main revenue was 13.29%, 360% was 39.24%, XTEP was 17.95%, PEAK was 9.19%.

1-6 months in 2013, Anta sales revenue was 3 billion 367 million yuan, gross margin 41.11%; XTEP sales revenue 2 billion 98 million yuan, gross margin 40.19%; sales revenue of 360 degrees was 1 billion 998 million yuan, gross margin 39.01%; PEAK 1 billion 173 million yuan, gross margin 34%.

In the same period, the gross profit rate of sports shoes was 38.25%, lower than the average of 40.43%, and lower than that of Anta, XTEP and XTEP.

However, its sportswear gross margin is 41.16%, ranking first in the industry and 37.81% in the same trade.

In 2012, Anta sales revenue was 7 billion 623 million yuan, net profit 1 billion 359 million yuan, gross profit margin 37.95%, Li Ning Co revenue 6 billion 739 million yuan, XTEP sales income 5 billion 550 million yuan, net profit 810 million yuan, gross profit margin 40.68%; sales income of 360 degree was 4 billion 951 million yuan, net profit was 715 million yuan, gross profit rate was 39.84%; PEAK sports sales revenue was 2 billion 903 million yuan, net profit was 2 billion 903 million yuan, gross profit margin was p.

2011, Anta sales revenue was 8 billion 905 million yuan, XTEP was 5 billion 540 million yuan, 5 billion 569 million yuan was 360 degrees, and PEAK was 4 billion 647 million yuan.

Accordingly, Hongxing Erke, the size of the brand, such as the size of the brand revenue ranked the top ten, but after six or seven.

from the R & D capability, Lining, Anta, XTEP and other research and development are strong.

Take Anta as an example, its annual R & D investment accounts for 3%-3.5% of current operating income.

In this way, the R & D investment in 2012 is about 300 million yuan.

Its designer team is not only local designers, but also designers from all over the world, including Japan, Korea, Italy and the United States.

Anta has its own scientific laboratory, specializing in sports shoes and clothing comfort, safety, functionality and technological innovation research.

The lab has more than 100 scientists and technicians and technicians, and has introduced a large number of the world's most advanced equipment and tactics, and established the first professional basketball athlete foot database in China.

this kind of brand, such as ability, bird and bird, is not yet able to catch up.

the "noble bird" also calls itself a core R & D staff of 134 people, with 1130 annual sports shoes and 1800 more sports apparel design capabilities.

However, insiders pointed out that because the family management components are too strong, the number of employees in their enterprises is zero, so the flow of design personnel is more serious and the R & D team is unstable.

from the point of view of channels and orders, Lining, Anta and other brands are currently sorting out the channels, such as Lining's "channel revival plan".

In the face of high inventory pressure, they also began to change the order mode, breaking through the previous wholesale orders mode and adopting the combination of futures and spot.

But the precious birds still rely on wholesalers wholesale orders almost exclusively, and are highly dependent on dealers.

At P level, Anta and Lining cooperate with international institutions such as AT corney, McKinsey, JW and so on to enhance the core competitiveness of enterprises.

But the brand of "noble bird" basically stays in the era of family management.

the expensive bird has stressed that the three or four line city is its own dominant market.

As of June 30, 2013, the number of birds in the first tier cities was 415, accounting for 7.5%; second tier cities accounted for 914, accounting for 16.6%; three cities were 2054, accounting for 37.3%; four cities were 2125, accounting for 38.6%.

The total market share of its three or four line market is as high as 76%.

but it is well known that besides Lining, the domestic listing is < a href= "http://www.91se91.com/news/index_c.asp" > sports brand < /a > "Jinjiang Department".

The important reason for these brands to achieve today's achievement is to take the strategy of "encircling the cities by the countryside" and expand the layout extensively in the 234 line cities.

Moreover, in the Internet era, the brands of Anta and 360 degrees are almost identical in the provincial capital cities and in a county town.

The P > P > a href= "http://www.91se91.com/news/index_c.asp" "http://www.91se91.com/news/index_c.asp" > /a > quoted 2011 Euromonitor for the survey data on the number of retail terminals in the market sports shoes in Sichuan Province, which accounted for about 20% in the first tier cities in Sichuan Province, the second line cities accounted for about 20%, and the three or four line cities accounted for about 45%.

XTEP shops account for about 10% of the first tier cities, about 40% of the second tier cities, and three or four of the total three or four.

The 31st degree store accounts for about 15% of the first tier cities, accounting for about 40% of the second tier cities, and the total proportion of the three or four tier cities is about 45%.

The number of birds and birds shops is about 12% in the first tier cities, about 21% in the second tier cities, and 67% in the three or four tier cities.

but it needs to be pointed out that Sichuan province belongs to the advantage area of the brand of noble birds, with 623 shops.

Followed by Zhejiang, 439.

The advantage area of noble birds is not necessarily the dominant area of other brands.

Compared with other brands, their own advantages are not entirely convincing.

If it is magnified nationwide, its so-called superiority in the three or four line market is open to question.

, and the rapid expansion of the network makes the debt rate rise.

In the first half of 2010-2013 years, the number of stores was 4027, 5067, 5400 and 5508 respectively.

But after several expansion, its assets and liabilities ratio reached 57.92%, much higher than that of 36.19% of the same industry listed companies.

it is also worrying that the turnover rate of accounts receivable of < a href= "http://www.91se91.com/news/index_c.asp" > "noble bird > /a" for nearly three years is lower than that of the industry.

In the 2009-2011 years, the industry average was 9.83, 8.51 and 7.45 respectively, while the "noble birds" were 4.10, 5.14 and 5.312012 years, respectively, being 3.93.

Take 2009 as an example, other companies can recover accounts in 37 days, while the birds in the world need 89 days.

it can be said that in the overall competitive situation, before the listing, the situation of the brand of "noble bird" is actually very embarrassing. They want to break through, but they are under great pressure.

They know that only when they seek to market as a leading brand, can they compete with others on the same platform at least by leveraging capital markets.

Otherwise, their situation will be more and more difficult.

however, after the listing, can this embarrassing situation be broken? It can really afford to buy property for shops when it comes to money, and it can build R & D design building, which can afford an information management system. However, behind the series of hardware, ideas, ideas, overall management and operation level, which are rooted in the minds of enterprises and bosses, have to undergo a very difficult pformation if they want to have a qualitative breakthrough.

And this pformation can be completed in 35 years.