Indoor Sportswear Market Continues To Heat Up

The latest financial report shows that in 2013, HAOSHA International achieved a turnover of 1.0215 billion yuan, a year-on-year increase of 20.5%; Gross profit was 590.3 million yuan, up 14.8% year on year; The gross profit rate was 57.8%, 2.8 percentage points lower than 60.6% in 2012; The net profit was 362.8 million yuan, up 9.6% year on year.

According to multiple spin clothing The annual report of 2013 that the company has released shows that under the background of declining revenue and net profit of many textile and sports brand enterprises, Haosha International, the first domestic listed indoor sportswear company specializing in swimwear, yoga clothes and other products, had a good performance in 2013.

In fact, at present, the entertainment activities of urban consumer groups are becoming more and more diversified, and more and more attention is paid to various indoor fitness activities. The continuous warming of the yoga clothes, swimwear, sports underwear market caused by this has brought about the continuous growth of market demand, which is the fundamental reason for the growth of HAOSHA International's performance.

All three market segments have the highest market share. HAOSHA International was successfully listed on the main board of Hong Kong Stock Exchange on December 16, 2011. At present, its aquatic sports products include men's and women's competitive swimwear, sports swimwear, leisure swimwear, children's swimwear, beach Clothes & Accessories It has two brands, namely "Haosha" and "Water Cube". Among them, Haosha is positioned at the middle and high end, and its main consumer groups are urban white-collar workers.

By category, the turnover of its water sports apparel products in 2013 was about 388.1 million yuan, up 27.7% year on year, accounting for 38% of the group's annual turnover. The turnover of Haosha brand water sports products was about 346.4 million yuan, up 14.0% year on year.

The turnover of its fitness yoga products was about 285 million yuan, up 37.3% year on year, accounting for 27.9% of the total turnover. The turnover of sports underwear products was about 309.6 million yuan, up 2.6% year on year, accounting for 30.3% of the turnover. Its accessories include swimming goggles, swimming caps, beach bags, beach trailers shoes As well as yoga mats, yoga balls, dance shoes, fitness bags, wristbands, headbands, sports bottles, etc. for fitness, the turnover in 2013 was about 38.8 million yuan, up 11.4% year on year, accounting for 3.8% of the total turnover.

From a regional perspective, its sales in the domestic market at the end of 2013 increased from 812 million yuan at the end of 2012 to 966.1 million yuan, with a growth rate of 19.0%; Overseas sales increased from 36 million yuan at the end of 2012 to 55.4 million yuan, with a growth rate of 53.7%. HAOSHA International said that there is still a large space for development in the Chinese market, and the Group's sales focus in the next few years will still be the Chinese market.

Haosha International has diversified sales channels, including department stores, professional outlets, specialty stores, composite terminals, seasonal counters, wholesale distribution, group buying, e-commerce, etc. In 2013, in the face of changes in the overall market channel pattern, HAOSHA International continued to optimize the existing terminal sales outlets, focusing on strengthening the development of professional channels such as gyms, yoga gyms, swimming pools, etc., promoting accurate sales promotion, improving the quality and operating level of outlets, and expanding the sales scale. By the end of 2013, there were 1356 international retail terminals in Haosha, 26 more than 1330 at the end of 2012.

HAOSHA International said that professional outlets such as yoga centers, gyms, natatoriums, holiday villages and water sports brand collection stores, coaches' self marketing system, mobile Internet and e-commerce will be the main growth channels of the company in the future, and sales will gradually account for a larger proportion.

According to the China Indoor Sportswear Market Research report released by Frost Sullivan, an internationally renowned consulting company, in 2013, the three product lines of HAOSHA International Yoga Fitness Clothing, swimwear and sports and leisure underwear accounted for 8.4%, 10.5% and 44.1% of the Chinese market respectively, ranking first in their respective market segments, and their market share continued to increase.

HAOSHA International said that the main driving force for the company's performance to achieve high growth in the period was the continuous improvement of the brand status, the improvement of the competitiveness of yoga fitness products, the improvement of the product structure and the construction of professional channels. At the same time, the launch of the "Water Cube" brand swimwear also drove the growth of market demand.

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New mid end young brand "Water Cube"

HAOSHA International has also launched a multi brand strategy. In 2013, with the authorization of Beijing National Swimming Center, HAOSHA International launched the "Water Cube" brand clothing. The Water Cube is positioned at the middle end, and its main consumer group is teenagers. In 2013, the brand's water sports products achieved a turnover of about 41.7 million yuan.

HAOSHA International said that the launch of the Water Cube brand clothing has realized the complementarity with the HAOSHA brand swimwear positioned in the middle and high-end market, expanded the coverage of the company's water sports products to the user group and channel control, and further strengthened the market share and competitiveness of the company's water sports products.

At present, HAOSHA International has formed a global and professional research and development system, including Beijing Design Center, Fujian Technology Center and French Design Studio, Japanese function and pattern technology expert team, Asian Fitness Institute and other professional cooperation institutions at home and abroad. Its competitive advantages in professional fashion design, function and technology development of indoor sports apparel continue to improve, So as to ensure the market competitive advantage of products.

At the same time, in 2013, on the basis of continuing to strengthen the development of yoga fitness professional clothing, the company began to extend the product line of yoga fitness "life series" clothing. As these products are gradually introduced to the market, their market scale will be expanded.

Next, in terms of product structure, while continuing to improve professional products, the yoga fitness field extends "life" products and improves the commodity structure of stores; In the field of water sports, while continuing to improve HAOSHA swimwear, strengthen the improvement and promotion of the product structure of "Water Cube", and expand its market share in the middle end; In the field of sports and leisure underwear, the focus is on strengthening the sports attributes of products, improving professionalism, and strengthening the professional advantages and differentiation of products.

Recently, Haosha International, a collection store of wearable products and water life, also announced that in order to follow the new trend of the retail industry and carry out technical reserves and product layout for future development, the company will develop wearable fitness products together with Japanese technology companies this year, hoping to launch products within the year.

Shi Hongliu, chairman of HAOSHA International, said that wearable products are a major trend in the future of retail industry, and HAOSHA also needs to take precautions.

But the company itself is not a technology company, so it will entrust a Japanese company to develop wearable products, such as portable instruments that can be used to measure swimming speed, and sell them with the brand of Haosha. Finally, both parties will share profits.

In terms of channel and terminal construction, Haosha International will also promote channel and terminal mode innovation this year, focusing on the construction of yoga fitness stores, HOTTO water life brand collection stores and professional channel terminals. Among them, HOTTO Water Life Brand Collection Store is a new terminal mode, which will improve the terminal sales force and form the control over the terminal channel of water sports through the integration of water sports brands.

Shi Hongliu said that due to the change of consumption mode, he did not want to open many new stores in the future, but to expand the size of each store.

This year, Haosha will launch a new HOTTO Water Life Theme Hall in the form of large stores, which will sell dozens of international brands in the fitness field. Its first store is located in the Beijing Water Cube, and is expected to open in the middle of this year.

In addition, in the face of the current rapid development of e-commerce and mobile Internet, HAOSHA International also said that it would comprehensively promote Electronic Commerce , mobile internet and O2O business. The fitness mobile community APP developed by the company for coaches and members will be launched in the middle of this year, and based on this, the self marketing of coaches and members will be developed.

At the same time, we will promote the development of WeChat Mall and the expansion of e-commerce business, and achieve two-way O2O of online sales, offline experience, offline sales and online experience in the next few years.