The Stronger The Sportswear Brand Is, The Stronger The Stronger.

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< p > Sports < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > market concentration is high, Nike/Adidas ranked the top two in China.

Nike/Adidas plus 7 sports apparel brands in China 2010-2013 years out of storage is basically stable at 55 billion; Nike/Adidas's growth in the domestic market has brought the market share directly from 2011-2013 to 25% in 2011-2013 years, and Anta in 2012 (13 years 7 billion 300 million income) surpassed Lining to become the domestic brand NO1 and the whole market NO3. Lining (13 5 billion 800 million revenue) and XTEP (13 year 13 income) followed closely.

From 2013, the outgoing data showed that the market share has 3 trends of concentration.

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< p > the fast opening of shops and goods on the basis of demand growth leads to the drastic adjustment of domestic sports < a href= "http://www.91se91.com/news/index_f.asp" > clothing brand < /a > after 2012.

The supply side data show that in 2007-2011 years, the number of 6 major sports brand channels increased from 22 thousand and 700 to 4.25, with an annual compound growth rate of 17%; the average single store outlet increased from 470 thousand to 760 thousand, the annual compound growth rate was 13%; the income increased from 12 billion to 36 billion 300 million, and the annual compound growth rate was 32%.

Demand side data take BELLE, the largest retailer of domestic sports apparel as an example. Its sports apparel business has increased from 5 billion 500 million to 10 billion 400 million in 2007-11 years, and the annual compound growth rate is 17%. The supply growth rate obviously exceeds the demand growth rate.

In 2012, it began to shut down poor profitability stores, control orders, buy back inventory and clean up prices, give distributors greater discount, effectively solve the problem of excess channel and inventory, and also lead to significant adjustment in performance.

By 2014, the adjustment of some brands had ended and the channel remained stable in 2014, and the order of Anta in the first three quarters of 2014 will have a high single digit growth.

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< p > faster production capacity and inventory, while some sports apparel interior management level has been improved.

Among them, promoting the retail mode, increasing the proportion of replenishment based on the proportion of self production, channel sinking, product diversification (out of thin air, extending to children's clothing and other related fields) and developing the electricity supplier are the main contents of the internal adjustment in the past two years.

Taking Anta as an example, the income of other brands such as children's wear, Fila, electricity supplier and so on has increased by 79% in the past 13 years, and the proportion of income has increased from 11% to 20%, which has become the main pulling point of company's income.

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< p > the comparison of sports apparel enterprises at home and abroad shows that the scale effect is significant in this industry, and the future will inevitably enter the era of stronger and stronger.

Advertising expenses and research and development input are important means to enhance the barriers of sports clothing brand. Nike's global income in 2013 is 156 billion 400 million yuan (Anta's 21 times) and Adidas's 122 billion yuan in 2013. The difference in scale of income will inevitably lead to the huge difference between affordable advertising and R & D expenditure.

The formation of this scale barrier is directly reflected in the difference in the acceptable valuation level of the market. Anta's valuation has recovered to 15-20 times, XTEP has recovered to 7-10 times, and Nike/Adidas has 25-35 times.

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< p > in the strong subdivision of foreign investment < a href= "http://www.91se91.com/news/index_s.asp" > market < /a >, domestic brands still have their living space in the 234 line cities.

Compared with several sports apparel brands in China, Anta's financial stability is far superior to that of a second tier city, Lining.

In other segments of the market, such as the mass leisure sector, it is probably a better way to avoid the strong foreign brand edge and reserve the energy line three after the scale.

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