Noble Birds Seek New Outlets, Vigorously Lay Out Sports Industry

Recently, the company has signed a strategic cooperation framework agreement with tiger tiger (Shanghai) Culture Communication Co., Ltd. (referred to as "tiger sports").

The target size of the industry fund is 2 billion yuan. At the same time, the two sides have launched online and offline cooperation to form a win-win situation for the sports industry resources under the company's line and the effective commercialization of the online traffic resources of tiger sports.

The precious birds started to force the capital market, allied with tiger sports, and searched for the new profit pattern on the Internet, trying to connect the online and offline O2O.

The professional sportswear manufacturer turned to "gorgeous", trying to build a variety of sports industry form of sports industrialization group.

Tiger sports sports, the core user groups for young men sports crowd, is the domestic sports vertical field bigwigs, its own professional sports website - Tiger sports network (HUPU.com), in the PC and mobile Internet platform sports vertical field occupies the leading position, its offline battalion of various types of events and sports activities more than 100 thousand, in 2014 became the largest number of large business operations to participate in the largest number of domestic enterprises.

Policy Dongfeng, birds and birds seize the opportunity

Article 46 of the State Council put forward to promote the consumption of sports industry, and the total scale of industry will exceed 5 trillion yuan by 2025.

The policy of Dongfeng bugle, the major sports brands are looking forward to a reversal of the trend of the industry that has lasted for more than two years. Many stores have been dragged into the mire by stores, stock and channels.

The declining sports shoes and clothing manufacturing industry does not mean that the sports industry is not profitable. We should know that many large sports events organizers are government, but the operation is done by professional sports companies. The gross profit of a high-level marathon race is as high as 50%, and net profit is also 30-40%.

Moreover, with the gradual development of sports industry, more capital will be attracted, and many capital organizations will accelerate the layout of sports industry.

With the collision of capital and sports industry, all the major brands that have already entered the sports manufacturing industry are eager to try.

In the face of the Internet bombardment of thinking, single business mode has been very difficult to be independent.

With the support of the Internet tiger tiger and cooperation with borrowers and investors, the company has taken the lead in building a strategic line for sports industry.

However, good policy guidance can only become a catalyst for enterprise development, not a shot in the arm. The healthy development of an enterprise depends on its solid training, forging strong physique and keen coordination, and rushing ahead in the market.

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Main business short board barrel effect restricts development speed

On the one hand, the sports industry fund is set up in large quantities, but on the other hand, the main business of the company is not satisfactory.

In January 24th, the Landrace landed at the Shanghai Stock Exchange, less than a year after raising 943 million yuan. In December 1st, it submitted an application for issuing 800 million yuan corporate bonds.

The company's 800 million yuan corporate bonds are mainly used to supplement operating capital.

For the two times financing behavior of the birds in one year, the company's secretaries said that the company's issuance of 800 million yuan corporate bonds is mainly to supplement liquidity and optimize the company's financial structure.

Three quarterly reports show that the total liabilities on the company's books are 1 billion 540 million yuan, short-term loans are 647 million yuan, and debt pressure is relatively large.

It is understood that since the listing of the birds, their performance has continued to decline, and the trend of decline has been expanding: in 2012, the revenue was 2 billion 855 million yuan, and in 2013, it fell 15.76% to 2 billion 405 million yuan. In 2014, the profit and net profit of the first half of the year were 19.04% and 5.77% lower than that of the same period last year.

You are in the second tier tier of the local sports brand and have a strong position in the three or four tier cities.

The peak position of the market makes it competitive with other sports brands.

But since 2012, sports giants such as Lining and Anta have stepped into the cold wave.

In order to change the current situation of channel loss and sales decline, giants have adjusted their product styles to attract more consumption.

More and more stock pressure has led to the opening of the sporting goods industry to the low level cities, and even international brands such as Adidas and Nike, which take a second tier city as the target market, have begun to open stores in the three or four tier cities.

Under the backdrop of the whole sports industry downturn, the channel of the first-line sports brand has increased a lot to the main birds in the 234 tier cities.

At present, the sporting goods industry is developing towards specialization and fashion. Recently, the major international brands have been set up.

Monopoly stores, continue to compete for market segmentation, cross-border cooperation is emerging one after another.

However, there are no specific layout strategies in the two strategic positions of this industry.

In contrast, the 361 walls of the country, which are fragrant inside the wall, are actively taking the international route, consolidating the domestic market with overseas influence, and continuously expanding the layout of the overseas market.

Lining also returned to the mountains and began to set foot in outdoor, children and other professional fields to expand consumer groups.

Products are basic, and the increase in operating costs and the decrease of income caused by the short board in the main industry will restrict their comprehensive development.

Online sales sector, the precious birds do not work hard, to the electricity supplier to agents, and mainly sales inventory, the inventory from all over the country to the dealer, so it is difficult to see its bright sales performance.

On the other hand, the domestic clothing business tycoons are putting the new products on the line for the first time, allowing consumers to see the latest push and the whole line up, so that consumers can fully grasp the general situation of the brand and stimulate more consumer behavior.

There is no doubt that the strength of the main force of the online consumption should not be doubted. The bird should also be adjusted as soon as possible to prepare for the front line of the war and build up the most direct close contact with the consumer.

For the expensive birds, the short-term strategic significance of investing tiger pads is greater than their performance contribution.

In the early stage of cooperation, the contribution to the profits of listed companies is relatively limited. After bets, whether it can bring more development space for the enterprises themselves and break the rigid situation that the main business of the ice industry is shrinking is uncertain.

If the two sides can complement each other in the fields of users, brand promotion and electricity providers, promote the development of online business, attract the core group of sports consumption, or find a bright outlet as soon as possible.