Sports Craze Promotes The Recovery Of Sports Brands Such As Anta And PEAK

After going through

After a series of attacks on large scale shops and a large decline in performance, domestic sports brands began licking their wounds in 2014 and gradually adjusted their own inventory and management ideas.

At the same time, in the pformation of major sports brands to retail, the recovery of sports brands is just around the corner.

Since the second half of 2011, the domestic sporting goods industry has undergone deep adjustment, business performance has declined sharply, and has experienced large-scale customs shop. In the first half of 2014, Anta sports and PEAK sports both recovered their business income and net profit for the first time.

According to the latest sports business in China recently released by PEAK sports, the total volume of orders in the third quarter of 2015 increased by 10% to 20% in the same quarter in 2014.

This is already

Total orders grew steadily for six consecutive quarters.

Meanwhile, in the fourth quarter of 2014, the same store sales volume of some retail outlets also increased year by year.

There are signs that domestic sports brands are coming to spring.

"Six consecutive quarters of growth in orders, which is mainly due to two factors, both inside and outside."

PEAK sports CEO Xu Zhihua explained: "the internal motivation is mainly that in the past time, pick continued the channel reorganization and optimization, effectively enhancing the single store effect.

On the external side, as the national fitness program has risen as a national policy, the number of people participating in sports and sports time will continue to grow, and the demand for professional sporting goods will be greatly released. This will be a great benefit for PEAK, a professional sports brand.

In 2014, the State Council issued some opinions on accelerating the development of sports industry and promoting sports consumption, which aroused strong repercussions in the sports industry circle.

The opinion points out that in 2025,

The sports industry will become an important industry in China, reaching 5 trillion yuan.

In order to achieve this goal, the new policy has upgraded the national fitness into a national strategic position and vigorously developed three major basketball balls, soccer balls and volleyball related industries.

"With sports becoming more and more people's hobbies, China's sports population is increasing, and its demand for professional sports equipment is also increasing.

The introduction of the new sports policy will speed up the development of mass sports and promote the consumption market of sports goods.

Xu Zhihua said, "in the third quarter of 2015, ordering data showed that sales momentum of basketball and running goods remained strong.

In the future, products such as basketball and running will be the focus of PEAK's sales.

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Sports hegemony plocation?

The white hot domestic sports brand is once again facing a shuffle. The 25 year old Lining brand is no longer honored. Anta is among the kings of Chinese sports brands through sponsorship of NBA and famous stars.

Losing and closing stores has been a true portrayal of Lining's domestic sports brand in recent years.

Since the 2008 Olympic Games, Lining sports has gone from bad to worse, till today's embarrassment.

Authoritative information revealed that Lining lost 820 million yuan in 2014. Before the 2012 fiscal year and 2013 fiscal year, Li Ning Co lost about 1 billion 980 million yuan and 390 million yuan respectively.

At this point, for three consecutive years, Lining, who could not achieve profitability, seemed more embarrassed.

Industrial capital focuses on Sports "big fat".

Recently, industrial capital has been eyeing a new fat industry -- sports industry.

In January 28th, the Pathfinder announced that the company and its wholly owned subsidiary, Tianjin new starting point Cci Capital Ltd (hereinafter referred to as "Tianjin new starting point"), Jiangxi and the same asset management Co., Ltd. (hereinafter referred to as "the same assets") jointly initiated the establishment of a total of 3 RMB $100 billion explorer and the sports industry acquisition fund (hereinafter referred to as the "Pathfinder sports fund") as one of the important platforms for the layout and resource integration of the sports industry.

It is not only the Pathfinder who sniffed the sports industry business opportunities. In fact, since the State Council issued the "opinions on accelerating sports industry to promote sports consumption" issued by the State Council in October 2014 (hereinafter referred to as the "opinions"), the board members or outsiders in the sports chain of the "noble bird", "the brigade travel Federation", "yao ji Poker" and "China happiness" and so on, have arranged the investment banquet in a scale of more than one trillion yuan in advance through the acquisition and establishment of industrial funds.

Many senior strategic analysts of public offering have said that 2015 will be the stage of release of China's sports industry policy dividend, which may become the two year market sports concept plate investment year.