How Far Can Children'S Clothing Support 361 Degrees?

After a period of anguish, China's sporting goods companies are finally relieved.

A month ago, Anta acted as a native.

First released the 2014 earnings report, its earnings report showed that Anta's revenue grew 22.5% to 8 billion 905 million yuan, more than 8 billion 904 million in 2011, creating a record high.

"Before, they (Nike and Adidas) kept us awake, and now we have to keep them awake."

Ding Shizhong, chairman of Anta's board of directors, told an interface reporter last October.

Now, the second domestic brands, 361 degrees, also show signs of recovery.

In March 10th, the annual report of fiscal year 2014 was released at 361 degrees. As of December 31, 2014, the company achieved operating income of 3 billion 906 million yuan, an increase of 9% over the same period last year, and the profit holder should earn 398 million yuan, an increase of 88.2% over the same period last year.

Among them,

The revenue grew 20.7% to 507 million yuan, accounting for 13% of the group's profit, 206 million yuan gross profit and 40.7% gross profit margin.

It can be seen that 361 degree children's clothing business performance is particularly outstanding.

At present, children's wear and women have become the two major markets that most sports producers want to expand. In the domestic sports brands, Lining, Anta and XTEP are all posing attack positions in the children's wear market. In January this year, Puma announced the establishment of a joint venture to further enter the children's wear market.

For children's clothing business, 361 degrees started five years ago.

In 2010, the children's clothing business department was set up at 361 degrees, and children's clothing was launched for children aged 5-12. At present, there are 2142 children's clothing stores (182 children's stores added in 2013), and in 2014, Baidu developed four 361 degrees intelligence with tracking and measuring functions.

It will be available in March 20th of this year, which is also seen as a more attempt to combine children's wear with smart wearable devices in the next 361 degrees.

For children's clothing business, 361 degrees also signed children star Belna Aniwall, Aixinjueluo May and Zhou Zhangchi, and was authorized by Walt Disney (Shanghai) limited to design, produce and sell children's shoes, shoes, clothing and accessories with Disney Cuties and Marvel Kawaii series animated characters.

Of course, while focusing on the development of children's clothing, 361 degrees also integrated their own stores. In 2014, 361 degree authorized retailers opened 1384 new stores and closed 1364 stores. At the end of last year, there were 7319 stores with a net increase of 20.

Most of these stores (about 70%) are located in three lines or smaller cities, while encouraging better stores to be integrated into larger three in one stores or smaller stores as "two in one" collection shops.

At the same time, in order to further develop overseas markets, 361 degree became the second official supplier of Rio Olympic Games in 2016.

361 degree indicates that this sponsorship project can make it a most effective way to publicize brands to overseas consumers in a relatively short time.

However, despite the fact that the 361 degree performance is fair enough, the capital market is not optimistic.

After the 361 degree earnings report was released in March 10th, its share price dropped to 2.25 yuan, or 10.4%, closing at 2.31 yuan on the 310 th, down 7.97%.

In March 11th, as of noon, 361 degrees, the share price continued to decline, down 1.3% to 2.28 yuan.

The reason why the capital market does not look good 361 degrees is probably its new business exploration.

For example, the 361 degree intelligence children's shoes mentioned in its earnings report, the market's future demand and product stickiness must be put on a big question mark.