Anta And Other Sports Brands Are Profitable Now.

In recent months, the performance report of several major sporting goods enterprises listed in Hongkong in 2014 showed that the performance has continued to recover from the third quarter of last year. The channel adjustment and product line expansion have been effective over the years, not only the overall performance has increased, but also the profit highlights are outstanding.

　　 Multi brand strategy to enhance performance

In the middle of last month, Anta Sporting Goods Co., Ltd. announced its results announcement in 2014 in Hongkong. This year, the company's operating income was 8 billion 923 million yuan, surpassing the total revenue of 8 billion 905 million yuan in 2011, creating a record high in the company's performance. The announcement shows that the company's operating income increased by 22.5% compared with 2013, the gross profit was 4 billion 26 million yuan, an increase of 32.5% compared with 2013, and the profit attributable to shareholders should be 1 billion 700 million yuan, an increase of 29.3% over 2013. The total amount of tax paid since listing has been close to 7 billion yuan. In terms of product design and development, the cost of last year increased by 24.1% compared with 2013. In addition, Anta also announced the third quarter 2015 order meeting data, seven consecutive quarters to achieve the growth of the order amount.

In terms of other financial data, the total number of stores in 2014 was 7662, of which the number of children's shops was more obvious, the number was 1228, an increase of 347 compared with 2013. In addition, Anta further enhanced the market position and attractiveness of the FILA brand. By the end of 2014, there were 519 FILA stores in the mainland, Hongkong and Macao, an increase of 103 compared with 2013.

"Brand differentiation and multi brand strategy is one of the reasons for good performance in 2014." Anta sports related responsible person said that in 2015, they hope to achieve the goal of turnover of tens of billions of dollars. Among them, children's shops and FILA brand shops are the focus of expansion. In addition, enterprises will continue to increase the development of e-commerce channels.

　　 Breakthrough in developing children's clothing business

The 361 degree annual report shows that in 2014, the company achieved operating income of 3 billion 906 million yuan, an increase of 9% over the same period last year, and net profit of 398 million yuan, an increase of 88.2% over the same period last year.

It is worth mentioning that the best performance of children's clothing in 2014 361 degrees was 4% yuan to 215 million yuan, accounting for 10.3% of revenue. At present, the children's clothing business of 361 degrees is operated independently by the company's brand and its distribution network, and the target customers are 5-12 years old. The company strategy is also slightly tilted on children's clothing. In the first half of 2014, 361 degrees reduced the number of shops, but children's clothing stores did not decrease.

2014, 361 degrees Children's wear The number of authorized retail outlets increased from 1858 last year to 2142. The company expects the market demand for children's wear Division will continue to be strong. In September last year, the company signed a strategic partnership agreement with Baidu to develop intelligent footwear products with tracking equipment and applications, and four entry level smart shoes went public this month. The company also revealed that if the joint venture is successful, this cooperation mode is likely to expand to other wearable products.

361, the responsible person said that the first sign of improvement in the company's performance was the 2014 Winter order meeting, which was held in mid April last year, and the company's orders for the first time in two years were increasing. In the future, electronic commerce, overseas career, riding, outdoor, skiing and football products are all the key points of the enterprise.

　　 Opening Europe and new markets in North America

　　 Peak Its performance also shows its strong rebound and profitability has reached the best level in the last three years. The report shows that operating income increased by 8.7% to 2 billion 840 million yuan in 2014, of which the overseas market revenue rose 22.5% to 650 million yuan, accounting for 23% of the total turnover.

More attention than performance growth is that PEAK's profitability is improving. Gross margin increased by 16.4% to 1 billion 70 million yuan, gross margin increased 2.5 percentage points to 38%, net profit increased 31.3% to 320 million yuan, and net profit margin increased 2 percentage points to 11.3%.

From the 2014 PEAK earnings data, it is easy to see that PEAK's overseas market revenue has become a bright spot. As PEAK continues to intensify its efforts in attracting investment in the blank market, it will consolidate the advantages of overseas markets. In 2014, PEAK's overseas sales reached 650 million yuan, accounting for 20.4% of its total annual turnover from 20.4% in 2013 to more than 70 in the world. Among them, the European and North American markets are growing rapidly.

According to the report, its European market turnover doubled from 4.8% in 2013 to 10.3% in 2014, making PEAK the largest overseas market. Although the North American market accounts for only 2% of the total turnover, it has increased by 30.7% compared with 2013.

　　 Multiplication policy and east wind confidence increase

From the annual reports of several brand enterprises, we can see that in the face of plight of industries such as overcapacity, high inventory and serious homogenization competition, the growth of performance has benefited from many brands' innovative initiatives in production management and marketing. In addition, all brands mentioned in the annual report coincide with the State Council's "opinions on speeding up the development of sports industry to promote sports consumption" in October last year, which helped to boost market confidence. All brands indicated that they would take advantage of the national strategy of national fitness to give full play to their advantages, and further accelerate the entry into various popular and emerging segments to achieve growth.

In October 2014, the State Council promulgated the "opinions on speeding up the development of sports industry to promote sports consumption", which raised the national fitness into a national strategy and supported the sports industry as a green industry and sunrise industry. Among them, we should encourage social capital to enter the field of sports industry, build sports facilities, develop sports products, and further expand sports development and other policy guidance. By 2025, we basically set up a sports industry system with reasonable layout, perfect functions and various categories. The total scale of sports industry is more than 5 trillion RMB, which has become an important force to promote the sustainable development of economy and society.

"With sports becoming more and more people's hobby of life and leisure, China's sports population is increasing, and their 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. PEAK sports chairman Xu Jingnan said.

Although the above measures and policies still need time and difficulties and challenges to be implemented in all sectors of society, the prospect of the sports industry has become clearer. The 361 degree CEO Ding Wu expects that the sporting goods industry will continue to integrate in the next few years.

Anta sports CEO Ding Shizhong in the annual report analysis, at present, the industry generally believe that China's domestic demand expansion, people's livelihood improvement, sports industry development and sports activities popularization, this will further drive the good function, affordable sports supplies demand.