PEAK'S Overseas Gold Rush Overseas Market

After a large-scale customs shop, the major sports brands in China have pformed themselves to save themselves.

From February, when Anta released the first performance of local sports brands in 2014, PEAK and PEAK sports also released good news on performance growth.

Public figures show that Anta's revenue increased by 22.5%.

The growth rate was 29.3%; the turnover of 360% was 3 billion 906 million yuan, an increase of 9% over the same period last year, with net profit of 398 million yuan, up 88.2% from the same period last year.

In addition, PEAK sports increased its operating income by 8.7% to 2 billion 840 million yuan in 2014, including 22.5% to 650 million yuan in overseas market revenue, accounting for 23% of the total turnover.

In this regard, many people in the industry believe that the recovery of domestic sports brands has arrived.

At the same time, many domestic sports brands also expressed confidence in the performance growth in 2015.

And this confidence came mainly from the October 2014, the State Council issued "on accelerating the development of sports industry to promote sports consumption".

Regarding the introduction of the policy, Xu Jingnan, chairman of PEAK sports, said, "the new policy of the state is a major system guarantee for sports and related derivative industries.

The sporting goods industry will have a large market of 500 million sports population in the future. The vigorous development of sports organizations and clubs at all levels, the greater coverage of sports facilities, and the rapid popularization of free public venues will create strong and strong demand for sporting goods.

Although domestic

We have great confidence in the growth of performance in 2015.

However, people in the industry also said that domestic sports brands should be careful of the competition of international brands while increasing their performance.

"In the three or four tier cities, local brands have natural advantages.

However, the preferences of consumers in this part of the market are also changing. The emphasis on sports lifestyle makes them pay more attention to products besides price, and international brands may be more attractive in this respect.

In fact, the major sports brands in China are experiencing homogenization.

After the labor pains, they are testing water to take different product routes.

"In the environment where China's sporting goods market tends to be professional and subdivided, we can get better returns only by making products more serialized, more specialized and closer to consumers."

PEAK sports CEO Xu Zhihua said.

According to reporters, Lining, Anta, PEAK sports and 31st degree are looking for different ways of product design, but whether they can resist international brand offensive need time and performance to speak.

Under the pressure of international brands, PEAK sports has focused its attention on overseas markets.

Data show that in 2014, PEAK sports overseas market sales reached 650 million yuan, accounting for the total annual turnover of enterprises increased from 20.4% in 2013 to 23%, and products sold to more than 70 countries and regions in the world.

Among them, the European market and the North American market are growing rapidly.

Following Lining's failure overseas, is PEAK sports's overseas expansion plan successful? In this regard, PEAK sports CEO Xu Zhihua said, "PEAK sports products have gradually been recognized by overseas markets, and the brand value has begun to be recognized.

In 2015, PEAK sports will continue to target overseas emerging markets and other blank markets, and promote local sales through international sports resources and regional sponsorship.