Sports Products Industry Warmer Anta Attack Peak

China's sporting goods enterprises have reported 2014 of their earnings reports, and 5 of the sports brands are reported to be happy. The sports products industry that is gradually warming brings opportunities for enterprises, but not all enterprises seize opportunities.

The industry is entering the recovery channel.

From the earnings data of each brand, we can see that China's sporting goods industry has slowly bottomed out. All brand The revenue growth is positive, but in terms of profits, Anta and Lining's performance of the new and old hegemony is totally double.

In 2014, Anta's operating income was about 8 billion 920 million yuan, an increase of 22.5% over the same period of last year, and net profit of about 1 billion 700 million yuan in the whole year, up 29.3% from the same period last year. Lining's operating income was 6 billion 730 million yuan, an increase of 16% year-on-year, and a net loss of about 780 million yuan a year. The operating income of the company was 3 billion 906 million yuan, an increase of 9% over the same period last year, and net profit of 398 million yuan, up 88.2% from the same period last year. XTEP's total revenue was 4 billion 777 million 600 thousand yuan, an increase of 10% over the same period last year, and net profit of 478 million yuan, down 21.12% from the same period last year. The turnover of PEAK increased by about 8.7% to 2 billion 841 million yuan compared with 2013, and net profit increased by 31.3% to 321 million yuan compared with 2013.

Industry experts point out: the 5 major sports brands Business income China's sporting goods industry has entered a recovery channel.

However, behind the overall growth of revenue is the sharp decline in profitability of some enterprises.

In 2014, Lining lost 780 million yuan, which was Lining's third consecutive loss, and the total loss in the three years was nearly 3 billion 200 million yuan, which is almost the sum of the profits of Li Ning Co from 2007 to 2011. Lining, the once overlord, has completely lost his former glory and can not extricate himself from the abyss of loss. It seems that the Li Ning Co started its "renovation plan" in the summer of 2012, and has not achieved any significant results, and the market has left little time for Lining.

In addition to Lining, XTEP's profitability also showed a sharp decline. In 2014, XTEP's international net profit was 478 million yuan, down 21.12% compared to the same period last year. But 2 years ago, XTEP was also regarded as a potential enterprise to surpass Lining and become second of the Chinese market. It is also because of the decline in profits, XTEP shares fell 5.36% after its earnings announcement.

31st degree and PEAK belong to the double profit growth brand, especially 360 degrees, the profit increase is as high as 88.2%. However, the earnings data also further pointed out that the net profit of the company was 397 million in the whole year, but 110 million of them were the one-time account receivable. If the factor was eliminated, the net profit should be 287 million. The company's net profit in the first half was 263 million, which means that its profit in the second half of the year was only 2 million, totally disproportionate to its 1 billion 816 million in the second half of the year. This also led to a 15% drop in share prices after the 31st degree earnings announcement.

Among the 5 major sports brands, Anta, the former runner and the current overlord, are the only ones who return to their peak. enterprise 。 In 2014, Anta's total revenue was 8 billion 920 million, a figure that refreshed Anta's 8 billion 904 million highest value in 2011. Moreover, even in the adjustment period, Anta can maintain up to 18% profit margins, and even insiders call Anta a "profit machine". Excellent performance stimulated Anta stock to rise 15% in the two days after the earnings announcement.

For Anta's strong profitability, the industry analysis: Anta's fine management capabilities, as well as its vertically integrated supply chain mode, is its secret to maintain a higher profit. It is reported that Anta's vertically integrated supply chain ensures that Anta can take part in upstream sourcing, R & D, design, production, downstream brand marketing, distribution of channels, and then to every link of related after-sales service. In this way, Anta can optimize all links, so as to shorten the process of product development and listing, improve efficiency and reduce costs. On the other hand, Anta's control of production can also improve the flexibility of production planning, make timely adjustments to market changes, effectively reduce inventories and reduce costs.

5 trillion competition in the market is unique.

At the end of last year, the State Council's "opinions on speeding up the development of sports industry to promote sports consumption" raised the sports industry into a national strategy. According to authoritative organizations, the total scale of China's sports industry will expand to 5 trillion in 2025. In the face of such a huge market, sports brands have unique skills, hoping to occupy a larger market.

Anta's killer is the retail transformation + multi brand strategy. At present, Anta group has formed a brand matrix composed of Anta, FILA, children and many other brands. Combined with the joint brand products jointly launched by Anta and NBA, Anta can cover different groups of people and retail channels through different brands, so as to achieve brand complementarity and seize market opportunities. Ding Shizhong, chairman and CEO of Anta's board of directors, said: "the market demand for differentiated and cost-effective products is increasing. Our strong basic factors, coupled with effective retail orientation measures, enable us to stand out in the same industry and bring about sustainable growth and profitability." The excellent performance has given Anta greater confidence. Ding Shizhong pointed out: "Anta's goal in 2015 is to break billions of revenue."

Li Ning Co began to bet on intelligent hardware. Not long ago, Lining officially announced that he would join hands with Xiaomi to enter the field of intelligent sports hardware. But the international giant Nike has developed similar technologies and products, but the product is not recognized by most consumers. Whether smart hardware concept can save Lining in decline will take time to test.

The key word of XTEP is transformation. The company that used to focus on "fashion sports" now decides to transform to "professional sports". But this will also bring great pressure to XTEP, which means that the development, design, channel and retail of products will change. Whether XTEP can adapt to this series of changes brought about by the transformation of professional sports needs time to test.

Unlike XTEP's return to sports, 361 degrees will focus on the children's market. In 2014, the number of authorized retail outlets for children's clothing was increased from 1858 in 2013 to 2142. Baidu has also developed a 361 degree smart children's shoe with tracking and measuring functions. However, there was news that the cooperation between the two sides was dominated by Baidu, and the 31st degree did not have the lead. And many people in the industry are not optimistic about the demand for smart children's shoes.

Unlike Anta, which has no choice but to go ahead, PEAK has focused on overseas markets after losing its NBA official partner status. In 2014, PEAK sports overseas market sales reached 650 million yuan, accounting for the total annual turnover of enterprises from 20.4% in 2013 to 23%. PEAK sports CEO Xu Zhihua said, "PEAK sports products have gradually been recognized by overseas markets, 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.

The industry pointed out that up to 5 trillion of the market size is not only good for Chinese sports brands, but also a huge positive for Nike, Adidas and other international giants, which will stimulate international giants to accelerate the pace of expansion. In the future, even in the two or three and four line markets, Chinese sports brands will face the competition with international giants. To win the market, Chinese brands need to make more and more innovations in products and marketing.