The Competition For Children'S Wear Market Will Be More Intense.

From the current CHIC, children's clothing exhibition area is obviously more lively and vivid than before.

The performance of children's clothing is more and more attentively reflected in the packaging of terminal image, so it seems professional and complete.

The distinction between brand and brand is becoming more and more obvious. Children's clothing is a real naive appearance in the past. Simple, perfunctory, props are too naive, do not have the adult clothing brand's thinking path, but now it is different.

Children's clothing may be affected by foreign children's clothing brand and its influence.

With the introduction of the store, children's clothing is beginning to show a decent lifestyle. It can be predicted that children's clothing will be more and more meticulously invested in product research and development and the description of life form concept.

To the real awakening period.

The brand structure of children's wear industry is coming into being, and will come from the region, grade, and so on.

Type and so on, forming echelon mode.

The pformation of the brand between the various echelons and the new brand into the echelon will become more difficult.

Children's wear market is expanding rapidly in the market, sports brands, adult clothing brands and children's products brands have entered the children's clothing market. Competition, especially channel competition, is inevitable.

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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, up 16% year on year, and the net loss of the year was about 780 million yuan.

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 pointed out: the business income of the 5 major sports brands has been positive, and the growth rate is relatively large. Therefore, China's sporting goods industry has entered the 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, once the runner and the current overlord, is the only enterprise to return to its peak.

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.