Mammut'S Performance Is Flat, And The Local Market Is Fierce.

Swiss high-end outdoor brand

In 2014, its parent company ConzettaAG announced that its sales and operation performance of Mammut brand was stable in 2013, and its sales revenue reached 249 million 900 thousand Swiss francs, an increase of 1.2% compared with 247 million Swiss francs in 2013. Its operating performance declined slightly, compared with 20 million 900 thousand Swiss francs last year, which edged down 100 thousand Swiss francs, and the pre tax profit rate reached 8.3%.

The report shows that its domestic market, including Switzerland, Germany and Austria, is increasingly competitive.

"Switzerland

Mammut is facing more and more intense competition all over the world, "ConzettaAG3 reported in 26.

"The core markets of Germany, Austria and Switzerland also show signs of increasing saturation, while the continued growth of the Asian market is an important growth area for Mammut.

Sporting goods

Directly facing terminal customers is becoming more and more important, and sales growth in B2C is keeping the lead.

In 2014, Mammut consolidated and expanded this channel, adding 12 new stores last year.

In recent years, the Asian market has become the most powerful area in the Mammut group's growth. The fastest growth rate is the fastest in history. In addition to having its own branch in Japan, Mammut has pformed its Korean joint venture into a branch company. In February 2013, a wholly owned subsidiary was set up in China, marking the official landing of Mammut in China.

On 2015, ConzzetaAG said, "in Europe, the market for the whole product market is facing a difficult market trend. We may see that demand is leveling off.

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Under Armour was founded in 1996 and has only 19 years of history. Compared with the two big brands Nike and Adidas (Adidas), the American brand is too young.

But UnderArmour played a role as a valiant challenger.

The most intuitive performance is that the US listed company, which was launched in 2005, is rapidly upgrading its share price from the initial 3.11 US dollars to the current US $81.43, which has increased by nearly 2500%.

As we all know, before that, UnderArmour was famous for its production sports tights.

Due to the comfort of users, Under Armour has become the fastest growing brand in the functional sportswear market, occupying nearly 80% of the global market share.

Under Armour, which is almost synonymous with sports tights, set off the trend of sports equipment with sweat and polyester as material.

Of course, even though Under Armour has always been very determined about sportswear, only selling sports tights can not satisfy the ambitions of this young brand.

In recent years, Under Armour has rapidly expanded its influence in other sports fields.

It first signed the equipment contract with the team in the American university student sports league NCAA, and opened a world in the field of rugby.

Subsequently, Under Armour snatched NBA star Stephen Currie from Nike, which is an important step for her to enter the basketball market.

Even in the most unfamiliar field of football, UnderArmour is determined to challenge Adidas. It has been working with Premier League team spurs to develop high quality football shoes. Recently, it signed a sponsorship agreement with Brazil St Paul football team.

With this series of expansion measures, the net profit of Under Armour rose by 28% in the 2014 fiscal year.

In the first half of the year, UnderArmour surpassed the old Adidas in various indicators, becoming the second sports brand after Nike.

"Next, we will continue to expand our global strategy to increase global partners and brand outlets."

Under ArmourCEO Kevin Plank said so.

However, to fully replace Adidas's position and challenge Nike, Under Armour knows that this is far from enough.

Since the end of last year, UnderArmour has been trying to make itself look more like a high-tech company.

This change began in November last year, when Under Armour bought a popular fitness tracking application MapMyFitness in the US for $150 million.

The registered user of the application has been up to twenty million, and the acquisition is thought to be the beginning of UnderArmour's change in the rules of the game, and it is thinking about adding a foot to the product development of wearable devices.

Then, in January of this year, Under Armour announced its cooperation with HTC, a mobile phone manufacturer, to design a range of mobile applications to complement the development of MapMyFitness health tracking equipment.

Then, in February, Under Armour continued to "sell".

This is more generous. It bought two sports App Co, MyFitnessPal and Endomondo, at a price of $475 million and $85 million respectively.

MyFitnessPal is a health food guidance service, with an estimated user volume of about 80 million.

Endomondo is used to record running, cycling and other sports data, and can be shared in the social network. The number of users is also 20 million.

Obviously, Under Armour hopes to further build its powerful digital fitness platform.