The Path Of "Saving The Nation" By Lining And Anta Has Achieved Initial Success.

It's called "big brother in the domestic sports brand".

A number of announcements were made in the fourth quarter of 2015 that the "low double-digit growth (10%-20%)" was recorded annually.

Any upward figure is especially valuable to Lining now. Looking back, from the huge loss in 2012 to 2 billion yuan, to 392 million yuan in 2013, and then to 781 million yuan in 2014, Li Ning Co lost three yuan in the past three years.

Looking at sports brands' annual report of 2014, perhaps the recovery has really come.

Anta becomes the first brand

Do not see, do not know, check the annual report only to find that the other four brands have been left behind by Anta.

The operating income in 2014 was 8 billion 920 million yuan. The rare thing about this figure is that Anta has not only resumed growth after declining for two consecutive years, but also broke through the historical record of 8 billion 900 million yuan in 2011.

It is worth mentioning that this figure is more than the industry ranked second Lining 2 billion 200 million yuan, while Lining 6 billion 730 million yuan revenue than the industry third XTEP 4 billion 780 million yuan higher.

In terms of net profit, Anta made a full 1 billion, bit rate (480 million yuan), 360 degrees (390 million yuan) and PEAK (320 million yuan) total profit can also be more than 500 million yuan, from this point of view, Anta has become the first brand of domestic sports can not be too much.

From the point of view of the number of stores, the number of shops in Lining in 2014 was 5626, the number of shops in the five major sports brands was the smallest, 289 less than in 2013, and 2629 less than the 8255 in the peak season of 2011.

The number of Anta, XTEP and 31st degree shops has been maintained at more than 7000 and PEAK 6004.

Each has the path of "saving the nation"

Since 2012, "high inventory" and "clearance sale" have become a plus.

The most commonly used adjectives.

According to industry experts, it is precisely because of the low efficiency of information communication caused by the hierarchical distribution system that it is difficult for brands to obtain effective data from terminal consumers and track accurate inventory.

After the age of farewell to the mode of profit making by agents, sports enterprises have put "optimizing channels", "adjusting supply chains" and "integrating resources" on the walls of offices to revive them.

Anta made a deep reform of the channel, from wholesale mode to retail mode.

In addition, Ding Shizhong, chairman of the board of directors of Anta group, was satisfied with the vertically integrated supply chain mode. This mode enabled Anta to go deep into all aspects of the entire supply chain, that is, profits in all links were taken away by Anta.

XTEP has also carried out.

The optimization will increase the number of distributors from 28 to 37, and close 250 inefficient outlets.

In addition, XTEP also converts the idea from "fashion sports" to "professional sports".

Lining made changes in the channel and personnel changes - Lining returned to Lining to succeed the chief executive officer.

At the same time, cooperate with Xiaomi company to make intelligent hardware.

321 degrees will focus on the children's market. Last year, its children's clothing stores increased from 1858 in 2013 to 2142.

In addition, Baidu has also developed intelligent children's shoes with tracking and measuring functions.

PEAK made overseas efforts. Last year, its sales in overseas markets reached 650 million yuan, an increase of 23% in total revenue.

Industry fever is increasing rapidly.

Nowadays, the sports industry is gradually heating up.

In October 2014, the State Council issued the "opinions on accelerating the development of sports industry to promote sports consumption" (hereinafter referred to as the "opinions"). It is required that in 2025, China should basically establish a sports industry system with reasonable layout, perfect functions and various categories.

Therefore, the industry expects that the total scale of sports industry will exceed 5 trillion yuan.

Some analysts believe that this is one reason why the domestic sports brand has been reactivated.

However, at present, the entrants also come out.

The board members or outsiders in the sports chain such as the National Tourism Association, Yao Ji poker and Huaxia happiness have arranged the investment feast in advance through the acquisition and establishment of industrial funds.

In recent days, alto electronics has also expressed its desire to take advantage of the sports industry to welcome the golden development period, from LED to product providers.

Some analysts have pointed out that 2015 will be the release stage of China's sports industry policy dividend. This year may become the two year market sports concept plate investment first year.

Xiaobian believes that the downturn experienced in the previous two years is a pitional stage for the garment industry to go to stock, change routes, change programmes and embrace big data.

Sports brand still has a long way to go.