Slow Recovery Of Sports Brand, Some People Are Happy And Sad.

5 sports brands in China have announced their performance in 2014.

Among them, the revenue and profit of Anta, 31st degree and PEAK all increased, while the profits of Lining and XTEP declined, but sales revenue was also increasing.

The overall performance of the companies over the past year is gratifying to the industry's double earnings in 2013. They are climbing out of the mire of inventory and closet.

Anta is one of the dazzling representatives.

Its profit last year was 1 billion 700 million yuan, which is even larger than that of XTEP, PEAK and 31st.

Last year, Anta made an in-depth reform of the channel, from wholesale mode to retail mode. It shared market information and sales data with distributors, and provided precise ordering guidelines to encourage them to make up the bill flexibly.

The number of Anta stores was 7622 last year, a decrease of 135 during the same period, and the efficiency of stores increased by 24.7% over the same period last year.

Anta is now working on a multi brand strategy to cater to different consumers.

At present, the company has Anta, FILA, children and many other product lines.

Ding Shizhong, chairman and CEO of Anta's board of directors, aims to break billions of revenue this year.

"The sports industry is recovering, but many enterprises can hardly return to their original state in the short term. Other than Anta, others are still in a painful pformation stage."

Beijing key road sports consulting company CEO Zhang Qing said.

In 2012, sports brands who had made a lot of money by sponsoring sporting events and marketing agents and agents were suffering from channel disease.

Because the hierarchical distribution system leads to inefficient information communication, it is difficult for brands to obtain effective data from terminal consumers and track accurate inventories, so that they are in crisis.

Since then, supply chain adjustment has become their main theme.

Like Anta, XTEP also optimized distribution channels last year, increasing the number of distributors from 28 to 37, and closing 250 inefficient outlets to achieve normal inventory levels.

In the past, XTEP, which focuses on "fashion sports", is now turning to "professional sports" pformation.

However, this also means that the overall change of product development, design, channel and retail business remains to be seen.

In 2012, Lining, the elder brother, took the lead in carrying out the channel reform, but he was under a lot of pressure because of its multi stakeholder interests.

In November last year, founder Lining had to return to a company that had been losing money for 3 years to take over as chief executive officer.

At the beginning of this year, Lining established market analysis, sales channel planning,

Communication programs, such as the 7 major categories of core business unit.

At the same time, it began working with Xiaomi company to make intelligent hardware.

31st degree will focus on

Last year, its children's clothing stores increased from 1858 in 2013 to 2142.

It also worked with Baidu [micro-blog] to develop intelligent children's shoes with tracking and measuring functions.

360 degrees last year.

The increase is as high as 88.2% to 397 million yuan, but 110 million yuan is the reversal of accounts receivable. If this factor is eliminated, the net profit last year will be 287 million yuan.

The company's net profit in the first half was 263 million yuan, and its profit in the second half was only about twenty million yuan.

It also led to a 15% drop in share prices after its earnings announcement.

PEAK, who was snatched away from CBA sponsorship by Anta, is pushing overseas.

Last year, PEAK's sales in foreign markets reached 650 million yuan, an increase of 23% in total operating revenue.

But the capital market seems to have doubts about this fifth ranking company. Despite the double increase in revenues and profits, PEAK's share price fell slightly by 0.91% on the day of its earnings announcement.

In the process of recovery, the enemies that can not be ignored are Nike and Adidas.

Adidas's sales in the Greater China region last year were 1 billion 811 million euros (12 billion 274 million yuan (6.2077, 0.0022, 0.04%)), a fifth consecutive year since the 2010 fiscal year.

Even if Anta can achieve more than 10 billion sales this year, the gap is still small.

And Chinese brands are pushing children's clothing and intelligent hardware, and Adidas has long begun to plan.