PEAK 2015 Behind Net Profit Increase In The First Half

In August 13th, Peak Sporting goods Limited announced the first half of 2015 results announcement. The announcement shows that in the first half of 2015, PEAK realized operating income of 1 billion 380 million yuan, an increase of 6.9% over the same period in 2014, and the net profit margin rose to 12.7% from 9.4% in the same period in 2014. The profit attributable to shareholders increased by 45.5% to 176 million yuan over the same period last year. Group orders will achieve double-digit growth for seven consecutive quarters, and overseas sales will reach 260 million yuan, which will continue to occupy the first place in China's sports brand overseas market. On the day of issue, PEAK sports shares rose sharply, or more than 8%. What makes PEAK have such a proud achievement? Let's take a look at it together with Xiaobian.

"With the upgrading of domestic lifestyle and consumption structure, as well as policy guidance and support, functional oriented professional sports products are gradually replacing the past leisure products." Xu Zhihua, CEO of PEAK group, said: "under this background, PEAK will surely have a better development in its internationalization and specialization."

　　 Policies support international, specialized brands are loved by consumers.

At present, the development of sports industry has become a national strategy, developing fitness for all, and promoting sports consumption. market Growth is the top priority. With the continuous expansion of domestic urbanization and the gradual upgrading of consumption level, the demand for professional and technological products of consumers is rising. Thanks to more than 20 years of continuous investment in product development and manufacturing, and with the help of the Internet industry advantage, PEAK has successfully created a more viscous group of consumers and sports enthusiasts. "Yue run group" and other PEAK member groups have been competing with PEAK in various professional sports events in China. "Arrow feather 1.1" has been shining brilliance in the Dalian International Marathon. PEAK's professional product image of running shoes has gradually become popular among the people.

At the same time, under the joint promotion of NBA top class stars, FIBA and other international top event organizing platforms, PEAK professional basketball shoes ranked first in China's professional basketball shoes market for seventh consecutive years. Among them, in 2015 the latest Parke three generation, lightning two generation, beast three generation and other professional basketball shoes, once launched, won the praise of the market, sales surged all the way. According to the results of the report, the turnover of PEAK footwear products accounted for 3.5 percentage points of the total turnover, and the sales volume increased by 16.1% compared to 2014 in 2014. This is precisely because PEAK's high-end professional shoes are recognized by more consumers.

　　 Operational efficiency tends to be efficient and single shop profitability is steadily improving.

Over the past two years, PEAK has also achieved good results in optimizing distribution networks. As of June 30th, the number of stores in PEAK in China was 6011, an increase of 7 compared with the end of 2014. Compared with the end of 2014, the average turnover of PEAK authorized stores rose by 12%, and the average turnover per unit area increased by 16.7%, which shows the efficiency of PEAK single store operation.

At the same time, the number of PEAK's national distributors increased from 88 at the end of 2014 to 91. By increasing the number of distributors and optimizing the coverage area of distributors, PEAK's penetration and competitiveness in the domestic two or three tier city market has been upgraded. Meanwhile, with the increase of distributors' own retail outlets, the information management of PEAK's overall marketing network has also been initially formed, and the response to the market will be more rapid in the future. The R & D, production and sales will be more targeted, and sales performance is expected to further improve.

　　 Internet In the meantime, PEAK also leads the development trend of sports brands. In addition to continuing to expand the cooperation of Internet business, PEAK has built a new self purchase online group buying platform in 2015. With this platform, PEAK will provide products and after-sales services more quickly according to the requirements of major customers. Similarly, in view of the emerging new media platforms such as micro-blog and WeChat, PEAK has organized many online offline interactions, triggering widespread concern among consumers, driving sales of products and creating new opportunities for Internet marketing. In the future, along with the new Internet platform such as PEAK+, it will trigger a new round of social concern.