Lining Issued A Substantial Reduction In Financial Loss In The First Half Of The Year

For a long time, Lining's business never seemed to keep up with the rest.

Overall steps.

The market is still talking about whether Lining's change is effective when data and profit of sports brand orders are improving gradually.

However, it seems that although it is late, it is also trying to return.

Before that, Anta (02020, HK) and 361 degree (01361, HK) had already made the first half announcement, and the data were more beautiful.

The industry said that the market is optimistic about the development of sports brands, and the rise of sports, such as running and cycling, has further stimulated the market's recovery.

Lining lost money

Data showed that in the six months ended June 30, 2015, Lining realized 3 billion 641 million yuan in revenue, up 16.1% from the same period last year.

Among them, Lining shoes, clothing, accessories and accessories such as red double happiness brands have achieved revenue growth.

"In the second half of 2014, the group's business has entered a stage of steady growth. Both the order of the dealer, the price of the order tag or the same store sales of self owned stores have increased year-on-year, which has led to a double-digit growth rate of revenue in the group."

Notice indicates.

It is worth noting that as of 2014, Lining has been losing money for 3 consecutive years and the loss has reached 3 billion 100 million yuan.

When the market was guessing when it could turn into a profit, the loss dropped by more than 90%.

Data show that in the first half of this year, Lining's loss of company equity holders was 29 million 410 thousand yuan, compared with a loss of 586 million yuan in the same period last year.

On the 8 of this month, following the return of professional manager Jin Zhenjun and founder Lining, Lining announced the resumption of brand slogan "anything is possible", and said that the company will shift from traditional sports equipment suppliers to "Internet + sports life experience" service providers.

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Lining's Internet +, in essence, make use of

Build a digital business platform.

This means consumption demand digitalization, consumer digitalization, channel digitalization, marketing digitalization, product digitalization, and digitalization of all aspects through digitalization of each point.

Ma Gang, an independent critic of footwear industry, said.

In his view, from the domestic Internet population, consumer digitization is basically completed, and the difficulty is Lining's channel, marketing and product digitalization. Through these digitization, consumers are absorbed into Lining's digital business platform.

As of June 30, 2015, the number of sales outlets of Lining regular stores, flagship stores, factory stores and discount stores was 5745, representing a net increase of 119 compared with December 31, 2014.

49 dealers, a decrease of 2 compared to December 31, 2014.

Sports brand frequency report

In August 11th, 361 degree announced the operation of the first half of the year.

The report shows that as of June 31st this year, turnover increased by 5.7% to 2 billion 208 million yuan, and net profit increased 22.3% to 270 million yuan over the same period.

The 361 spring 2016 spring order meeting announcement showed that in terms of wholesale volume, spring orders increased by 15% compared with the same period last year, the order volume of footwear increased by 12%, the average selling price increased by 6%, the clothing orders and average selling prices also increased by 7% and 6% respectively.

In August 5th, the semi annual report of Anta realized 5 billion 110 million yuan in revenue, an increase of 24% over the same period last year, and a net profit of 965 million yuan, an increase of 20.2% over the same period last year.

The first quarter of 2016 announced on the same day

The situation shows that the order amount of Anta brand products, including children's sporting goods series (calculated at wholesale value) has recorded a low double-digit increase year by year.

Also, XTEP (1368.HK), PEAK (1968.HK) and China trend (3818.HK) have not yet released interim results.

However, according to previous orders, these brands have also entered a warmer state.

Taking China's trend as an example, the total order volume (calculated at wholesale price) in the first quarter of 2016 was increased from 10% to 20% in the same quarter of 2015.

Zhu Qinghua, a light industry researcher at CIC, told Xiaobian that the recovery of the sports brand industry in 2015 would be more optimistic. "In the case of the great development of the sports market, some strong local sports brands have the competitive advantage, and the weaker strength will also have the opportunity to bend over the car."

In fact, not only local brands but also Nike, Adidas and other international brands have been joined.

Data released by Adidas last week showed that in the first half of 2015, sales in the Greater China region increased by 20%, excluding the exchange rate factor. In the second quarter of 2015, the Greater China region achieved a two digit growth rate of 19%.

Strong foreign competitors are increasing. Recently, Skech, the first fashion sport brand in the United States, has been working with AO Kangda. The latter will vigorously expand the former store.

"In its own mode

At the same time, local brands should also pay more attention to the further impact of international brands.

In the future, those brands with obvious brand personality and professional foundation will have larger growth space, and the stronger the stronger and the weaker will be eliminated, the concentration of the whole industry will be further strengthened.

One agency pointed out.