Sports Brands Return To The Core Business Circle.

"In the circle of friends, the number of steps is going on, and I will start running."

Mr. Yang, a Wuhan resident, bought a sports suit and a pair of running shoes at the mall the other day. He was going to join the night running activities of his colleagues. He said that he had been away from the last long-distance race for over a year.

With the development of society, sports fitness has gradually become a trend, and has also led to sportswear and supplies.

In the past two years, the declining trend of large stores has changed. In the core business circle, sports brand stores are getting more and more.

Sports brand performance recovery

A few days ago, Lining, Anta and other domestic sports brands announced the first half of the financial report, several brands were gratifying, just like the first two years of the winter.

According to the data, Lining's income increased by 16.1% compared with the same period last year, and the loss was reduced by 94.98%. Anta grew by 20.2% over the same period last year, achieving a profit of 965 million yuan; XTEP's net profit in the first half of the year was 343 million 500 thousand yuan, up 20.86% over the same period last year; PEAK's net profit increased 45.39% over the same period last year.

It is not just local brands but also international brands such as Nike and Adidas.

Data released by Adidas showed that in the first half of 2015, sales growth in the Greater China region increased by 20%, excluding the exchange rate factor, and the two quarter growth was achieved in the second quarter.

Compared with the declining trend of the previous two years, the performance is really gratifying.

Since 2012, due to the rapid expansion of inventory and expansion, the domestic sports brands have been caught up in the cold winter and the tide of closing shop has been staged.

There are institutional statistics, Lining, Anta, PEAK, 31st degree, China trend and XTEP six major sports brands during this period, the number of stores has exceeded 3000, of which PEAK and Lining in 2012, there are more than 1000 stores.

Running fitness craze can't be ignored.

Sales performance is getting warmer. Running fitness is a must.

How hot this trend is, look at all kinds of sun drying steps, drying routes and basking equipment in your circle of friends.

"I have to run three or four times a week, and I usually insist on taking exercise after dinner."

Ms. Wu, who lives near her home, told reporters that in order to run more comfortably, she also bought a lot of sports equipment, such as fast drying T-shirts, sports underwear, outdoor skin clothes, and so on, running shoes bought two pairs, a pair of fast walking, a pair of night running.

At present, when many organizations are organizing outdoor activities, they first think of night running, fluorescent running, half marathon and other fitness forms.

At the end of last year, Wu Shang square held a round lake race in the Hou Guan Hu Wetland Park in Caidian, attracting nearly 1000 participants. Many of the participants were "three high" groups with high academic background, high income and high social status.

Insiders said that in the past few years, sports brand sales performance was sluggish and higher.

After being gradually digested, shop layout has also been optimized.

In addition, many brands are beginning to pform into fashion, changing styles and fabrics, changing the old image of the old, the brighter the fluorescent orange, the brighter yellow, the better.

Sports brand returns to core business circle

In many core businesses in Wuhan, there has been news of the closure of leisure sports brands in the first two years.

Earlier this month, a XTEP flagship store was located in Jianghan Road pedestrian street, which is believed to be the second largest experience shop in the country.

The brand leader said that the sports brand will take the fashion line to reverse the declining trend and attract more young consumers.

Reporters found that Nike, Adidas and other brands in Jianghan Road store has upgraded the image.

In many shopping malls, many sports brands are familiar with them.

Recently, large shopping malls such as Wu Shang square, China Merchants square and Qingshan public circle have made quick adjustments to sports commodities category, and sporting goods have increased significantly.

"The best thing to sell is sports underwear and running shoes, and the better the new, the better."

China Sports Plaza, a sports brand shopping guide, now sporting goods market is increasingly subdivided, consumers are increasingly fastidious, and some consumers know more about the performance of our products than our salesmen.

A number of shopping malls say that sports consumption has sprung up and sales have increased by two digit growth.