The Market Of Sports Shoes And Shoes Is Getting Warmer?

Recently, the sports sector rose by 1.01%.

Limit.

This information is interpreted by the industry.

Signs of market warming.

Regarding this, Mr. Lin Tianfu, chairman of the sports company of the great bird, believes that "it is not too early to say whether or not to warm up, but this at least proves that the strategic direction of the" bird of honor "from the traditional sports shoes and clothing manufacturing to the sports industry operation is correct.

He summed up the series of actions of this great bird in 2015: promoting strategic upgrading and achieving sustained and steady growth of enterprises.

Great bird quickly layout large sports industry ecological circle

Previously, due to the poor overall environment of shoes and clothing industry and the lag of terminal sales level, the business income declined continuously from 2012 to 2014. In 2014, the annual income and profit of basic industry were expected to decline by about 20%.

In the first three quarters of 2015, the business income of noble birds increased by 4.72% compared with the same period last year. To a certain extent, it proved that its "big sports industry ecosystem circle" promoted the development of the main sports products of "noble bird".

In fact, the layout of sports industry was started in 2014.

In 2014, China's per capita GDP has exceeded 7000 US dollars. It can be predicted that the consumption structure of the nation is in the period of pformation, and the consumption demand of sports leisure fitness has been increasing rapidly.

In the same year, the government issued a 46 article to promote the development of the sports industry from top to bottom. The birds and birds seize this opportunity. In the pformation of consumption structure, the sports industry is set up through a series of means, and the speed is fast, which arouses no small concussion in the sports market.

The way of layout of the birds is started from the stock rush, and all the way forward.

1, through the third party borrowing mode, 240 million yuan curve will be used in the stock market; 2, together with tiger pun and Jing Lin capital co invest 2 billion yuan to set up sports industry fund mobile capital.

Platform, facing all the need of "swing" sports Zepp, through hardware recording user movement data, professional running music content items, sports games and so on; 3, layout of campus sports events resources: 209 million yuan invested with the University Sports Association, Middle School Sports Association, Shanxi Media Institute, tiger sports, Eunice sports culture joint venture three companies, respectively: to create campus sports Internet platform (campus sports content professional video production, sports Internet video business), sports operation business, sports economic business.

4, invest 20 million euros in Spanish football brokerage companies to integrate European and Chinese football market resources.

Based on this, the new strategy of "big industry ecology + multi product operation" has come to a prototype: the sports industry layout with the focus of resources, content and media as the core and the target crowd as the core. Through the campus sports activities and the Internet platform covering the student groups, combined with the Internet platform and event activities, through the advertising, brokers, sporting goods and so on, the final realization will be completed, and finally a complete sports industry ecological chain will be constructed.

Lin Tianfu explained: "in sports industry, to do" big ", that is, take the sports events with huge participation, huge consumption potential and huge development space as the core, take the hot spots of sports fans as the investment layout, take professional events as guidance, group events and activities as the impetus, and sports goods consumption as the foundation, and make the sports industry bigger and stronger.

How will profits be made after capital and industry collide?

The big sports industry ecological circle belongs to the strategic layout, and the direct income that it can generate at present is very few. How to get profit from this very long industrial chain?

In late November, the "A shares first sports shoes and clothing brand" known as the "noble bird" issued a fixed increase plan, raising funds of 1 billion 681 million yuan, to be used for supply chain construction, sports cloud platform construction and repayment of bank loans.

With this increase, the "big sports ecosystem" has expanded the "big sports ecosystem" into a "sports industry + product" mode to achieve investment returns and continuous operation. Around the core of sports industry, focusing on the core of sports industry, taking users, enterprises and ecosphere as the focal point, making full use of Internet technology, considering the needs of data input and output in and out of the company, it is estimated to invest 50 million yuan to build a large sports ecosphere collaboration platform (SaaS), invest 150 million yuan to build a big data intelligent application platform (PaaS), invest 50 million yuan to build a data support platform (DATA PaaS), and invest 245 million yuan to build sports cloud infrastructure (IaaS).

The total investment is 530 million yuan, which is generally called "sports cloud platform".

Data through the "sports cloud platform" to form an ecological closed-loop: in sports, sports events, O2O, e-commerce and other user participation on various occasions, through PC, mobile phones, smart wearable devices and other terminal applications to obtain data, stored in a massive data pool. After user portrait, recommendation, decision-making and other data calculation, the data model is applied to various sports business scenarios, such as advertising, social networking, live broadcast and so on.

These applications return to the big sports ecosystem and form an ecological closed loop.

"The sports industry chain is very long, from sports events, media, to the construction of sports venues, and then to the production and sale of sports products.

In the whole industry chain, sports industry can promote the common development of catering, automobile, tourism and other industries through its high mobility.

This is a beautiful vision, and put it into practice. You should consider how to deal with more problems arising from market rules and big policies.

Such as the United States NCAA, the rules of the game are very clear, but in the domestic campus sports mainly by the top-down administrative force, the operation efficiency is not high, the middle is not clear and opaque rules. After the bird is involved in the private capital, it is necessary to make a difference in the operation efficiency and the implementation rules in order to promote the sustainable development of an industry.

CEO Zhang Qing, a sports consultancy, believes that campus sports also need to strike a balance between commercialization and public welfare and avoid excessive commercialization.

"Campus is the place of education. The object of campus sports is the student group, and sports is part of their education.

A certain degree of commercial development can stimulate students' enthusiasm for participation and make campus sports more open and dynamic.

It is necessary to find a balance between business and public welfare so as to develop healthily.

In fact, capital market has long been concerned about campus sports, and is suffering from the lack of guidance from national policies.

The layout of the birds is based on the national monopoly resources such as the University Student Sports Association and the Middle School Sports Association.

How to balance the main business after sports industry?

"Since 2015, blind channel construction is no longer a consideration of the development of enterprises. We also realize that the improvement of product quality, internal operation and management, and the response speed of the supply chain will become an important factor in the new round of sports clothing brand competition."

Lin Tianfu, President of expensive bird group.

In 2015, the company tried to concentrate on improving the retail level of the terminal. It was impossible for the dealer to do the inventory. The company agreed to go to the inventory with its distributors: (1) the property right of the distribution shop is unchanged, and the birds are sent to the store to assist in the sale.

(2) to assist agents and distributors to standardize their business processes and improve the efficiency of single stores.

(3) headquarters salesmen investigate and supervise the improvement of stores.

After nearly a year's adjustment, we finished the inventory work.

At present, the source of main business income includes clothing, footwear and accessories, which accounted for 44.92%, 53.62% and 1.46% of the main business income in 2014 respectively.

The products of the costumes are mainly made by themselves, while garment products and accessories are all purchased by outsourcing.

In the next three years, you will invest 551 million yuan to build an annual production capacity of about 10 million pieces of clothing.

And supporting the construction of warehousing and logistics, workshop office, power distribution room and other facilities.

After the completion of the project, the average annual operating income is 926 million yuan, with an average annual net profit of 92 million 463 thousand and 700 yuan.

Through the construction of the apparel production supply chain, the production mode of the clothing products will be gradually pformed from all external production to independent production, and advanced technology will be applied to fine production and flexible production, so as to enhance the speed and flexibility of order response, improve the stability of the quality of clothing products, and further enhance the profit level of production.

"With the disappearance of China's demographic dividend and the increase of labor costs, the traditional manufacturing advantages of coastal provinces are gradually losing. If we want to win the advantage in the future, I think the traditional manufacturing industry needs to be upgraded intelligently. Our company is also preparing to invest in about fifty million intelligent upgrading of the footwear industry."

Lin Tianfu said.

The strategic goal of the great bird: to do more in sports shoes and clothing industry, that is, based on the brand of "noble bird", taking sports as the core and taking the international professional sports brand as the target, actively develop into a multi brand, multi market and multi-channel sporting goods company.

This is the early vision of the establishment of sporting goods, and the prospects for the development of the brand main industry are expected to be enhanced for the main business.