Is The "New Golden Ten Years" Of China'S Local Sporting Goods Brand Really Coming?

Since 2012, both international and domestic sporting goods brands have almost felt the worry of declining performance and rising inventory.

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Companies are using the "thin" action to reduce the number of stores to comply with the market.

Now, does the "new golden ten years" of China's local sporting goods brands really come?

"Did you name the marathon this time?"

"Have you lost weight recently?"

Nowadays, more and more conversations between friends are linked to sports and fitness.

The idea of national fitness has also promoted the sale of sporting goods.

"First Financial Daily" reporter noted that domestic brands well-known local sporting goods companies such as Anta, 361 degrees and so on 2015 years have handed out a beautiful pcript.

Among them, PEAK sports (01968.HK) released 2015 earnings report in March 10th, the annual operating income of 3 billion 107 million yuan, an increase of 9.33% over the same period.

Since 2012, both international and domestic sporting goods brands have almost felt the worry of declining performance and rising inventory.

Lining, Puma, PEAK and other enterprises have used the "downsizing" action to reduce the number of stores to comply with the market.

Now, does the "new golden ten years" of China's local sporting goods brands really come?

Usher in recovery

After 10 years of rapid development, China's sporting goods brand entered the "cold winter" in 2012 ~2013.

China's six major sporting goods brands including Lining (02331.HK) have produced the worst report card in nearly 10 years, and the growth rate of the whole industry has declined sharply.

In 2012, in addition to a slight increase in XTEP (01368.HK), the other five brands had more than 10% decline in revenue.

Among them, Lining was the most tragic. In 2012, he lost nearly 2 billion yuan, the first loss in eight years. In the same period, Anta (02020.HK) also fell for the first time in five years, and its net profit fell 21.5% to 1 billion 358 million yuan. PEAK's net profit fell by 60.1% to 310 million yuan.

Nevertheless, in this process, the consumption potential of sports goods in the two or three line market has been excavated, and the market has ushered in the stage of integration and consumption upgrading.

The cold winter has changed since the end of 2014.

Zhu Qinghua, a light industry researcher at CIC, confirmed that the domestic sports brand basically recovered from 2015, according to the first financial daily.

The latest results of the 361 degree group (01361.HK) show that in 2015, the turnover increased by 14.1% to 4 billion 459 million yuan, gross profit was 1 billion 823 million yuan, and gross margin remained at 40.9%.

Anta's performance in February of this year is even more gratifying.

Anta's revenue exceeded 100 billion for the first time. In 2015, its revenue was 11 billion 126 million yuan, an increase of 24.7%, gross profit reached 5 billion 185 million yuan, and gross profit margin also increased to 46.62%.

Lining announced at the beginning of this year that the 2015 performance is expected to break even.

In the 2012 ~2014 fiscal year, Lining's losses were about 1 billion 980 million, 390 million and 781 million yuan respectively.

CEO Zhang Qing, a key sports consulting company in Beijing, believes that after the decline of 2012~2013 in the past year, the domestic sports brand began to build up from the second half of 2014, and the trend of recovery in 2015 became more and more obvious.

Ten years of new gold

In Zhang Qing's view, the collective performance of sports industry is due to two factors, internal and external factors.

The internal cause is the self rescue and reform of the enterprise itself.

Taking Lining as an example, successive losses have forced Li Ning Co to make clear business positioning between professional sports and sports fashion: a channel revival plan with a cost of 1 billion 400 million ~18 billion, which supports dealers to clean up inventory, buy back, integrate and optimize sales channels, and this change has become an important reason for Lining to turn around and gain profits.

Another brand, 361 degrees, discovered the "new world" in the field of children's clothing. The 361 degree children's brand has been profitable for 6 consecutive years since it was founded in 2009, and the turnover in 2015 accounted for more than 10% of the total turnover of the group.

China's comprehensive liberalization of the "two child" policy will further release the demand for children's clothing, and the demographic dividend brought by the new wave of baby boomers will stimulate nearly trillion yuan of consumption over the next four or five years.

The external reason is to benefit from the overall environment, the upgrading of China's mass sports and the rapid development of the sports industry.

Zhu Qinghua also agrees with the above view: "on the one hand, these local sporting goods companies have taken some positive measures in the past few years in stocktaking.

On the other hand, in 2015, the sports favorable policies were more, and the national sports consciousness increased, and the demand for sports goods expanded.

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In October 2014, the State Council issued a number of opinions on accelerating the development of sports industry to promote sports consumption. It was put forward that the total sports industry scale exceeded 5 trillion yuan in 2025 and the target of 500 million sports population in the whole country.

If 500 million people are not less than two times a week and take part in sports activities of less than half an hour, there will be tens of billions of sports volume, sports clothing, shoes, equipment, venues and coaches will have a full range of demand growth.

Peng Xiao, vice chairman of the China Sports Goods Industry Federation and deputy director of the sports equipment and equipment center of the State Sports General Administration, believes that under the promotion of the national favorable policies, China's sporting goods industry is expected to usher in another "golden ten years".

According to public figures, China's sports industry has a total value of 356 billion 300 million yuan, accounting for only 0.6% of GDP, while the proportion of sports industry in the world's developed countries accounts for more than 2% of GDP.

It can be seen that the future development of China's sports industry is huge.

This allows international sporting goods brands such as ADI, Nike and so on to fight for this huge market.

"Facing the current warming, domestic sporting goods brands can not be too happy.

The explosion of China's sports industry is bound to attract foreign brands to invest more energy in our market.

Zhu Qinghua stressed that "domestic sporting goods brands need to be promoted in product R & D and sales, and further increase the added value of products."