Benefiting From The Support Of National Policies, Domestic Sports Brands Have Come Out Of The Trough.

Benefiting from the support of national policies and the popularity of the national sports movement, the domestic sports brands are coming out of the doldrums.

Anta, 31st, PEAK, XTEP, Lining and other recently released 2015 performance reports show that the performance of local sports brands is warming up collectively and welcomes the spring.

Among them, Lining bid farewell to the loss situation, for the first time since 2012.

Anta, with its revenue of 11 billion 126 million yuan, became the first Chinese sporting goods company to enter the "billion club".

In addition to the promotion of policies and external environment, the achievements of the major domestic sports brands in the past year have also been attributed to their collective efforts to enhance their internal strength, and to innovate and innovate in terms of product development, channel development, marketing development and internationalization strategy.

The industry believes that the next 2-3 years will still be a warmer period for the sporting goods industry, but whether enterprises can seize the opportunities of the upturn and get rapid development depends on their own business capabilities.

Performance recovery: Lining turned the profit, Anta ranked first

In March 17th, Lining's 2015 earnings report showed that the annual income reached 7 billion 89 million yuan, an increase of 17% over 2014 and a net profit of 14 million yuan, which achieved nearly 50% growth in clothing and footwear business.

This is the first time that Lining has made profits since 2012. It was also the result of "Gymnastics Prince" Lining's return to the Li Ning Co in early 2015.

In addition to Lining, other domestic sports brands also entered the warmer period, and achieved gratifying results.

In 2015, revenue increased by 14.1% to 4 billion 459 million yuan, and net profit increased by 30.2% to 518 million yuan. PEAK's turnover increased by 9.4% to 3 billion 110 million yuan, and net profit increased by 22.3% to 390 million yuan. XTEP's revenue grew 10.8% to 5 billion 295 million yuan last year, and its net profit increased to 30.3% yuan.

Anta's earnings report was even more eye-catching. In 2015, the company's operating income reached 11 billion 126 million yuan, an increase of 24.7% over the same period last year. This is the first time China's sporting goods enterprises have entered the "billion club" and its net profit has increased by about 20% to 2 billion 40 million yuan over the same period.

Although the major domestic sports brands have warmed up, the "ranking" has changed.

According to the results of the report, Lining began to decline in performance in 2011. By 2012, the net profit was nearly 2 billion yuan, and the gap between Anta and Anta was getting bigger and bigger. The position of the industry leader was also taken away by Anta.

In terms of net profit in 2015, Anta ranked first in 2 billion 40 million yuan, far exceeding its peers, and the net profit of 360 degrees, XTEP and PEAK were 518 million, 478 million and 390 million yuan respectively, leaving Lining far away.

Insiders pointed out that even Lining, who had lost a lot of money, turned around to gain losses. From another perspective, the current sporting goods market has entered an upward period, and the industry is warming up collectively.

Products, channels,

Promoting sports brand recovery

Lining pointed out that the support of national policies in 2015 created an advantageous environment for the development of sports goods industry.

At the same time, the concept of pursuing healthy life is more popular among the people, and the enthusiasm of the whole people to participate in sports is increasing day by day.

Driven by this, the domestic sporting goods industry still maintains a good trend while the overall performance of the consumer goods sector is relatively low.

Ding Shizhong, chairman of the Anta group and CEO, also said that 2015 was the first year that the sports industry has risen to the national strategy. The vigorous development of the national fitness has greatly promoted the prosperity of the sporting goods market.

In addition to the favorable policies and environment, the domestic sports brand recovery is due to their collective efforts to improve their internal strength, from product innovation, channel development, brand marketing and other aspects of improvement.

Last year, XTEP fully enhanced its professional functions and developed running shoes and clothing products such as "soft cushion" and "ice technology".

360 degrees are aimed at the huge demand in the running market. With the help of science and technology, running products are constantly upgrading and running products become the core growth point.

Ding Shizhong also said that one of the important reasons for the substantial increase in company performance is to provide consumers with innovative products with high cost performance ratio.

The power business channel also let these brands taste the sweetness.

In 2015, in addition to continuing inventory, Lining also set up a better electricity supplier system, so that the annual electricity supplier income increased by 95% over the same period.

The income of XTEP e-commerce platform has also improved significantly, accounting for the low double-digit income of the group in the year. It is also the top selling footwear brand of Tmall.

360 degrees gradually enhance the proportion of electronic business products and category uniqueness, especially the e-business platform has now become the first release platform for its cooperation with Baidu, music and sports to launch intelligent products.

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Brand marketing is also a highlight.

XTEP continues to implement the "sports + entertainment" dual track marketing strategy, sponsoring a number of well-known sports and events and a number of high ratings TV programs to enhance the brand's fashion spirit and sportsmanship.

PEAK's cooperation with star sports and star athletes not only promoted PEAK's brand awareness, but also promoted PEAK's professional upgrading and sales growth.

By the end of last year, PEAK basketball shoes had been ranked first in the same industry for 7 consecutive years in the domestic market.

Some brands have also launched an international strategy.

PEAK's international sales volume reached 670 million yuan in 2015, accounting for 21.6% of the total turnover. It is the highest proportion of Chinese sports brands in overseas markets.

It also actively develops new businesses and opens up overseas markets, laying hundreds of sales outlets in Europe and the United States, laying the foundation for its brand globalization.

Table of achievements of domestic sports brands in 2015 (unit: RMB)

Brand revenue year-on-year increase in net profit year-on-year increase

Anta 11 billion 126 million 24.7% 2 billion 40 million 20%

Lining 7 billion 89 million 17% 14 million -

31 degree 4 billion 459 million 14.1% 518 million 30.2%

PEAK 3 billion 110 million 9.4% 390 million 22.3%

XTEP 5 billion 295 million 10.8% 623 million 30.3%

Insiders say

The 1. round of stimulating consumption will continue to warm up in the next 2-3 years.

China International Sporting Goods

Cui Yanyan, manager of the organizing committee, said that the sports shoes and clothing had passed the stagflation period and the recession period of -2013 in 2012. The 2014-2015 year is the stage of recovery, and then it will enter a prosperous period.

The market will stimulate consumption and the industry will continue to warm up in the next 2-3 years.

In addition to local sports brand, international sports brand

Nike has also achieved remarkable growth in China.

Excluding the exchange rate factor, Adidas's Greater China sales increased by 18% in 2015, and sports performance series and sports fashion series became the driving force of growth.

Nike's first quarter results in fiscal year 2016 show that its sales increased by 5% over the same period last year, of which China's sales grew 30% to 890 million dollars over the same period last year, and orders grew by 22%, becoming the fastest growing region.

Nike's performance in China in the 2013 fiscal year is in a downward trend until the two quarter of fiscal year 2014.

2., whether we can develop rapidly during the warm up period depends on our business ability.

In the shoes and clothing industry independent critic Ma Gang looks, although the sports industry is in the rising environment, but whether every enterprise can keep pace with the rapid development depends on its own business ability.

He believes that consumption is escalating, and consumers will place more emphasis on technological and functional products.

Considering the professional performance, international brands such as Nike and Adidas have advantages. Considering the cost performance, Anta and Lining have the advantage of domestic brands.

And those two or three line sports brands will face two-way attack, and the pressure of survival will be bigger and bigger.

Insiders pointed out that the sports brand market is being subdivided, the more professional the more professional, the more qualified it is to gain market recognition.

For example, PEAK focuses on basketball shoes, XTEP develops many innovative technologies.

And clothing, 360 degrees are the children's brand.

In addition, how to create topics and promote marketing in the favorable environment of the Olympic Games and the national sports movement is also very important.

From the 2016 plan of the domestic sports brand, we can see that in the face of the new market environment, everyone has not slackened, but according to the market situation and their own situation, we should focus on choosing the strength point and continue to "toss".

For example, Lining will continue to optimize the user experience with the Internet strategy and platform. Anta will focus on the sports footwear industry and build an ecosystem suitable for multi brand collaborative development on the basis of Anta, Anta children and FILA; PEAK should improve the operation of the group buying official website, and lay a deep layout of the basket Market; XTEP will continue to implement the "3+" strategy reform and the "sports + entertainment" dual track marketing strategy, with the goal of becoming the preferred brand of runners.