Lining And Other 6 Six Major Domestic Sports Brands Have Been Revived.

In the past few years, in China's domestic market, the domestic leading sports brand is not dominant in the market, and the profit has not been promoted. In 2015, the six domestic sports brands including Lining finally came to a strong recovery.

After the long recession of performance decline, inventory crisis and large-scale closure, China

The spring is really coming.

If winter comes, can spring be far behind?

It is more appropriate for this poem to describe the brand of Chinese sports.

In March, with the promotion of annual reports, a number of sporting goods companies showed their pcripts.

Lining, once a local elder brother, gradually recovered his vitality and made profits for the first time after four consecutive years of loss. Other domestic sports brands also returned to their blood and showed steady growth.

The spring of Chinese sports brand has really come after the recession of performance, stock crisis and the long winter of large-scale closure.

So what strategies and tactics do these sports brands achieve in the same period?

Lining

In 2015, Li Ning Co revenue was 7 billion 89 million yuan, an increase of 17% over the previous year, a net profit of 14 million yuan, and a loss of 781 million last year.

This is the first time Li Ning Co has made profits in the past four years.

The sales network has resumed growth since 2011, and Li Ning Co sales outlets increased by 507 in 2015, reaching a total of 6133, including 313 outlets and 194 sales outlets.

Comment

It can be said that Li Ning Co is a microcosm of the sports brand's difficult situation in the past few years.

Since 2010, Li Ning Co's performance has declined, operating income has dropped from about 9 billion 478 million in 2010 to 5 billion 824 million in 2013.

In 2012, Li Ning Co made a huge loss of 1 billion 979 million yuan, a record.

The further improvement of operational capacity is the key to Lining's turning around.

In 2015, the company's basketball, running, badminton, training and sports activities, including the five core categories driven by the group's retail growth, basketball performance is worth mentioning, the overall retail sales compared to the same period of the same period of the financial year, an overall increase of 34%.

In addition, Lining electric business department has improved the overall planning ability and quick response ability based on the online market changes, and the annual electricity supplier income increased by 95% over the same period.

Anta

Anta sports business income in 2015 reached a record 11 billion 126 million yuan, an increase of 24.7%, net profit of 2 billion 41 million yuan, an increase of 20%, becoming the first local brand to enter tens of billions of sales clubs.

In 2015, the number of Anta sports shoes reached 40 million pairs, and the global market share was about 13%.

In the physical stores, by the end of 2015, the number of Anta stores, Anta children sporting goods stores and FILA stores reached 7031, 1458 and 591 respectively.

Comment

About Anta's strategy and tactics, Hua Shang Hui had a special analysis article a few days ago, and poked here to see why Anta sold tens of billions of dollars.

There will be no more details here.

In short, the rise of Anta depends on the mass line, multi brand strategy, competition resources and basketball business.

In addition, the growth from FILA and e-commerce business is fast.

As the high-end brand of Anta, FILA has reached 591 stores in the mainland, Hongkong and Macao, and is expected to reach 650 to 700 by the end of 2016.

PEAK sports achieved a turnover of 3 billion 107 million yuan, an increase of 9.4% in 2015, and a net profit of 392 million yuan, an increase of about 22.3%.

Among them, the sales volume of footwear products reached 1 billion 335 million yuan, an increase of 16.1%; the turnover of clothing products reached 1 billion 703 million yuan, an increase of 4.3%; the sales volume of accessories products was 69 million yuan, an increase of 19.1%.

Comment

The main reason for the increase in turnover over the past year comes from PEAK's new products, especially in running footwear products.

Through cooperation with star sports and star athletes, not only has PEAK brand gained popularity, but also promoted the professional upgrading and sales growth of PEAK products.

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.

In terms of sales network, PEAK sports implements a flattening strategy, adjusts and increases the number of distributors to enhance the efficiency of the retail terminal.

At the end of 2015, the number of distributors increased from 88 at the end of 2014 to 100.

In the future, the company will continue to optimize and adjust the distribution network to enhance the competitiveness of PEAK stores in the two or three tier cities.

361 degrees

The 361 degree group achieved a profit of 4 billion 459 million yuan, an increase of 14.1% in 2015, a net profit of 518 million yuan, an increase of 30.2%, a gross margin of 1 billion 823 million yuan, and a gross margin of stability at 40.9%.

In terms of business, in 2015, the layout of 361 degree sports terminal stores was 7,20.

The 361 degree children's clothing continued to perform strongly, and the performance increased by 16% to nearly 600 million yuan, accounting for 13.2% of the group's turnover and the number of stores increased to 2350.

In 2015, 4 orders were held at 361 degrees, with orders exceeding expectations.

Comment

In 2015, running category became the core growth point of 361 degrees.

Through multi brand subdivision development and vertical deep tillage category strategy, 361 degrees from the sports, children, outdoor, overseas markets and e-commerce five major business bodies multi-dimensional integration force, covering multi-layered audience.

In addition, 361 degrees and Internet Co cross-border cooperation, pushing smart children's shoes, creating an intelligent sports ecosystem, the overall development and the Internet + sports ecology integration grafting, from the pilot to succeed in the industry leader.

XTEP

XTEP achieved operating income of 5 billion 295 million yuan in 2015, an increase of 10.8% over the same period last year, a net profit of 478 million yuan and a gross profit margin of 1.4% to 42.2%.

To achieve a profit of 921 million yuan, equity holders should account for a profit of 622 million yuan, up 13.9% and 30.1% respectively over the same period last year.

Compared to 2014, XTEP finally rose in operating profit and equity holders' profits.

Prior to this, XTEP has been on these two indicators for four consecutive years of decline.

Comment

XTEP's market performance is showing signs of rising with its brand return campaign and product + sports +, Internet plus "3+" reform strategy.

At the same time, XTEP has implemented the dual track marketing strategy through many channels, combining sports and entertainment elements to embody the image of sports fashion brand.

In 2016, XTEP focused on smart wearable devices and plans to launch adult and children's smart running shoes in the year.

It will invest in the electricity sector this year, and launch mobile applications to connect online and offline businesses and share customer resources.

China trend

Kappa brand parent China trend released 2015 annual performance report, after 4 consecutive years of revenue exploration, performance finally bottom rebound.

China's trend revenue increased 16.4% to 1 billion 469 million yuan in 2015, net profit of 803 million yuan, a decrease of 12.2% compared with last year, and the income of Kappa brand in China increased 25.8% over the same period last year, to RMB 1 billion 30 million yuan.

As of the end of December 2015, the total number of Kappa brand shops reached 1267, a 57 increase from the end of last year.

Comment

During 2006~2008, China's sales revenue reached a compound growth of 96.7% and net profit increased by 111.3%.

Since 2011, China's trend has entered a 4 consecutive year of declining performance.

In 2011 ~2014, its revenue declined by 35.7%, 35.4%, 20.2% and 10.7% respectively.

In the first half of 2015, the growth of China's market brought a marked recovery to kappa, and the income of Kappa brand in China increased by 46.4% over the same period last year.

The strategy of kappa focuses on brand positioning, operation model, marketing mode and supply chain mode.

In terms of brand + product, Kappa caters to the consumers' preferences and needs, locks the target consumer groups, and consolidates the brand image by implanting films.

Under the brand + retail business mode, the group has replaced some inefficient shops, improved the quality and efficiency of the sales channels, and effectively improved the profitability of the retail side.

Summary

Last year, in the first half year's report card and the overall recovery of sports brand, we accurately predicted the signs of China's sports brand recovery.

From the 2015 annual report, Anta, XTEP, PEAK and other sports brand business performance report generally wins expectations, many of which are bright spots.

What is particularly worth mentioning is that even if the trough is depressed and depressed, there is no such a straggler who has made a deep sigh of regret. Even Lining, who has been losing money for many years, has reformed his power and reproduced the trend of profit expansion.

It is foreseeable that 2016 will be the sports year, and it will also be the key year for Chinese sports brands to rise and widen the gap.

As we all know, the sporting goods industry is a typical industry with overcapacity and homogeneous competition.

After a series of strikes, including high inventory, large-scale closes, deep adjustment, and sharp decline in performance, domestic sports brands began licking their wounds, gradually adjusting their business philosophy and restructuring their brand structure. Since last year, China's sporting goods industry has begun to pick up, and some companies have entered the expansion track again.

The overall recovery of sports brand is due to the increasing number of sports people on the one hand. Sports become more and more people's hobbies, and the demand for professional sports and sports equipment is bigger and bigger.

On the other hand, thanks to the introduction of the new sports policy, the dividend policy of sports industry has been released. This is obviously one of the important reasons for the reactivation of the domestic sports brand.

However, although the major domestic sports brands have warmed up, the ranking has quietly changed.

Lining began to decline in performance in 2011. By 2012, net profit was nearly 2 billion yuan, and the industry leader was snatched away by Anta.

Undoubtedly,

Under the circumstances of the times, the industry is undergoing a profound pformation.

The huge industrial chain of sports has ignited the enthusiasm of multi-channel capital. The huge market capacity to be developed has attracted many enterprises to scramble for it. Whether it is Anta, XTEP or Lining, local sports brands are looking for new points through capital strength. With the help of Internet + concept, the promotion of sports industry chain to enterprises and even the whole industry is obvious.

However, after bottoming up, the road to revival is still long, and the road to sustainable development is still hard.

Obviously, a big gap has been launched among major sports brands.

And those sports brands with scale, good profit expectations and mature business models will also show more development and imagination in the future.