Finally, The Sports Brand Has Ushered In The Dawn.

After a long period of pformation, the major sports brand enterprises showed remarkable achievements in 2015 with the help of the industrial policy.

As early as 2014, the State Council issued the "accelerated development".

Opinions on promoting sports consumption have raised the national fitness strategy into a national strategy, accelerated the development of sports industry, and promoted the consumption of sports.

At the same time, the sports enterprises recognized as high-tech enterprises are subject to enterprise income tax at a rate of 15%.

According to the national strategic plan for sports, the policy objective of China's sports industry is to reach 5 trillion in 2025, while the composite growth rate of 50% in 2016-2020 has entered a period of rapid development. The promulgation of policies has become an important force in promoting the development of sports products.

It can be said that both the country and the local level have issued a series of favorable policy documents for the sports industry.

For example, simplifying sports examination and approval, supporting key projects, carrying out nationwide fitness and encouraging folk

And promote the marketization of sports services.

After a long period of labor pformation, China's sports brand has finally ushered in the dawn.

A few days ago, Anta, Lining, XTEP and other sports brands released the 2015 earnings report. The data released by the major sports brand financial reports showed that the domestic sports brands achieved double growth in revenue and performance.

Lining's performance data show that

For the first time, the company realized losses and profits. Last year, its income reached 7 billion 89 million yuan, an increase of 17% over the previous year, a net profit of 14 million yuan, and a loss of 780 million yuan last year. Since 2012, Lining has been losing 3 years, with a total loss of 3 billion 100 million yuan.

According to Anta's 2015 annual performance report, the realized revenue was 111.26 yuan, an increase of 24.7% over the same period, and the net profit was 2 billion 41 million yuan.

An increase of 20% over the same period, the same store sales growth compared with the whole year in 2014 showed a high number of units increased.

In its annual report, Anta stated that it benefited from the increase in the market for its differentiated and cost-effective Anta products, plus the significant growth of other businesses such as children, FILA and e-commerce.

In the face of the outstanding achievements of the major domestic sports brands in China, Qin Chung, a researcher at the China Research Institute, said in an interview with reporters that from 2011 to 2014, China's sporting goods industry experienced stagflation and shuffling. The overall income of China's sporting goods industry will regain growth after 4 years of channel integration, inventory and brand restructuring.

In addition to channel integration and inventory, what are the elements that promote the collective warming of sports brands in China? Qin Chong told reporters that under the promotion of relevant national policies, the development environment and situation of sports industry showed positive changes, and the sports industry officially entered the "golden age".

In fact, the industrial policy of the country has played a crucial role in the rapid development of the sports industry in a downturn.

With the continuous improvement of China's national income and living standards, consumers' demand for sports consumption is growing day by day, all the national fitness activities are booming, the demand for sports goods is increasing, and the sports consumption market is booming day by day.

According to public information, in 2015, not only the domestic sports brand collectively recovered, but also the sales of foreign brands such as Adidas in the Greater China region increased by 17.7%.

According to Lu Le, a researcher at the Research Institute of quality products, the reason why the domestic brand can be warmed up collectively is, on the one hand, benefiting from the improvement of the external environment. On the one hand, it is the factor of the enterprise itself.

In an interview with reporters, Lu Le said that for the enterprises themselves, after years of reform and pformation, the domestic sports brand has improved significantly in terms of channel construction and product structure.

In fact, the sports industry not only has the support of national policies, but also sports enterprises have innovating and designing their own products.

Data show that XTEP has fully upgraded its professional functions and developed "soft cushions", "ice technology" and other running shoes and clothing products.

At the same time, it also implements the dual marketing strategy of "sports + entertainment", sponsoring many famous sports and events and several high ratings TV programs, strengthening the brand's fashion spirit and sportsmanship, and achieving net profit of 478 million yuan.

360 degrees are aimed at the huge demand of the running market. With the help of scientific and technological strength, running products are constantly upgrading, and running products become the core growth point of enterprises.

And actively develop new businesses and open up overseas markets, layout hundreds of sales outlets in Europe and the United States, lay the foundation for the globalization of its brand, and achieve net profit of 518 million yuan, leaving Lining, a former industry leader, far behind.