Subdivision Products Help Domestic Sports Brand Recover Successfully

In the past few years, the domestic sports brand has been under the shadow of foreign sports brands, but recently, under the help of subdivision products, the domestic sports brand has successfully recovered.

With all kinds of fitness activities such as fluorescent running, rainbow running, marathon and so on, people's enthusiasm for sports seems to be ignited again.

And with this sport and fitness craze together, there are three or four years of domestic sports brand that has been quiet for a long time.

Recently, the domestic sports brand

Announced the 2015 performance report.

Data show that the brand's annual income in 2015 reached 7 billion 89 million yuan, net profit of 14 million yuan, of which clothing and footwear business has achieved nearly 50% growth in performance, which is the first time since 2012, Lining brand losses.

It is noteworthy that in the domestic sports brands that released performance reports in succession, Anta, PEAK, XTEP and other brands also showed signs of recovery.

Is this spring warm or cold, or is it the "freshman" of the domestic sports brand?

Domestic sports brand collectively warm up

A few days ago, Lining's latest 2015 earnings report showed that the company's annual revenue reached 7 billion 89 million yuan, an increase of 17% over the previous year and a net profit of 14 million yuan, of which nearly 50% of its growth in clothing and footwear business.

This is the first time that Lining's brand has made profits since 2012, and is the first time that Lining has turned around after losing the brand CEO.

By the end of 2014, Lining, who was once again a brand CEO, had conducted intensive research in various stores nationwide, including star city.

Friends A Oteri J and friendship Apollo Commercial Plaza, 2 of the sports brand in the more advantageous shopping malls.

At that time, Lining, who had slightly white hair, told the reporter of the Sanxiang Metropolis Daily that "when the state vigorously promotes the national sports environment, the sports brand may usher in a spring of further development."

And Lining's words finally came true after 1 years.

In 2015, in addition to Lining's first defeat in 4 years, the domestic sports brand is now on the trend of collective warming from the current domestic sports brand that has released 2015 annual performance.

Among them, Anta's annual revenue of 11 billion 126 million yuan, net profit of 2 billion 40 million yuan ranked first in the domestic sports brand, an increase of 24.7% over the same period last year, and net profit increased 20% over the same period last year.

In addition, XTEP became the largest brand of year-on-year profit growth in 2015, with an annual revenue of 5 billion 296 million yuan, an increase of 10.8% over the same period, and a net profit of 623 million yuan, an increase of 30.3% over the same period last year.

Thirty one degrees and PEAK achieved annual revenue of 4 billion 459 million yuan and 3 billion 110 million yuan respectively, with an increase of 14.1% and 9.4% respectively, with profits of 518 million yuan and 390 million yuan, representing 30.2% and 22.3% respectively.

The brand performance of the sports brand is red, which contrasts with the "closing shop tide" appeared in the streets and lanes in the previous two years.

"Not only domestic brands, it can be said that the whole sports brand is selling well, especially footwear products, and goods are much faster than those of leather shoes, often breaking the same code."

A shopping mall staff in the May 1 business circle said that it was difficult to sell goods in comparison with the past discount. Now the sports brand can talk about the "promotion empty cabinet". "Every time we rush to get up late, we can only go empty handed."

Subdivision products help "win back the rivers and mountains"

From the past only invited sports stars to speak, and now invited the image of healthy entertainment stars endorsement, sports brand choice in the image of the changes in the choice of brand positioning on their own product changes, emphasizing that the market segments are gradually widening their audience.

After 90, Lin is a classmate.

The frenzied enthusiasts, unlike a pair of shoes worn out in the past, bought five or six pairs of sneakers in their shoes cabinet, "jogging shoes, basketball shoes, and sports shoes and shoes that are usually worn."

Kobayashi said that the number of his sports shoes is not much among his friends, "at most is an average".

Reporters noted that sports brand launched different series of sports shoes and clothing according to different sports items, and now there is a trend.

In the Lining store of Huang Xing South Road Pedestrian Street, the category of light sports shoes includes running shoes, basketball shoes, casual shoes, comprehensive training shoes and badminton shoes, and so on. The price ranges from 100 yuan to 300 yuan.

And the relatively strong international brands in the market, such as Nike, launched a series of limited edition running shoes in series, even at the price of tens of thousands of dollars, which can still attract many fans to queue up early.

"The first thing to do is to make an appointment with the purchase number on the official micro scale, and then limit one person to buy only one pair. Even then, there will always be a short sale in the morning."

People's shopping mall near Nike shopping guide said.

Observation

The rise of the national fitness campaign, sports brand or continued warmer

A few days ago, a photo of a Faye Wong running in a professional sportswear and Nicholas Tse's running night was spread over the Internet. Netizens shouted, "as thin as Faye Wong is exercising, how can I be lazy?" in fact, in the past two years, the consciousness of sports fitness has really spread among ordinary citizens.

Ms. Luo, who earned about $6000 a month, spent more than 3000 yuan on the purchase of a treadmill. She thought she was just playing. She had insisted on using this treadmill for 40 minutes every day for half a year.

In her wardrobe, the reporter saw that apart from the sportswear of the major brands, there were also some outdoor sports brand equipment including assault clothing and sunscreen clothes.

She told reporters that he liked riding very much and was preparing for "May 1" to ride around the island in Hainan.

According to her introduction, friends who love to ride and run around are not in the minority. Apart from "running around" and "riding around" frequently, it is also very common to discuss buying sports equipment. "Generally speaking, as long as performance and comfort are good, people are still more willing to spend money on this aspect."

Like Ms. Luo, there are few people who have fallen in love with sports in recent times.

"Sports brand began to decline gradually after the development of a stimulating peak in 2008. The worst happened in 2012 to 2014, and 2015 is actually a warmer pition period. In the next few years, with the increase of awareness of national fitness and the participation of sports brands and the change of people's product line, this kind of good market lasts for two or three years will not be a problem."

A sports brand agent has been acting for many years.

The dealer said so.

He believes that the key to the success of the next market is whether the brand can make its own characteristics and professionalism on the product. Further segmentation of the market will help to satisfy the consumer's "respected" consumption mindset and practical sports needs, and try to promote some public run and marathon competitions.