Domestic Brands Are Gaining Momentum. ADI Nike Should Be Vigilant.

Marketing, product technology, channel and globalization strategy.

domestic

I haven't been so excited for a long time.

According to the sales results of several major sports brands released in 2015 this year, they have welcomed the highest growth in recent years, and some have achieved the first turnaround in 2012 years.

For example, Lining.

Lining's total income in the 2015 fiscal year reached 7 billion 89 million yuan, an increase of 17% over the same period last year, operating profit of over 150 million yuan, and net profit of 1400 million yuan, and in the previous year, it also lost 643 million yuan and 781 million yuan respectively.

Its competitors also achieved good results in 2015.

The first place to occupy the domestic sports brand is Anta. Its sales in 2015 amounted to 111.26 billion yuan, and it was the only domestic sports brand with annual sales volume of over 10 billion yuan.

XTEP's annual revenue was 5 billion 296 million yuan, an increase of 10.8% over the same period last year.

Market share followed by 360 degrees and PEAK also achieved 5.18 billion and 390 million yuan profit.

However, the most powerful competitors in the market are Nike and Adidas.

They occupy the first and second market share respectively.

In 2015,

The total revenue in Greater China is more than 2 billion euros (14 billion 100 million yuan), two times that in 2010.

In the same year, the revenue of Nike brand in China reached 30.67 billion, an increase of 18% over the same period.

A recent article pointed out that although Nike's current market value is more than 10 times the sum of the five major domestic listed sports brands, the latter has great room for growth.

The author, Nisha Gopalan, said that Nike and Adidas should be vigilant.

The growth of domestic sports brand over the past year is related to the rise of Chinese consumers' health, awareness of sports and the popularity of sports style in fashion trend.

This is essentially an industry level positive.

These companies have something in common.

For example, they are increasingly willing to spend money on marketing: Anta signed soccer player Zheng Zhi for 7 million yuan, and signed Yang Xu at 31st degree.

Another common feature is that the inventory of these companies has been released in the past few years after the pressure of high inventory and low turnover after the 2008 Olympic Games in Beijing.

Of course, each brand has its own characteristics.

As we have written, XTEP has improved its professional performance in the past year, such as the development of technology dominated products such as "soft cushion" and "ice technology".

In the past year, its R & D expenses rose 12.8% to 121 million yuan, or 2.3% of the total revenue of the year, and its partners also included Japan's Dongli company, which had researched and developed technical fabrics for UNIQLO.

Compared with 31 degree re push

Product strategy, Anta opened up more areas in the attempt.

In the past year, it has completed the acquisition of outdoor leisure and mountaineering brand Sprandi, and announced that it will set up a joint venture with Tokyo Descente company to engage in the product design, sales and distribution business of Descente brand in China (the company's main product is skiing products).

Some companies are also using electricity providers to improve their influence.

Take Lining as an example, in 2015, the sales volume of its e-commerce channels increased from 4% in 2014 to 9%.

Brands like 360 degrees and PEAK are also seeking more exposure in international competitions by sponsoring sports delegations and athletes.

Currently, there are hundreds of stores in the United States and Brazil.

2016 is a very important year for these brands, the Rio Olympic Games are less than 80 today.

Whether these brands can seize this opportunity to the greatest extent may become the most concerned aspect in the annual report next year.