The Seemingly Fresh Chinese Brands At The Olympics Are In Danger.

According to incomplete statistics, Chinese sports brands including Anta, PEAK, Lining and 361 degrees have also appeared in Rio Olympic Games. They include sponsors of Rio Olympic Organizing Committee, and also the strategic partners of China Olympic Organizing Committee and sponsors of various delegations.

But behind the bright looks, Chinese sports brands are in danger.

Lining, a former Chinese sports brand, lost money continuously until 2015, but Anta just stepped into the 10 billion club, but it was not as good as Adidas's Greater China performance.

The key road sports consulting company, CEO Zhang Qing, told reporters that China's sports brand is not as good as the international first-line brand both in terms of volume and growth rate, and this gap is widening.

China sports brand shows Olympic Games

The Olympic Games are not only the athletic field of athletes, but also the competitors of various businesses.

For China's sports brand, the Olympic Games are the best platform for displaying strength and brand.

At the opening ceremony of the Rio Olympic Games, Martinio Nobre, the track and field referee, wore an official uniform with a marked 361 degree mark and a 361 degree trousers. He solemnly took the oath of office before the flag of the rings.

Moreover, during the delegation's entrance ceremony, the first Greek delegation and third South African delegations arrived in the 361 degree mark.

Apart from 361 degrees, the domestic sports brands that appeared in Rio Olympic opening ceremony are PEAK, Hongxing Erke and so on. Among them, PEAK is sponsoring 12 Olympic delegations.

After winning the gold medal, Chinese athletes' sponsorship is sponsored by the current Chinese sports brand "one brother" Anta.

Observation expert Ma Gang believes that Chinese sports brand appearance in the Olympic Games, especially the 361 degree sponsorship of Olympic Organizing Committee and PEAK sponsoring overseas delegations, has a positive significance to enhance brand awareness, speed up overseas layout and market increments, and international and diversified product upgrading can enhance competitiveness in China.

Data show that the 361 degree expansion of overseas expansion speed, as of the end of the first quarter of 2016, it has 151 sales outlets in the United States, there are 839 in Brazil (compared with the end of 2015 growth 100%) sales outlets, Europe has 34 sales outlets.

Liu Xiang, director of PEAK brand, told reporters that during the Olympic Games, PEAK not only sponsored 12 Olympic delegations, but also sponsored 5 professional sports teams and 3 star athletes.

"The 12 Olympic delegations sponsored by PEAK are distributed in Europe, Oceania, Asia and Africa, which is of positive significance for PEAK to lay an overseas market and enhance its brand influence overseas."

Liu Xiang said.

Widening the gap with front-line sports brands

At the Rio Olympic Games, the Chinese sports brand seemed to be full of scenery for a while, but the crisis behind the scenery was also visible.

Zhang Qing told reporters that China sports brands have only one volume of tens of billions of brands, while the international first-line brands, ADI and Nike, are in the scale of 100 billion, and the growth rate is improving.

"Therefore, the difference between China's sports brand and the international first-line brand is constantly increasing both in terms of volume and growth rate."

Among the Chinese sports brands unveiled at the Olympics, only Anta sold more than 10 billion yuan in 2015.

In other enterprises, Lining, a former "brother", had a turnover of 7 billion 89 million yuan in the previous year, and it just turned into a deficit. It had a continuous loss in the three fiscal year, and the turnover of PEAK last year was 3 billion 107 million yuan.

Zhang Qing said that the gap between Chinese sports brands and international first-line brands is not only reflected in the international market, but also in China's local market, the market share of ADI and Nike also surpasses that of local brands, and the growth rate is also higher than that of local brands.

In 2015, ADI sold more than 2 billion euros in China alone (equivalent to RMB 14 billion yuan).

In Zhang Qing's view, this gap is mainly reflected in brand power.

"Nike ADI has a very strong premium on these brands, and their markup rate is usually above six.

Usually around three.

Their rate of increase and interest rates determine this is a positive cycle, and international frontline brands can spend more money on promotion. "

Sports brand is greatly influenced by regional culture and national soft power. Almost all the famous sports brands all over the world come from the developed countries. Zhang said, "we are relatively backward in professional sports and international mainstream sports as well as in the participation of all people in sports.

The backwardness of professional sports and participation of the whole people directly affects the value recognition of the local sports goods brand.