Behind China'S Sports Brand, Which Looks Bright, Is 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.

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

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.

Ma Gang, an expert in sporting goods industry, believes that the Chinese sports brand's appearance in the Olympic Games, especially the 361 degree sponsorship of the Olympic Organizing Committee and PEAK's sponsorship of overseas delegations, has a positive significance in enhancing brand awareness, accelerating overseas layout and market increments, and upgrading international and diversified products can enhance competitiveness in China.

Data show, 361 degrees. Overseas expansion At the end of the first quarter of 2016, it had 151 sales outlets in the United States, 839 in Brazil (100% at the end of 2015), and 34 outlets in Europe.

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.

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, China Sports brand Whether in terms of volume or from the growth rate of development, the gap is constantly widening compared with international brands. "

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 reflected not only in the international market, but also in China's local market, and the market share of ADI and Nike also surpasses that of local brands, and the growth rate is also higher. Local brand 。 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 for these brands. Their markup rates are usually above six, while local brands are usually around three. Their markup rate and interest rate decide that this is a positive cycle, while the international 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.