Several Major Sports Brands Have Delivered Good Pcripts.

In the past two years, the domestic sporting goods industry has gradually stepped out of the extensive expansion mode in the past, strengthened the management and control of channel inventory, and made clear the improvement of product positioning and functionality.

Although some foreign brands continue to face the competitive pressure of expansion of the mainland and the sink of the channel, but with the expansion of the market scale brought by the domestic sports industry policy dividends, as well as the differentiation of their own domestic brands and the strategic positioning of their specialization, we believe that the leading enterprises in China will continue to maintain their respective businesses.

Grasp the opportunities for future industry development.

"For example, the sales of new products in the first half of this year increased compared to the same period last year, partly supporting the improvement of its profit margin in Lining.

At the same time, the proportion of products in the channel inventory over 12 months has declined in the first half of this year, and it is expected that the proportion of new product sales in the future is expected to further improve.

Ning Ning told reporters.

Anta and Foxconn launched Anta in the first half of this year

And launch Anta running APP at the same time.

In the first half of the year, the 361 degree +iMate intelligent running shoes were launched, which combined three elements of shoes, smart chips and mobile phone app.

At the same time, continuous R & D investment has enhanced the functionality and professionalism of all sports brands, and has also promoted the improvement of product profitability.

For example, in the first half of this year, the income of XTEP footwear increased by 16.3% compared with the same period last year, and the gross profit margin increased to 44.2%, mainly due to the professional sports running shoes being favored by consumers.

It is expected that with the further improvement of the proportion of sales of functional products, the improvement of gross margin will play a supporting role.

"In the interim performance report, we will find that the average selling price of the Chinese trend (Kappa) is downward. This is also a signal. In comparison, the Kappa in these sports brands is positioned at a high end, and the price of the products is lowered. This shows that the consumption of the whole sports shoes is at the middle end price, and the competition in the middle and low price segments is more intense."

The independent critic of shoe and clothing industry, retail business informatization and e-commerce observer Ma Gang analysis.

"Multi brand strategy supports.

In the first half of this year, revenue growth of FILA business, including FILA and FILA KIDS, increased by more than 30% over the first half of this year, becoming one of the driving forces for Anta's growth.

FILA positioning in the high-end market, FILA KIDS for high-end sports market for children, after several years of market cultivation, began to achieve sustained growth.

With the increase in the proportion of FILA brand sales revenue with higher gross margin, it is expected to support the overall profitability of Future Ltd. "

Ning Ning said.

At the same time, multi brand strategy is also the main way for other sports brands to seize the market and nugget sports industry.

It includes the "Shang" brand, which was launched before 361 degrees ago, and a joint venture with the Nordic outdoor brand oneway to further expand the Chinese winter sports market.

In the first half of this year, Anta children's income increased by more than 30% over the same period; the 361 degree children's clothing maintained a strong growth momentum, and the turnover increased by 16.5% to 272 million 100 thousand yuan, accounting for 10.7% of the group's turnover.

Ma Gang believes that these major sports brand children's clothing operation mode is different. Jinjiang plate movement brand children's clothing is self run business, while other plate children's clothing such as Lining and Kappa children's wear are outsourcing operation.

In addition to PEAK, the other six brands are in the market of children's clothing in a big way. "But layout is not enough, and we must invest time and energy to do well."

In the major brand children's clothing business, the children's clothing of 361 degrees is relatively good. For four consecutive years, the Golden Eagle cartoon TV children's music growth program "China new sound generation" has been cultivated for many years and established a relatively mature customer base.

There is a rule here that it is impossible to make a brand quickly, and at least to farm for more than 5 years, including FILA purchased by Anta or Anta children.

Of course, the growth of Anta children under such a good resource condition, whether from the overall number of stores or sales scale, has not yet reached a very ideal state.

Ma Gang said.