Sports Brand Enterprises Can Expand Investment To Promote Industrial Development.

There is little change in the number of sports brand shops, indicating that the strength of the brand is not measured by the number of stores. In the past, the expansion of the brand was more extensive, and who had more stores had more advantages.

Now is how to increase the output of single store and enhance the overall competitiveness of the shop.

This year, Anta announced the establishment of a joint venture, operating exclusively in China and opening its first store in China. The action of Descente bought more than the controlling retailer. Recently, it announced that it would invest 382 million 500 thousand yuan to acquire a 51% stake in the shoe store.

"From these sports brand acquisition cases, we will see that in the A share market, a differentiation advantage of the noble birds, the industrial layout is at the forefront of peers."

Ma Gang told the China sporting goods Daily reporter that compared with the first half sales of these listed companies, the noble bird ranked second in the last place, but its total market capitalization is relatively high, reaching about ten billion. The funds from the capital market have brought great benefits to its related project acquisitions and investments.

This also provides a better reason for more sports brands to return to A shares, that is, the valuation of Hong Kong stocks is indeed low.

Comparison

For example, the valuation of XTEP and PEAK is seriously low, and the actual performance is not inferior to that of the expensive ones, but the total market value is quite different.

In addition, from the acquisition point of view, Ma Gang pointed out that other brands are industrial routes, focusing on sporting goods and shoes and clothing market, while the "noble bird" walks the route of industrial capitalization. This is also a new thinking for the industry to bring to the industry, how to make use of the capital invested in the stock market and purchase related projects to promote the development of the whole industry.

The rise of football and running has made it the two major market of sports brands.

In the first half of, XTEP held a football Strategy Conference to launch the "edge plan". PEAK focused on basketball and actively expanded and deepened its running portfolio this year.

In addition to the two hot markets of football and running, competition in basketball is still fierce.

In the first half of this year, PEAK's performance decreased by 6% compared with the same period last year. Overseas market revenue accounted for 22.8% of the total turnover, up 12.5% from the same period last year.

Ma Gang thinks, from the report, PEAK's overseas market performance is not particularly ideal, the domestic market atrophy, relative to the proportion of overseas market is bigger, that's all.

Of course, the maintenance of overseas market share is also inseparable from PEAK's efforts in this regard.

"The main reason why PEAK's performance is affected is that it has encountered unprecedented challenges in basketball, not only from international competition, but also from the international competition.

The marketing resources are robbed.

Earlier, Lining grabbed Anta's CBA sponsorship. Anta, in turn, robbed PEAK sports NBA China sponsorship, forcing PEAK to go nowhere.

From this point of view, every brand is increasing its resources to basketball, and PEAK has been greatly affected.

In this market competition environment, who will get more resources, who will become more and more serious.

The stronger the typical, the weaker the weaker.

The biggest challenge for PEAK is here. "

Ma Gang said.

Lining is fully retailing, and its business channel is all in retail mode.

In addition, this year's Lining football project investment is also directly to find end customers, point to point cooperation.

Ma Gang believes that this reveals the trend of flat channel.

Anta, Lining, PEAK, XTEP...

Almost every brand is talking about flat channel, which is a clear signal.

"The flat channel of brand talks in the past is just a concept. Now many brand channels have been implemented flat. Especially before XTEP, many shops are wholesale through the middle distributors, and now some distributors have opened a lot of shops, accounting for about half or 2/3 of them."

Ma Gang analysis.

The channel mode is a direct distributor, that is, the brand is shipped to the distributor, the distributor itself is the retailer, the brand directly receives the terminal specific outlets, the other is the brand sells the product to the distributor, and the distributor sells the product to the next retail store sale.

In the past, there were second kinds of situations, and now more is the first case, and the proportion of each brand is increasing.

Statistics show that in the first half of the year, the number of large brands opened up 36 stores, the total number of Anta stores increased by 21 compared with the end of last year, and the number of FILA stores increased by 42; the total number of Kappa stores increased by 15 yuan to 1282 yuan; the total number of stores authorized by Lining was 6001; compared with the net growth rate at the end of 2015 in the year of 2015, the number of PEAK birds was 152.

"In the construction of sales channels, some sports brands are gradually adjusting their store structure in order to adapt to the changes of consumption scenarios, appropriately reducing the proportion of street stores and increasing the layout of shopping centers.

Both Anta and XTEP plan to increase the income ratio of shopping centers in the future.

Ning Ning said.

"The whole retail environment is changing, shopping centers, shopping malls and other channels sink, indirectly replacing some street stores.

As a result, the number of shops on the street will drop.

Better channels for future experience will be taken seriously.

Ma Gang said.