Expensive Bird: Revenue Decline, Reduce Store Layout, Sports Industry Outlet

Operating income in the three quarter (1 to September) decreased 1.68% to 1 billion 378 million yuan compared with the same period last year, and the operating income decreased by 27.05% in the quarter. The net profit attributable to shareholders of listed companies fell 12.93% to 178 million yuan, and the net profit in the quarter decreased by 71.91% over the previous quarter.

In 2012, the development of the "noble bird" reached its peak. The company's operating income reached 2 billion 800 million yuan, and its net profit reached 500 million yuan.

At the end of last year, the income of the precious bird has dropped to 1 billion 970 million yuan, and net profit has plummeted by 66% to 150 million yuan in 2012.

Revenue decline to reduce stores

In the first three quarters of 2016, 361 new retail outlets were opened and 624 retail outlets were closed.

According to the financial report of the bird, the company's main business income and terminal situation are still a single brand of the bird in the report period.

It is reported that your main business income

The single problem has been going on for nearly 10 years, and its sales mainly sell wholesalers to distributors, dealers through their own retail terminals or subordinate retail operators.

And the bird will provide some brand promotion funds.

As of September 30, 2016, the brand marketing network of the noble bird has covered 31 provinces, autonomous regions and municipalities directly under the central government, and the number of retail terminals has reached 4202.

In the first three quarters of 2016, 361 new retail outlets were opened, and 624 retail outlets were closed. In the third quarter of 2016, there were 159 new retail outlets and 270 retail outlets were closed.

At present, there are 428 retail terminals in the first tier cities, 838 in second tier cities, 1605 in three line cities, and 1331 in four line cities, of which three or four cities account for 70% of the total sales.

In the announcement, you see that the net profit decrease is due to a decrease in government subsidies received. The net decrease in net cash flow is due to the increase in dealer payment and the increase in dealer payment.

In order to realize the layout of multi brand, multi market and multi-channel, it will further promote the upgrading of the sports industry operation strategy of the company.

Reporters learned that from last year, the birds began to overweight the layout of sports industry development, investment in sports marketing company tiger.

This year, after investing 383 million yuan in June to buy part of the stake in Hubei Jie Xing and increasing its capital, it bought another shoe store in August, completed the layout of quality channels for sports goods online and offline, and introduced the professional basketball equipment brand AND1 in the near future.

Public information shows that since 2014, the world has upgraded its development strategy, upgrading from "traditional sports shoes and clothing industry" to "sports industrialization group based on sports apparel manufacturing and coordinated development of various sports industry forms".

"What we want to do is the first sports company in China."

Andy Chen, President of expensive bird Investment Co., Ltd., told the media before.

According to the results of the financial report, the layout of the layout of the eco sports circle is already available. In the main business of shoes and clothing, 400 million yuan will be raised to improve the apparel supply chain, which will provide supply chain support for multi brand and multi-channel operation.

Some analysts have pointed out that, benefiting from the development of mass sports, the sports industry has a relatively high degree of prosperity at present. It is optimistic that the introduction of multi brand and multi-channel channels and penetration of market segments will enhance the performance of the sports industry. As the subsequent merger and acquisition is gradually launched, the synergy effect of sports footwear industry and sports industry investment will be displayed.

Layout of sports industry outlet

China's per capita annual sports consumption level is 8.8% higher than that of 2014, but it is still relatively low compared with the average annual sports consumption of the United States by 3800 yuan and Japan's per capita consumption of 1200 yuan.

According to the target set by the State Council in 2025 that China's total sports output value reached 5 trillion yuan, it is estimated that the annual growth rate of China's sports industry will exceed 20% in the next ten years, far exceeding the increase of GDP.

In addition, with the number of sports people increasing every year, the relevant sports and sporting goods industry has also ushered in opportunities for development and greater market share.

However, in terms of the current consumption level, the annual sports consumption of Chinese consumers is still at a relatively low level.

According to the data released by the national physical fitness monitoring center, 68.1% of the people who took part in physical exercise had sports consumption, and the annual per capita sports consumption level was 645 yuan.

Among them, the cost of training venues is 612 yuan, the purchase of sports equipment costs 556 yuan, and the purchase of sports equipment is 410 yuan.

China's per capita annual sports consumption level is 8.8% higher than that of 2014, but it is still relatively low compared with the average annual sports consumption of the United States by 3800 yuan and Japan's per capita consumption of 1200 yuan.

It is easy to see from the 2015 sports reports of the major sports brands that Lining ended the 3 consecutive years of losses, and Anta, XTEP, 361 degree, PEAK and other brand performance also showed signs of recovery.

Among them, Anta led by 11 billion 126 million yuan of business revenue and an increase of 24.7% over the same period. XTEP, 361 degrees and PEAK business income reached 5 billion 295 million yuan, 4 billion 459 million yuan and 3 billion 110 million yuan respectively.

A few days ago, Anta group announced the latest order and retail performance status. In 2016 Q3, the retail sales value of Anta brand was lower than that of the same period last year. The retail sales volume of non Anta brand products increased by 60% to 70%. In 2017, the Q2 orders increased again. This is the 14 consecutive quarterly order growth since 2014.

After becoming the first billion domestic sporting goods company, Anta CEO Ding Shizhong set a long-term goal of 100 billion.

At the same time, the report of Yi Guan think tank shows that China's sports industry is still in the starting stage of development. With the dividend policy, consumption bonus, capital market support and the promotion role of the Internet, the scale of the industry will be doubled, and the structural adjustment and upgrading will take place.

At present, the market of sports shoes and clothing has entered a period of adjustment. The sports industry structure will be changed by sports products.

Zhang Ping, general manager of Ying Shi Group Research Center, believes that China's sports consumption is a huge potential market, whether from the perspective of sports population or per capita consumption.

However, it is undeniable that sports consumption in China is mainly concentrated in sports clothing, equipment and other manufacturing industries. Fitness, leisure, venue services, intermediary training and other sports service industry development is relatively slow.

Therefore, in the future, China's sports consumption market should pay more attention to the development of sports service industry and change the relatively low proportion of sports service industry.

Industry experts said that the "noble bird" did not stimulate the performance increase through upgrading products, but borrowed the sports industry which has a good development in the future, and realized the rise in performance through capital operation.