The Revival Of Fujian Style Clothing Can Surprise The Change Of Sports Brand.

Three from Fujian and listed in Hongkong

Company Anta, 361 degree and XTEP have released the 2016 annual earnings report, of which Anta is far ahead of 13 billion 350 million yuan. Its revenue has increased by more than 20% for three consecutive years, and its market value has exceeded 60 billion yuan for the first time, while the difference between XTEP and 361 degrees is less than 400 million yuan. Compared with the slow growth of casual men's clothing and a slight stagnation, the revival of "Min Pai dress" can be pleasantly surprised to see that it has started from the sports brand.

Anta was listed in Hongkong in 2007. After ten years, its performance was 4 times that of the listed company. The profit attributable to shareholders increased by 16.9% to 2 billion 390 million yuan, gross profit margin reached 48.4% of the highest in history, the operating interest rate and the shareholders' interest rate were 24% and 17.9% respectively, free cash inflow increased 33.9% to RMB 1 billion 900 million yuan, and net cash and cash equivalents were 5 billion 830 million yuan.

After years of hard work, Anta stores now have 8860 stores (including independent children's shops), of which FILA and FILA KIDS have 802 stores. Last year, the newly purchased DESCENTE (Desanto) had 6 shops.

Whether it is sales or storefronts, Anta is closest to the traditional "top two", Nike and Adidas, in the global sporting goods market.

The increase is only 1.9% yuan to 5 billion 400 million yuan, but its gross gross profit margin has risen for 4 consecutive years, reaching 43.2% percentage points, which is only 5 percentage points less than Anta. The gross profit rate of clothing, shoes and accessories is over 41%, of which footwear is the highest, reaching 44%, and the operating profit has increased by 19.6%, reaching 1 billion 140 million yuan. The time deposits and bank balances of the bank have increased to 4 billion 245 million yuan, compared with that of XTEP, 361 percent has improved rapidly. The total turnover has risen to 361 yuan (2015 yuan), and children's clothing has also increased by up to RMB yuan (2015 yuan). XTEP revenue

It is worth mentioning that the international turnover of 361 degrees has increased by 80.6%, and its overseas stores are distributed in Brazil (1017), the United States (264), and Europe (67). Altogether, there are nearly 1400 sales outlets (not counting the outlets in the European market), 6357 domestic stores, and more than 2000 sales outlets for children's wear, of which 606 are single street shops and 921 are located in the 361 main brand store.

At the same time, 361 degrees, another sub brand ONE WAY has 58 direct outlets in China.

Anta clothing accounted for 51.59% of its total sales, reaching 6 billion 890 million yuan.

For 44.96%, 6 billion yuan, other accessories accounted for 3.44%, 459 million yuan; 361 degrees of footwear sales accounted for 43.9% of total revenue, accounting for 2 billion 200 million yuan, clothing accounted for 39.1%, nearly 1 billion 960 million yuan, other accounted for children's wear and accessories; XTEP shoes and clothing accounted for a larger difference, the former is twice the latter, shoes sales revenue of 3 billion 525 million yuan, accounting for more than 65%, clothing sales revenue of 3 billion 525 million yuan, accounting for the total proportion of the total.

Before, CCTV's five set benefited from the vigorous development of Jinjiang sports brand. Every year, one billion units were put into advertising. CCTV five sets were also called "Jinjiang channel". With the influence of "Jinjiang Department" sports brand expanding to three or four line cities or more remote areas, the sports brand enterprises that had grown up began to "rationally" choose marketing input and advertising expenses, and reduce invalid expenditure.

Very coincidentally, Anta, XTEP, 361 degree three sports brand advertising and advertising investment reached 11%, of which Anta and 361 degrees were 11.4%, XTEP was 11.8%, because Anta's sales base was large, its marketing and advertising expenses exceeded 1 billion 500 million yuan, 361 degrees and XTEP were 570 million yuan, 640 million yuan respectively, the gap between the two was not large.

Good product sales must depend on R & D.

The investment of Anta is still a benchmark, its R & D cost exceeds 5%, about 670 million yuan, and the design center was set up in Japan, Hongkong and the United States; followed by 361 degrees, R & D and development accounted for 3.7%, about 190 million yuan; XTEP R & D cost accounted for nearly 2.6% of the total sales ratio, 138 million 200 thousand yuan.

For Anta, in addition to the introduction of cost-effective innovative products, Rio Olympic Games also gave Anta a golden opportunity to sell.

At the same time, cooperation with NBA star Clay Thompson, world champion Manny Pacquiao and other top endorser has won Anta's higher acclaim and reputation.

As part of the "single focus, multi brand and all channels", FILA and FILA KIDS performed well last year. In addition to over 800 stores, it also launched a brand-new cross-border product with world renowned designer Wu Jigang (Jason Wu), and collaborated with fashion stars such as Gao Yuanyuan to increase exposure and win recognition.

The 361 degree appeared in Rio Olympics and Paralympic Games as an official sponsor, rapidly expanding its popularity in the European and American markets.

At the same time, its sponsoring Chinese swimming team, cycling team and the Greek and South African national teams have achieved good results, signing famous sports stars such as Sun Yang to continuously enhance their brand influence.

Those who are familiar with sports know that marathon is also very clear that XTEP and marathon are like "binding". Indeed, last year, XTEP once again won 44 sports sponsorship brands with the largest number of sponsoring marathons.

In addition, XTEP has made efforts in the football market and launched the "edge plan" to cover the huge football crowd and tap potential customers.

For Anta and XTEP, the electricity supplier is a fast developing business at present.

Anta electric business has developed into a platform to provide a wide range of online flagship products, which can sell Anta, Anta children, FILA, FILA KIDS and NBA series exclusive online products.

As for XTEP, the electricity supplier's income has maintained rapid growth, accounting for the high double-digit income of the group's total revenue. Last year, Jingdong and Tmall sold the highest sports shoes brand, leading the brand at home and abroad.

361 degree is mainly through the official website and Tmall, Taobao, Jingdong and vip.com platform to launch online dedicated products to achieve product differentiation, forming the synergy between the electricity supplier and retail store.

In August 30, 2016, it announced the acquisition of 80% of its subsidiary e-commerce business, pforming the e-business platform from distribution mode to self operation.

For the 4 months ended December 31, 2016, the revenue of e-commerce business was about 71 million 100 thousand yuan, accounting for about 1.4% of the total turnover, compared with Anta and XTEP, there was still a certain gap between the 361 degree electricity supplier.

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