Sports Products Market Overall Warming Trend Is Obvious

According to the world clothing shoes and hats net,

Recently released the 2016 performance report, representing the domestic

The four largest industry WEATHERVANE

The performance is released on full stop.

The report shows that in 2016, the overall performance of enterprises has achieved steady development, gross profit growth has reached 40%, and the performance of four enterprises has also increased significantly, with a total of nearly 32 billion yuan.

The strategy of multi brand strategy to seize the niche has become an important strategy for market expansion.

It is worth noting that the five major sports brands in the country, which had been delisted from the privatization of Hong Kong stock last year, became the four brand this year because of PEAK's privatization.

In 2016, the overall market for sports goods was warmer.

Anta, 361 degrees, Lining, XTEP and other four companies have gross margins above 40%, compared with the downturn in the industry in 2012, an obvious increase.

Li Ning Co's 2016 annual performance report shows that after the trough in 2013, Lining's income growth momentum was obvious in the past three years, leading to double-digit growth in revenue for three consecutive years.

Revenue rose 13% to 8 billion 15 million yuan in 2016.

Gross profit increased by 16% to 3 billion 705 million yuan compared with the 3 billion 193 million yuan in 2015.

The gross profit margin of the group increased from 45% in 2015 to 46.2%.

It is noteworthy that the net profit of Li Ning Co in 2016 amounted to 643 million yuan, and one of the main factors benefited from the successful sale of 10% of Shanghai's red double happiness Limited by Share Ltd in 2016, with a net income of 310 million yuan.

Net profit increased 44 times compared with 14 million yuan in 2015.

Anta's 2016 earnings report showed that the company's revenue in 2016 reached 13 billion 346 million yuan, up 20% compared to the same period last year. After last year's 11 billion 126 million yuan revenue, the company once again hit a record high of domestic sporting goods companies.

In addition, Anta's gross profit increased by 26.4% to 6 billion 460 million yuan in 2016, and gross margin increased by 1.8% to 48.4%.

XTEP International Holdings Limited's 2016 annual performance bulletin showed that the realized income was 5 billion 397 million yuan, an increase of 1.9% compared with the same period last year, and gross profit margin increased by 4 in 4 consecutive years.

The 361 degree performance report shows that the company achieved a revenue of 5 billion 23 million yuan, an increase of 12.6% over the same period in 2015.

Gross profit margin in 2016 was 2 billion 109 million yuan, an increase of 1.1 percentage points to 42% over the same period last year.

Zhu Yuan, a researcher at Guoxin Securities, believes that under the high level of maintaining double-digit growth in the industry, the majority of local sports brands still face greater operational challenges, mainly due to the rapidly evolving consumption upgrading trend.

In the current changeable market environment, sports brand competition will also intensify.

People in the industry generally believe that the multi brand strategy to seize different segments of the market has become a consensus of sports brands.

Among them, Anta's "single focus, multi brand and all channel" strategy is the largest step in multi brand layout.

In addition to Anta and Anta children, it has DESCENTE, FILA and FILA KIDS brand layout in the high-end market.

On the day of earnings announcement, Anta also announced that the wholly-owned subsidiary ANKO and Kolon of the company had entered into a joint venture agreement with the company on the establishment of the joint venture group. Its business is mainly for the exclusive operation and marketing, sale and distribution of products with Kolon Sport IP and trademarks in the area.

The 361 degree uses multi brand strategy including 361 degree, 361 degree children's wear and outdoor brand ONEWAY, aiming at different segments of the domestic mass market, children's sports and high-end outdoor sports market respectively.

Among them, as an independent business department, the children's clothing brand of 361 degree is brightest. The annual compound growth rate of children's clothing business in the past 5 years is 33.22%.

Compared with other competitive brands in children's clothing growth, XTEP children's clothing in 2016 is not ideal, children's business restructuring and adjustment has become one of the reasons for net profit decline.

The new XTEP children's products will be closer to XTEP's adult sports life products, and will also provide parents and children's clothing to increase cross selling between adult and children's products.

In addition, materials procurement and production will be integrated with adult products, thereby reducing costs and production time.

In 2016, Lining also made some new investments in different fields to achieve brand combination and product diversification.

Last October, Lining announced that he would join the US professional dance brand Danskin to operate the brand in mainland China and Macao.

In the second half of 2016, Lining began replanning the development strategy of the original Lining children's clothing brand LI-NING KIDS.

Aiming at the target group of 3-12 year old children, the new children's clothing focuses on the introduction of Lining's youth brand: LI-NING YOUNG on the basis of retaining the original LI-NING KIDS.

Female sporting goods consumption deserves attention

Zhang Lei, an analyst with CIC, believes that local brands lack clear product lines, and brands are generally classified according to age to promote the development of children's clothing products.

She said that the gross profit of children's clothing was higher than the average level, the children's body shape changed rapidly, and the frequency of clothing replacement was higher than that of adults. The growth momentum of the two child policy was strong. At present, the children's sporting goods market is still scattered, and the strategies of children's clothing are not the same.

Zhang Lei reminded enterprises to take an opportunity to catch female consumers. Although men are the main participants in competitive sports, sports brand resources tend to be male consumers in a long term. However, with the uptrend of consumption, women's attention to health and body has increased rapidly.

In 2015, Nike's sales of women's products accounted for 22% of the total sales. Nike plans to grow to 11 billion US dollars in the 2020 fiscal year.

According to the world clothing shoes and hats net, the female consumers have larger physical shape and higher requirements for comfort and individuation.

And Lining launched the business of women and dance sportswear brand Danskin in mainland China and Macao. If traditional sports brands can have an impact on the female market, they will further enhance their competitiveness.

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