Many Brands Nuggets Sports Market Segmentation, Take A Multi Brand Strategic Line.

"China

The industry has entered a period of steady growth. "361 degree" announced its earnings recently.

According to the financial report, as of the half year in June 30th, the revenue of 361 degrees reached 2 billion 798 million 100 thousand yuan, an increase of 9.5% over the same period, and the gross profit increased by 11.8% to 1 billion 184 million 100 thousand yuan. The net profit increased from 273 million yuan a year to 318 million yuan.

According to the world clothing and shoe net, recently, the pcript of Anta and Lining, which is the leader of the domestic sports brand, seems to confirm the phrase "towards a stable growth period".

In the first half of 2017, revenue grew by 19.2% compared to the same period last year, reaching 7 billion 320 million yuan, with net profit of 1 billion 450 million yuan, representing an increase of 28.5% over the same period last year.

In the same period, revenue grew by 11% to 3 billion 996 million yuan, and net profit increased by 67% to 189 million yuan.

Here we compare the financial data of Anta, Lining and 361 degrees in recent years. According to the current camp, the top four sports brands in China are Anta, Lining, XTEP and 361 degrees. In 2016, the income was 13 billion 350 million yuan, 8 billion 20 million yuan, 5 billion 400 million yuan, 5 billion 20 million yuan.

From left to right are 2012, 2013, 2014, 2015 and 2016 revenue respectively.

Anta's gross profit margin has increased most rapidly, and the direct mode has contributed a lot.

On the whole, gross profit margins of Anta, Lining and 331 degrees have been rising since 2012.

From left to right are 2012, 2013, 2014, 2015, 2016 and 2017 first half of the year respectively.

Anta grew fastest. In 2012, the gross profit margin of 38% of the company was at the bottom of the three, and reached the highest level in the first half of this year, reaching 50.6%.

According to lazy bear sports report, Anta President Zheng Jie will get the "surprise" gross margin, mainly due to two parts: direct business promotion, raw material supply chain management efficiency improvement.

Directly promoting the promotion of FILA business, FILA is Anta's high-end fashion sport brand that questioned the acquisition 8 years ago.

On the one hand, FILA has grown at a speed of about 50%. On the other hand, the brand has exceeded 80% in the Chinese market as a direct battalion, and sold at a discount rate to wholesalers.

Anta's main brand's raw material supply chain management and promotion also promote gross margin growth.

Between 2012 and 2013, Li Ning Co's gross margin rose from 37.7% to 45.2%, showing signs of recovery.

After a series of reforms to the company, the company's losses were reduced to 392 million yuan in 2013, and the losses expanded again in the first half of 2014.

In 2014, the gross profit margin of the company reached ninety percent off points, down 0.3% from the previous year.

At the end of the same year, Lining took charge of the company and used his IP to save the company.

Since then, Li Ning Co's gross profit margin has gradually increased and its growth rate has been relatively slow.

In the first half of this year, Lining's gross profit margin increased by 0.1% over the same period last year.

In this regard, the financial report is interpreted as three points: the proportion of direct sales and e-commerce business has increased; the sales of new products in wholesale channels have increased; the discount of new products in self run shops has improved.

The lowest gross profit margin between the three groups is related to the maintenance of the distribution mode.

In the company's view, the model provides "great flexibility" at the provincial level to promote local publicity activities.

Overall, the gross profit margin has increased steadily in recent years, with only a slight fluctuation.

In the first half of this year, the gross profit margin of the company was 42.3%, which was 41.1% higher than that of last year.

The reason is that the 31st degree is considered to be boosted by the footwear business, which is related to the design of the shoes and the average wholesale price of the newly created shoes. At the same time, overseas markets and networks expand the range of shoes that can be radiated. The sales of shoes in the two categories account for 90% and 65% respectively, which boosts the interest rate of Gao Mao.

Anta's performance is gratifying, and its FILA, a part of the strategy of "multi brands keep pace with one another", is indispensable.

According to Zheng Jie, quoted by loquat sports, the current FILA revenue share, which is close to 30% of Anta's total revenue, has gradually grown into Anta's "power train".

Ding Shizhong, chairman and chief executive of Anta, said at the beginning of the year that FILA brand stores would increase to nearly 1000 by the end of the year.

The same high-end high-end market, as well as Anta's professional outdoor brand DESCENT in China, which mainly winter equipment, especially in the field of skiing.

Despite being restrained by the region, Anta is optimistic about the development of DESCENT with the cold weather in autumn and winter. It is expected that there will be 50 -60 stores by the end of this year.

Up to now, DESCENT has 21 stores nationwide.

In addition to expanding into the high-end market, Anta set up a market for children's sporting goods with high growth potential as early as 2008, covering the public and high-end groups.

In addition, Anta's main brand has not yet come down.

According to Zheng Jie, President of Anta group, Anta Anta's main brand (excluding children's wear) grew by an annual increase of about 10%.

Lining also adopted the "two leg walking" strategy of "main brand" and "multi market segmentation brand".

At the end of last year, the 134 year old American Professional Dance brand Danskin entered the Chinese market. Li Ning Co gained its exclusive right to operate in mainland China and Macao, trying to seize the women's sportswear market.

Although there are some "hindsight", but Lining is still catching up with the rise of the children's clothing market, recently announced the withdrawal of Lining KIDS authorization, the introduction of self brand Lining YOUNG.

In addition, Lining has also developed a fast fashion brand named "spring label" for leisure sports.

In the short term, Li Ningxin brand is more investment oriented, deep tillage market segmentation results still need to wait and see.

In the subdivision sports market, there is another 360 degree. In 2010, the 360 degree children's wear was a typical example.

Among the three major sports brands, only 360% of the sales data of children's clothing are listed separately. In the first half of 2017, financial data showed that children's clothing contributed 11% of revenue, with a growth rate of 12.8%, which has surpassed the main brand.

Encouraged by the good growth momentum of children's wear business, 31st degree has launched the high-end fashion sports brand "Shang", and also aimed at the outdoor sports market of skiing and riding, and established a joint venture with the Nordic outdoor brand One Way.

The electronic business platform is becoming more and more important, but the entity store has to pay a lot of gold to run it.

Electricity providers are playing an increasingly important role in the retail activities of sports brands.

According to lazy bear sports report, in the first half of the year, the overall development of Anta electric business exceeded 60%, accounting for double-digit sales.

Anta's earnings report said that 2016 pairs of eleven sections, the company's electricity retail high, double the same period last year.

To develop the electricity supplier, Anta adopts the strategy of "dual product + multi platform + construction cooperation".

Network cable dedicated and offline the same quarter in the same paragraph, both proprietary brand official website and shop in Tmall, Jingdong and other platforms, and select the right third party retailers to grant the right to sell the network.

Lining's interim financial report shows that in the first half of this year, the electricity supplier revenue was 720 million yuan, an increase of 58% over the same period last year, while the total revenue data rose from 12.8% to 18.2%.

Next, the company will improve the business of front-end interface and back end supply chain.

The former needs to enhance the electronic store's own media attributes, do deep content operation around the product, and enhance interaction; the latter will strengthen the precise digital operation input, and improve the ability to coordinate and integrate the commodity planning and goods supply chain with the help of the sales forecasting system.

In September last year, it was able to control the Internet business. In August 30th, 360 degrees bought 900 thousand of its e-commerce dealer's "360 degree" 80% stake.

"Explosive growth" in the company's interim earnings report so described, the first half of the electricity business revenue of 115 million yuan, accounting for 4.1% of the total.

Insiders pointed out that the driving force for growth in the future will be the electricity supplier sector. It is estimated that in the year of 2017 and 2018, the revenue of the company's electricity suppliers will grow by 40% and 30% over the same period, accounting for 11% and 14% of the group's revenues.

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Although touches are a trend, retailers with original entities have to pay a lot of money to build online businesses.

Lining and 360 degree medium-term earnings report both mentioned that the commission fee for electricity supplier channels increased significantly with the development of business.

For example, from September to the end of June this year, the amount of commissions, other service charges and expenses for the operation of the business platform, such as Tmall and Jingdong, amounted to 42 million yuan, compared with 1 in the end of last year.

As for the picture above, the net cash comparison between the three brands is still very obvious. As of June 30th, Anta's net cash (net increase in cash and cash equivalent items expressed in Lining and 31st degree earnings) was as high as 10 billion 31 million yuan, and the Li Ning Co was 411 million yuan, with a total of 701 million yuan.

Holding a large amount of cash means that the sports brand has the capital to buy, buy and buy.

In accordance with the three party business, on the one hand, it will provide the reserve fund support for the acquisition of the existing market segmentation brand, extend the multi brand operation, and on the other hand, it will also help international business expansion if the international brand is collected.

There were rumors before that Anta wanted to buy Puma, and Anta later came to rumor.

But in any case, Anta's multi brand strategy, including the launching of overseas acquisitions one after another, shows that the direct result is 10 years of listing and 6 times its market value.

In the earnings report, Anta said it would continue to identify opportunities for acquisitions and cooperation of international sporting goods brands.

The performance press conference, some executives said, with the current financial strength, there may be some surprises. The first choice for acquisitions is foreign brands, such as Japan and South Korea brands.

Perhaps Anta's goal at this stage is more focused on the Chinese market than that of international brands, and overseas expansion is still more prudent.

The first choice is to open up the Southeast Asian, Eastern European and Middle East markets, enter the North American market, or because the NBA stars who signed the contract are able to perform well in the season, cooperate with the local network retailers, saying that they only meet the needs of the fans.

Lining went to sea earlier, but international business has not seen much improvement.

Semi annual data show that Lining international market revenue of 91 million 468 thousand yuan, accounting for 2.3%.

The business covers 46 countries, including Asia, Europe and the Americas, and is expected to continue to focus on developing countries in the future.

31st degree has expressed great importance to international business and said that "three to five years will grow into an important source of contribution to group turnover".

At present, the company has more than 360% brand sports speciality sales outlets in Brazil (1116), the United States (848), Europe (135) and Taiwan (23). In the future, it will continue to tap the potential growth countries and push the international version of the products.

More interesting reports, please pay attention to the world clothing shoes and hats net.