"Buy And Buy" Has Become A Common Move For Many Brands To Break Through The Main Business.

Resuscitation,

The growth of performance and Anta's billions of answers.

China's sports apparel industry is entering a new period of steady growth.

Nowadays Sports

The direction of the wind is changing, and the force of non sports brands in sports products has also increased the pressure of traditional sports brands.

Looking back at the domestic sports brand market, unlike Nike's official website, the "buying and selling" is different. "Buying and selling" has become a common move for many brands to break through the main business.

According to the world clothing and shoe net, not long ago, Nike, a sports brand "big guy", launched a 48 hour promotion on its website for more than 200 kinds of products, with a price drop of up to 40%.

In fact, Nike has been dragged down by the fatigue of the local market in recent times. It is expected that the sales decline in North America in the second quarter of fiscal 2018 will not be reversed.

In this regard, the industry believes that the trend of sports and fashion is changing now, and the strength of non sports brands in sports products has also increased the pressure of traditional sports brands.

Looking back at the domestic sports brand market, unlike Nike's official website, the "buying and selling" is different. "Buying and selling" has become a common move for many brands to break through the main business.

In the near future, guinen bird (603555, stock bar) announced that the company intends to invest $20 million to buy the brand equity ownership of the famous tennis brand PRINCE in China and South Korea. Following the successive acquisition of FILA brand and DESCENTE China operation right, Anta CEO Ding Zhong said it was looking for an international brand with high-end positioning as its target.

In the first half of this year, domestic sports brands handed over "pcripts", the three sports brand performance is particularly bright.

According to the collation of financial reports, Lining's revenue in the first half of this year was 3 billion 996 million yuan, an increase of 11% over the same period last year, and its net profit rose by 67% to 189 million yuan; Anta's revenue increased by 19.2% over the same period last year, reaching 7 billion 320 million yuan, with a net profit of 1 billion 450 million yuan, an increase of 28.5% over the same period last year; 361 degrees of revenue reaching 2 billion 798 million yuan, an increase of 9.5% yuan, and a net profit of 2 billion 798 million yuan, an increase over the same period last year.

The results of steady growth are very "eye-catching", and the domestic sports brand once fell into a loss "mire". After losing profits, the multi brand strategic pformation became the "starting point" for all enterprises.

Take the "old" Lining as an example, its days from 2012 to 2014 were not good. The losses in three years were 1 billion 980 million yuan, 390 million yuan and 780 million yuan respectively, totaling more than 3 billion 100 million yuan.

It is worth mentioning that Lining sports is the first brand to carry out the multi brand strategy in China. Under the continuous losses, the founder Lining's re in charge has been able to push ahead with the plan.

In 2005, Lining and AigleInternationalS.A. of France set up AI Gao (China) outdoor sporting goods company in the form of cooperation of 50% share rights and interests. In 2008, Lining acquired exclusive manufacturing and agency concession in Italy for 20 years in China. In 2016, Li Ning Co announced that it had entered into cooperation with acennis company, exclusively engaged in the business of Danskin brand in mainland China and Macao, and stepped into the women's sports market. The fast-growing children's clothing market has not "fallen". Lining sports announced this year that Lining KIDS has been authorized to launch its own brand Lining YOUNG.

From adults to children, from outdoor equipment to women's fashion, Lining's differentiated brand positioning has gradually emerged, which is directly reflected in the "bill".

According to the financial report, in 2015, Li Ning Co began to turn a profit. In the 2016 year, the Lining group's annual revenue was 8 billion 15 million yuan, and its net profit reached 643 million yuan, an increase of 4395.5% over the same period last year.

Until the first half of this year, Lining is still in good condition.

As for the above half year report card, it seems that Anta's performance is unique. Behind this, the multi brand strategy is still outstanding.

After seeing the strong opponent's "trick", Anta began to expand after Lining.

In 2009, Anta purchased the trademark rights and business of Italy sports brand FILA from BELLE international. In April 2016, Anta also worked with DESCENTE, which focused on winter sports products and functional products, to expand high-end outdoor products. In September 2016, Anta successfully re exported the famous brand Sprandi abroad.

To ease the risk of single brand operation, Anta is becoming increasingly optimistic.

The risk of UBS Securities released a report that the market still underestimated the long-term growth potential of Anta's FILA business, and expressed the belief that FILA business has a good business layout. It is expected that the related business will have a compound growth rate of over 30% from 2017 to 2020.

Thanks to the continuous improvement of the company's product mix and the improvement of the efficiency of supply chain management, according to the Research Report of Shen Wan Hongyuan (000166, stock bar), the company's revenue will grow from 22% yuan in 2016 to 13 billion 300 million yuan in 2019 to 24 billion 200 million yuan in 2019, and the mixed gross profit margin of the company will rise from 53.2% in 2016 to 53.2% in 2019.

Up to now, Anta's extensive brand portfolio includes Anta, Anta children's wear, FILA and DESCENTE, and other products for the public and high-end market.

After the realization of billions of goals, the strategy of "single focus, multi brand and all channels" to achieve "full coverage" for consumers has not stopped. And Ding Shizhong said abroad that Anta had the opportunity to achieve the 100 billion target in 2025, and was looking for a well-known international brand complementary to Anta as a takeover target.

It can be seen that Anta, who has tasted many brands and "sweetness", will not stop buying and buying in the future.

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Lining's recovery, 361 degree growth, Anta's billions of answers...

China's sports apparel industry is gradually entering a new period of steady growth.

And in the many sports brands, the same is frequent takeover operation of the noble bird, as if the road of development is a bit rugged.

As a matter of fact, since 2014, the company has upgraded its development strategy, upgraded from "traditional sports shoes and clothing industry" to "sports industrialization group based on sports apparel manufacturing and coordinated development of various sports industry forms", established the development goal of "meet the needs of everyone's sports", and made full use of its own capital market platform, based on sports apparel manufacturing, taking mass sports and national fitness as the direction, and actively sought for a clear profit target merger target integration.

Since then, in 2015, the precious bird invested 240 million yuan in indirect participation in sports platform tiger sports. In 2016, it took 383 million yuan to hold a sporting goods retailer's trip to Xiamen. In August of the same year, it bought 382 million 500 thousand of the 51% stake in the shoe store in Hong Kong.

According to incomplete statistics, dozens of investment projects have been done, involving nearly 5 billion yuan, covering competitive lottery pay APP, professional football equipment retailers, sports fitness technology applications and so on.

According to the financial report, in the first half of this year, the company achieved 1 billion 578 million yuan in revenue, including 850 million yuan in the traditional brand business, a 16.20% decrease compared with the same period last year. The net profit attributable to the parent company was 130 million yuan, down 17.26% compared with the same period last year.

Referring to the decline in net profit, the company said it was due to a sharp rise in financial expenses and management fees, and some of the sports industry investment layout has not yet achieved stable returns, resulting in a year-on-year decline in net profit.

It is a beautiful vision to invest in multiple channels, but it also takes time.

Moreover, the guatman's main sporting goods business is showing signs of weakness. As of the first half of this year, GUIs bird closed 326 retail terminals, far more than 221 new retail terminals.

According to the analysis of personages in the industry, there is no bright spot in the main business of the birds, and the position is vague.

In view of the recent dynamics of the popular birds, after ending the acquisition of Welsh fitness, the company intends to sign the "PRINCE trademark property ownership agreement" with the US tennis equipment brand PRINCE, and invested 20 million US dollars to grant the ownership of PRINCE trademark assets owned by PRINCE company in China (including Mainland China, Hongkong, Macao and Taiwan) and Korea.

Obviously, you are focusing on the expansion of the brand matrix of sports shoes and clothing.

The company said that after the completion of the paction, the company mainly covered the three line and the following market by positioning the traditional brand of the sports leisure style, and at the same time, the brand AND1, which is located in the Youth Street basketball and lifestyle, mainly covered the youth market. In the future, the brand PRINCE, which is positioned in professional tennis and lifestyle, mainly covered the high-end consumers in the second tier cities, and formed a differentiated brand positioning.

In the Everbright Securities (601788, stock bar) analyst Li Jie, PRINCE brand product design and production takes some time, it is expected that in the Guai bird acquisition year will not have a significant impact on the performance, will also bring a certain cost increase in the near future, and it is expected that in the future, as the sales layout gradually landing, the new brand is expected to start contributing performance.

As for the idea of sports group, the investment return period of sports industry is longer, and there are few cases of successful pformation of traditional sports shoes and clothing brands.

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