Is There Any Relationship Between The Number Of Fans And The Sales Volume Of The Brand?

The word "live for a long time" is popular in the Internet in the past few years. It means "live long hours and see everything", such as the selection methods of exotic flowers of leeks.

Some people choose the stock code with the tail number of their mobile phone. Some people flip the coin to decide whether to buy A or buy B shares, and others see a company called "*ST" before they feel different, and make a buying decision immediately.

Buying stocks as lottery tickets is an investment method commonly used by many leeks.

Many people make such investment decisions.

It's because they think investment is unpredictable.

Is investment really that hard? Really.

But is there any simple way to let Xiao Bai know how to choose stocks?

But the premise is to be a conscientious person.

Number of fans to see investment path

How to be a conscientious person? Simply pay attention to those unremarkable things and try to figure out the way of investment.

For example, when I am eleven, I want to buy a pair on the Internet.

But when I didn't think of buying any brand shoes for a while, I believe that many consumers did the same thing.

How much attention is paid to it is to see the number of fans owned by the major brand flagship stores, so as to decide what brand of sneakers to buy.

However, after I decided to buy a brand of shoes by fans, I actually made your investment decision.

What is the correlation between the number of brand fans and investment? In the view of reporters, the number of fans is actually a very important data for investors to evaluate the stickiness of business customers.

This data may not be important in previous years, because it was the age of online traffic.

But today, more and more people will make such a voice: "online dividends have ended, winning the user campaign is deciding the life and death of enterprises".

Data will not lie, according to relevant statistics, as of the first half of 2016, China

The number of users has exceeded 450 million, but the growth rate has dropped to less than 20%. In the future, as the base number increases, the number of online shopping users will probably decrease further.

The decline in the number of online shoppers will also alarm the major sports brands. It is expected that the "demographic dividend" will win the performance growth for enterprises, which will become increasingly impracticable in the future, and increasing user stickiness will become more and more important.

Fans are strong guarantee of performance.

So let's examine how these sports brands, especially in the Hong Kong stock market, absorb the power of the four major sports brands in the world.

The reporter noted that among the well-known outdoor sports brands in China, the number of fans of Adidas, Nike and New Balance three top international brands ranked 12 million 683 thousand and 11 million 969 thousand respectively.

The influence of domestic sports brands is also not weak.

Among them, the number of fans in Lining's official online store is as high as 7 million 97 thousand, ranking the first in domestic sports brands.

It is higher than the total of Anta official flagship store and Anta children's wear flagship store.

In this regard, although Lining experienced a few years of weight loss in the body size, but the brand effect in the minds of consumers still exists, which is expected to become an important bargaining chip for Lining's "comeback" in the future.

In addition to Anta and Lining, the number of fans of XTEP International (01368) and 331 degrees (01361) listed on Hong Kong stocks also should not be underestimated.

Among them, the number of fans in XTEP official flagship store is 4 million 544 thousand, which is similar to that of international brand PUMA fans.

With the outstanding performance of children's clothing business, the total number of fans in its official flagship store and the 31st degree children's wear flagship store is also close to 4 million.

What is the relationship between the number of fans and the sales volume of brands?

Reporters noted that from the 2017 outdoor sports brand sales, brand fans and sales volume showed a positive correlation.

This year, double eleven, Nike became Tmall's first clothing brand worth more than 1 billion yuan (RMB, the same below), followed by Adidas ranked second.

Domestic sports brands also performed well, Anta sales increased by 66% to 670 million yuan, turnover ranked third in sports outdoor brand, Anta double eleven electricity supplier sales reached 60% of the first half of e-commerce revenue.

In addition, the sales volume of Lining and XTEP were 215 million yuan and 207 million yuan respectively, up 21% and 83% compared with the same period last year, ranking fifth and eighth places in the list.

This shows that the number of fans of sports brands determines the sales volume of enterprises to a certain extent, thereby further affecting their performance.

Micro-blog can also be used as a reference for investment decisions.

Therefore, it is particularly necessary to interact with fans to increase user stickiness.

As an investor, how can we evaluate the interaction between enterprises and fans in a relatively simple way?

In daily life, many of us have the habit of brushing micro-blog and browsing WeChat public numbers. So we can easily understand the interaction between enterprises and fans if we focus on the official micro-blog or WeChat public address.

Taking micro-blog as an example, overall, the four major sports brands in China and the number of Lining related micro-blog blogs, Lining not only sent the largest number of micro-blog, but also had the largest number of fans, and the user stickiness of the fans representatives seemed to be greater.

Through the interaction with fans, Lining's good publicity of their products, netizens have comments in micro-blog Lining comments, indicating that they want to buy Lining's products.

On the contrary, although Anta has a large number of micro-blog, Anta has not accumulated too many fans, but the number of fans is not as good as XTEP and 331 degrees.

Why is that?

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Have to mention brand endorsement

Perhaps this question can be found from the perspective of brand endorsement.

According to the world clothing and shoe net, Anta signed the NBA Cenozoic star Claire Thompson in July this year with a high fee of 10 years and 80 million dollars.

The cost of signing the contract is as high as 8 million dollars per year, but the sale of shoes from the name of Thompson should be steady.

As for Anta's micro-blog fans why less, perhaps because Thompson did not open micro-blog in China, and Anta Anta released more than 9000 micro-blog, and Thompson directly related to only 232, accounting for only 2.5%.

Lining basketball mentioned Wade's micro-blog reached 4067, accounting for 22.5%.

So "hard" to use the spokesperson to do marketing, Lining's Wade series product sales will not be low.

XTEP, the main entertainment star endorser, also has a high popularity in China. These popularity also brings good sales results for XTEP.

However, there are exceptions in all things. Although 360 degrees also have a large number of fans, these popularity turns into a weak sales effect.

This is probably one of the reasons why the share price has weakened recently.

On the whole, the number of fans in Anta is among the top sports brands. At the same time, it attaches great importance to interaction with fans. The probability of pforming popularity into sales is undoubtedly the highest among the top four brands. From this level, if investors want to choose sporting goods stocks, Anta may be a good choice.

But the other three brands also have bright spots. For example, Lining's ability to attract fans is the strongest among the four major sports brands, and it can effectively convert popularity into sales.

Lining's sales in the first half of 2017 were 54.6% of Anta's, but the market value is only 14.7% of Anta's.

If Lining can improve product profitability in the future, it is still expected to revive.

As for XTEP and 31st degree, from the perspective of revenue, though the performance is weak, the explosive growth of XTEP online sales is expected to become the focus of growth in the future, and the 360 degree children's clothing business is also in the pipeline.

Therefore, investment is not so difficult as you think. You can find the way of investment from daily shopping and entertainment.

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