Local Sports Brands Are Moving Towards High-End Pformation. Sports Consumption Will Usher In A Huge Market Dividend.

According to the world clothing shoes and hats net, 2018 is a sports year. In early February, the Winter Olympics in Pingchang, the Russian World Cup in June, and the Jakarta Asian Games in August, many international competitions were concentrated in this year.

The local sports brands after the warmer performance are also actively involved in these popular events IP (Intellectual Property, knowledge and property ownership.

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Local sports brands are looking for new points through capital strength. A widening gap has been launched among major sports brands.

Sports consumption ushered in huge market dividends

The Chinese sports industry special report released by the famous financial and business magazine "the Chinese start sport - the rising China sports fitness industry" (hereinafter referred to as the "report") shows that China's consumption upgrading is quietly proceeding, and sports consumption has also ushered in the largest market dividend.

According to the report analysis, in 2016, the size of China's fitness market was close to 1 trillion and 500 billion yuan (US $216 billion 800 million), of which sports products and equipment accounted for nearly 70% of the total consumption.

The report believes that China's clothing, footwear, health, leisure and education industry will grow by 26% to 42% in the next five years.

According to the insiders, the huge industrial chain of sports has ignited the enthusiasm of multi-channel capital. The huge market capacity to be developed has attracted many enterprises to scramble for it. Whether it is Anta, XTEP or Lining, local sports brands are looking for new points through capital strength. A big gap has been launched among major sports brands.

And those sports brands with scale, good profit expectations and mature business models will also show more development and imagination in the future.

Reporters learned that Anta sports won the title of the 2022 Beijing Winter Olympic Games and the Chinese delegation's Pingchang Winter Olympic Games award winning assembly partner. While buying FILA and high-end children's wear brand Xiao Xiao, after the completion of the multi brand market layout, Anta officially attacked the international market.

Li Ling, vice president of Anta, pointed out that when the concept of "national health" was landed, the local sports brand in 2017 will usher in the golden age. Anta will achieve 100 billion goals in 2025 and become the first industry in China under the strategic plan of "single focus, multi brand and all channels".

According to the Anta side, after many years of layout, the group has formed the leading brand of Anta as the leading brand, Italy high-end sports brand FILA (Fei Le), comfortable sports shoes on behalf of Sprandi (Spandi), skiing equipment aristocrat DESCENTE (Desanto), and the multi brand matrix composed of the new brand of the high end children's wear brand Xiao Xiao cattle. In 2016 Anta sold 50 million pairs of shoes and 70 million pairs of clothes, and the Group expects to maintain the 15%-20% growth rate in 2020.

In 2016, when the domestic sports brands experienced a total decline in 2016, they were stunning in 2017. Apart from Anta's "double-digit" growth, according to the interim results released by Lining sports, group income increased by 11% in the first half of 2017, reaching 3 billion 996 million yuan.

Unlike the multi brand strategy launched by Anta, in the first half of 2017, the main brand of Lining, another giant Lining of the local sports brand, still accounted for 99.2% of the total revenue, and became a meritorious minister with the growth of 12%.

By contrast, FILA based multi brands account for more than 20% of Anta's revenue.

At present, Lining is trying to revitalize the multi brand plan, and put New York's famous female dancer dress brand Danskin in its pocket, so as to open up the female sports market.

According to the latest operation data released by Anta in the three quarter of 2017, the retail sales of non Anta brand products in the third quarter of 2017 increased by 40%-50% compared with the growth rate of Anta brand.

The pformation of local sports brands towards high-end

According to Anta estimates, the domestic sporting goods market will reach 7 trillion yuan market scale in 2025. The report published by the economist points out that many industries in China are undergoing a "high-end" pformation. The relevant indicators also indicate that consumers will pay more attention to the outstanding product differentiation and functionality in terms of the domestic sportswear market.

Previously, the children's sports equipment market, which belongs to the minority demand, has been gradually laid out in recent years, such as Anta, Lining and 31st degree.

In 2008, Anta launched the Anta children's strategy as an important strategic move for the group's brand segmentation. Anta's market share in 2016 has surpassed its competitors, becoming the first brand of Chinese children's sports shoes and clothing. Last October, Anta bought the international high-end children's clothing brand, Xiao Xiao's overall layout of children's clothing market. As of September 2017, Xiao Xiao cattle has 80 outlets in mainland China, Hongkong and Taiwan, and the United States.

In addition, the children's clothing market has also become the object of Lining's bet. This year, when Lining announced the withdrawal of Lining KIDS's authorization, it launched its own brand Lining YOUNG. In the first half of 2017, Lining YOUNG opened about 20 outlets in 14 provinces of the country.

"We believe that the sports children's market is still a blue ocean. By contrast, Anta is the earliest child market, and Anta children's market share in 2016 has surpassed that of competitors, becoming the first brand of children's sportswear in China, and has its own competitive advantage."

Li Ling told Nanfang Daily reporters that by 2020, Anta children expected to achieve 10 billion of total water and 20 billion in 2025.

In 2015, when Anta's revenue exceeded 10 billion yuan, Anta said its next plan was to seek more overseas acquisitions. In the first half of 2017, Anta announced that it raised HK $3 billion 790 million for future acquisitions while the target of acquisition was international sports brand.

Anta's intention to acquire Puma has not been confirmed before, but it is foreseeable that Anta sports will have closer contact with international brands in the future.

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