In 2018, Who Will Occupy A Wider Market?

World clothing shoes and hats, in 2018, another sports competition year, the speed of international sports bigwigs redoubled.

It is understood that in 2017, in the face of competition from competitors Adidas, Nike's sales in the largest market in the United States for the first time in nearly three years slipped for the first time in two consecutive quarters, obviously.

There are serious problems, and product innovation is imminent.

Up to now, Under Armour has lost the chair of the second major sports brands in the United States.

The Under Armour, which once splendor, declined 45% in 2017, and the market value evaporated more than 5 billion US dollars, due to declining sales. The company suffered losses for two consecutive quarters.

So what are the opportunities for local sports brands that have long been crushed by international sports brands? Obviously, a series of problems such as high inventory and difficult pformation of local brands are also emerging. However, many local sports brands have been making fruitful brand strategic layout in recent years, narrowing the gap with international brands.

What is worth mentioning is that when the 2018 sports competition year is the highlight of the football World Cup, the Winter Olympic Games and the Asian Games, plus the dividend policy of "No. 46" and "sports industry 13th Five-Year plan", the sports industry will usher in an unprecedented explosive spot. The performance of local sports brands such as Anta and Lining is expected to usher in a new round of growth.

Lining: all kinds of experience

In January 1st, Lining, China's first global sporting goods equipment store opened in Xi'an, Shaanxi.

The company said that the layout of all categories of professional sports equipment stores will be an important part of Li Ning Co's overall strategic development in 2018.

Lining himself once said, "creating experience has become an important strategy for company development."

Build Lining experience value including product experience, purchase experience and sports experience.

In 2016, Li Ning Co resumed its scale profit and regained its growth trajectory.

It is understood that, in the experience shop, opened in May 2017, Expo source experience shop, design, decoration and so on invested a total of 10 million yuan, monthly revenue rose rapidly to 1 million yuan; its first experience shop in Shanghai in 2016, the site is located in Daning international, monthly revenue is stable at more than 1 million, the new target is 2 million.

Industry experts believe that in recent years, sports brands are moving farther and farther on the fashionable Road, but they are gradually returning to their professionalism.

Although consumers at this stage are not limited to simple comfort and professionalism, fashion, fashion, design, stars, explosions and other keywords become the pursuit of young consumers nowadays. Enterprises need to give products personalized labels and show their own way of playing, but the essence of moving brands is still professional, so they will eventually return to their majors.

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Yang Dayun, President of UTA, China's strategic management group and Fashion Management Group, also said that the core of sporting goods still lies in the professionalism of sports equipment.

Enterprises should emphasize the function and sports performance, too biased to fashion or other aspects, and the core status of the brand will be lost, so most of the sports brands will gradually return to the professional market in the future.

In 2018, the whole category professional sports equipment shop became the important layout point of Lining. The company said that in the future, Li Ning Co will deploy more than 100 professional sports equipment stores in the whole country to occupy a higher position in the future competitive sports market.

361 degree: focus on product younger and business internationalization

December 26, 2017, coincides with the 361st day of 2017, 361 degrees officially launched around the 2018 Jakarta Asian Games planned product marketing, souvenir promotion, consumer incentives, torch bearers selection, Taobao content ecological strategic cooperation and a series of activities.

On the same day, "361 degree Asian Games Promotion Ambassador" Qi Liang, basketball player Jimoh Fredet, national swimmer Liu Xiang, and famous singer and actor Wei Chen joined hands with the 361 degree group to help promote the global promotion of the Asian Games, and encourage more sports enthusiasts to invest in sports.

In this activity, 361 degree group's 361 degree movement, 361 degree children, ONE WAY, electronic commerce, overseas career center five main bodies start 2018 spring new products at the same time.

361, we should give full play to the experience of continuous support for international large-scale sporting events for many years, as well as the advantages of both design and technology in the field of equipment, and give back to the young people who love sports all over the country with a strong innovative product lineup.

"Asian Games, a sporting event for young people in Asia, is also the top priority for the 361 degree group in 2018."

The 361 degree group president and executive director, Ding Wu, said the 361 degree focus will focus on product younger and business internationalization, giving the Chinese and young consumers a distinctive online offline experience.

As an important part of the marketing plan, the 361 degree group joined Taobao's content ecology to reach a strategic cooperation on the 2018 Jakarta Asian Games.

The two sides will integrate a series of resources such as torch bearer selection, torch relay, Asian Games, 361 Asian Games thematic products, athletes' dissemination, Asian Games consumer activities and so on to jointly produce rich picture, text, live broadcast, video and other content, and attract more young consumers to focus on Asian Games and join the Asian Games.

According to the analysis of the industry, the huge industrial chain of sports industry has already ignited the enthusiasm of multi capital. The huge market capacity to be developed has attracted many enterprises to scramble for it. The local sports clothing brand is looking for new points through capital strength. A "seesaw warfare" has been launched among the major sports brands.

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

Data show that business income of 361 degrees has broken through 5 billion from 2 billion 900 million in 2014 to 5 billion in 2014, and Anta has achieved a growth rate of over 20% for three consecutive years. In 2016, it achieved 13% increase in group income and a double increase in gross profit by 16%.

In 2017, domestic sports brands continued to pick up.

According to the interim results released by Lining sports, in the first half of 2017, the group revenue increased by 11% during the same period, reaching 3 billion 996 million yuan. The group's main brand "Lining" still accounted for 99.2% of the total revenue, and became a meritorious minister with the growth of 12%. According to the 2017 three quarter operation data disclosed by Anta, the retail sales of non Anta brand products of Anta in 2017 third quarter increased 40% to 50%.

Anta: single focus + multi brand + full pipeline

"Nowadays, if a company relies on a single brand, it will not be able to compete with" foreign brands "such as Nike and Adidas.

But when we implement multi brand strategy, we can create more possibilities.

Ding Shizhong, chairman of the Anta sports board and CEO, said that the next step, Anta's acquisition of overseas brands will continue.

According to the UBS Research Report, Anta sports has been accelerating the expansion of multi brand strategy in the past two years. Last year, the Korean brand KolonSport was acquired.

KingKow.

The bank expects that in the next 3 years, two acquisitions will be completed through Fila every year, and the profits will grow further.

By the end of December 2017, Anta sports shares had risen more than 56% over the past year, and the market capitalization is about HK $97 billion 700 million. It is the highest value apparel retailing group in China, followed by Hai Lan's home.

It is worth mentioning that in October 20, 2017, Anta's subsidiary subsidiary ANKO and Korea's well-known outdoor brand KolonSport set up a joint venture.

At the same time, Anta also announced the acquisition of famous children's clothing brand Xiao Xiao KingKow100% equity and related trademark ownership, and opened the multi brand strategy of children's sporting goods market.

Facing the 2018 sports year, in December 26, 2017, the Chinese sports delegation released the Pingchang Olympic Winter Games equipment in 2018. The award winning clothing "champion dragon clothing" designed by Anta appeared.

This is the fifth time that Anta and the Chinese Olympic Committee have cooperated with the Olympic Games. Before that, Anta won the right to cooperate in Beijing's 2022 Olympic Winter Games and Paralympic Games.

Thanks to the strategy of "single focus + multi brand + full pipeline" and multiple brands covering different target consumer groups, different brand marketing strategies are formulated.

Anta's revenue growth and operating conditions over the past three years are significantly better than those of its domestic counterparts, and its sales growth is expected to be 25% in 2018.

XTEP: "3+ strategy" subdivision strategy

In January 4th, on the theme of the second China Marathon Industry Summit on the theme of "new era and new target", XTEP Group Chairman and CEO Ding Shuibo said that the marathon realized the vigorous development under the promotion of the national fitness strategy and led the rapid growth of the Chinese running people. Under the trend of Marathon marketization, XTEP will continue to build and perfect the "race, equipment, service and social" running ecosystem through the implementation of the "product +", "sports +" and "Internet +" 3+ strategy in the field of running subdivision, and is committed to becoming the preferred brand of Chinese public runners.

According to the 2015 running population survey released by the China Athletic Association, the current Chinese running group is mainly composed of middle class affluent and young people. Chinese runners spend nearly 4 thousand yuan on sports apparel and running shoes and other equipment.

Ding Shuibo believes that with the rapid development of China's social economy and the popularization of national fitness, more and more four or five line cities will organize the marathon, which will attract more people to participate in the marathon.

To better serve the fast-growing marathon crowd, to provide consumers with more professional products.

XTEP put forward the three strategies of "product +", "sports +" and "Internet +".

On the "product +", while maintaining the product's fashion, XTEP further enhanced professional upgrading and set up a world-class sports technology laboratory. The weight of the professional running shoes was only 160 grams, and more than 30 marathon champions chose this kind of running shoes.

In terms of "sports +", XTEP began to shift from purely sports sponsorship to comprehensive services, extending to serve the public.

XTEP not only sponsored many domestic marathons, but also organized a series of interesting marathons for young people, such as love marathons, parent-child running, running carnival, music marathon and so on.

In the aspect of "Internet +", XTEP has strengthened the scientific and technological attributes of running equipment, so that runners can get relevant data in time, and analyze and calculate the movement of big data, so as to provide scientific guidance for runners and body recovery.

Ding Shuibo said that XTEP will continue to make efforts in many aspects such as professional equipment, multiple events and close runner's services in the market segment of running, and build and improve the running ecosystem from four major fields: competition, product, service and social interaction, so as to provide better service and experience to meet the growing and beautiful life of the people.

In 2018, another sports competition year, many people in the industry predicted that the sports boom brought by the sports year will also lead to a new round of growth in the performance of local sports brands such as Anta and Lining.

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