Domestic Sports Brand Collectively Counter Attack?

"Not exquisite enough."

This is the "hot" search in recent days.

In the event of a blind date, the woman's tag on the XTEP sports shoes worn by the male owner.

Similar scenes are familiar.

The domestic mobile phone, which was once replaced by "Shanzhai mobile phone", has long been successful in getting rid of the "Shanzhai" hat and becoming a global climate.

XTEP,

,

360 degrees...

The domestic sports brand, once familiar to the public, but once in the "scorn chain", has been taking advantage of the domestic fitness craze, and with the help of the upsurge of consumption upgrading, it has made great efforts in every way of counterattack.

Making foreign goods serve China and saving the nation by curve saves billions of Anta

According to the world clothing and shoe net, 9 years ago, in the doubt, we bought a FILA China business from BELLE group.

Anta China's pformation of FILA's series of "grounding gas" has earned Anta the top spot in its domestic brand revenue and market value.

In 2017, Anta's revenue exceeded 10 billion yuan, and its market value was close to HK $100 billion, ranking third in the global ranking of sports brand market capitalization.

In fact, before the acquisition of FILA, Anta sold Adidas, Reebok and Kappa's three international brand retail businesses because of its unsatisfactory profitability.

The net loss in 2007 alone amounted to 5 million 500 thousand yuan.

After taking over FILA, Anta repositioned its brand positioning to high-end fashion sportswear and hit the high-end consumer market in a second tier city.

Anta's strategy proved effective.

FILA began to drive Anta into a deficit.

In 2016, Anta's net profit increased by 16.9% over the same period last year.

Among them, FILA successfully led the clothing category gross margin increased 3.2 percentage points to 51%, and pulled the company gross gross margin increased 1.6 percentage points to 48.4%.

After tasting the sweetness of acquiring FILA, Anta's development plan layout is also more and more clear: under the premise of adhering to the cost performance of the independent brand, it will buy more high-end brands at home and abroad.

According to statistics, in the third quarter of 2017, the retail sales of non Anta brand products increased by 40%~50% over the same period last year, far exceeding the growth rate of Anta brand 20%~30% in the second quarter of 2017.

Nelson, director of sports research at, told Xinhua sports that under the background of the national "one belt and one way" initiative, in accelerating the development of Chinese brands to the international market and creating a global sports industry chain system, domestic sports brands can expand overseas markets and implement the internationalization of local brands, which is an effective strategy.

Profit from specialization and XTEP's breakout

At the just concluded 2018 China Marathon fair, XTEP's giant sports shoes were brightest on the booth.

"We believe that a sporting goods brand must strive to be the first in a specific field.

XTEP's unique label is "think of running and think of XTEP".

Ding Shuibo, chairman and CEO of XTEP group's board of directors, stressed when he accepted Xinhua sports interview.

In 2017, XTEP sponsored 29 marathons.

Running and football are XTEP's two professional development directions.

Correspondingly, the domestic sports brand represented by XTEP is invested in product research and development.

According to the 2017 China Daily, Anta's R & D revenue increased from 2.3% last year to 2.9%, XTEP followed by 2.3% to 2.8%, while the 31st level rose to 2.9%.

Source: Xinhua

Behind the continuous investment in research and product development is the determination of domestic sports brands to pform professionalism.

"We find that consumers are becoming more and more professional. They are looking for professional products, professional technology, professional technology and professional equipment to serve sports needs such as running, skiing and so on."

Li Ling, vice president of Anta group, said in a media interview.

The reason for the pformation of XTEP is that, compared with casual footwear, functional products are more resistant to periodicity, and are less affected by external (such as weather and macroscopical).

At the same time, intelligent sports equipment is another major force for domestic sports brands to move towards specialization.

Lining integrated intelligent elements into the inherent technology platform, and jointly launched a number of smart running shoes.

360 degree sports joint Baidu introduced smart children's shoes, with high precision positioning function, but also monitor the child's physical condition.

It is also a professional sports product with a high profit rate, which has brought huge margins to all brands.

According to the 2017 China Daily, Anta's gross margin reached 50.6%, which successfully surpassed Adidas, a foreign sports giant.

The gross profit margin of Lining and XTEP is as high as 43%.

Source: Xinhua

Under the strategy of specialization, the market share of domestic sports brand is also rising.

Jingdong sports released the "2017 Internet sports consumption report" shows that sales of Lining, XTEP and Anta successfully entered the top five, and Adidas and Nike share the top five sports brands of domestic Internet consumption.

In the classification project, XTEP, Anta and Lining were among the top five of the most popular sneakers. The top 5 of the most popular sportswear brands included Lining and Anta.

Source: Jingdong sports brand reinventing heavy investment into celebrity endorsement and offline activities

When the market value and revenue have laid a solid foundation, in order to really change the stereotype of the audience, the investment of domestic brands in advertising promotion such as variety, sports events, celebrity endorsements and so on can also be described as a masterpiece.

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XTEP has increased its publicity and sponsorship of running and football.

In the first half of 2017, advertising and promotion expenses accounted for 12.2% of revenue, up by 3 percentage points over the same period last year, reaching 280 million yuan.

In the same year, Zhao Liying and Lin updated the new image of sports.

At the same time, it also signed a group of sports and entertainment stars.

Sun Yang is the most influential sports spokesperson. He also has CBA foreign aid Jimoh Fredet, national swimmer Liu Xiang and famous singer and actor Wei Chen.

Source: Xinhua

It is easy to see that "professional sports" and "entertainment fashion" are the two key words of domestic sports brand marketing.

On the one hand, the demand for specialization has gradually increased in various sports subdivision areas; on the other hand, attracting young consumers, shaping the vitality of the brand image, entertainment stars flow effect is self-evident.

In Wang Tongyun's view, teenagers are indeed the backbone of China's sports consumption market.

"The amount of disposable cash in the hands of young people has increased significantly, and influenced by the new concept of life, the consumption concept and openness of young people, so the consumption power of this group is very strong. It is one of the markets that any businessman is eager for and must grasp now."

It is not only the youth group, but also the middle-aged people who do some moderate intensity exercises and keep healthy and healthy after busy work. This new way of life is also worthy of sports brand to understand and pay attention to.

But celebrity endorsements may be just "looking good."

The report from the consumer insight company Bomoda reminds us that many KOL (key opinion leaders) can lead to social debate but fail to motivate consumers to buy products.

In this regard, Wang Tongyun believes that brand marketing is the product of the basic facts and values of expression, but also from the characteristics, values, attributes and other aspects of their own brand and other brands.

It is the related association of products in the minds of consumers, and ultimately determines whether ordinary consumers will become loyal customers.

He said that sports brands should always improve their sports professional attributes, meet the needs of consumers' sports, enhance their sports performance and improve their function and technology at the sports level.

In the actual propaganda, we should increase the promotion of the practical performance of the products, and separate from the sports leisure brand differentiation areas.

Recalling the way out for domestic mobile phones: millet relies on high allocation and low price, and the strategy of Internet sales and viral marketing has rapidly risen to the hottest domestic mobile phone brand in the year. VIVO and OPPO are popular with young people with their beautiful appearance, high-quality photo taking and the main player's music Walkman function. They continue to open their fame by inviting popular idol endorsements and naming popular variety, while HUAWEI is relying on high-quality mobile phone configuration, excellent user experience and high performance price ratio to go abroad.

The huge Chinese market has very imaginative growth space, and no enterprise can satisfy all consumers' needs.

To identify their strengths and strength, the domestic sports brands that fight and fight in them may also be able to achieve counter attacks from ordinary to excellent like domestic mobile phones.

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