A Brief Account Of The Performance Of The Four Sports Brands In The New Year

According to the world clothing shoes and hats net, in recent years,

Growth is still strong.

From the local brand, Anta sports,

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International and 31st degrees obviously occupy half of China's sports market.

According to the 2017 annual earnings reports released by different companies, the performance of the four major sports brands in the past year has been analyzed and compared from 9 aspects: market value, revenue, net profit, gross profit margin, gross profit margin, number of stores, electricity suppliers, stock and average inventory turnover days.

In terms of market value, Anta is sitting on the throne of China's first sporting goods company with HK $103 billion 87 million.

It is equivalent to 6 Lining, 11 XTEP and 20 360 degrees, and about 70000000000 more than Lining, XTEP and 31st degree market capitalization.

Even on a global scale, Anta has been squeezed into the top three, and the top two are Nike and Adi, the well-known sports giants.

Operational efficiency

Anta Sports: the revenue reached 16 billion 690 million yuan (the same below), an increase of 25.1% over the same period last year, the profit attributable to shareholders increased by 29.4% to 3 billion 90 million yuan, and gross margin increased 1 percentage points to 49.4%.

At the same time, its free cash inflow increased by 40.3% to 2 billion 660 million yuan, and the net cash position was 9 billion 410 million yuan.

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Lining: revenue rose 10.7% to 8 billion 874 million yuan; equity holders should account for a net profit decline of 19.91% to 515 million yuan; net profit margin increased from 4.1% to 5.8%; gross margin increased 0.9 percentage points to 47.1%.

XTEP International: revenue fell 5.2% to 5 billion 113 million 400 thousand yuan, mainly due to the adjustment of retail channels.

Gross profit was 2 billion 244 million 500 thousand yuan, a year-on-year decrease of 3.7%, gross profit margin rose to 43.9% for fifth consecutive years, net profit fell 22.7% to 408 million 100 thousand yuan, and chief financial officer Yang Lubin pointed out that this year's children's clothing store will be increased from 250 to 400.

Under this expectation, sales of children's clothing business will increase by 50%.

The turnover increased by 2.7% to 5 billion 158 million yuan, which is mainly driven by the growth of orders in 2017.

Gross profit is RMB 2 billion 150 million yuan, gross margin is maintained at 41.8% level, equity holders should account for an increase of 13.4% to RMB 457 million yuan.

Channel stores

Anta Sports: continuous optimization of retail management capabilities, while strengthening the distribution network in China, including street shops, shopping centers, department stores, outlets and e-commerce platform.

As of December 31, 2017, the number of Anta stores in China (including Anta children's independent stores) was 9467.

In China, Hongkong, Macao and Singapore, the number of FILA stores (including FILA KIDS independent stores) is 1086, while the number of DESCENTE shops in China is 64.

Lining: as of December 31, 2017, excluding the Lining YOUNG sales point, the total number of sales outlets in China Lining has totaled 6262, representing a net decrease of 178 compared with the current year, and Lining YOUNG business has 173 additional sales outlets.

In the future, Lining will continue to improve the efficiency and image of Lining channel with the upgrading of the single store effect as the core, and pform the main retail store effectively with the retail efficiency oriented. Continue to close or pform inefficient stores and expand the storefront area of efficient shops.

XTEP International: there are about 6000 retail outlets, covering 31 provinces, autonomous regions and municipalities directly under the central government, and manage their distribution network through its exclusive distributor.

A net decrease of 800 compared with the previous year.

31st degree: as of December 31, 2017, there were 5808 core brand stores.

Among them, the total sale point of children's clothing is 1797.

In the international market, the 31st Degree International has 1241, 1030, and 378 brand outlets in Brazil, the United States and Europe.

At present, the countries covered by Europe include Britain, Germany, France, Austria and Switzerland.

During the review period, 31st Degree International also successfully entered emerging markets such as Canada, Russia, Spain, Israel and Italy.

Electricity supplier

Anta Sports: electricity supplier has become one of the important engines of Anta growth.

In the "double 11" business war of 2017, Anta's record of nearly RMB 700 million yuan refreshed the electricity supplier's record of Chinese sports brand, ranking the third of Tmall.

Anta's product design, procurement and cross-border cooperation on the electricity supplier has formed a unique "online business mode" that integrates online and offline, bringing about the rapid growth of e-commerce business, while online business has also promoted the participation of offline businesses in marketing.

At the same time, to speed up the layout of the supply chain, Anta deepened the "fast reverse mode" to quickly meet the changes in consumer demand.

Lining: in 2017, the electricity supplier of Lining has achieved steady growth and improvement in terms of income and profitability.

As of the fourth quarter of December 31, 2017, the virtual store business of e-commerce has recorded a high 30%-40% growth year by year.

At the same time, Lining electric business has made further breakthroughs in the work of "self media" in digital operation and shops.

A relatively complete data operation model system has been established. At the same time, a large number of contents can be built to make the electric business shop not only a sales platform for products, but also a platform for users to interact with brand products, market activities, stars and events through the online platform.

XTEP International: as of December 31, 2017, e-commerce accounted for more than 20% of XTEP's total revenue.

31st degree: e-commerce business is growing exponentially due to the rapid development of the e-commerce industry.

During the review period, the online dedicated e-business account for 7.7% of the group's revenue.

Inventory

In terms of inventory, Lining is the leader of the 4 enterprises. Not only is there a slight difference in inventory between last year, but also 2 days in average inventory turnover.

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The other three brands are less attractive in this respect.

Not only does the inventory fluctuate greatly, but also the turnover time is obvious.

Among them, the stock of Anta increased by 66% from last year, from 1 billion 295 million yuan in 2016 to 21.55 in 2017, and the average turnover days increased by 14 days.

The stock of XTEP was 1.56 times that of last year, from 460 million yuan to 718 million yuan, and the average turnover days increased by 24 days.

The increase was 50% from last year, from 541 million yuan to 814 million yuan, and the average turnover time increased by 13 days.

Of course, this is also related to some acquisitions during the period. Anta bought 100% stake in the children's clothing brand Xiao Xiao (KingKow) and related trademark ownership during the period.

To sum up, Anta has clearly taken the position of the leader of the domestic sports brand.

But it is not difficult to see Lining's progress. Not only the index of financial reports has been improving, but also the performance of New York fashion week in early February.

This directly led to Lining's market value soared by nearly 6 billion Hong Kong dollars in just 40 days.

Many consumers are surrounded by Lining fashion Chinese style sportswear.

But XTEP and 31st degree are relatively warm and even declining, and the distance between them is increasing.

Nowadays, under the promotion of national policy and the sustained and steady growth of sports macro demand, the domestic sports market has maintained vigorous development momentum.

According to the European report, the sales of sports goods in China increased by 12% in 2017 (the same growth rate in 2016) to RMB 212 billion yuan, and the growth rate has not slowed down.

It expects that the industry will continue to grow at a fixed annual price of 8% in the forecast period, up to 318 billion yuan in 2022, and the growth rate will be much higher than the compound annual growth rate of 5.6% from 2010 to 2015.

At the same time, the improvement of consumption structure has made sports market demand more refined, and consumer demand has become clearer and more mature.

Events and activities are increasing day by day for health needs, entertainment needs and athletic needs.

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