The Two Sports Giants Occupy 56% Of The Market Share. Nike And Adidas Are Far Ahead.

If measured in terms of sales performance, Anta, which has an annual sales volume of about $2 billion 600 million, is equivalent to the eighth Lululemon of the market share.

But the original list of brands is a significant global income enterprise with international income, while Anta's over 95% revenue comes from China, and it lacks the universal recognition of the global market.

Under Armour crisis continues

Looking at sales in the 2017 fiscal year alone, PUMA has replaced Under Armour as the world's third.

In April 18th, Wedbush, a US brokerage firm, released the Research Report and obtained the latest list of the global sporting goods market based on the earnings performance data of major sports brands worldwide.

Global sporting goods

Latest Share Rankings

Nike, which sells its $34 billion 400 million brand in fiscal year 2017, including its Jordan brand, continues to top the list.

Adidas ranked 21 billion 200 million in euros ($26 billion 300 million).

The two giants take up about 56% of the world's market share, far ahead of other brands.

Wedbush analyst Christopher Svezia wrote in the report, "there are few sports brands that sell over $5 billion in the global market.

But some brands are gaining more and more attention by embracing lifestyle products, including PUMA, New Balance and Asics.

The most important change in this list is that the original Under Armour, which was third place, was surpassed by PUMA. Last year, sales of German sporting goods reached 4 billion 30 million euros (4 billion 990 million US dollars), while Under Armour was 4 billion 980 million dollars, which fell to fourth place just now.

The global market share of the two countries is about 5%.

However, the crisis of the continued decline of us upstart brands still exists.

The New Balance after Under Armour, which earned about $3 billion 800 million in 2016, has risen to $4 billion 500 million in 2017. As a sports brand ranked fifth in the market share, New Balance has been catching up.

In addition, the sixth to ninth brands of the market share in the list are Skechers, Asics, Lululemon and Reebok.

Analysts Christopher Svezia said that the key factor in the reduction of Under Armour's leading edge is that competitors focus on marketing activities and lifestyle products of non athletes, while Under Armour is not doing enough in this regard.

For us brands, things may get worse.

The latest report shows that Under Armour lost $87 million 900 thousand in the fourth quarter of 2017.

In the North American market with weak demand, the sales of the brand decreased by 4% compared to the same period last year, and the core market accounted for 77% of the total sales.

In response, the report said, "brands like PUMA and New Balance seem to be stepping up efforts to erode the market share of Under Armour in North American base camp."

In March this year, according to Reuters, considering the good market situation of basketball shoes in the United States and China, PUMA plans to return to professional basketball shoes in 17 years, hoping to improve its profitability.

Over the past few years, in basketball

In spite of the trend of market moving from professional sports shoes to street retro, basketball shoes still dominate the US market.

Sale.

"PUMA seems to have a strong strategy to enter the basketball market, and may steal shares from vulnerable brands such as Under Armour," analysts Christopher Svezia wrote.

Following the excellent performance in 2017, PUMA continued strong momentum in the first quarter of fiscal year 2018.

Sales rose 21% to 1 billion 131 million euros, or 15.9%, compared with 15.9% in 2017, and the pre tax profit increased to 70 million 200 thousand euros from the same period last year to 112 million euros, an increase of 59.5%.

PUMA has raised its forecast for the 2018 fiscal year as a result of its first quarter results.

New Balance is also overweight. Their goal is to increase their share of the market by entering the professional baseball market and sign up for MLB players.

"Although Under Armour has the upcoming official MLB partnership, New Balance is also catching up with the campaign," the report said.

It is worth noting that, originally scheduled for the 2019 season, Under Armour will start executing the Jersey sponsorship contract with MLB one year ahead of schedule. This is the first time that Under Armour has entered the four largest League in North America as an official official.

But in April 17th, MLB announced that the plan had changed, and the starting date for cooperation was postponed to 2020.

Under Armour, eager to save North America's performance, still needs to wait.

In the list of the top nine market share, there are no Chinese enterprises.

In fact, in the 2017 fiscal year, sales of Anta, Lining, 361 degree and XTEP ranked 16 billion 700 million, 8 billion 900 million yuan, 5 billion 200 million yuan and 5 billion 100 million yuan respectively.

Among them, the number one local brand Anta sold 16 billion 700 million yuan, or about 2 billion 600 million U.S. dollars, which fell slightly behind the Canadian brand Lululemon, which grew 13% to 2 billion 649 million dollars last year.

If measured by sales alone, Anta's global market share is about ninth.

The difference is that the original list of brands is a significant proportion of international income, and Anta's revenue exceeds 95% from China's domestic market.

To gain universal recognition in the global market, local brands still need to go overseas.