Who Will Win The Domestic Sports Brand Anta VS Lining?

Anta VS Lining, who is the king of domestic products?

Lining, a domestic sports brand once forgotten in our youth, has now become a new favorite in the trend.

In particular, the previous fashion conference held in Paris once again made the industry see eye to eye.

But speaking of the national sports brand, I can't help thinking of another brand, Anta.

As one of the domestic sports brands, Anta seems to have disappeared in recent years, but its strength tells us that the stronger and lower tone.

Recently, BrandFinance, the famous British brand assessment agency, released 2017.

The list of the top 50 brands is only two brands in China, one is jewelry brand Zhou Dafu and the other is Anta.

(compared with 16 years, Anta ranked 11).

But for this, Anta official website did not have any news.

Deduce what is really low key.

Since the two brands are so great, who will be better?

Lining, the founder of Lining brand, was known as the "gymnastic Prince" at that time. He didn't need to know much about popularity. Behind it, there was also the financial support of Jianlibao, known as "the first brand of national drink", and "pure seed" of "noble descendants".

By contrast, Anta is a typical "poor boy".

Ding Shizhong was also a small boss at that time. The place where Anta was founded was Jinjiang, Fujian, which was known as "China Shoes Capital".

At that time

There are many shoe factories.

The sports brands such as del Hui, 361, XTEP and so on are all here, Anta is only the most common one.

On making money, Anta wins

The degree to which an enterprise is forced depends on its profitability.

Up to now, Anta has won the battle over Lining.

Anta sports announced its 17 annual report in February 27th.

The group achieved 16 billion 690 million yuan in 2017, an increase of 25.1%, and a net profit of 3 billion 990 million yuan, an increase of 29.4%.

In March 22nd, Li Ning Co released its financial report in 2017 in Hongkong.

In 2017, Lining group's income reached 8 billion 874 million yuan, an increase of 11% over the same period in 2016, of which gross margin was 4 billion 176 million yuan, up 13% from 3 billion 705 million yuan in 2016.

First of all, it is gratifying to congratulate that the 2 companies are making money, indicating that the domestic sports brand is gradually growing.

But back to the two brands themselves, Lining seemed a bit inadequate.

By the end of 21017 years, Anta's market value has exceeded 100 billion, and more than 9500 stores have become one of the four largest sporting goods companies in the world with Nike, ADI and Andrew.

And Lining, it is...

Lining's design standard is still unquestionable in China. From the beginning, Lining insisted on his own design. In recent years, the series of "Wade's way" and "Enlightenment" have made Lining's design a pronoun of tide brand.

Without contrast, there is no harm.

In terms of design, Anta can hardly say:

The original Anta, in the design, directly "to move hard and super", Nike and Jordan have not been able to escape it, let people wear the embarrassing cancer all committed.

Anta Thompson series

But in recent years, Thompson, a Anta fire, shows that Anta still has design capability.

But on the whole, there is still much room for improvement from Lining.

On marketing, Anta cattle

The importance of marketing to a brand is self-evident.

Anta proved that marketing was well done and sales did not bother; Lining proved that marketing was bad and brand died fast.

At the beginning of Lining's establishment, he had the natural advantage that Anta did not have.

The name of the Chinese Olympic Committee, the resources of the Chinese gymnastic team and so on, how many brands did not envy at that time.

"Diving Queen" Guo Jingjing wore Lining when he won the Olympic Games.

Especially in the 2008 Olympic Games, Lining, wearing his own brand, lit the Olympic torch under the eyes of billions of people.

Lining ignites Olympic torch

In that year, the revenue of Li Ning Co increased from 6 billion 690 million yuan to 8 billion 387 million yuan, which exceeded Adidas's sales of about 7 billion yuan.

Lining, who had such an advantage, dragged himself down from the altar after a series of foolish decisions after the Olympic Games.

In order to develop, Lining first renounced the title of the Chinese Olympic Committee, and later threw out the Chinese gymnastic team, which had been working for 20 years.

These opportunities, which were abandoned by Lining, were quickly grasped by Anta.

First of all, it is a partner with the Chinese Olympic Committee, so that Anta has become a world famous brand with its Chinese athletes, who have been on the national sports day and Olympic podium.

After that, he made deep cooperation with NBA, and then won the sponsorship rights of the 2022 Beijing Olympic Winter Games.

Even our leaders are dressed in Anta.

Inspect the venue of the Winter Olympic Games.

In the middle, Lining even spent 2 billion of the price in CBA for 5 years, which was a sensation at that time.

Lining's marketing has made his best brand bad.

In 2011, Lining's performance fell for the first time since 2004, and net profit dropped from 1 billion 100 million yuan cliff to 386 million yuan.

In the same year, Anta rose and outperformed Lining. After that, Anta became the first sports brand in China.

After 4 rounds of comparison, it turned out to be a draw.

But is the two brand really the same? In fact, Anta has thrown Lining away for 10 blocks.

As a company, revenue is the ultimate touchstone.

Today, Anta is 5.4 times as big as Lining in terms of market value.

Tying it to 360 + XTEP is not enough for half of Anta.

As a "descendant of the aristocracy", Lining is very sad today.

Although Lining is now less than Anta, the efforts of these years are obvious to all.

In the next 35 years, Lining will return to the first place.

As we can see now, two enterprises, as the leaders of domestic sports brands, are constantly rising to let the world know the brand of Chinese sports.

While we compare internally, we must also strive to build Chinese brands and fight call.