Lining Was On Fire, And Anta Made Other Popular Sports Brands.

In 90s, the trend of world sports entered China, and the heat of national fitness kept rising.

Faced with such a huge scale in China

Many domestic sports brands, including Anta and Lining, have sprung up like spring shoots after the rain.

After so many years of development, Anta's market value has broken 100 billion and has become the most profitable sports brand in China. Lining has frequently launched the fashion week, and has found his way on the tide brand.

And those "bamboo shoots" appeared to have disappeared.

Today, the president will take stock of those years.

Where did they go?

1, the steady development of Hongxing Erke

Hongxing Erke, to be no.1.

This classic advertisement made Hongxing Erke fire all over the river.

So the president put it first.

Today, No.1's position is not.

But it never stops moving forward.

Now the brand has disappeared almost in the first and second tier cities, but it has strong appeal in the three or four tier cities.

Up to now, Hongxing Erke has more than 6000 outlets in the world.

It has the largest number of Direct stores.

In the case of tight domestic market, Hongxing Erke took another path and aimed at foreign markets.

The products sell well in Europe, Southeast Asia, the Middle East, North and South America, Africa and other countries and regions, and have trademark exclusive rights in 100 countries, and the brand value exceeds 21 billion 900 million.

The selling of products is inseparable from users' recognition of quality.

The research and development of products can be described as ingenuity.

In order to make the product well, Hongxing Erke has gained 206 patents, including 51 invention patents, with the number of leading companies in the same industry.

2, love children's clothing, love the international market 361 degrees.

In the 2017 annual performance of 31st degree, revenue grew by 2.7% compared to the same period last year, and net profit increased by 13.4% over the same period last year.

Although the results were not brilliant, they were fairly stable.

31st degree business has achieved the most successful two parts: one is children's clothing industry, the other is the international field.

Children's wear market is the main battlefield of 360 degrees.

This area is also the biggest bright spot of the brand's 2017 earnings report. Last year's annual income was 5 billion 158 million yuan, up 2.7% over the same period last year. Net profit was 457 million yuan, an increase of 13.4% over the same period last year.

The 360 degree is not very high in China, but as in Hongxing Erke, it cannot be underestimated in the international market.

According to the 2017 annual report, 361 degrees in Brazil, the United States, Europe and Taiwan have 1241, 1030, 378 and 40 sales outlets located in multi brand sporting goods store, to sell 361 degrees international line products.

The European countries that have been extended to the world include Britain, Germany, France, Austria and Switzerland.

As we all know, the international market is generally more difficult to enter than the domestic market.

360 degrees can be sold in so many countries, precisely because its running shoes have conquered international consumers.

In order to meet different functional requirements, the 31st degree running shoes attach great importance to high and new materials and related technologies. Optical related technologies have accumulated 273 patents.

Actively build products, the importance of R & D efforts, began to let 360 degrees get more and more international recognition.

In 2016, a variety of 361 degree international running shoes, including 361 degrees Sensation, won the recommendation of the industry's authoritative magazine.

In 2017, 361 degrees Sensation 2 was awarded the "best show Award" in April by the German version of runner world. It was also recommended by the magazine "women's running" magazine to be selected as the twenty-third best running shoes for the fourteenth best running shoes in 2017 and the spring world running shoes guide for Runner world.

The 361 degree Sensation 2 was also included in the US three omnipotence guide book 2017.

Running shoes in

The success has also begun to grow.

In the analysis report of China's 500 most valuable brands in 2018, the brand value of 334 yuan was 361 yuan with a value of 12 billion 324 million yuan.

This is the fourteenth consecutive year that the company has been selected as "China's 500 most valuable brand" since 2005.

In 14 years, the brand value of 361 degrees increased by more than five times.

3, you can't wear XTEP.

At the beginning of this year, a news of "rejection by a young man wearing a pair of domestic brand sports shoes" was heated up in the Internet and quickly became a hot topic in social media.

But it also hit XTEP's biggest weakness and pain spot. This brand, which has been established for 18 years and positioned the fashion movement, is still unable to get rid of the stereotype of "old land" and "poor low".

The biggest difference between XTEP and other brands is more focus on "running sports".

In the past decade, XTEP has sponsored more than 150 marathon events in 30 cities, and has set up runner clubs and sponsorship athletes everywhere.

XTEP has also been pformed into "the preferred brand of Chinese runners".

In 2017, even though XTEP focused on the layout of the running market, both revenues and net profits declined.

Not only that, XTEP is also facing the embarrassment of "under the line no one buys, online sells well" honey juice.

Although the development of XTEP under the line is not very good, but in terms of e-commerce business, XTEP's electricity supplier is considered the core competitiveness in the five major sports brands, and has occupied 20% of the total revenue.

Although XTEP is slightly ordinary in its revenue, but in order to change the impression of "old land" and "poor low", it gradually began to exert its strength on brand image.

First of all, it was invited to speak on behalf of Zhao Liying.

To enhance brand image is loved by many young people.

And the latest signing of the seven children of lohua is the most front-end of XTEP.

Wear such shoes to blind date, who dares say you have "low".

4, enigmatic PEAK

Last year, volleyball became a new version of PEAK's product line extension strategy.

At all levels, PEAK sports is unveiled as "the official sponsor of the Chinese Volleyball League" and the exclusive partner of the sports equipment category of the Chinese Volleyball League.

Last month, PEAK signed a Martin Tibabuzo, a Messi designer, announcing the march into football.

Before that, PEAK was the first Chinese sports brand to enter NBA and sponsor stars.

PEAK, after its delisting, has been operating at the forefront of technology despite its invisible market operation.

No one has developed 3D in the domestic market.

At the time, PEAK has developed several 3D print running shoes in succession. In the block chain fire this year, PEAK held a "block chain 3D printing currency (3DPrintingToken, code 3DP) auction PEAK 3D printing sports shoes" activities, and finally the shoes were sold in 30000 block chain 3D print currency.

R & D has always been a top priority for PEAK in recent years.

It is reported that PEAK's R & D centers are all over the world, and the 3D printing technology research in running and basketball fields is in the forefront of the world.

It's just that PEAK's market strategy of "east to west" is a bit of a puzzle.

5, the worst del Hui

More than 10 years ago, Jay Chou said: "sports personality, del Hui", in one fell swoop to Fujian sports brand "del Hui" to the peak.

Using entertainment stars to endorse and take the leisure sports route, the sales amount reached 600 million yuan in 2004.

But God seemed to see that he could not develop too well.

In 2007, del Hui Hong Kong shares failed in listing. In 2011, the founder died, and the listing was once again stranded. In 2012, the stock crisis broke out; in 2013, the pformation was fast and the fashion performance was poor.

So in 2014, del Hui, who had not experienced the test of God, finally began to close the shop and finally went down.

Worst of all, the fallen del Hui still owes 6 hundred million of its debts. Eventually, it can only pay debts by selling assets in the plant, land and warehouse.

I have to let people sigh.

The domestic market is changing rapidly.

It is generally accepted that Chinese brands still need to go overseas.

With the development of society, Chinese consumers' recognition of domestic products is increasing day by day, and Chinese brands should be stronger.