Domestic Sports Brand Performance Is Red, Lining And Anta Strive To Become "One Brother" In The Market.

　　 Anta The award winning dress was unveiled at the Jakarta Asian Games, and Lining was on the stage of the New York fashion week and Paris fashion week. Anta bought it. FILA (Felix) Begin to become Nike , Adidas After the consumer's heart and water choice, there is "chest". China Lining "Four words T-shirt has become a fashion item for young people. A few days ago, Anta and Lining, who are the domestic sports brand "one brother", have been releasing mid term earnings reports. Anta has got more than ten billion revenue in half a year, and Lining's revenue is not as good as Anta's.

For Anta and Lining's domestic sports brand "one brother" dispute, industry analysts believe that the re emergence of Lining is more like a puberty teenager, its development potential is immeasurable; and robust Anta is more like a mature youth, which is destined for the two half of the competition will be more exciting.

　　 Achievements of domestic sports brands

According to the earnings report released by Anta, the interim revenue in 2018 reached 10 billion 550 million yuan, an increase of 44.1% over the same period last year, marking the highest annual revenue record of domestic sports brands. From ten billion in 2015 to ten billion in 2018, Anta spent only two and a half years.

From the number of stores, the Anta group opened 334 stores in the first half of this year. As of now, the total number of stores operated by Anta in China is 9650, including Anta children, which has increased by 183 compared with the end of 2017. The number of FLIA stores that just signed TFBOYS Wang Yuan as spokesperson is 1248, with a net increase of 162 compared with the end of 2017. DESCENTE has 85 households, a net increase of 21 over 2017. Anta predicts that by the end of the year, the total number of Anta stores in the mainland (including independent children's shops) will reach 9700 to 2018. The total number of FILA stores (including FILAKIDS independent stores) in the mainland, Hongkong, Macao and Singapore will reach 1300 to 1400. In addition, Anta said that in order to meet the explosive growth of e-commerce channels, the company has integrated online and offline channels, giving full play to the advantages of logistics distribution and big data to achieve full channel coverage.

Lining, who has been on the fashion week of New York and Paris, has been racing all the way on the fashionable road. Her T-shirt, which is written in the four bright colors of "China Lining", has also touched the fastidious young people as "street clothes", all the way red and the performance of Lining brand. Lining recently released the mid-term earnings announcement as of June 30, 2018, with revenue rising by about 17.9% to 4 billion 713 million yuan; equity holders should account for a net profit increase of 42% to 269 million yuan, and net interest rate increased from 4.7% to 5.7%. Up to the end of the reporting period, the total number of domestic sales outlets including Lining core brand and Lining YOUNG totaled 6898, representing a net increase of 168 from the end of the first quarter, a net increase of 463 since the beginning of this year. At the beginning of this year, Lining officially recovered the 361 sales points of Lining YOUNG from the agent. For the first half of the performance, Lining said in the earnings report, mainly due to the good national policy and the steady growth of sports macro demand. At the same time, the improvement of consumption structure has made sports market demand more refined.

According to the analysis of the industry, judging from the category, Lining's clothing business income has exceeded the most core shoe business income, accounting for 48.7% of the total sales, which means that Lining's plan to enhance the product's fashion is coming into effect.

　　 The market is facing fierce competition.

Despite the achievement of "running", it also exposes the "short board" of the two major domestic sports brands from the earnings report. FILA brand has become an important driving force for Anta's performance development to advocate the "multi brand" matrix. Although it did not disclose the revenue of FILA this year, it was said in the 2017 interim results conference that FILA's revenue accounted for nearly 30% of Anta's total revenue, and Anta's revenue in the first half of 2017 was 7 billion 320 million yuan.

In the first half of this year, Lining's products changed to the "old" traditional style and reached the international stage for the two time with the trend of "tide card". Besides fashion, Lining's strength in the strategy of "going out to sea" can be seen. It is understood that since 2000, Lining has begun to enter the United States, Spain, Poland, Greece, France and other European and American markets, and the responsible person of Lining has also put forward the vision of "Lining's ultimate goal to become a global brand". However, this big "sea going" has little effect. According to the data, in the first half of 2018, Lining's income from the international market was about 73 million 640 thousand yuan, compared with 91 million 468 thousand yuan in the same period last year, a drop of about 19.5%. Lining's income from the north and south of the Chinese market is about 2 billion 570 million and 2 billion 69 million yuan respectively, accounting for 54.5% and 43.9% respectively, accounting for 98.4%, while the income from the international market is only 1.6%.

At the national sports industry development conference held in early 2018 this year, the National Bureau of statistics issued a notice. In 2016, the total scale of sports industry in China was 1 trillion and 900 billion yuan, with an added value of 647 billion 500 million yuan, accounting for 0.9% of the total GDP in the same period. According to Zhang Dongyou, deputy director of the accounting department of the National Bureau of statistics, from the perspective of the internal structure of the national sports industry, the total output and added value of sports goods and related products are the largest, respectively, 1 trillion and 196 billion 210 million yuan and 286 billion 390 million yuan, accounting for 62.9% and 44.2% of the total output and added value of the national sports industry. The large-scale development of the sports industry has brought new opportunities for domestic sports brands to usher in development. Previously, the domestic sports brands, which were suppressed by Nike and Adidas, began to be keen on "going to sea". In addition to overseas stores, including the acquisition of overseas brands represented by Anta, and Lining's appearance in the international fashion show.

Whether it is "sea" or "multi brand" strategy, it can be seen that the domestic sports brand's excavation of sports market is more and more out of scale, and the vertical mining is also in progress. In addition to Anta and Lining's two major domestic sports brands, the brand in the middle tier is also growing. According to the results released by the 361 degree group, as of December 31, 2017, there were 5808 core brand stores, of which about 80% were independent street shops. In the region, about 73.5% of the stores are located in three or less cities in China, while 8.3% and 18.2% stores are located in China's first and second tier cities. In the international market, the 31st Degree International has 1241, 1030 and 378 sales in Brazil, the US and Europe respectively. 361 degrees The multi brand sports brand specialized shop sales outlets. At present, the countries covered by Europe include Britain, Germany, France, Austria and Switzerland. At the same time, it successfully entered emerging markets such as Canada, Russia, Spain, Israel and Italy. 361 degrees indicates that the future will continue to be expanded and extended to countries with potential growth to promote the international version of the product. It is believed that international business will become an important source of group turnover in the next three to five years.

Guo Hesheng, Secretary General of China Light Industry Enterprise Management Association, said in an interview with the media that sports brand's earnings showed the strategic layout of sports brand. As the largest population in the world, China is considered to have the world's most extensive sports footwear market. In the past long time, this market has been regarded as "inexhaustible" and has great potential for development. But over the past few years, the rapid growth of domestic brands and the continuous influx of international brands and channel sinks, for most domestic brands, the potential purchasing power to be excavated has been very few, and the existing market is also facing more brand competition. The major brands can be guided by the needs of consumers, enhance the efficiency and user experience to enhance the retail market.