Where Does The Domestic Sports Brand Go From Under The Impact Of Big Waves?

Under the invasion of huge waves, some people die and some rise.

For China

2018 is a special year.

Since the inventory crisis that erupted in 2012, domestic sports brands have not received such attention since that year.

For domestic sports brands, people are concerned about bad things and good deeds. There are failures and successes.

In some cases, in the whole 2018, the domestic sports brand is always divided: the clear sky and the turbid people.

The brand story of 2018 is somewhat different from the beginning.

At the beginning of the year, a piece of news that "27 year old Hangzhou guy was rejected by XTEP blind date" was circulated on the Internet.

In this case, the girl was opposite to XTEP.

"Too earthy", "too low", "not refined" and "only suitable for pupils and junior high school students wear" cognition, and rejected the 27 year old programmer.

Although XTEP is the leading actor in the news that triggered the discussion, it is clear that for the consumers who have been baptized and washed up by international fashion trends these years, perhaps "soil" has always been a sticker to all the domestic sports brands, and the major brands are most likely to take away the most painful.

It is true that in the past long time, the cheap design pursued by the domestic sports brand really did not appear to be "fashionable", especially in the era when the personality was fully advertised.

But from a certain point of view, the image of the domestic sports brand should never be despised.

No, Tmall Jingdong has become the mainstream.

After shopping platform, "outside the ring" still produced a despised but listed in the United States, the market value of up to 23 billion 800 million U.S. dollars a lot of spells.

At present, China's sports brand market is a huge and growing market. Such a market can tolerate the high-end brands that are leading the market trend, and is also the soil of brand growth that pursues people's value.

In such a market, only those sports brands that are complacent and willing to maintain the status quo are worth disdain.

In fact, although the image of "Tu" has not been completely reversed, in recent years, domestic brands have made good achievements in brand upgrading.

In February of this year, Lining, the representative of China's sports brand, boarded the fashion week in New York, and exploded the network with the new series of Chinese style and fashion.

In addition to Lining, Anta has won the market recognition with its high-end sports brand FILA, and the FILA that has sprouted everywhere in China has become the most important force in Anta group's performance growth.

As for XTEP, though relatively low profile, according to the relevant data, it has become the most popular brand of running shoes for marathon runners.

The 31st degree is also sponsored by electric power, official cooperation "dunk" and the selection of the best TRE2019 new running shoes in the US, which fully demonstrates the confidence and determination to embrace young people.

Obviously, the brand upgrading of domestic brands will never be completed overnight. In the long run, "soil" may still be a lingering label of domestic sports brands.

But in the huge market of China, those enterprising brands always have the chance to fly up to the blue sky.

According to the world clothing and shoe net, there were also many brands that collapsed in 2018.

The most surprising thing is that it is a great bird.

As a well-known domestic sports brand, the A bird listed on the A-share stock market in 2017 has been infinitely spectacular. Its actions are frequent: the 367 million 500 thousand remaining 49% stake in the shoe store has been acquired by the end of the year; the 45.45% stake in Hubei Sheng Dao sports has been subscribed by Jay, 150 million of the acquisition rights of PRINCE in China (mainland China, Hongkong, Macao and Taiwan) and the Korean region; and the 2 billion 700 million acquisition of Wellcome fitness has finally failed.

This year, the great bird even wanted to rename it as "all-round sports".

But on the first day of the Russian World Cup, a number of sports stocks were down.

But what I did not expect was that on the second day, the bird again stopped, and even more frightening, in the next few trading days, the bird continued to limit.

When the price of the stock stabilizes, the market value of the bird has fallen by 8.

So far, we have been able to confirm that the great bird has suffered a serious cash flow crisis.

In fact, in the years of diversity, the profit of its core brand has shrunk from 200 million in 2014 to 110 million in 2017.

Although the birds have sold a lot of assets, including Jie Zhi sports, tiger sports and the recent sale of the bank, but even if they can get through the cash flow crisis, we may hardly see the brand's comeback because of the hard times.

Similar to the "noble bird" is HOSA international, also known as the Jinjiang sports brand in Hong Kong stock market.

After the stock price plunged 9 in the end of 6, HOSA international has not resumed its licence since the end of 8.

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In contrast to HOSA and HOSA, many brands rebuilt their brands in real terms.

At the end of 2017, XTEP, one of the four major domestic sports brands, announced a three year pformation.

In the first half of 2018, XTEP achieved a faster growth than the market expected, and this growth is also reflected in XTEP's share price: in 2018 alone, XTEP's share price rose more than 50%, and its market value was close to HK $10 billion.

In addition to XTEP, Lining, another sports brand that has completed the brand remolding, has achieved remarkable results in 2018.

In the first half of this year, Lining won the best semi annual performance in history: revenue is more than 4 billion 700 million. On this basis, Lining's annual performance will probably exceed ten billion threshold.

In addition, 361 also strengthened the international strategy of sea going in this year, and worked hard in the field of electric power, electronic commerce and children's wear. In the past six months, the answer was 7.8% to 3 billion 17 million yuan in revenue.

These new breakthroughs in domestic production undoubtedly indicate that these domestic sports brands that have experienced the inventory crisis are able to take another step on their own.

While the precious birds occupy the capital advantage, they almost give up developing the core brand that they rely on to start up, but ultimately they can only go to the road of extinction.

Collapse is not the worst outcome, and the brand is heading for extinction.

Also at the beginning of the year, we witnessed the closure of the brand which was once popular.

The domestic sports brand, which once passed the endorsement of Jay Chou and swept across the river, ended with the company's debt 636 million and the brand being authorized by other companies.

In November, another sports brand, which had already declared bankruptcy, was reappeared in a special way: Xi De long, its legal representative and founder, Lin Shui pan, was sentenced to six years' imprisonment for swindling loans and acceptance of bills.

These two events are the aftermath of the end of the era of domestic sports brands.

Since 2012, a number of famous sports brands have declared bankruptcy, and the brand has gradually disappeared in the eyes of consumers.

In fact, from 2008 to the present, there has never been a new famous sports brand in China.

Nowadays, there are few domestic sports brands that we can count on: "the four major domestic sports brands": Anta, Lining, XTEP, 31st degree, and temporarily difficult to list PEAK and China Jordan.

From this perspective, listing can not only reduce financing costs, but also have a great impact on the popularity and exposure of sports brands.

At present, the four major brands listed on the Hong Kong stock market have far more brand exposure than PEAK and Jordan, which is also a huge advantage in the market competition.

While many brands are dying out, we also have a glimpse of the opportunity for the rise of "super brands".

In September 2018, Anta, a domestic sports giant, announced the purchase of Amer Sports, a Finland sports company owned by many self buying sports brands such as Ezhu and Salomon, with a bid price of up to 4 billion 600 million euros.

In the announcement issued in December 7th, Anta will join hands with Fang Yuan capital, Tencent and lululemon to acquire amamin sports.

After the completion of the acquisition, Anta will hold 57.95% of amamin sports.

This is not only a major event in the sports industry, but also China's largest investment in Europe in 2018.

In recent years, with its strong strength, Anta firmly sits on the top of the domestic sports brand.

As soon as the sports of amamin will be included in the bag, Anta will emerge in the international sports brand market with a brand new and powerful look.

The acquisition of amamin sports is a continuation of Anta's brand and diversification strategy in recent years. From this point of view, Anta has been detached from the dimension of sports brand and is growing into a huge sports group.

Therefore, the use of "super sports company" to predict the future of Anta seems more appropriate.

And simply from the domestic sports brand, in recent years, deep marketing channels and product innovation Lining has the potential of "super brand".

Thousands of sails on the side of the sunken boat, and thousands of Mu Chun in front of the sick tree, have written the symphony of the Chinese domestic sports brand in the vanishing and rising stage, playing the strongest voice of Chinese goods when they become stronger.

2018 rush past, no matter from which point of view, this year is very important for domestic sports brand.

With the rapid growth of the domestic sports brand market, China has become the goal of many international brands.

In the Chinese market, the international sports brand Nike has achieved double-digit growth for 18 consecutive quarters.

As for Adidas, from 2012 to the end of 2017, the sales growth rate of Adidas in Greater China exceeded 200%, while the total retail sales in Cage's ten year report in China increased by 73% annually.

In the face of such growth figures, the domestic sports brand has achieved slightly less success in the past few years.

In the containment of many international brands, it is still unknown whether the domestic sports brands can break through.

Big waves invaded the mountains and the rocks fell more solitary. In 2018, it was the year when the domestic sports brands differentiated.

During this year, some domestic sports brands made outstanding achievements, while others were faced with the dilemma of brand collapse or even extinction.

But obviously, in the face of the huge and fast-growing Chinese sports brand market, domestic brands need to continue their efforts because the revolution has not been successful.

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