How Does Anta'S Four Major Sporting Goods Go?

According to the world clothing shoes and hats net, yesterday afternoon, sporting goods group

Sports (02020.HK) released its 2018 full year performance at HKEx.

The report shows that in 2018, Anta group's revenue was 24 billion 100 million yuan (the same below), an increase of 44.4% over the same period last year, and gross profit of 12 billion 687 million yuan, an increase of 53% compared with the same period last year, with a gross profit margin of 52.6%, an increase of 3.2% over the same period last year, and net profit of 4 billion 100 million yuan, an increase of 32.9% over the same period last year.

The data, which is higher than the market expectation, has created the best performance of Anta group in history, and stands firmly in the first place of the four largest sporting goods group in China.

Today, Anta sports shock upward, slightly increased, as at press time 44.95 Hong Kong dollars, turnover of 545 million Hong Kong dollars, the latest total market value is 120 billion 686 million Hong Kong dollars.

Anta frequent acquisition

Statistics show that Anta was founded in 1991 and has been practiced since 2009.

In 2016, it put forward the 10 year strategy of "single focus, multi brand and all channels".

In addition to its own brand Anta, children

Brand Anta children, Anta has successively Italy senior sports leisure brand FILA, the old British city walking shoes brand Sprandi, Japanese functional clothing brand Descente, Korean outdoor brand Kolon Sport and other income bags.

In December 2018, Anta announced that it plans to buy Amer Sports, the parent company of high-end outdoor brand, to bet on the field of professional sports equipment. According to a notice released by Anta recently, the bid for Amer Sports has been approved by the federal economic competition committee of Mexico.

If all goes well, the shareholders' delivery can be completed by the end of March.

The "hero" of Anta's growth is the high-end brand FILA.

"FILA remains strong, sales growth is more than 80%, and annual running water is more than 10 billion yuan, which is the fastest growing brand."

How are the four major sporting goods in China?

Since the 2008 Beijing Olympic Games was held, the domestic sports brand enterprises ushered in a wave of listing, and the industry also accelerated expansion.

In addition to Anta, the four major sporting goods brands in China are Lining (02331.HK), 360 degree (01361.HK) and XTEP (01368.HK).

Among them, Lining sports, which was born 4 years earlier than Anta, has become the star share of Hong Kong stocks sporting goods sector recently.

According to the semi annual report of 2018, Lining achieved a revenue of 4 billion 713 million yuan, an increase of 17.9% over the same period last year, a net profit of 269 million yuan, an increase of 42% compared with the same period last year, and a gross margin of 48.7%. At the end of February 26th, the stock price was reported to be 10.6 Hong Kong dollars, which has risen more than 50% from the low point of October 2018, a new high in the past eight years, and is known as another dark horse after Anta.

Unlike Anta's frequent acquisition of brand tactics, Lining's early position in sports was not particularly clear. In recent years, several fashion weeks have entered the public eye.

Last year's New York fashion week, Lining's "enlightened Dao series", which combines Chinese ancient craft with modern fashion, is still impressive.

In June 2018, Lining's appearance in Paris fashion week once again attracted the attention of fashion industry.

In February 12, 2019, Lining once again boarded the stage of the New York fashion week with the new products this season. It has gained the attention of the global market and captured many young people's hearts.

It is noteworthy that although Lining began to walk on the international stage, his overseas market performance was not satisfactory.

Data show that in the first half of 2018, its international market revenue was about 73 million 640 thousand yuan, down 19.5% from the same period last year.

As a domestic sports brand, in the traditional sports industry, from 2003 to 2009, it took only six years to reach the market.

In the Rio Olympic Games in 2014, 31st degree was the sponsor of sports equipment category and the first Chinese sports brand of the official sponsor.

In the first half of 2018, revenue of 331 was 3 billion 16 million, an increase of 7.8% over the same period last year. Net profit was 335 million, an increase of 5.3% compared with the same period last year, and the gross profit margin was 41.6%.

However, despite the good performance in the semi annual report, the 31st degree has been somewhat desolate recently.

In February 14th, the company issued a profit warning notice that the end of 2018 fiscal year, the initial assessment of the unaudited consolidated management accounts and the current data, the group's net profit after tax will be substantially reduced compared with the end of 2017.

"In 2018, the RMB continued to depreciate against the US dollar, resulting in the company's exchange losses."

In recent years, 360 degrees have been similar to Lining. They have put the brand strategy on the "internationalization". However, in the mid 2018, the financial data showed that the contribution of the international business accounted for only 1.5% of the group's revenue, and the proportion of the exchange losses generated in all the losses in the year 2018 is unknown.

In addition, since September 2017, the 31st share price has been unsightly, and has fallen from above 4 Hong Kong dollars. As of now, it has reported HK $1.54, or over 60%, and the latest total market value is HK $3 billion 184 million 100 thousand.

On the other hand, XTEP, which has been competing for third domestic sports goods, has the opposite trend.

In January 22nd, XTEP released the annual earnings preannouncement announcement issued by XTEP international in the past five years. The general net profit of ordinary equity holders should increase by 50% to 60% compared with 2017, mainly due to the expected increase in revenue in fiscal 2018 over 25% over the same period last year.

Statistics show that XTEP was launched in 2002 and listed in 2008.

After experiencing the disaster brought by "high inventory", the company decided to optimize the sales mode and reintegrate the distribution channels.

By the end of 2017, the proportion of the company's sole agent's straight shop has increased to more than 50% of the total number of stores, and the company has been able to grasp the inventory level of the retail stores.

Conclusion

According to the latest results released by the National Bureau of statistics in 2019, the total scale of China's sports industry has exceeded 2 trillion and 200 billion yuan in 2017, accounting for 2.7% of GDP in that year.

According to the notice of the State Council on accelerating the development of sports industry to promote sports consumption, the scale of China's sports industry in 2025 is expected to reach RMB 5 trillion yuan, an increase of more than 3 times that of 2016's RMB 1 trillion and 500 billion yuan, and China's sports industry will usher in a golden age of market development.

In retrogression, our consumers' attention to sports can start from the millennial generation.

In recent years, with the endorsement of policies, the large-scale development of the domestic sports industry in recent years and the awakening of the awareness of national fitness in the whole country, sports have gradually increased to the national perspective. The morning exercises in the park, the dancing mothers after dinner, the proportion of the white-collar workers who go to night running, riding and climbing outdoor exercises after work have increased dramatically, and the sales of sports shoes and clothing have also increased year by year, and the sporting goods market has gradually recovered.

In addition to the above four domestic sporting goods, there are also brands such as Hongxing Erke and PEAK.

In the case of favorable environment, the market for domestic sporting goods development is still on the rise. In the future, there may be more sporting goods brands in the market, and more and more knives and forks will be divided into cakes. In the current situation, the development and differentiation of the four major brands will gradually expand. How to establish their own strategic positioning and direction in the market changes, and strive to maintain market share, is what these sporting goods giants need to consider.

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