Local Sports Brand Lining Vs Anta Consumers Prefer To Pay For Whom?

Up to now, several domestic listed sporting goods companies have disclosed their earnings in 2016.

Lining, once the top three of the local sporting goods giant, was overtaken by Anta.

Whether Lining can reach the top again and whether Anta can keep the leading position has the final say of consumers.

From the earnings report, Anta's performance is gratifying and its strategy is accurate.

Lining is gradually recovering and rising steadily.

Specifically, Anta's revenue in 2016 was 13 billion 346 million yuan, up 20% over the same period last year, and its net profit attributable to shareholders was 2 billion 386 million yuan, up 16.9% compared to the same period last year. The market value broke through 60 billion yuan for the first time, creating a new domestic brand.

Lining's income in 2016 reached 8 billion 15 million yuan, up 13% over the same period, and the net profit during the period rose to 643 million yuan (including net income of 10% equity interest in the sale of red double happiness), and only 14 million yuan in 2015.

For the former industry "boss" Lining, to catch up with the curtain of Anta winning the championship.

From the current situation, Anta in other peers in a difficult, weak, clear their own positioning, successful achievement of a rebound in the bottom of the performance, in the scale of income over the other local brands, in one move to become the leader.

After stepping into the "billion club" in 2015, the 2016 annual performance was announced again.

But Lining is at a time of crisis when he is forced to make a strategic pformation.

Although the cost is huge, Phoenix is nirvana.

It is understood that the first loss of Li Ning Co since its listing in 2012.

Then, after 3 years of inventory crisis and large-scale closure, the company suffered losses for the first time in a row.

For this reason, Lining, the founder of the company, returned to the position of chairman in 2015, and realized the company's turnaround for profit in that year, with a net profit of 14 million yuan.

Now, after Lining returned to the company, his performance in 2016 has gone up.

For the two enterprises that are in the rising stage, strategy formulation is the key to the next step.

Anta achieved such brilliant results, thanks to Anta's strategy of "single focus, multi brand and all channels".

It is undeniable that Anta's market positioning is very accurate, "single focus" continues to aim at sports shoes and clothing products; "multi brand" is through the acquisition of FILA, Japanese brand Desanto's business in China and shaping Anta children and other brands, covering from the public to high-end, adult to child, professional to fashion sporting goods market; "all channels" refers to the sales network covering various forms of offline entity channels and online e-commerce channels, giving full play to the advantages of interaction, bringing synergy effect, and ultimately promoting sales.

Last July, Anta and Tmall jointly organized Rio Olympic business marketing, and achieved a win-win mode of cooperation with the consumer oriented and brand + platform + channel.

In 2016, "double eleven" on the same day, Anta online sales grew by more than 100% over the same period last year.

As the first domestic sporting goods brand, Lining has been surpassed by Anta and left a lot of distance now. Therefore, it is urgent for Lining to assist Lining in revitalization.

Lining said that the company will continue to invest in sponsorship, but it will organically link the investment in events and the growth of the company's performance directly.

Investing in basketball matches closely connects Lining's brand to the younger generation and brings huge potential consumers to the company.

At the same time, Lining will focus on building his own brand, and reshape the brand and product value so that the national brand can return to people's hearts.

"Quality, and more importantly, product experience, is a trend, art design that you can bring to the research of technology, technology and materials, use scenarios, and people's inner needs, and you integrate them on your products," Lining said.

The new entity economy represented by Internet e-commerce is becoming the most dynamic factor in China's economy.

Lining attached great importance to Internet e-commerce. He emphasized that the electricity supplier could capture potential consumer data through close interaction with users.

Lining believes that "Internet +" era should focus on "sports experience" to rebuild competitiveness.

In cooperation with Jingdong, the company launched the smart running shoes with Lining, and promoted the pformation of "Internet + sports life experience" service providers step by step.

The homogeneity of local sports companies is serious. In the future, meticulous division of labor and positioning is the direction for companies to stand out in the market.

Nelson, vice president of sports industry research in China, Zhang Lin believes that the sports boom has just arisen in China, and the potential of China's sports market is very huge.

"Sports consumers in China are more and more concerned about their sports equipment, and the differentiation and specialization of sports brands become more and more obvious."

There is no doubt that the overall market is recovering.

Anta is in a positive position, and Lining is speeding up recovery. Is this chasing war able to make Lining return to the throne of "boss"?

As Lining said, "it is easy for Li Ning Co to make profits, so this is only a short-term goal, not a goal for the real development of the company, there are still many places for us to pform."