Sports Market Players Increase, Who Can Reach The Peak Of The Brand?

As Anta and its parent company, amamin sports, are drawing to a close, the strength and ambitions of domestic sports brands are becoming clearer.

The acquisition of Shanghai is not only Anta, but also XTEP, Jordan sports, which has been on the market for seven years, and has been seeking Kappa for reform.

In the sports market, under the prevailing trend of movement, the market players will increase, who will eventually go to the industry to subvert, and who will fall on the way, so as to take a look at their recent trend.

XTEP: from one to more

According to the Beijing business daily, XTEP intends to buy a American Sporting Goods Corp from 240 million to 260 million dollars. The target of the purchase is located in the high-end market, and the specific brand name is not yet clear.

In April 11th, XTEP announced that the company was exploring and evaluating a number of potential mergers and acquisitions opportunities, but there was no final decision.

It can be seen that XTEP is changing to many brands, and the ambition of overseas mergers and acquisitions is also gradually revealed.

All this is not without reason.

Apart from the invasion of Chinese market by international sports brands, the pressure brought by Lining and Anta's two sports giants is one of the most important reasons for XTEP to explore new sources of profits.

In order to win the competition between brand and brand in the industry market and avoid being shuffled, XTEP must make some changes.

So in XTEP's 2018 earnings report, it clearly stated that XTEP will expand into a multi brand group in the future from a single Brand Company.

At the same time, it is the development direction of XTEP in the next few years to develop overseas markets and carry out international layout. But it is also a matter for XTEP to focus on how to run products after purchase.

Jordan Sports: finally listed

Over the years, Jordan sports has been trapped in the lawsuit while seeking a listing dispute.

Since 2012, Jordan sports and Michael Jordan, Nike JORDAN three lawsuit between the continuous, directly missed the best time to market, resulting in the same period of development of the Jinjiang sports brand has stood in the forefront of the domestic sports apparel industry, and Jordan sports in the old struggle in the market.

In March, Jordan sports revealed the desire to tear labels away.

On the one hand is Jordan sports LOGO reduction and font size changes, on the other hand is Jordan sports focus on sponsoring sporting events to change the brand image.

Cheng Weixiong, a senior clothing expert, said that although Jordan sports missed the best development cycle, but postponed the listing also gave Jordan reassurance to the main business and adjusted the operation and internal control development.

However, the delayed listing of brands, products, channels, operations, supply chains and technological backwardness will become short legs of Jordan sports.

Long and short legs are not running fast. Jordan sports, which has finally been listed, will spend more energy to improve and improve these aspects, so that it will be possible to run faster and farther in the future.

Kappa: seek new growth point

The "falling altar" to describe the situation of Kappa over the years is not enough.

But Kappa, once leading the fashion trend in China, is not willing to do so.

The change began in 2017.

At the end of 2017, Kappa launched the "three year reform" plan. From the three aspects of product design model, digital operation and younger publicity matrix, Kappa began to show signs of recovery for more than a year.

The 2018 annual report released by China trend shows that group business revenue increased by 17.3% compared with the same period last year, but net profit fell 60.9%, and gross profit margin also dropped 3.2 percentage points.

In the near future, in order to make up for the lack of professional sports, China has moved to cooperate with the Japanese brand MIZUNO to obtain sales authorization in China, including football, running, indoor sports and leisure products, and will carry out appropriate design, development and production cooperation around the Chinese consumers in the future.

China's sports market is not short of brand. To make Kappa truly rise again, it still needs more time.

Author: Wang Yiting