Sports Shoes And Clothing Continue To Heat Up For 2019 Q1. Sports Brands Are Doing Well.

From abroad to China, sports and fashion are becoming the trend of consumption and increasingly fierce. With the rapid development of sports and fashion, consumers are no longer satisfied with functional clothing and professionalism, but also demand high-end, fashion and differentiation. Sports brands are constantly innovating and upgrading with the help of nationwide sports, and gradually improve the market penetration of sports shoes and clothing brands in China.

As time went on, the major garment enterprises released their first quarter operating results in April, and the sports apparel industry once again welcomed a new round of growth with the help of policies and market dividends.

We can look at the first part of the sports shoes and clothing enterprises released the first quarter operating results.

In April 8th, XTEP released its business in the first quarter of 2019. As of March 31st, XTEP's same store sales (at retail value) achieved double-digit growth compared to the same period last year, and retail sales (including online and offline channels) grew by more than 20% over the same period last year.

In April 12th, China released the first quarter business data for the first quarter of 2019. In the first quarter, Kappa brand stores (excluding Kappa children's clothing business and Japanese business) recorded year-on-year growth in the retail sales of the entire platform, of which the line business was flat compared with the same period last year, and the electricity business business recorded a 35%-45% growth.

The number of Kappa brand shops as of March 31st was 1207, up 27 from the end of last year.

April 12, Anta group as at 3 and 31 in the first quarter of 2019, Anta's main brand products retail sales (calculated by retail value) compared with the same period in 2018 increased by a low growth rate of 10%-20%; retail sales of other brand products (calculated by retail value) compared with the same period in 2018 increased by 65%-70%.

From the general data, XTEP, Kappa and Anta are growing. Anta group has a higher growth rate, followed by XTEP, and two enterprises have achieved double-digit growth.

In addition, although Kappa has achieved growth, it is basically the growth of online business, while physical retailing is basically stagnant.

For the growth rate of physical retail sales, the trend of Kappa parent company in China indicates that Kappa brand business is in a pition period. Although the offline performance has not achieved the expected effect, the shoe product has achieved some success after a year of innovation, and has gradually stepped out of the trough. The first quarter of 2019 increased by nearly 50% over the same period last year.

According to the data, more than half of Anta's growth is promoted by other brands. Among them, the FILA brand has increased by about 70%, becoming the main driving force for the growth of performance. Under the FILA Classic line, the flow of water is increasing by 50%+, while the FILA KIDS line is running up with 70%+.

In addition, Desanto, KOLON and other brand terminals also maintained a good momentum of growth.

Insiders analyzed that Anta's acquisition of Amer Sports matters steadily, but in the next second quarters, Amer Sports was mostly in a state of loss, which had a negative impact on Anta's report.

Through the acquisition of international brands to enhance performance growth has gradually become one of the ways of domestic sports brand.

Besides Anta's ambition to "swallow" Amer Sports, XTEP is also showing this ambition step by step.

In April 11th, XTEP announced that it was preparing to buy a American Sporting Goods Corp from 240 million yuan to 260 million yuan, with its target audience positioned as the high-end market.

XTEP wants to tap deeper into the market value of sports to promote performance through the acquisition of seaward movement.

With the growing market size and increasing number of segments, domestic sports companies have introduced strategies such as multi brand, innovation, internationalization and upgrading store experience to enhance the share of the brand in the market competition, and further improve the fashion and personalization of the products to attract young consumers.

The way to dress up and leisure is gradually infiltrating every corner of the society. Sports and casual clothing consumption has become the main force of consumers, especially men, which has led to the growth of sports industry.

Whether luxury brands or fast fashion casual brands want to get a share in this field, the sports shoe industry has also become a brand-new product for brands to react to the current trend.

This trend has greatly led to the growth of sports footwear business in China, with the exception of Anta, Lining, XTEP and other sports brands.

Yuyuan industries, the global sports shoe foundry giant, accounted for 79.2% of the footwear manufacturing business in 2018 and 19.1% of casual / outdoor shoes, accounting for 44% and 10.6% of the group's total revenue.

Sports shoes agency enterprises Baosheng international achieved a profit of 542 million 900 thousand yuan in 2018, up 37.7% or 0.1039 yuan per share.

In January 2019, Yuyuan Industrial business income reached $924 million 42 thousand, up 25.4% over the same period last year, and Baosheng international sales amounted to 2 billion 510 million 163 thousand yuan.

In addition, international brands have also gained a lot in expanding the Chinese market.

Skech's total retail sales in China in 2018 amounted to 14 billion 100 million yuan, an increase of 36% over the same period last year, and a total of about 19000000 pairs of shoes sold in the Chinese market. In the third quarter of fiscal year 2019, the international sports giant Nike showed that sales reached 1 billion 590 million US dollars, up 19% over the same period last year, and the Chinese market became the fastest growing area of Nike's global growth; Adidas's 2018 fiscal year rose by 23% in the Chinese market.

Today, the trend of sports is heating up continuously, and the scale of sports equipment is also increasing. Whether domestic brands or international brands are increasing the layout of sports market, from "he economy" to "her economy", attracting female consumers' attention, from professional upgrading to personality fashion, expanding the consumption field to attract new generation of consumers, from space, region and speed have been better promoted.

In the grasp of market layout, sportswear enterprises also focus on studying the trend of market consumption, combining functional and fashion, expanding the children's field, setting up high-end sports routes, integrating personality and healthy sports consumers, creating new opportunities for the improvement of performance.

The global sportswear industry continues to boom. Sports and leisure market segments have become one of the driving forces for the growth of the apparel industry. How to play a more strategic and leading role in this market is one of the goals that every sports company wants and has been working on.

Author: Qin Jin Mei