Anta And Lining Were Wounded In The Battle. We Don'T See The Real Needs Of Sports.

Some people say that when Wang Laoji and Jia Bao were fighting, the result and it was disappearing!

Industry senior and old two fight, often the industry old three.

This phenomenon is not unusual. Especially in the Internet field, we have seen a picture from the product road network, taking stock of past competition cases.

It's hard to be true.

Anta group gained 24 billion 100 million yuan in 2018, an increase of 44.4% over the same period last year, creating the best performance of Anta group ever since, and has maintained double-digit growth for 5 consecutive years.

In 2018, the growth rate of Anta brand was double digits, the growth rate of FILA was above 80%, and the annual running water volume exceeded 10 billion yuan, which was the largest brand with the fastest growth rate.

Desanto increased by 200% because of its low base.

Li Ning Co's revenue in 2018 reached 10 billion 511 million yuan, an increase of 18.4% over the same period last year.

In the year, the operating profit was 777 million yuan, an increase of 74.4% compared with 446 million yuan in 2017.

Net profit was 715 million yuan, an increase of 38.8% over the same period last year.

In terms of cash flow, net cash generated from operating activities during the year was 1 billion 672 million yuan, an increase of 44.3% over the same period last year.

Li Ning Co's highest revenue is 9 billion 778 million yuan in fiscal year 2010. Today, the company has achieved a profit of 10 billion yuan for the first time.

31st degree released 2018 results, according to the report, the 361 year annual operating income increased by only 0.6% yuan to 5 billion 187 million yuan, operating profit decreased by 20.8% to 782 million yuan, and net profit fell 33.5% to 304 million yuan.

Based on a comprehensive analysis of the factors of decline in 2018, it is assumed that its international line is the hardest hit area. It has 1131, 1446 and 619 sales outlets in the United States, Brazil and Europe, and also sells with distributors in the Middle East, South America, Southeast Asia and other countries and regions.

The more than 3000 stores only contributed 93 million 300 thousand to the group.

Although the electricity supplier is maintaining its growth rate, the report shows that the Commission and other service charges to the electronic business platform are up to 120 million yuan, representing an obvious increase of 8590 compared with last year's 8590.

The expenditure on other e-commerce increased from 48 million 200 thousand yuan last year to 57 million 800 thousand yuan.

But Anta and Lining did not fight.

In my view, Anta and Lining are not fighting. There is no direct conflict between the current brand dynamics and the future market layout.

Anta's emphasis is still on the international layout. The growth rate of FILA in 2018 is over 80%, and its annual running water is more than 10 billion yuan. This is the group's largest brand.

In the future, the international layout of the AMF group will become the start of Anta's FILA.

In the past three years, Lining boarded the world famous fashion week in 2018, and brought China's fashion movement and national trend to the international stage. This led to the rise of the concept of the new national tide in the whole domestic market. Lining's influence on the international market must be, but it is definitely not as good as the domestic market at present.

Recently, Lining decided to restart the platform development plan of the extraordinary China.

Future businesses include venue usage, sports training, event activities, leasing of commercial facilities, sporting goods and beverage sales.

So at present, Anta is internationalized, and the success of acquiring FILA does not satisfy Anta's ambition, because FILA is only the right to operate in the region, and Anta wants to have a truly international brand.

Lining is in the tide of the country. Only by settling young people first can he better stand. This is the way to go a few years ago.

But the internationalization and national tide of the 31st degree did not follow.

Sports brand clothing sells better than shoes.

We looked at the three sports brand earnings and found a very interesting thing.

Anta's footwear revenue in 2018 was 8 billion 630 million yuan, accounting for 35.8%, an increase of 22.5% over last year, and clothing revenue of 14 billion 710 million yuan, accounting for 61%, an increase of 61.4% over last year.

Lining shoes sales accounted for 4 billion 600 million, accounting for 43.8%, an increase of 10.6% over 2017.

Clothing revenue 5 billion 316 million yuan, clothing accounted for 50.6%, an increase of 26.8% over last year.

Anta clothing accounted for 61%, the growth rate was 61%, Lining clothing accounted for 51%, the growth rate of 27%.

Sports shoes are the main sports brands, and clothing is indeed the main engine of growth last year.

And the shoe size of 4% was down by 0.6%.

The sports brand that sports started, clothing has gone beyond sports shoes, whether it is the proportion or the overall growth rate, which fully shows that fashion sports are taking up the cake in the fashion market step by step, and consumers are more willing to accept sports fashion.

Nike and Adi are learning the old women's clothes.

The international sports brand Nike and Adidas are developing towards another trend in recent years, that is, women's fashion sports market.

The Lululemon is widely recognized by the international community. Its revenue in the 2018 fiscal year was $3 billion 300 million, an increase of 25% over the same period.

Net income was $1 billion 800 million, an increase of 29% over the same period last year.

And its latest fourth quarter growth.

According to the financial report, the Lululemon market in Europe increased by 60% and increased by 70% in Asia.

The electricity supplier promoted the rapid growth of Lululemon in China. In the fourth quarter, Lululemon's electricity business in China increased by 140%.

Why is the eldest brother and the second child studying old three? Because Lululemon is a lifestyle brand that extends from women's yoga clothes, and is the main body of women's sports life.

Of course, Lululemon is also developing the men's wear line, but the development of the female market has made Nike and Adi both see their own shortcomings and the vast market.

Nike women's wear accounted for less than 25%.

Nike's women's clothing series is still less than 25% of Nike's total sales.

But the whole American women's shoes and clothing market is much larger than that of men, and so is the Chinese market.

Nike also sees opportunities to grab a larger share of women's sportswear and sports shoes, as women rush to comfortable clothes and accessories, not only for exercise, but also outside the gym.

Although Adidas has not announced the proportion of its women's clothing, Adidas will cooperate with giant fashion star Beyonce's personal fashion brand IVY PARK to launch a series of clothing and sports shoes specially made for women.

This also shows that at present, Adidas will also increase investment in the women's clothing market.

This is the real fight.

Instead of fighting, there are more professional brands in the field of subdivision.

Nike, ADI, Lululemon are in the light of market trends, changing their own shortcomings, and their own as the basis for future prospects.

Nike and Adi have seen the future of women's fashion sports market.

Began to focus on their own women's clothing ratio, through people began to accept fashion campaigns to seize the fashion market, improve their own development.

In the first quarter of 2019, Anta's main brand Anta retail sales 10-20% grew at a low end, while the retail sales of other brands increased by 65-70%, and the growth rate slowed down further.

Lining operated a total of 6310 outlets in the first quarter of this year, with a net decrease of 34 so far this year, including 105 direct sales outlets and 71 wholesale business retail outlets.

Judging from our current local sports brand, no one has started judging the trend. Just like the movements of women's fashion sports, they are constantly opening stores and shops, expanding the scale of wholesale and retail businesses, mergers and acquisitions, etc., of course, this can not be said to be totally wrong.

But even now we have seen the prospect of sports fashion women's clothing, but there are few movements. Maybe this is a stubborn disease that we can't really rise.