Eight Famous Sports Brands At Home And Abroad, PK, Who Is The Most Nourishing In 2018?

In recent years, sports consumption has become one of the new consumption trends, and the sports industry is also surging, and the domestic sports market is developing vigorously.

Of course, competition is intensifying.

Under the stimulation of strong consumer demand in the domestic market, whether it is the international sports brand or the local brand old sports brand, they all join in this battlefield. Who will take the lead?

Who is pressing harder?

A new round of qualifying is about to take place.

In recent years, the 2018 annual reports of various brands have been unveiled. From the past two years' revenue, net profit and the different performance of brands in the domestic and foreign markets, the union business network has compared the latest achievements of the four international brands (Nike, Adidas, Puma, Andrea) and four domestic brands (Anta, Lining, XTEP and 31st degree).

First, eight brand revenue net profit comparison Nike still leading

Remarks: conversion according to exchange rate in April 29th

Data show that in the past two years, Nike's revenue has been far ahead, and it is the only international sport brand that has set the scale of 200 billion revenue. Adidas has been followed by hundreds of millions of clubs, but there is still a big gap between Nike and Nike.

Domestic side, Anta outshine others, 2018 revenue is more than the other three brands of domestic revenue.

Net profit comparison:

Remarks: conversion according to exchange rate in April 29th

Compared with 2017, due to the impact of US tax reform, Nike's net profit fell off cliff, but still slightly higher than Adidas. ADI's net profit in 2018 set a 19.5% growth rate, significantly narrowing the gap with Nike, almost flat; Puma's net profit also achieved a 38% growth; Andrew's net profit in the past two years was negative, and the losses continued.

As fast as the annual revenue growth, Anta's net profit in 2018 also surpassed the other three brands in the world, and surpassed the two international brands, Puma and Andrew, to achieve the perfect counter attack of the domestic sports brand.

2. Greater China / Asia Pacific region has become an engine of international sports brand growth.

Whether it is revenue or net profit, Nike still sits firmly in the forefront of sports brand.

In the 2018 fiscal year, Nike's revenue reached US $36 billion 397 million (about 244 billion 930 million), an increase of about 6% compared with the same period last year. However, under the influence of the US tax reform, the total profit for the whole year was 1 billion 933 million US dollars, down 54.41% from the same period last year.

Compared with other markets in the world, Nike's popularity in the Greater China region has been strong, and its earnings have also made brilliant achievements.

Data show that greater China revenue in fiscal year 2018 amounted to US $5 billion 134 million. On the basis of exchange rate unchanged, it grew by 18% over the same period last year, and the pre tax profit reached US $1 billion 807 million, an increase of 20% over the same period last year and a two digit increase for sixteen consecutive quarters.

This is the first time Nike has broken through 5 billion US dollars in Greater China.

Adidas followed closely. In 2018, Adidas's revenue grew 8% to 21 billion 900 million euros (164 billion 410 million yuan), and net profit increased 20% to 1 billion 700 million euros.

In North America and the Asia Pacific region, 15% of sales growth was achieved throughout the year, of which China grew by 23% throughout the year.

It is worth noting that the growth of Adidas's Greater China market has slowed down significantly in the four quarter, and its revenue grew by 13% year-on-year.

Prior to this quarter, Adidas has achieved more than 20% growth in 11 consecutive quarters in Greater China.

Puma's 2018 annual sales volume reached 4 billion 648 million euros (34 billion 894 million yuan), an increase of 12.4% over the same period (excluding exchange rate factors, an increase of 17.6%), hitting a new high again.

Pre tax profit increased by 37.9% to 337 million euros, net profit increased 38% to 187 million 400 thousand euros, and gross profit margin increased 110 basis points to 48.4% over the same period last year.

From a regional perspective, the growth in the Asia Pacific region is still particularly strong, with sales reaching 1 billion 236 million euros in 2018.

In the four major international sports brand camps, Andrea is obviously the most vulnerable, and is still at risk.

In 2018, Andemar's revenue increased by 4% to 5 billion 200 million dollars (34 billion 990 million yuan), but a net loss of $46 million, or a loss of $0.1 per share.

The gross profit margin of 45.1% was unchanged from the previous year, excluding the impact of restructuring spending by 30 basis points to 45.5%.

In line with the regions relied on by the three major international sports brands, the Asia Pacific region has become the straw to save Andemar's performance. Its revenue in the Asia Pacific region increased by 29% in 2018, ranking first in all regions.

3, Anta has achieved its best performance ever.

In the 2018 fiscal year, Anta was still eye-catching. According to the announcement, Anta achieved an annual profit of 24 billion 100 million yuan, an increase of 44.4% over the same period last year. The profit attributable to shareholders was 4 billion 103 million yuan, an increase of 32.9% over the same period last year. The business indicators were healthy, creating the best performance of Anta group ever since, and has maintained double-digit growth for 5 consecutive years.

In recent years, Lining has made a beautiful turn around with the tide of the country. The brand image is new, and the feedback has also changed significantly in the earnings report.

The total revenue in 2018 reached 10 billion 511 million yuan, up 18.4% compared with 2017, and realized net profit attributable to 715 million yuan, and net interest rate increased from 5.8% to 6.8%.

Gross margin increased by 21% to 5 billion 53 million yuan compared with 4 billion 176 million yuan in 2017.

XTEP international revenue rose 25% to 6 billion 383 million yuan in fiscal 2018, net profit rose 61% compared to the same period last year, reaching 657 million yuan.

Operating profit increased by 44.1% to 1 billion 44 million 300 thousand yuan, operating profit margin increased 2.2 percentage points to 16.4%.

The group achieved a profit of about 5 billion 187 million yuan, an increase of 0.6% over the same period last year, and a profit margin of about 782 million yuan, a decrease of about 20.78% compared with the same period last year. The equity holders should account for 304 million yuan in profits and a decrease of about 33.51% over the same period last year.

Two, the Chinese market will be the top priority.

In addition to earnings reports, there is a group of data that is very interesting.

In the 2018 Tmall double 11 sports outdoor sales list, the top four teams were Nike, Adidas, Anta and Lining, while Puma only ranked sixth, while Andrew and 31st degrees did not make the list.

This is almost the same as the eight brands' data placement in the 2018 earnings report.

With the rapid changes of the market, Nike and Adidas have been firmly seized by Chinese consumers with their high brand value, unique brand identity, precise brand positioning and successful marketing strategy.

According to the 2018 global network joint global times public opinion survey center, the survey of Internet users' brand preference for foreign brands related topics showed that in foreign sports and outdoor products brands, Nike and Adidas accounted for 53.9% and 48.4% respectively, and scored the most popular foreign sports brands and ranked second sports brands.

In fact, foreign sports brands represented by Nike and Adidas have already permeated the sports consumption market in China.

In the 2018 fiscal year, Nike's revenue in the Greater China region reached US $5 billion 134 million. On the basis of exchange rate unchanged, it increased by 18% over the same period. If converted to RMB, or about 34 billion 596 million yuan, the Greater China region would exceed Anta's annual revenue.

Adidas's earnings report also mentioned that the growth of 23% in the Greater China region has pushed the overall figure. Puma pointed out that the growth in the Asia Pacific region was mainly driven by the high growth of China and Korea. Andrew signed the Chinese women's volleyball team leader Zhu Ting in January this year, and its Chairman and chief operating officer, Kevin A. Plank, mentioned the "world ranking volleyball player" at the beginning of the earnings call, and also showed its importance to the Chinese market.

All kinds of data feedback and brand strategy show that China's core Asian market is becoming and will continue to be a strategic focus for the future development of major international sports brands.

Three, the domestic sports brand collective "sea" Anta and Li Ningzheng took the first step.

Of course, the distance between the international sports brand and the local sports brand has been shrinking in the context of the sustained and steady growth of the domestic sports market macro demand and the development of the sports brand itself.

On the whole, in 2018, the four domestic sports brands were "three happy families," and Anta, Lining and XTEP achieved a substantial increase in their revenue and net profit, while the revenue of the 31st degree was almost zero. Net profit fell by 30%, almost returning to the level five years ago.

In 2018, the total income of Anta was 24 billion 100 million yuan, more than Lining, XTEP and 331 degrees plus, net profit also amounted to 4 billion 100 million yuan, and far higher than Puma, Andrew, ranked third among the eight brands.

Old brother Lining worked hard too.

In 2015, when Lining realized turning losses into profits, he began to revive through the adjustment of three years, taking product as the core, building channels, supply chain and retail operation capacity.

In 2018, Lining's business income exceeded 100 billion for the first time, and profit attributable to shareholders increased by nearly 40% over the same period last year.

But if we want to go beyond Anta and return to the first place of the domestic sports brand, Lining still has a long way to go.

At the same time, China's local sports brands are no longer satisfied with the "one mu three points" in China, and they also cast their eyes overseas and go to the international market.

At present, Anta is taking the first step through "acquiring the international brand" and "taking the boat to sea".

In 2018, Anta joined the consortium of other investors, announced the purchase of Finland sporting goods group AmerSports in 4 billion 660 million euros (about 37 billion 100 million yuan), and announced the completion of the purchase in March 2019.

Lining, through the fashion week of New York, made the tide of the nation a good place for young people. XTEP also started to shop in Vietnam and India in 2018, and went to Brazil, the United States and Europe from 2014. But overseas business is not yet profitable.

Four, competition intensifies sports brand to usher in the shuffle period.

In fact, for many sports brands, the Chinese market has a lot of charisma.

In the context of consumption upgrading, many people began to focus on sports fitness, followed by the increase in demand for sports apparel, equipment and other sports, the sports industry ushered in a lot of good.

On the other hand, the domestic sports brands are facing a watershed. Some people are trying to climb up the mountain and are expected to reach the top. Others are sliding rapidly and falling down.

With the growth of Anta, Lining and other brands, more traditional sports brands are losing ground until they fall into the sand, such as del Hui, Xi long, Jin Lei Ke and so on.

Insiders said that the domestic sports brand is currently in the shuffle period, and there will be one or two giants in the future.

In addition, there are many excellent brands in the field of global sports. Apart from Nike and Adi, the two "Yu Liang brothers" have been killing a lot of dark horses in recent years. They are threatening. The rapid rise of sports brands including Skech, new balance and CONVERSE are also attracting the attention of the market.

At present, no matter the market share or consumer preference, foreign sports brands represented by Nike and Adi are much better than local brands, but the gap between the two sides is being narrowed step by step in the wake of domestic brands.

Adding more and more brands to this track, runner up ADI's strong challenge, Nike wants to stabilize the position of leader, may also take a lot of effort.

From China made to Chinese brands, just like HUAWEI's leading domestic mobile phones to the world and countless Western consumers, perhaps one day, overseas consumers will queue up for a pair of Anta or Lining's shoes, and Chinese people will also be proud of domestic brands.