Four Years Evaporation 37 Billion Market Value, Birds Of Fortune Go Down

In recent years, with the upgrading of consumption, the local movement brand Has entered a new stage of development. When we mention the domestic sports brand, the first thing we will think about is the sports brand of Anta, Lining and XTEP. In fact, there are many good developments in China at the very beginning. Shoe enterprises But later, because of bad management, it was one of them.

Founded in 80s, it is located in Jinjiang, China's shoe capital. It is a collection of sports. Gym shoes It is a comprehensive enterprise that integrates the research and development, production and marketing of supporting products. At the beginning of the establishment, because of the fierce competition in the local environment, the birds did not develop vigorously. Instead, they chose steady play and accumulated their strength in a low profile.

In 2002, Anta made a big hit by inviting Kong Linghui, the world champion of table tennis, to endorse the product. This also allows the birds to see that the domestic market has matured, and they have begun to make strategic layout nationwide. Andy Lau spent the money to endorse the product and the first shot to enter the national market. This strategy laid the foundation for the rapid development of the noble bird, and with the influence of the superstar, plus the sponsorship of the phenomenal program of the year, it soon won the title in the country.

In addition, the high cost performance of the product is also one of its advantages, which is favored by consumers. The precious birds immediately hit the iron and strike up nearly 5000 stores throughout the country. During the rapid expansion of Guai bird, Adidas, Nike and other international giants began to enter the domestic market. At that time, almost everyone in the same industry was in danger, while the Anta and Lining fought against foreign brands. In 2015, the market value of expensive birds was over 40 billion, far exceeding that of famous sports brands such as Lining and 361 degrees.

However, behind this brilliant outcome is the hidden danger of expensive birds expanding due to previous crazy expansion, which is manifested in the dramatic increase in cost pressures and the continued decline in profits. It is reported that the "noble bird" has tried to spanform into a sports industrialization group based on the manufacture of sporting goods and clothing, and the coordinated development of various sports industry forms. Later, he not only invested in tiger sports, but also involved in Internet sports games and other industries, opening up the road of diversification.

People in the industry say that birds are not good at what they are not good at. The correlation between these diversified businesses is not large, not only can not form a synergy effect, but leads to mutual constraints, affecting other business development. At the same time, these businesses also occupy a considerable part of the company's funds, which are unfavorable to the long-term development of enterprises.

In fact, the failure of the spanformation of the great bird has not only weakened its original professional ability and advantage, but also laid a hidden danger for its rapid decline. In recent years, the impact of the electricity supplier on the physical industry has gradually taken shape, coupled with the fierce competition between the domestic and foreign shoe and clothing brands.

According to the 2018 performance report released by noble bird, it achieved revenue of 2 billion 812 million yuan last year and a loss of 686 million yuan. By June 19th, its latest market value was only 3 billion 200 million, and four years had evaporated to 37 billion market value. By contrast, Anta, Lining and other brands are developing rapidly. However, if you want to take another leap in the sports market, I am afraid it is quite difficult.