Brand Advantage In The First Half Of The Year

Recently, sports brands Anta, Li Ning, Tebu, 361 ° and other listed companies have submitted semi annual reports. According to the report, despite the impact of the new crown pneumonia epidemic, the performance of sports brands in the first half of this year is still better than the overall expectation. Anta and Li Ning's revenue fell slightly, and Tebu's revenue increased by 10%, while e-commerce has become the main force of enterprises' transformation to boost sales.

Anta According to the sports news, in the first half of this year, the revenue was 14.669 billion yuan, a year-on-year decrease of 1%; the net profit was 1.658 billion yuan, a year-on-year decrease of 28.6%. The report said that although affected by the epidemic, the group's speed of stabilizing and recovering ranked first in the industry, with an overall gross profit margin of 56.8%, an increase of 0.7 percentage points over the same period last year.

Li Ning In the first half of this year, revenue was 6.181 billion yuan, a year-on-year decrease of 1.2%; net profit was 683 million yuan, a year-on-year decrease of 14.1%.

XTEP In the first half of the year, the company realized revenue of 3.679 billion yuan, a year-on-year increase of 10%; gross profit rate fell by 4.1 percentage points to 40.5%; net profit was 248 million yuan, a year-on-year decrease of 46.5%.

361° According to the financial report released on August 18, 361 ° achieved revenue of 2.686 billion yuan in the first half of the year, with a year-on-year decrease of 17%, gross profit of 1.016 billion yuan, a year-on-year decrease of 23.2%, gross profit rate of 3.1% to 37.8%, and net profit of 302 million yuan, a year-on-year decrease of 17.8%.

It is noteworthy that during the reporting period, the sub brands operated by Anta, Li Ning and Tebu have increased. According to Anta semi annual report, the contribution of FILA brand to the group's revenue in the first half of the year exceeded that of the main brand Anta for the first time. Anta's division contributed 46.2% of the total revenue, which decreased by 10.7% to 6.777 billion yuan compared with the same period in 2019. The FILA segment contributed 48.8% of the total revenue, which increased by 9.4% to 7.152 billion yuan compared with the same period in 2019. In addition to the two major brands, other brands led by Descente grew by 8.3%.

In the first half of the year, Li Ning's footwear products achieved a revenue of 2.925 billion yuan, a year-on-year increase of 0.1%, accounting for 47.3%; the revenue of clothing products was 2.941 billion yuan, a year-on-year decrease of 3.9%, accounting for 47.6%; the revenue of equipment and accessories products was 315 million yuan, with a year-on-year increase of 15.3%.

Tebu group's sub brands also showed a small growth trend. Among them, the income of fashion sports products gasway and paladin is 459 million yuan, accounting for 12.5% of the total revenue, while the income of professional sports categories soconi and Melo is 200 million yuan, accounting for 0.5% of the total revenue. As a popular sports category, Tebu's main brand revenue decreased by 4.6% to 3.2 billion yuan, accounting for 87% of the total revenue.

From the financial report, sports brands are constantly meeting the needs of consumer consumption upgrading through continuous innovation.

In the first half of this year, 361 ° R & D accounted for 3.8% of enterprise revenue, with a year-on-year increase of 0.7%. It is reported that its aerostatic down jacket has won the red dot award of product design in the global red dot competition 2020. It has also successfully released the Q3 technology platform for soles and horizontally integrated technology to launch the family series of q-bomb technology. Among them, q-ball net won the ispo 2020 global design award for running shoes brands. 361 ° means that through technology enabling products, the overall shape and configuration upgrade can be realized, and the application range of the whole category of products can be expanded.

In December last year, Tebu launched its first carbon fiber board professional running shoe at a speed of 160x. This type of running shoe was selected by runner world as the editor's choice and the two most cost-effective awards in the mainland market in 2020. In June this year, the company introduced the concept of "a kind of clothes" and launched a degradable environmental protection windbreaker, which is made of biodegradable polylactic acid extracted from corn and straw, and can be completely degraded within one year in the soil burial environment.

Affected by the impact of the epidemic, online e-commerce has become a magic weapon for sports brands to boost sales. Anta reported that the group's e-commerce business grew rapidly in the first half of the year, with a year-on-year growth of more than 50%. During this period, the growth rate was up to 618%. Among them, the revenue of kodefin and spodelot exceeded 100% year-on-year.

Anta has also actively carried out digital transformation to improve management efficiency. At the production end, through the three major measures of digitization, technological breakthrough and material breakthrough, Anta has realized product design, development and production, enabled brand development, and effectively controlled inventory. At the logistics end, o2o mode is established to realize online and offline inventory integration, and the retail direct distribution capacity is increased by 35%, reducing goods allocation and operating costs. At the same time, Anta also disclosed that its Anta brand will transform from wholesale distribution mode to face-to-face retail mode, so as to improve collaborative efficiency, improve operational efficiency and reduce channel costs.

Li Ning said that affected by the epidemic situation, the sales of offline retail terminals were greatly impacted, and the sales revenue of direct operation decreased by about 24%. After fully negotiating with the franchised dealers and partial reduction of futures orders, the revenue of franchised dealers increased slightly compared with the same period of last year, while the company strengthened the drainage of offline to online channels, and the revenue of e-commerce channels was real Now 23% growth.

Although Tebu did not disclose the specific number of e-commerce revenue, it said that e-commerce revenue accounted for more than 20% of the group's revenue.

361 ° stressed that the second half of the year will comply with the change of consumption mode and accelerate the development of e-commerce business. Previously, it invested 1.1 billion yuan jointly with Jinfa equity investment fund and Yingshi equity investment fund for the group's e-commerce platform multiple times (Quanzhou) to vigorously expand e-commerce business.