Anta, Li Ning, Special Step, 361 Degree Shoes Development Best Opportunity

On March 24, Anta's latest 2020 annual financial report data showed that the group's income increased by 4.7% to 35.51 billion yuan year-on-year, and its growth rate led the industry in China, rising by 5.3% to 9.15 billion yuan, operating profit rate increased by 0.2 percentage points to 25.8%, and gross profit rate increased by 3.2% to 58.2%, which is the industry's leading industry.
Among them, by product category, the income of footwear was 1.27 billion yuan, accounting for 35.8%; clothing income was 2.167 billion yuan, accounting for 61%; accessories income was 1.141 billion yuan, accounting for 3.2%. Combined with Anta's footwear revenue from 2012 to 2020, although the overall income and gross profit rate of Anta footwear have increased, it is obviously weaker than that of clothing, especially in recent years, the proportion of footwear income has decreased year by year, only accounting for about half of clothing revenue in recent years.
Previously, Li Ning's 2020 annual performance announcement released on March 19 showed that Li Ning's revenue this year was 14.457 billion yuan, an increase of about 4.2% over the same period last year. By category, Li Ning's footwear revenue was 6.338 billion yuan, accounting for 43.8% of the total revenue; clothing revenue was 7.365 billion yuan, accounting for 51.0% of the total revenue; equipment and accessories revenue was 754 million yuan, accounting for 5.2% of the total revenue, and the overall revenue was basically the same as that of the previous year.
In addition, according to the data of Northeast Securities, China's major sports brands: Anta, Li Ning, Tebu, 361 degree, kappa. From the perspective of their business structure, the business development of Li Ning and Tebu shoes is relatively stable, while Anta's performance is not as good as that of clothing.
According to industry experts, "Anta has become China's sports brand more and more by virtue of FILA after acquisition, and now there are three brands as the added volume curve, and Li Ning has really made one brand."
According to the digital brand list data monitoring, Li Ning is better than Anta in terms of brand participation and communication; Anta and Li Ning are equal in brand popularity.
However, Anta's investment and marketing in the shoe industry has not decreased. Anta has also signed NBA stars James Wiseman and Alex Caruso. In addition, Anta has signed a number of NBA stars, including clay Thompson, Gordon Hayward, Rajan Rondo, Kevin Rooney and Jacob Evans.
Of course, other domestic sports brands, such as Li Ning, peak and 361 degrees, have also signed many NBA stars, including Damon Jones, Shaquille O'Neill, Battier, Mutombo, Artest and so on. The battle for NBA stars seems to be a competition for people, but the essence is the competition for product reputation and market.
NBA star competition
"The capital accumulation and marketing methods of early domestic brands are not mature enough, and even if we pay attention to them, we can't create star signature shoes carefully." Khris Yu, a sports enthusiast on Zhihu platform, saw his blood for a while.
As he said, since most NBA stars were signed by Nike, such as Jordan, James and Kobe, Nike surpassed Adidas and became the world's largest sports brand. It is to see this, domestic sports brands in recent years also pay attention to NBA stars, entered the scramble.
Nike has played a lot of tricks in the NBA star competition, including not only classic Tricks (co branded and signed), but also novel ways to strengthen the relationship between stars and Nike
According to the data, Nike will update the iterative signature shoes for the signed stars every year;
Jordan and James were also signed by Nike as the brand signing players for life;
In addition, in recent years, Nike has also launched color and pattern customization on signature shoes, injecting PE colors designed by Nike's contracted players into customized shoes, bringing personalized choices to the public;
In 2017, Nike, with four NBA stars, cooperated with Tencent on a variety show "great fame"
Sean is a shoe lover. In an interview with winwin.com, he often buys ADI's and Nike's shoes. "Star boots, Kobe Nike, these are my favorite shoes. I especially like the first generation of classic models."
As for LeBron James's fanatic aka, whenever Nike has a new signature or limited edition, he will start with the actual situation, "Nike and Jordan have new shoes. I read the report, give a little guidance, and I will want to buy them." He also said that Nike and they are good at hunger marketing, shoe smoking, Limited is a common practice, in addition to a lot of joint star landing activities.
In this way, sports brands, after signing NBA stars, want to leave a good image in the hearts of consumers and form word-of-mouth effect, it is necessary to invest in products and marketing.
Both products and marketing
In recent years, although there have been some changes in the market share of Chinese head sports brands, it is still Adidas, Nike, Anta and Li Ning, especially in product and marketing investment gap.
"We have now built eight science and technology platforms and increased investment in research and development. In the future, Anta will have a stronger sense of fabric technology and change consumers' perception of products." Hu Kai, senior director of Anta Group's service purchasing department, said in an interview with the media that Anta is increasing the investment cost of product research and development.
In addition, according to the data of Northeast Securities, Anta invested 660 million yuan in R & D and design of sports shoes and clothing in 2018, with an expense rate of about 2.7%, while that of Li Ning, Tebu and 361 degrees was only 230 million yuan, 170 million yuan and 210 million yuan. However, according to the data of Shenwan Hongyuan, the CAGR of Adidas R & D expenditure in recent one year is about 6.5%.
According to the data of wind and Guosheng Securities Research Institute, Nike established the research laboratory (Nike sport research lab) shortly after its establishment. Adidas also has the R & D team of future team. Anta has accelerated its R & D investment since 2015.
Nike attaches great importance to the functionality and comfort of product strategy, and has developed a variety of core technologies in this field, including vamp, insole and insole.
In terms of product cycle time, according to the data of Guosheng Securities Research Institute, the product cycle of Nike from R & D to finished product can be shortened to 6 months, while Anta needs 13 months. However, Anta has also realized the shortening of the cycle. When it launched the national flag products last year, Zheng Jie, the executive director and President of Anta Group, said that it took only six months to complete the whole cycle.
In terms of marketing, the cost of Nike advertising sales is 9 times that of Anta and 50 times of that of Li Ning. Although Anta, Li Ning and many other domestic sports brands have signed a number of NBA stars, but Nike is better. From the perspective of NBA star shoe brand share, Nike and Adidas are ranked in the position of * *, Li Ning is the sixth and Anta is only the eighth.
"When I buy shoes, I don't pay much attention to the stars, but I will decide whether I buy them according to the quality and demand of the products." Nannan, another shoe lover from Zhihu, said that he paid attention to his own experience and needs. For example, he bought AJ series yyds and AJ pure, and more often, he wanted to realize his childhood dream.
"Marketing is no longer an idea, an idea can make a wave of campaign, a product or even a brand. If you want to impress consumers, you need to put big ideas into the process of scale-up, from point to surface, to capture people's hearts. " Ding Shizhong, chairman and CEO of Anta board, said in an interview with the media.
Indeed, in recent years, Anta has not only covered entertainment stars, domestic sports stars, NBA stars and so on, but also cooperated with a number of domestic events. The Chinese Olympic Committee, Winter Olympics, Paralympic Games and other events have become good partners with Anta. In 2011, Anta surpassed Li Ning and became the first sports brand in China.
Anta is stepping on the trend of sports tide after anti super.
Sports in full swing
Since the national policy supported the national movement in 2015, there has been a wave of sports across the country. According to the big data report of 2018 online sports consumption trend released by the first finance and economics business data center, it is estimated that 530 million people will participate in the sports exercise tide by 2025, among which basketball is the second most popular sport among consumers.
Moreover, the post-90s and post-95s have become the main group to buy sports goods. From April 2015 to March 2018, the purchasing power has increased year by year, and shows a continuous growth state.
According to the data of Euromonitor and Everbright Securities Research Institute, the consumption of sports shoes in China has maintained a high growth trend for many years.
"The younger generation has more national self-confidence and pride than the Post-70s and 80s, and they have a deeper sense of identification with domestic products." Li Ling, vice president of Anta Group, said Anta put young consumers in the first place to meet their needs and create a brand image.
Li Ning, who also expanded the young consumer market, successfully opened the middle and high-end young consumer market with the help of New York Fashion Week in 2018. "China's Li Ning" has refreshed the public's impression of China's old brands and set off a hurricane of "China's pride".
Ding Shizhong also said before, "Chinese local sports brands are facing huge opportunities from the demand side, and the new consumer market is being activated. At present, the proportion of sports population in China has exceeded 40%, and the layout of urbanization has been further enlarged. Compared with the level of more than 60% - 70% in developed countries in Europe and the United States, there is a lot of room for improvement. "
Nowadays, the red sea of sports brand market has already become "Blood Sea", and consumers' psychology and consumption demand have changed differently. How to better obtain the test and recognition of young consumers and find new opportunities in this market is the key to whether Anta, Li Ning and other domestic sports brands can continue to keep out of the lead.
In the fierce and cruel competition, whoever runs fast is the winner.