Winter Olympics Fever Returns To Rationality, Sports Brand Continues To Lead

Search index: Winter Olympics fever returns to rationality, sports brand continues to lead. Adidas index was + 87% month on month in December; The heat of Tebu rose 37.7% to 1624 from 1180 in February Due to the gradual weakening of the popularity of the Winter Olympics, the indexes of FILA, desant, Archaeopteryx and Li Ning returned to the average level of previous years.

In the cotton era, Guo Jingjing, the official Xuan, had a relatively low index from December to January, only 650 and 539. In February, the index rose to 620, and in March, it increased by 284.3% month on month to 2229; Balabala released baokemeng product series. The index of January to February was relatively low, which was 1741 and 1383, respectively, and increased by 224.0% to 4479 in March; Bosden's marketable season is coming to an end, with March's index down 51.7% to 2092; Taipingniao, Senma and Jiangnan cloth index all declined slightly.

Content marketing: domestic brands make efforts in marketing, bosden is outstanding. From the perspective of microblog performance, the number of microblogs of local brands is generally ahead of that of international brands. Bosden ranked first in terms of total fans (10.33 million), with 275812 new fans (2.7% month on month). The new microblogs of cotton era, Anta and FILA were 102, 100 and 64 respectively. FILA, Anta, and SEMA added 3 million, 560000 and 200000 new comments respectively. Little Red Book Performance: Nike ADI's cumulative voice volume is still ahead, Anta added 15000 notes (month on month + 29.4%). On wechat, bosden, Nike and SEMAR have the top three average readings in 30 days.

Sports community: Li Ning has a high number of discussions, while Nike's discount has been narrowed. The number of discussion posts about Tiger Leaping on Li Ning continued to be high, and the number of views of ADI / 361 degree Posts increased by 546% / 339% month on month. The content of the discussion was related to the situation in Russia and Ukraine, product evaluation, star players and company profits. In terms of identifying goods, Nike's discount is narrowed, and its sales volume is the first; Li Ning continues to maintain the leading sales volume, discount and price of local brands, ranking second among the selected brands; Anta discount improved month on month.

Risk tips: 1; 2. The competition worsened; 3. The brand image is damaged; 4. Systemic risk.

Investment suggestions: optimistic about the long-term growth of domestic products, pay attention to the low value of high-quality leaders. In March, the popularity of the Winter Olympics began to return to rationality, and high-quality sports brands such as Anta and Tebu continued to lead the way, and Nike and Adi fever also rebounded; In addition, local leisure brands such as cotton era and balabalabala are also making efforts to increase marketing enthusiasm.

In the medium and long term, after the Xinjiang cotton incident, local head sports brands seized the opportunity to upgrade their brands and gradually stood at a new level. In the near future, the consumer side is still affected by the epidemic situation and macro-economy, but the safety margin appears after valuation adjustment. We recommend Li Ning, Anta sports, Tebu international and taobo in the sports apparel sector, and bosden, robust medical and SEMAR clothing are recommended for the leisure clothing sector.