After experiencing the performance slump, inventory crisis and the long cold winter of large-scale stores, the spring of Chinese sports brands really came. If winter comes, can spring be far behind? This poem used to describe the Chinese sports brand is really appropriate. In March of spring, with the advancement of the disclosure of the annual report, a number of sporting goods companies have successively presented transcripts. Li Ning, a former local big brother, gradually regained strength and achieved profit for the first time after consecutive losses for four consecutive years. Other domestic sports brands also returned with full blood and showed steady growth. The spring of China's sports brands really came after experiencing the performance slump, inventory crisis and the long cold winter of mass closing. So, what sports brands are relying on what strategies and tactics to achieve significant year-on-year growth? Li Ning In 2015, Li Ning’s revenue was RMB 7.089 billion, an increase of 17% over the previous year; its net profit was RMB 14 million, and it lost 781 million in the previous year. This is Li Ning's first profit in the last four years. The sales network has resumed growth since 2011. In 2015, Li Ning’s sales network increased by 507, bringing the total number to 6,133, of which the number of direct outlets increased by 313 and the dealers’ sales net increased by 194. Reviews It can be said that Li Ning is a microcosm of the difficult situation of sports brands in the past few years. Since 2010, Li Ning’s performance has declined, and its operating income has decreased from approximately 9.478 billion in 2010 to 5.824 billion in 2013. In 2012, Li Ning suffered a huge loss of 1.979 billion yuan, setting a record. The further improvement of the channel and operating capability is the key to Li Ning’s turning losses. In 2015, the five core categories including the company’s basketball, running, badminton, training and sports activities drove the Group’s retail growth, and the performance of the basketball category was worth mentioning. The overall retail sales amounted to 34 compared to the same period last fiscal year. % increase. In addition, the overall merchandise planning capability and rapid response capability of the Li Ning E-Commerce Division based on the changes in the online market were improved. The year-on-year e-commerce revenue increased by 95% year-on-year. Anta In 2015, ANTA Sports achieved a record-breaking 11.126 billion yuan, an increase of 24.7%, and a net profit of 2.041 billion yuan, an increase of 20%, making it the first domestic brand to enter the billion-dollar sales club. In 2015, the number of Anta sports shoes sold reached 40 million pairs, and the global market share was about 13%. In physical stores, by the end of 2015, the number of ANTA stores, Anta Children's Sports series stores and FILA stores reached 7031, 1458 and 591 respectively. Reviews Regarding the strategy and tactics of Anta, Hua Shanghui had a special analysis article a few days ago and poke here to see if ANTA sold 100 billion yuan. †It will not be repeated here. In short, the rise of Anta relies on the popular route, multi-brand strategy, and the acquisition of racing resources and basketball. In addition, the growth from FILA and e-commerce business is rapid. As an ANTA's mid-to-high-end brand, FILA has 591 stores in the Mainland, Hong Kong and Macau, and it is expected to reach 650 to 700 by the end of 2016. Peak Peak Sports realized a turnover of 3.107 billion yuan in 2015, an increase of 9.4%, and a net profit of 392 million yuan, an increase of approximately 22.3%. Among them, the turnover of footwear products reached 1.335 billion yuan, an increase of 16.1%; the turnover of apparel products reached 1.703 billion yuan, an increase of 4.3%; the turnover of accessories products was 0.69 billion yuan, an increase of 19.1%. Reviews The main reason for the increase in turnover in the past year has come from Peak's new products, especially in running footwear. Through cooperation with celebrity events and star athletes, not only has the Peak brand gained popularity, it has also promoted the professional upgrade and sales growth of Peak products. As of the end of last year, Peak's basketball shoes have ranked first in the industry for seven consecutive years. In the sales network, Peak Sports implemented a flattening strategy and adjusted and increased the number of distributors to increase the efficiency of retail terminals. At the end of 2015, the company's distributors increased from 88 at the end of 2014 to 100. In the future, the company will continue to optimize and adjust the distribution network to strengthen the competitiveness of Peak stores in second- and third-tier cities. 361° 361° Group achieved revenue of 4.459 billion yuan in 2015, an increase of 14.1%; net profit was 518 million yuan, an increase of 30.2%; gross profit was 1.823 billion yuan, and gross profit margin remained stable at 40.9%. In terms of business, in 2015, the number of 361° sports terminal stores was 7,20. 361° children's clothing continued to perform strongly, with a growth of 16.0% to nearly RMB 600 million, accounting for 13.2% of the Group's turnover, and the number of stores increased to 2,350. In 2015, 361° held 4 orders and all orders exceeded the expected growth. Reviews In 2015, running category became the core growth point of 361°. Through the multi-brand segmentation development and vertical cultivation strategy, 361° integrates strengths from sports, children's, outdoor, overseas markets and e-commerce businesses to cover multi-level audiences. In addition, 361° cooperated with Internet companies to push smart children's shoes, created intelligent sports ecosystem, integrated the overall development with the Internet + sports ecology, and successfully transformed from a water tester to an industry leader. Xtep In 2015, Xtep achieved operating income of 5.295 billion yuan, a year-on-year increase of 10.8%, a net profit of 478 million yuan, and a gross margin of 1.4% to 42.2%. The operating profit was 921 million yuan, and the profit attributable to equity holders was 622 million yuan, up 13.9% and 30.1% year-on-year respectively. Compared to 2014, Xtep finally achieved an increase in operating profit and profit attributable to equity holders. Previously, Xtep has experienced a four-year decline in these two indicators. Reviews With the brand's return to sports and the "3+" reform strategy of product +, sports +, and Internet +, Xtep's market performance is showing signs of rising. At the same time, Xtep multi-channel marketing strategy to implement dual-track, combined with sports and entertainment elements, reflects the brand image of sports fashion innovation. In 2016, Xtep will focus on smart wearable devices. It plans to launch adult and children smart running shoes during the year. It will invest in the field of e-commerce this year to launch mobile applications to connect online and offline businesses and share customer resources. China Trends The Kappa brand parent company China Dynamics released its 2015 annual performance report. After a continuous drop in revenue for four consecutive years, its performance finally bottomed out. In 2015, China's dynamic revenue increased by 16.4% year-on-year to RMB 1,469 million. Net profit was RMB 803 million, which represented a decrease of 12.2% from the previous year. The Kappa brand revenue in China increased by 25.8% year-on-year to RMB 1.03 billion. As of the end of December 2015, the total number of Kappa brand stores reached 1267, a net increase of 57 compared to the end of last year. Reviews From 2006 to 2008, China's sales revenue increased by 96.7%, and net profit increased by 111.3%. Since 2011, China Dongxiang has entered a four-year decline in performance. From 2011 to 2014, its revenue decreased by 35.7%, 35.4%, 20.2% and 10.7% respectively. In the first half of 2015, the growth from the Chinese market made kappa show signs of recovery. The Kappa brand revenue in China increased by 46.4% year-on-year. Kappa's strategy focuses on brand positioning, operational models, marketing methods and supply chain models. In terms of brands and products, Kappa caters to consumer preferences and needs, targets targeted consumer groups, and strengthens the consolidation of brand image through the implantation of movies. Under the brand + retail business model, the Group replaced some inefficient stores, improved the quality and efficiency of sales channels, and effectively improved profitability at the retail end. summary Last year, in the article entitled "Summer report card for the first half of the year and the overall recovery of sports brands," an accurate prediction was made on the signs of the recovery of sports brands in China. Judging from the situation in the 2015 annual report, the performance of transcripts of many sports brand companies such as Anta, Xtep and Peak has generally surpassed expectations, and there are no shortage of highlights. In particular, it is worth mentioning that even if the trough is sluggish, depression is difficult, and there are no sighs of complete stragglers, even Li Ning, who has suffered losses for many years, has also recapitulated the trend of profit growth. It can be foreseen that 2016 will be a major year for sports, and it will also be a crucial year for China's sports brands to pick up collectively and open up the gap. As we all know, the sporting goods industry is a typical industry with excess production capacity and fierce competition. After experiencing high series of inventory, large-scale store closures, in-depth adjustments, and dramatic declines in performance, domestic sports brands began to cut their wounds, gradually adjusted their business concepts and restructured their brands. Starting last year, the Chinese sportswear industry began to touch. At the end of the year, some companies re-entered the expansion track. The Chinese sports brand finally ushered in the spring after the broken wrists saved themselves. The overall recovery of sports brands, on the one hand, is of course due to the increasing number of sports people, sports becoming more and more people's hobbies, and the demand for professional sports and sports equipment is increasing. On the other hand, thanks to the introduction of the new sports policy, the release of sports industry policy dividends, which is clearly one of the important reasons for the reactivation of domestic sports brands. However, although the major domestic sports brands have warmed up, the rankings have quietly changed. Li Ning began to decline in performance from 2011 to 2012, net profit of nearly 2 billion in huge losses, the position of the industry leader was stolen by Anta. Undoubtedly, the industry is undergoing a profound transformation under the Internet+ era. The huge industrial chain of sports has ignited the enthusiasm of multi-channel capital. The huge market capacity yet to be developed has attracted many companies to compete for their fingers. Whether it is Anta, Xtep, or Li Ning, local sports brands look for new points through capital strength. With the help of the Internet+concept layout of the sports industry chain, the driving role of companies and the entire industry is obvious. However, after bottoming out, the road to recovery is still long, and the road to sustainable development remains arduous. Obviously, a race to widen the gap has already begun among major sports brands. And those sports brands with scale, good profit expectations and mature business models will also show more development and imagination in the future. Polyester Blanket,Cotton Fabric Roll,Cotton Mixed Blanket,Polyester Jacquard Blanket Wenzhou Gangxin textiles co.,Ltd , https://www.gxblanket.com
September 23, 2022