Anta Will Surpass Lining In A Circle Of Friends.

Are your friends still running around?

Recently, the popular running style is quite hot. The children who are under five years old and the centenarians are constantly refreshing their records. This is a major development opportunity for sports brands.

At present, the financial data of 5 sporting goods companies, such as Lining and Anta, which have published semi annual reports, show that their revenues and net profits all grow year on year.

In the first half of last year, the loss of Li Ning Co in the first half of this year was also reduced to 2940 .7 yuan in the first half of 586 million.

And in the first half of, with the revenue of 5 billion 110 million yuan, it is likely to become the first enterprise in the domestic sports goods brand to have annual revenue of tens of billions of dollars.

"The industry has shown a U shaped rebound."

Key Road Sports Consulting Co., Ltd. CEO Zhang Qing said.

Anta takes the lead in replacing Lining.

Both operating income and net profit are positive growth. This is the report card produced by the five major sporting goods companies.

It is noteworthy that the growth rate of net profit per household is much higher than that of revenue growth.

In the first half of the year, the amount of the loss was reduced from 586 million yuan in 2015 to 2940 .7 million yuan, and the net profit of the other four were more than 20%.

PEAK's revenue grew by only 6.89%, but net profit grew by 45.45%.

While XTEP's revenue growth is only 12%, its net profit growth is as high as 21%.

In addition to the positive changes in the two key indicators of revenue and net profit, new changes have taken place in the domestic sporting goods industry in the growth of this market.

Among the local brands, Lining has always been the boss. His sales in the 20 10 year were as high as 9 billion 455 million yuan.

But with the painful pformation of Lining, Anta has been playing the leading role of domestic sporting goods companies in the past three years in terms of sales volume.

Last year, Anta achieved a revenue of 89 .23 billion yuan, and it can break 10 billion sales as long as it keeps 12.1% growth this year.

In fact, in the first half of this year, the company's revenue grew by 24%, much higher than the growth rate of the order it ordered in the first half of 2015.

Anta also revealed that the order volume in the three quarter of 2015 and the four quarter had a low double-digit increase.

From the analysis of these figures, Anta's billions of dollars this year should be a matter of great probability.

Sports brand performance is better than the whole garment industry.

In the first half of this year, the growth of the sporting goods industry is much better than that of the entire garment industry.

According to the statistics of the China National Business Information Center, the retail sales of clothing commodities of hundreds of major retail enterprises in China increased by 3.7% over the same period of 1-6 this year, up 2.5% from the same period last year.

In the first half of the year, the consumption volume of clothing categories including sports shoes and clothing was 637 billion 500 million yuan, an increase of 10 .7% over the first half of last year.

This seems to indicate that the sporting goods industry has begun to fully recover? "The industry has bottomed out, showing a U shaped rebound."

Zhang Qing told reporters in Nandu, but this does not mean that all sectors of the industry are fully revitalized.

"After this round of industry adjustment, the consumption of sports goods is upgrading, which has raised higher requirements for the professionalism and sensitivity of sports products enterprises."

Zhang Qing disclosed that in fact, there are still three lines of sporting goods companies that are not able to keep pace with the industry and are still in a state of decline.

However, for the current rebound situation, Zhang Qing believes that it is closely related to the previous round of adjustment of several major sporting goods giants.

"They are efficient in operation and meticulous in management.

Optimization is continuing to exert momentum, and even in the professional field of occupation, technology investment began to explore. "

According to the orders issued by the five major sporting goods giants in the first quarter of 2016, the order amount has increased by 10% year-on-year, with the growth rate of 31st degree being the most obvious and the growth rate as high as 15%.

"This trend of recovery in the future will continue to strengthen."

The recovery of sports products industry is more and more obvious. However, a few new changes have taken place in the development of several giants after a series of adjustments.

On the scale of the stores, the number of other four stores began to pick up, with the exception of 282 stores in Anta stores.

Among them, Lining increased by 119 at the end of last year.

You know, at the end of the first quarter, there were only 5592 stores in Lining, which means that the number of stores in the two quarter of has increased to 153.

However, the pace of expansion is not the same as that of the past.

In the first half of this year, Lining increased 119 stores, 29 franchisees, and the remaining 90 stores were all direct outlets.

To a certain extent, this reflects Lining's shift from wholesale to retail.

"In the past, when you opened your shop, you threw money at all costs, and the fierce competition in the industry pushed up the rent."

One industry told reporters in Nandu that the cost of opening a shop is still high, but everyone's attitude has become cautious.

"For example, now we will pay more attention to the balance between the north and the south market, and pay attention to the differential preparation of different stores."

In addition, the gross profit margin index has also become the post round pformation.

Transformation of enterprises.

In the first half of the year, except for PEAK's gross margin dropped by 0 .5%, all the other four grew, of which 360% and Anta grew by 1.5%.

In Zhang Qing's view, the promotion of gross margin has two main factors: the sporting goods enterprises have strengthened the cost control, and the professional products launched have pushed up the gross profit margin.

"Sporting goods companies are turning to the" small batch and multi batch "supply chain mode. The cost will rise in the early stage, but with the optimization of the supply chain, the cost will decrease later.

Zhang Qing pointed out.

Which sport will become the next draught?

The sporting goods industry has come to a low level while the industry has ushered in a "draught" of growth.

An unprecedented movement is quietly spreading around everyone.

At present, the craziest is nothing more than running wind. Although there is no authoritative data to explain how much this trend is, many WeChat consumers in WeChat circle can see every day, such as sun sweating, sun tracking, sun recording and drying equipment.

It is reported that XTEP's gross profit margin rose to 41.8%, which is due to the increase in sales of running shoes with higher profits.

And the gross profit margin of footwear increased from 35.9% to 41%. The main reason is that the average wholesale and retail price of new design and innovative products has increased.

XTEP expects in the earnings report that running, soccer and intelligent products will become the three most popular trend in the sporting goods industry.

"Under the concept of Pan sports, consumer demand for sports goods is also upgrading."

Zhang Qing believes that in addition to running products in the future, riding, outdoor sports and so on will be potential areas.

In addition, with the success of Beijing's application for Winter Olympics, the promotion of winter snow events may increase and will promote the development of skiing professional equipment.