A Number Of Sports Brands Are Beginning To Recover.

After nearly 4 years of recession, the domestic sporting goods brand has finally begun to recover, and the industry leader has made the first adjustment, and its performance is even more prominent.

Among the domestic sports brands,

The most eye-catching performance.

Hongkong sports listed in 2015 announced its annual performance in 2015, indicating that the group achieved revenue of 11 billion 126 million yuan last year, an increase of 24.7% over 2014 and a gross margin of 46.62%.

 

Anta costs the first billion sports brands

Around 2008, the Beijing Olympic Games sounded the horn of the crazy expansion of China's sports brand, Anta.

A number of domestic sporting goods companies such as international, 31st, PEAK and so on have been listed successfully in the following years, competing with international giants such as Nike and Adidas.

However, after 2011, the rapid expansion of the domestic sports brand encountered rapid rise in costs and the expansion of stock size. Enterprises were forced to reduce inventories by adopting a substantial reduction in prices, and the performance of the listed companies was weak, and the golden age of "closing their eyes and earning money" was gone forever.

After the crisis of performance decline, high inventory and large-scale closes, a new round of shuffling has split the industry pattern. Anta has become the first national brand to recover.

After several years of adjustment and pformation, Anta sports completed its revenue of 8 billion 923 million yuan in 2014, surpassing its peak of 8 billion 904 million yuan in 2011, an increase of more than 22% over the same period.

Last year, Anta became the first domestic sports brand with a sales scale of 10 billion yuan, with gross profit reaching 5 billion 185 million yuan, up 28.8% over the same period last year.

In addition, data provided by Anta showed that Anta's same store sales recorded an increase in 12 consecutive quarters last year, and the order volume increased for 11 consecutive quarters. The number of sales of sports shoes reached 40 million pairs, and the sales of Chinese sports shoes exceeded Nike's.

For record breaking results, Anta said in its annual report that it benefited from the increase in market differentiation and cost-effective Anta products, plus the significant growth of other businesses such as children, FILA and e-commerce.

It is understood that Anta used 3 years to upgrade the store structure. As of the end of last year, the number of Anta stores, Anta children sporting goods stores and FILA stores reached 7031, 1458 and 591 respectively. At the level of e-commerce revenue, Anta also achieved rapid growth.

Leading enterprises release warmer signals

From 2011 to 2014, China's sporting goods industry experienced stagflation and shuffling period. Data from the State Sports Administration showed that in 2013, the value-added of our sporting goods industry reached 208 billion 700 million yuan, up 7.8% from the same period in 2012, until the industry was 15.89% in 2014. It was the first two digit growth since 2011.

Some analysts believe that the extensive mode of distribution that has long been adopted by sporting goods companies has led to the weak operating capacity of the stores and the low efficiency of terminal decision-making, which is a key reason for the "high inventory" and "closing shop tide".

After the important stage of the adjustment of industry development, the domestic sports brands have come out of the trough, but the seating capacity of the industry has been very different.

Before Anta, the Li Ning Co that was closest to the target of ten billion was Li Ning Co. In 2010, Li Ning Co's annual revenue was about 9 billion 480 million yuan.

However, in the highly competitive sports brand market, the Li Ning Co did not take the lead in the 2012 consecutive years, 2013, and 2014 for three consecutive years, with a total loss of more than 3 billion 100 million yuan, and was overtaken by Anta.

At the beginning of last year, Lining himself replayed the company's "handsome print". In the first half of this year, the company's operating income increased by 16% to 3 billion 641 million yuan, and the loss narrowed by 90%.

The company recently issued a notice that the company's profit and loss will be roughly flat in the past year, but the industry is expected to break through the 10 billion mark.

Once the leading enterprises turned their losses into profits, the first domestic brand entered the 10 billion club, and a lot of domestic sports brands saw the dawn of recovery.

A number of sports brands are beginning to recover.

In Anta,

In the first half of last year, the sales volume reached RMB 2 billion 200 million yuan, an increase of 5.7% compared with the same period last year, and the gross profit margin rose to 41.3%. In 2015 and 2016, the profit of China Merchants Securities increased by 20% and 11% respectively.

Other well-known brands also performed well. PEAK sports achieved a turnover of 1 billion 380 million yuan in the first half of last year, an increase of 6.9% over the same period last year, and a net profit of 176 million yuan, an increase of 45.5% over the same period last year.

In the first half of last year, XTEP's business revenue and net profit rose by 20.86% and 12% respectively, and it is expected that this year's sales in the same store will increase.

The A shares listed in the first three quarters of last year, the operating income of 1 billion 402 million yuan, an increase of 4.72% over the same period, the net profit attributable to shareholders of listed companies was 205 million yuan, an increase of 6.81% over the same period, and the decline in operating income has finally stabilized.

The industry expects that the overall income of China's sporting goods industry will return to growth after three years of channel integration, inventory and brand restructuring.

Under the conditions of strong policy support, rising demand for mass sports and vigorous development of new Internet media, the sports industry in the future will usher in an "golden ten" year of growth.

According to the national strategic plan of sports, the industry scale will reach more than 5 trillion yuan in 2025.