Sporting Goods Industry "Mid-Term Exam" Near The Industry Rebound, Brand Distinct

< p > although up to now only two enterprises have issued a notice, but combined with other listed companies' operation announcements in the two quarter of this year, the leading enterprises in the industry are gradually stepping out of the adjustment period.

At the same time, in this round of industry depth adjustment process, due to the speed of each enterprise's pace and the different pformation strategy, the phenomenon of "polarization" has begun to appear.

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< p > < strong > < a > href= > http://sjfzxm.com/news/index_q.asp > > /a > warmer turning point < /strong > /p >

< p > 6, Anta sports released the first half of 2014 performance announcement.

As of June 30, 2014, Anta's operating income was 4 billion 120 million yuan, an increase of 22.4% over the same period, with a net profit of 803 million yuan, an increase of 28.3% over the same period last year.

Anta's turnover and net profit in the first half of the year are far ahead of market expectations and become the first enterprise in the domestic listed sports brands to grow year-on-year.

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< p > Anta took the lead in getting out of the low level of the industry, benefiting from the company's overall retail strategy pformation. Besides implementing the flat organization, monitoring the retail sales situation and improving the management of store inventory, it also analyzed the ERP data and judged the market trend, so as to provide more accurate guidance for dealers.

In the view of Anta chairman and chief executive Ding Shizhong, the market of the overall sporting goods industry has been increasing, but in 2012 it was just an adjustment.

"China is a diversified market, and different brands have their own market positioning. The market for sporting goods is still large.

The United States has a population of 300 million, an average of 4.5 pairs of shoes per person. China has 1 billion 300 million people and an average of 0.5 pairs of shoes. The total population of Hongkong, China, is 2 pairs of shoes per person, the most popular Guangdong, and 1.5 pairs of shoes per person.

Ding Shizhong said: "the sporting goods industry is still facing factors such as homogenization of products and fierce competition in the short term. Therefore, there is uncertainty." however, with the continuous urbanization and increasing proportion of urban population, it will help to promote sports demand, and urbanization will increase the income of the public, and the sporting goods market will have great potential in the future. "

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< p > indeed, since 2012, the domestic sporting goods industry has entered a period of deep adjustment. With the gradual adjustment of the internal adjustment of various enterprises, the turning point of the industry began to appear in 2014.

In addition to Anta, it can also be reflected in enterprises that have issued the two quarter operating announcement in 2014: PEAK's first quarter sales in 2015 and the same store sales in the second quarter of 2014 have both increased, and the total order volume in the first quarter of 2015 has increased 10% to 20% compared with the same period in 2014, which is the four consecutive quarter of PEAK's growth.

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< p > 361 degrees, the second quarter 2014 business report pointed out that due to the renewed efforts to improve retail efficiency and the introduction of a competitive product mix, the same store sales in the second quarter increased 2.8% in 2014 compared with last year, and the order for winter orders increased 8% over last year.

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< p > < strong > benefit diversification strategy < /strong > < /p >

< p > in fact, sports goods are gradually coming out of the low level of the industry. In addition to the successful pformation of the retail guide, they also benefit from diversified brand and product strategies to a large extent.

In the two quarter 2014 operation announcement, PEAK pointed out that since this year, windbreaker, outdoor shoes, basketball shoes and running shoes products have made relatively strong sales growth, which is a very important factor to achieve the double growth of orders in the first quarter of 2015 and the same store sales in the second quarter of 2014.

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"P" also pointed out in Anta's semi annual report that Anta is benefiting from diversified brand strategy and product mix.

Anta brand covers the mass market, and the FILA brand acquired by M & amp; a is covered by high-end consumer market. At the same time, Anta has accelerated the development of children's sporting goods shop.

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< p > at present, there are 987 children's stores and 441 FILA shops, which have increased by 106 and 25 respectively, compared with the end of 2013.

For the rapid development of Anta children's shop, Ding Shizhong said that Anta products covered the whole age of children, and the domestic two child open policy will have a more rapid development for Anta children's wear.

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The diversified brand strategy of < p > 361 degrees has achieved good results as well. The company has further improved, and at the same time sales of 361 degree sports, 361 degree children's clothing and three collections of "Shang" products have increased the passenger flow and adjusted the pricing strategy, so that the retailer can get an ideal profit margin.

Meanwhile, the 361 degree children's clothing business grew steadily in the second quarter, and its sales point increased by 72 to 1965 during the period.

Same store sales grew 3.1% year-on-year.

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< p > < strong > "polarization" appears < /strong > /p >

< p > Anta's huge double growth does not mean the full recovery of the whole industry.

From the second half of 2011, the "high inventory" and "closed shop boom" broke out, and the domestic sporting goods industry began to undergo a deep shuffle process.

According to the insiders, the shuffle has not ended. Enterprises like Anta, who have already taken the lead in going out of the industry, have consolidated their position as a new leader in the industry, and many enterprises are still struggling in the mire of adjustment.

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In 2012, Anta exceeded Li Ning Co for the first time, with a performance of 7 billion 620 million yuan, and the latter was 6 billion 740 million yuan. P

Judging from the absolute value of revenue, Anta has successfully become the leader of domestic sporting goods brands.

It is also from this year that two major domestic sporting goods giants launched a pformation competition.

Data show that by July 30, 2014, Anta's market value was 32 billion 400 million yuan, and Li Ning Co's market value was 6 billion 400 million yuan.

In the past two years, the market value of Anta has increased by 1.7 times.

Li Ning Co's recent earnings warning is expected to substantially lose 550 million yuan in the first half of this year. Li Ning Co lost 184 million yuan in the same period last year.

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< p > a series of data shows that in the three or four years of deep adjustment of the industry, not only the industry has changed its position, but also the "polarization" in the process of adjustment is becoming more and more obvious.

In addition to Lining, the A bird landing in China is also accelerating the pace of catching up with the first group.

The first half year report shows that the company earned 995 million yuan in the first half of 2014 and a net profit of 164 million yuan, down 19.04% and 5.77% respectively from the same period last year.

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< p > the "bird of honor" put forward a "retail oriented" pformation and upgrading in early 2014. The pace of adjustment was later than that of Anta, Lining, XTEP and other industries.

After nearly half a year's adjustment, the retail terminal's inventory situation and the dealer's profitability have been greatly improved. However, due to the growth of store operation cost and other factors, the retail terminal still faces certain pressure of inventory and operation.

In response to this situation, the precious birds said that in the second half of the year, efforts will be made to promote the meticulous management of terminal retail, strengthen the development of the three or four line market channels, deepen the channel classification strategy, promote diversified channel combination strategies, strengthen channel management, timely early warning, promote the upgrading of shops, reasonably optimize the layout of storefronts, enhance the efficiency and profitability of terminal stores, and speed up the adjustment period.

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