Domestic Brands Have A Good Momentum, Adinike Should Be Vigilant

Marketing, product technology, channels, globalization strategy. domestic Sports brand It's been a long time since I was so excited.

Judging from the 2015 sales results of several major domestic sports brands announced this year, they have all ushered in the highest growth in recent years, and some have also achieved 2012 For the first time since. For example, Li Ning.

In fiscal year 2015, Li Ning's total revenue reached 7.089 billion yuan, up 17% year on year, operating profit exceeded 150 million yuan, and net profit was 1400 It also lost 643 million yuan and 781 million yuan in the previous year.

Its competitors also achieved good results in 2015. Anta occupies the first place of domestic sports brands, and its sales volume in 2015 was 111.26 It is the only domestic sports brand with annual sales of more than 10 billion yuan. The annual revenue of Special Step was 5.296 billion yuan, up 10.8% year on year. The market share of 361 degrees and PEAK also achieved 518 million yuan and 390 million yuan.

However, the most powerful competitors in this market are Nike and Adidas. They occupy the first and second market share respectively.

In 2015, Adidas The total revenue in Greater China exceeded 2 billion euros (14.1 billion yuan), twice the amount in 2010. In the same year, the revenue of Nike brand in China reached US $3.067 billion, up 18% year on year.

A recent article pointed out that although Nike's current market value is more than 10 times the sum of the five domestic listed sports brands, the latter has huge room for growth. By Nisha Gopalan Therefore, Nike and Adidas should be more vigilant.

The collective performance growth of domestic sports brands in the past year is related to the rising health and sports awareness of Chinese consumers, as well as the popularity of sports styles in fashion trends. In essence, this is good for the industry.

These companies have some things in common. For example, they are increasingly willing to spend money on marketing: Anta signed a contract with football player Zheng Zhi for 7 million yuan, and signed a contract with Yang Xu for 361 degrees. Another common point is that After the Beijing Olympic Games in 2008, these companies experienced the pressure of high inventory and low turnover, and their inventory has been released in the past few years.

Of course, each brand still has its own characteristics.

As we have written before, Tebu has improved the professional performance of its products in the past year, such as developing technology oriented products such as "soft cushion" and "ice fiber technology". In the past year, its R&D expenses increased year on year 12.8% to 121 million yuan, accounting for 2.3% of the total revenue of the year. Its partners also include Japan's Toray Company, which once developed technical fabrics for Uniqlo.

Compared with lifting 361 degrees, re pushing Running shoes The product strategy, Anta opened the attempt in more fields. In the past year, it completed the acquisition of outdoor leisure and mountaineering brand Sprandi, and announced that it would cooperate with Tokyo Descente and other companies set up joint ventures to engage in the design, sales and distribution of Descente brand products in China (the company's main products are ski products).

Some companies are also using e-commerce to improve their influence. Take Li Ning for example. In 2015, the proportion of its e-commerce channel sales rose from 4% in 2014 to 9%.

Brands such as 361 degree and PEAK are also seeking more exposure in international events by sponsoring sports delegations and athletes. At present, 361DU has hundreds of stores in the United States and Brazil.

2016 is an important year for these brands - the Rio Olympic Games is less than 80% away today Days. Whether these brands can seize this opportunity to the greatest extent may become the most concerned aspect of the annual report season at this time next year.