The recovery of domestic sports brands needs to beware of the competition date of international brands: 2015-03-16 18:10
In February of this year, ANTA Sports announced the first report on the growth of local sports brands in 2014. Subsequently, 361 Degrees and Peak Sports also released good news for their performance growth.
Data shows that Anta's operating income increased by 22.5%, net profit increased by 29.3%; 361 degrees of turnover was 3.906 billion yuan, an increase of 9.0%, net profit of 398 million yuan, an increase of up to 88.2%. In addition, Peak Sports' operating revenue increased by 8.7% to 2.84 billion yuan in 2014, of which overseas operating revenue increased by 22.5% to 650 million yuan, accounting for 23% of total turnover.
In this regard, a number of industry insiders believe that the recovery of domestic sports brands has arrived. At the same time, many domestic sports brands also expressed their confidence in the growth of their business in 2015. This confidence mainly comes from the "Opinions on Accelerating the Development of Sports Industry and Promoting Sports Consumption" promulgated by the State Council in October 2014.
With regard to the introduction of the policy, Chairman Xu Jingnan of Peak Sport stated that the country’s new policy is a major institutional guarantee for sports and related derivative industries. The sporting goods industry will have a huge market with a population of 500 million in the future. The vigorous development of sports organizations and clubs at all levels, greater coverage of sports facilities, and rapid promotion of free public venues will create a strong demand for sporting goods. Stimulation.
Although domestic sports brands have great confidence in the growth of the 2015 performance. However, industry insiders also said that while domestic sports brands have grown in performance, they also have to be careful about international brand competition. In the third and fourth-tier cities, local brands have natural advantages. However, the preferences of consumers in this part of the market are also changing. The sport-oriented lifestyle makes them pay more attention to products in addition to prices. In comparison, international brands may be more attractive in this respect.
In fact, after the major sports brands in the country experienced the pain of high inventory caused by homogenization, they are also testing different product lines. In the general environment where the Chinese sporting goods market tends to be professional and subdivided, only by making the products more serialized, more professional, and closer to the consumers, can we get better returns. Peak Sports CEO Xu Zhihua said.
It is understood that Li Ning, Anta, Peak Sports, and 361 Degrees are all looking for different product design roads, but whether this can withstand international brand offensives still requires time and performance to speak.
While under the pressure of international brands, Peak Sports has already focused on overseas markets. The data shows that in 2014, Peak Sports' overseas sales reached 650 million yuan, accounting for the company's total annual turnover rate from 2013's 20.4% to 23%, and its products are sold to more than 70 countries and regions worldwide. Among them, the European market and the North American market are growing rapidly.
For the success of Peak's overseas expansion plan, Peak Sports CEO Xu Zhihua said: Peak Sport's products have gradually been recognized by overseas markets, and brand value has begun to be recognized. In 2015, Peak Sports will continue to target overseas emerging markets and other blank markets, and promote local sales through international sports resources and regional sponsorship.
In February of this year, ANTA Sports announced the first report on the growth of local sports brands in 2014. Subsequently, 361 Degrees and Peak Sports also released good news for their performance growth.
Data shows that Anta's operating income increased by 22.5%, net profit increased by 29.3%; 361 degrees of turnover was 3.906 billion yuan, an increase of 9.0%, net profit of 398 million yuan, an increase of up to 88.2%. In addition, Peak Sports' operating revenue increased by 8.7% to 2.84 billion yuan in 2014, of which overseas operating revenue increased by 22.5% to 650 million yuan, accounting for 23% of total turnover.
In this regard, a number of industry insiders believe that the recovery of domestic sports brands has arrived. At the same time, many domestic sports brands also expressed their confidence in the growth of their business in 2015. This confidence mainly comes from the "Opinions on Accelerating the Development of Sports Industry and Promoting Sports Consumption" promulgated by the State Council in October 2014.
With regard to the introduction of the policy, Chairman Xu Jingnan of Peak Sport stated that the country’s new policy is a major institutional guarantee for sports and related derivative industries. The sporting goods industry will have a huge market with a population of 500 million in the future. The vigorous development of sports organizations and clubs at all levels, greater coverage of sports facilities, and rapid promotion of free public venues will create a strong demand for sporting goods. Stimulation.
Although domestic sports brands have great confidence in the growth of the 2015 performance. However, industry insiders also said that while domestic sports brands have grown in performance, they also have to be careful about international brand competition. In the third and fourth-tier cities, local brands have natural advantages. However, the preferences of consumers in this part of the market are also changing. The sport-oriented lifestyle makes them pay more attention to products in addition to prices. In comparison, international brands may be more attractive in this respect.
In fact, after the major sports brands in the country experienced the pain of high inventory caused by homogenization, they are also testing different product lines. In the general environment where the Chinese sporting goods market tends to be professional and subdivided, only by making the products more serialized, more professional, and closer to the consumers, can we get better returns. Peak Sports CEO Xu Zhihua said.
It is understood that Li Ning, Anta, Peak Sports, and 361 Degrees are all looking for different product design roads, but whether this can withstand international brand offensives still requires time and performance to speak.
While under the pressure of international brands, Peak Sports has already focused on overseas markets. The data shows that in 2014, Peak Sports' overseas sales reached 650 million yuan, accounting for the company's total annual turnover rate from 2013's 20.4% to 23%, and its products are sold to more than 70 countries and regions worldwide. Among them, the European market and the North American market are growing rapidly.
For the success of Peak's overseas expansion plan, Peak Sports CEO Xu Zhihua said: Peak Sport's products have gradually been recognized by overseas markets, and brand value has begun to be recognized. In 2015, Peak Sports will continue to target overseas emerging markets and other blank markets, and promote local sales through international sports resources and regional sponsorship.
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