The national fitness tide rises from domestic sports brands.

The national fitness wave starts from the domestic sports brand Qi warmer date:2015-09-09 09:29

With the warming of the national sports movement and the release of the sports industry policy dividend, domestic sports brands seem to have begun to emerge from the winter. Recently, well-known sports brands such as Anta, Li Ning and Peak have successively released financial reports for the first half of 2015, showing signs of recovery.

Domestic sports brand performance rises collectively

In 2011, Li Ning’s profits fell sharply by 65%. After three consecutive years of losses, Li Ning was once unable to extricate itself from a loss. However, its 1H15 results show that current income increased by 16% year-on-year to 3.641 billion yuan. After a loss of 586 million yuan in the same period of last year, the loss in the first half of this year dropped sharply by 94.98% to 29.041 million yuan. Li Ning said that in the second half of the year, it will continue to improve its operational efficiency, increase its operating cost control, and strengthen its cash flow management capabilities, striving to achieve its full-year results back to profitability.

Among several domestic sports brands, Anta achieved the most eye-catching performance, ranking first among domestic sports brands. In the first half of the year, its net profit and operating income reached 965 million yuan and 5.11 billion yuan respectively, an increase of 20.2% and 24% year-on-year.

The performance of several other brands is also quite gratifying. In the first half of the year, Peak Sports realized a net profit of 176 million yuan, a year-on-year increase of 45.39%. 361 degrees net profit of 270 million yuan, an increase of 2.36%. In the first half of the year, Xtep's net profit was 343.5 million yuan, up 20.86% year-on-year.

E-commerce, research and development into self-help routes for domestic brands

After experiencing the winter of about three years, the domestic sports brand finally recovered. The reason is that in addition to the improvement of the market environment and the recovery of consumer demand, self-help measures by major brands are also crucial. Among them, the layout of e-commerce and strengthening of scientific and technological research and development have become the most important means.

Li Ning revived all possible slogans on the occasion of the company’s 25th anniversary and laid a ground for innovation and change. It is worth mentioning that in the first half of this year, the revenue from e-commerce business accounted for 7% and 6% of the Li-Ning branded products and the group's total revenue, respectively. Li Ning has made an attempt to experience the sporting life and worked with JD.com and Tmall to create an O2O model and promote the further integration of its own e-commerce and physical stores. At the same time, it also pays more attention to providing consumers with interactive experiences.

Anta mentioned in its mid-year report 2015 that innovation is one of its important success factors. Anta developed Respiratory Technology, launched breathable running shoes with excellent heat dissipation and breathability, and launched top-level running shoes designed specifically for long-distance runners. The product differentiation strategy made performance rank first.

In the first half of this year, the 361-degree performance report stated that although the competition is fierce, it is still optimistic about the prospects, and pointed out that expanding e-commerce channels is an important strategy for 361 degrees to gain in the future. Peak CEO Xu Zhihua believes that with the advent of the national fitness era, sports brands alone will not be able to sustain the price, and products should add more value in functions, science and technology, materials, and processes to gain advantages in competition.

National Sports + Policy Bonus Releases Market Potential

According to Anxin International Securities Research Report, after the domestic sports brands experienced a decline in 2012-2013 and after the bottoming up in 2014, the trend of recovery in 2015 has become increasingly obvious, gradually emerging from the quagmire of inventory deregulation, the industry further Warmer.

In 2013, China's sports industry accounted for only 0.56% of GDP, about 1/4 of the global average, 1/5 or even 1/6 of developed countries, and the sports industry has much room for development in the future. The public’s increasing participation in sports and the positive aspects of policies will accelerate the release of the market potential of sporting goods in China.

On the one hand, the drying sun vest line, drying sweat, and the number of steps have become a circle of friends. With the gradual popularization of the national sport, the demand for sporting goods by consumers is maturing, and China's sports industry is expected to enter a new stage of development. On the other hand, after Beijing won the right to host the Winter Olympics and China won the right to host the Men's Basketball World Cup in 2019, the "China Football Association's Adjustment and Reform Plan" was officially announced on August 17. Analysts believe that the intensified hosting of high-profile sporting events and the sustained release of policy dividends will bring continuing interest to the sporting goods industry. According to relevant data, domestic sports brands currently account for nearly 70% of the sports industry's market share, and the scale of China's sports industry will expand to 5 trillion yuan in the next decade.

Li Ning Financial Report

Net profit increased or decreased year-on-year during the reporting period

2015 mid-year report-2941 94.98%

2014 - 78148.10 - 99.59%

2013 - 39154.00 80.22%

2012 - 197911.40 - 612.97%

38581.30 -65.19% in 2011

2010 110848.70 17.36%

Anta

Net profit increased or decreased year-on-year during the reporting period

2015 mid-range 9652.690 million yuan 20.24%

2014 170031.00 29.32%

2013 131483.50 -3.23%

2012 135870.10 -21.47% 2011 173012.20 11.54%

Peak

Net profit increased or decreased year-on-year during the reporting period

2015 mid-year report 17598.90 45.39%

2014 32065.20 31.26%

2013 24428.00 -21.35%

2012 31057.70 -60.06%

2011 77768.10 -5.42%

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2010 82226.80 30.87%

Xtep

Net profit in the report period increased or decreased year-on-year

2015 Interim Report 34352.60 20.86%

2014 47800.50 -21.12%

60596.60 -25.19% in 2013

2012 81001.50 -16.18%

2011 96640.90 18.77%

2010 81,368.40 25.66%

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