Sporting goods giant's "extended campaign" borrows electricity and overseas markets to save results

Anta 20,141 Quarter orders appear high single-digit growth, Li Ning Channel inventory turnaround period to reduce ... With the announcement of the 2013.5 annual reports of the Giants, the rebound in their performance has become a positive motivator for stimulating the industry's correction.

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South Cartography: Sean

Anta 20,141 Quarter orders appear high single-digit growth, Li Ning Channel inventory turnaround period to reduce ... With the announcement of the 2013.5 annual reports of the Giants, the rebound in their performance has become a positive motivator for stimulating the industry's correction. It is noteworthy that in this round of adjustment, the expansion of the non-sports category, E-commerce, the promotion of overseas markets are invariably the Giants are aiming at.

Sporting goods industry shows signs of warming up

China's Sporting goods industry currently has a large inventory of the problem, but from Anta, Li Ning, 361 and other semi-annual reports can perceive the industry performance and the retailer's self-confidence is gradually improving.

"The hardest time has passed. Li Ning's executive vice chairman, Kim, said at a press conference last week that the first phase of the Li-Ning plan had been successfully completed and that a number of business developments had shown that the group had weathered the downturn. According to its semi-annual data: The first half of 2013 income was 2.906 billion yuan, the same period decreased by 24.6%. Operating profit was 39 million yuan, down 78.5% from 2012. Gross margin of 43.6%, compared to the same period last year. However, since more than 90% of the group's distributor partners participate in the channel recovery plan, which includes cleaning up inventory, optimizing the performance of new products and reducing shipments to distributors, the average turnover period of channel stock has dropped by more than 30% from the peak of 9 months to near normal 7 months, and the total inventory has decreased by more

The Half-year report, which was released last week, also showed that although turnover fell 27.3% per cent to 1.17 billion yuan Year-on-year, net profit rebounded for the first time in a year, up 28% in the last six months.

Anta is the first in the industry to publish semi-annual reports. Although its revenue fell 14 per cent, 4% to 3.367 billion yuan, the net profit was further reduced by 18 7% to 6.2.6 billion yuan. But its 3721.html ">2014 in the first quarter of the year, the order of orders to increase since the third quarter of 2012, and is a high single-digit growth, is interpreted as Anta first out of the trough signal."

The two-quarter operating summary, released 361 degrees earlier, also showed although 439 stores were closed in the second quarter, store sales fell 0 per cent in the two quarter, compared with a 1 per cent decline in the first quarter, which has slowed, with retail channels in stock of 5% (equivalent to saying that a shipment of goods is sold over 4.4 months).

"Industry leadership brand in the adjustment of the preliminary results." "Sports marketing experts, Key Road Sports Consulting Co., Ltd. CEO Zhang said this can be the entire sporting goods industry has been a sign of warmer." "Sporting goods industry homogeneity of the brand too much, in this round of adjustment, there will be many brands are eliminated." "Zhang said.

The diversified development route is becoming more and more obvious

Industry growth is limited, in the Sporting goods giants performance rebound behind, its business diversification development route is also slowly appearing.

"In addition to 361 degree sports, children's wear and fashion brands are the company's two other mature brands." "361 Degrees (China) Co., Ltd. Brand Communications center Director Zhao told the south reporters. The reporter learned that last year, its children's wear business soared 97.7% to 370 million yuan, accounting for its total turnover of 7.5%. 361° fashion brands, although not at present in its report to see the specific data, but it is currently signed Geake June Yi endorsement.

According to Zhao, 361 degrees also intends to cut into the outdoor brand, is with a European brand negotiations, and will carry out strategic cooperation. Adidas has now entered the field of China's outdoor sports, Puma also shifted its focus to outdoor sports products, in China, Li Ning also vigorously promote its outdoor brand had Adventure, sporting goods to outdoor products, the transition trend is increasingly obvious.

"To explore new directions, but also to avoid the brand movement of the gene is blurred and marginalized." "For the sporting goods giant's mentality adjustment, Zhang warns."

Giants accelerate expansion of overseas markets

Although the overall still depressed domestic sporting goods market, but a number of sporting goods giants to accelerate the expansion of overseas markets business. "Although the 361-degree earlier in Southeast Asia, Russia and other networks, but next year will be 361 degrees to speed up the development of overseas markets, an important turning point." Zhao told reporters that the development of overseas markets is 361 degrees 2014 group six strategic deployment.

This desire to expand overseas markets is also evident in other sporting-goods giants. In its latest interim report, Anta said it would expand its growth in Southeast Asia, Eastern Europe and the Middle East through cooperation with overseas distributors. Earlier, Anta opened at Dubai's flagship store. According to the semi-annual report, which was released last week, the foreign market accounted for a 1.4% to 14.8% increase in total revenue at the end of last year.

"Internationalization is the enterprise to achieve a certain scale must face." Zhang believes that it includes four dimensions of brand, channel, product and enterprise operation management. Zhang pointed out that the internationalization of Chinese sporting goods enterprises should be in the internationalization of products and management operations internationalization, and then to do the accumulation of brand and channel internationalization. Zhao revealed that the overseas market to the product's cognition and the demand has its particularity, 361 degrees has already put the research and Development Center to the Taiwan area.

However, Zhang also pointed out that the internationalization of the channel and brand internationalization is very difficult. "To achieve the internationalization of the channel, its overseas market accounted for at least 20% of the sales, but the best domestic has not yet achieved." "Zhang points out. At present, the proportion of the gram is 14.8%, and the proportion of Li Ning is only 2%.

It is noteworthy that, although China is a big sports country, but China's sports soft power in the world does not prevail, which makes the domestic brand of sporting goods to achieve brand internationalization challenge even greater. "Can first in Southeast Asia, Brazil, India and other Chinese soft power recognition of the high degree of national layout." "Zhang said.

Three major apparel listed companies semi-annual report results:

Li Ning: The first half income is 2.906 billion yuan, the same period reduces 24.6%. Operating profit was 39 million yuan, down 78.5% from 2012. Gross margin of 43.6%, compared to the same period last year. The average turnover period of channel stock dropped from the peak of 9 months to below 7 months of normal level, and the total inventory decreased by more than 30%.

Anta: Revenue fell 14.4% to 3.367 billion yuan Year-on-year, net profit dropped by 18.7% to 626 million yuan. But its orders for the first quarter of 2014 have been growing for the second time since the third quarter of 2012.

Horse Sports: Half year report also showed that although turnover fell 27.3% to 1.17 billion yuan, but net profit for the first time in a year rebounded, the chain last six months up 28%.