In the context of the global financial crisis, the sporting goods industry in 2009 came a negative message. In March this year, the world's sporting goods overlord Nike closed its only Taicang plant in China and subsequently reduced its orders to foundries (or even terminated orders to several contract factories) and said that from June to November this year Order amount of 7.8 billion US dollars, down 12%; another well-known sports brand Adidas, after being reported "1 billion inventory", then released the gloomy earnings, the first half sales fell 2% to 50.3 billion euros, profits Down 95% from the same period of the previous year to 13 million euros. In July this year, Mizuno closed 200 stores in China out of the adjustment strategy of "improving appraisal and eliminating ineffective or underperformed outlets." Compared with the "tired" trend of international brands in the first half of the year, local sports brands represented Anta and Li Ning but their momentum was darling. In mid-August, Anta took the lead in releasing the 2009 mid-year report. In the first half of the year, its turnover reached 2.82 billion yuan, an increase of 27.7% over the same period of the previous year, and its net profit exceeded 600 million yuan. Its gross profit margin and net profit margin were 41.5% and 21.0% respectively. August 26 , Li Ning released a beautiful interim results report, the company revenue growth of 32.4% in the first half to 4.052 billion yuan, net profit increased 41.6% to 473 million yuan. In the local sports brand beautiful semi-annual report is behind a series of exciting market Raiders, regardless of focus on domestic or international charge, even if the strategy is very different, did not affect record excellence. Anta: focus on China's core market Anta's first series of assault in the first half of a series of battles, the most classic campaign is: "Jankovic and Zheng Jie," "Chinese Olympic Committee partners," "FILA China" behind the action shows Anta focus on China's core market strategy. Anta signed in January and April of this year, the world's first Jankovic and "Chinese legendary women's tennis player" Zheng Jie. The signing of well-known athletes, this is the general promotion of sports brands practices. It is rare that Anta signed the tennis field first in the world and China first, and jointly enhance the Anta brand. The strategy of signing Jankovic's contract with Chinese sports brands for NBA players is similar. With the aid of world-renowned athletes, it is also helpful to enhance and consolidate the influence of the "Anta" brand in the Chinese market. In August, Anta quickly signed Zheng Jie, the most influential tennis player in China, and helped Zheng Jie further consolidate Anta's influence in China. June Antai cost 600 million yuan to become 2009-2012 Chinese Olympic Committee partners, the industry shaken. Anta invested heavily in the core rights and interests for the Chinese athletes to provide, including the 2010 Vancouver Olympic Games, the 2010 Guangzhou Asian Games, London 2012 Olympic Games and other 11 major international sports equipment. Chinese sports delegation is the commanding height of China's sports marketing. Participating in the international large-scale sports competition. They represent China. The ANTA LOGO displayed on them will be announced to China and the world - Anta is the leader of China's sporting goods. In 11 sports games, the Chinese sports athletes LOGO display, spread "Anta" at the same time, "on behalf of China" endorsement, but also Anta hope to get. With such generous sponsorship, three years later "Anta" brand to enter the London 2012 Olympic Games this world-renowned event, for Anta is a remarkable breakthrough. August, Anta acquired Belle's sports brand "FILA China" ownership and operation rights, involving 600 million Hong Kong dollars. FILA is a globally influential sports brand. With its ownership and management rights in Mainland China, Hong Kong and Macau, Anta will launch high-end products, enrich Anta's product line and enhance the overall competitiveness of ANTA Sports in the PRC market . Li Ning: Second internationalization In July of this year, Li Ning announced the acquisition of Kason brand badminton rackets, sportswear and sports accessories at a price of 165 million yuan. Kai Sheng was founded in 1991, the mainland badminton equipment market, one of the three major brands. The move had reminiscent of the November 2007 Li Ning, the total price of about 305 million acquisition of Shanghai Double Happiness shares 57.5% stake. The company has well-known table tennis brand "Double Happiness", its professional image is very clear, is a leader in table tennis equipment. Li Ning successfully intervened in ping-pong and badminton equipment through the acquisition of leading brands such as "Double Happiness" and "Caisheng", making it a truly integrated sporting goods manufacturer and occupying a favorable position in the rapidly growing Ping Yu market in recent years. In August this year, Li Ning Company announced in a high-profile layout of the Southeast Asian market. At present, it has set up a company in Singapore and is responsible for developing the market in Southeast Asia. It is said that Li Ning will open up to 100 stores in Southeast Asian countries such as Singapore, Malaysia and Indonesia with badminton as the main direction. After the Asian financial crisis in 1998, Li Ning Company began to prepare to open up the international market. In 1999, it started its first internationalization and established the International Trade Department. However, in 2003 and 2004, international sports brands surpass Li-Ning in China in an all-round way, making Li Ning realize that "China is the most important international market" and realized that internationalization makes sense only if the domestic market is stable. 10 years later, Li Ning is more powerful and mature, in its heart once again filled with international impulses. 40.52 billion yuan in the first half operating income, 6809 shops, but also paving the way for its internationalization. Although Li Ning has frequently been challenged by the sports brands of Jinjiang in recent years, its leading international layout has also laid a solid foundation for it to occupy a leading position in the competition with local brands in the future. 361 degrees listed in Hong Kong in June this year, in November last year to billions of dollars to become the designated supplier of CCTV5 clothing, the channel all the hosts and appearance reporters will wear 361 degrees clothing - this is Li Ning during the Olympic Games blocking Adidas's classic approach, with more money over the same period become "Guangzhou 2010 Asian Games senior partner"; Xtep in 2008 sales of about 2.87 billion yuan, an increase of 110%, as of the end of 2008 Xtebu has owned 5,532 stores, at the same time planning This year at least opened 800 stores; not long ago, including Sequoia China, Legend Capital injection Capital, revealed that it will open more than a thousand stores to consolidate the second and third tier markets, but also the tentacles reach the first-line market ... ...