The data shows that the sporting goods industry has entered a steady growth trend Date:2015-09-12 14:25
In 2014, China’s sporting goods companies gradually took a break from the trough. In 2015, with the backdrop of the Internet industry of the sporting goods industry and the awakening of people’s health awareness, the sporting goods industry once again entered a steady growth trend.
At the beginning of August, Anta achieved a record high for the first half of 2015 with a turnover of RMB5.11 billion and gross profit of RMB2.38 billion. Subsequently, Li Ning also announced the first half of the results announcement, Li Ning loss for three consecutive years, this year as a whole is still a loss of 29.41 million yuan, but this figure is substantially reduced compared with the same period last year's loss of 586 million yuan.
Due to operating efficiency and effective cost control, Li Ning's pre-tax profits, plus depreciation and amortization, turned into losses and reached 260 million yuan. Li Ning’s turnaround has also marked the beginning of a new decade in the Chinese sportswear industry.
Anta: Ten billion dreams are in sight
On August 10, ANTA, which has secured the top spot for domestic sporting goods companies, took the lead in releasing the 2015 semi-annual report. The financial report shows that during the reporting period, Anta achieved operating revenue of RMB 5.11 billion, up 24.0% year-on-year; gross profit increased by 28.1% to RMB 2.382 billion; both set a new high since the establishment of ANTA. In addition, Anta's gross profit margin increased by 1.5 percentage points to 46.6%, and net profit rose by 20.2% to 965 million yuan.
In the first half of 2015, the total number of Anta stores was 7,340, which is less than 361, which is less than the 7,701 of the same period last year. Among them, the number of ANTA children's sporting goods stores increased by 347 from 987 in the same period last year to 1,334; the number of FILA stores increased by 103 from 441 in the same period of last year to 544. In this regard, Anta's president, Zheng Jie, stated that Anta has attached importance to improving the quality of its stores in the distribution network in the past six months rather than simply focusing on quantity. In the second half of 2015, Anta Stores is expected to maintain the number of first-half levels, in addition to ordinary Anta stores, Anta There will be 1400 to 1500 children's stores and FIL-600 stores.
The integration of the distribution network has significantly increased the effectiveness of the Anta store, which also helped Anta solve the inventory crisis. In the first half of 2015, ANTA's average inventory turnover days was 57 days, which was a decrease of 2 days from the same period of last year. Average receivables and trade payable turnover days decreased by 5 days and 27 days respectively from the same period of last year to 33 days and 42 days.
Anta's inventory problem has been solved. Now our inventory can be said to be the best period in history. In 2015, we adopted a cargo control system. Although the business is very good, we are still conservative. This is to control inventory. Anta board chairman Ding Shizhong said.
In terms of products, Anta is also good enough. In order to cope with the homogeneity of products that have plagued the sporting goods industry for a long time, Anta continued to increase its investment in technological innovation. In the first half of 2015, Anta invested 5.2% of its cost of sales in research and development, which is already very close to the internationally renowned sports goods brands. In the same period of last year, this figure was 4.2%. The huge investment has also brought great returns to Anta.
Anta not only owns the first sports science laboratory in China, but also has developed more than 60 national-level patented technologies through the laboratory. At present, Anta has 19 top running technologies such as elastic rubber, soft column, easy bending and energy loop. In the first half of 2015, ANTA also launched second-generation energy ring technology running shoes, third-generation breathing net technology running shoes, and dual-technology running shoes and other technology products, which further enhanced the technical content and added value of ANTA products.
For product marketing, Anta signed NBA player Klay Thompson not only shined the NBA Finals, but also won the championship; In addition, ANTA-sponsored grassroots runner Chen Bingbin finished 100 days in 100 days with Anta challenge100 running shoes. Marathon feat. Many successful marketing cases have not only increased the exposure and reputation of the Anta brand, but also enabled ANTA products to demonstrate their professional performance.
On the other hand, on July 31, Beijing teamed up with Zhangjiakou to qualify for the 2022 Winter Olympics. Although it has not yet been involved in the production of winter sporting goods, as a partner of the China Winter Sports Management Center, Anta has already set its sights on the ice and snow market of 300 million people. In addition, Anta football products will also be available in the near future. This will undoubtedly make Anta's product line more abundant.
In an interview with the magazine, Zheng Zheng, the president of Anta, once said that it was one of the important goals of Anta to become the first sports goods company with a turnover of 10 billion in China in 2015. Judging from the semi-annual report and quarterly ordering data, Anta's dream of billions of dollars is already in sight. Despite this, Anta is still a long way from Ding Shizhong's claim that surpassing Nike or Adidas in 2020 has become the second largest sporting goods brand in the Chinese market.
In 2014, Adidas achieved revenue of 1.811 billion euros in the Greater China region, and Nike was as high as 2.602 billion. In the increasingly favorable development environment, Nike and Adidas will not slack off either. According to the latest data released by Adidas, in the first half of 2015, Adidas achieved operating income of 1.161 billion euros in the Greater China region, excluding the exchange rate factor, which was a 20% increase from the same period of last year.
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