Chinese Sports Brand Rebound, Anta Sales Exceed Nike

According to the latest earnings report in 2015, after years of degradation, China's sports brand has rebounded. In the past year, Nike has fallen seriously, and Anta's sales volume has surpassed Nike successfully.

Throughout

In the weak environment, many sports Brand Company, except XTEP, suffered a decline in revenue in 2012. Of them, PEAK took the lead in the first place, slipped 37%, 361 fell 11%, Lining slipped 24%, Anta fell 14.6%.

Recently, the 15 year performance reports of sports brands have been released. It is not difficult to find that the days of Chinese sports brands seem to be getting better.

According to the statistics of reporters, the mainland sports brands including Anta, XTEP, 361 degrees, PEAK and Lining have released 2015 annual performance reports.

Among them, Anta led by 11 billion 126 million yuan in revenue and a year-on-year increase of 24.7%, and sold 40 million pairs of sneakers in 15 years, which sold far more than Nike.

In 2015, it realized losses, benefiting from the same store growth of electricity suppliers, new stores and self owned stores. The company recorded a total sales income of 7 billion 90 million yuan (excluding red double happiness) for the whole year, an increase of 17% over the same period last year.

For the first time since 2011, the company has recorded a net growth in its stores, reaching 507 stores in the year to 6133.

It is estimated that there will be 300-500 stores in the 16 year.

In March 22nd, the Kappa brand parent company China also released its 2015 annual performance report. The report shows that after 4 consecutive years of revenue search, performance has finally bottomed out.

The income of Kappa brand in China increased 25.8% from last year to 1 billion 30 million yuan.

PEAK sports, which is committed to developing overseas business, has also increased significantly in 2015.

Thanks to the successful marketing of star strategy and excellent performance in professional products and the international market, its operating income in 2015 was 3 billion 110 million yuan, an increase of 9.4% over the same period last year, resulting in a net profit of 390 million yuan, an increase of 22.3% over the same period last year.

According to the financial report, XTEP's innovation in 2015 helped the group's revenue grow to 10.8% yuan to 5 billion 295 million yuan (4 billion 777 million 600 thousand yuan in 2014).

Demand for professional sporting goods higher in XTEP's brand profits increased, making gross margin rise 1.4 percentage points to 42.2% (40.8% in 2014).

In addition, the net profit of last year's performance increased by 30.2%, and the turnover of the group increased by 14.1% to RMB 4 billion 458 million 700 thousand yuan.

It is worth mentioning that the income of children's wear has continued to grow strongly, increasing 16% to 588 million 900 thousand yuan, accounting for 13.2% of the group's turnover.

This

The recovery has benefited from the vigorous development of the national fitness program in China, combined with the impact of the accelerated pformation of the state's urbanization and the completion of channel control and other factors.

Of course, in the face of international sports giants Nike and Adi, to really occupy the market, we must start from the product itself to create more products that meet the needs of the audience.