Reality show promotes domestic sports brand usher in "second spring"
Date: 2016-02-24 18:25
The sports brand that has been stuck in performance for a long time is upsetting. With favorable policies and a hot domestic sports environment, domestic sports brand performance has picked up. Li Ning announced that after losing money for three consecutive years, it turned losses into profits last year. Anta, Xtep, 361 Degrees and other companies also reported their good news.
Affected by this, these Hong Kong-listed companies performed well last year, with the highest increase exceeding 50%. The reporter noticed that many of the recent researchers of securities firms are also intensively recommending the relatively rare A-share sports brand target. It is worth mentioning that, under the well-known foreign brands, the local brands have great challenges.
Reality show ushered in the second spring
Inventory pressure, closing tide, decline in performance, transformation difficulties, domestic sports brands are using real reports, tear down the old label. Recently, Li Ning announced that it is expected that the profit and loss attributable to equity holders of the company will be roughly flat in 2015, and the company will turn a profit in 2015. This is Li Ning's first profit pre-joy after three consecutive years of losses.
In fact, the sports brand that has seen better performance is not only Li Ning. Anta also said that after two years of climbing performance, the company's performance has reached the highest level in history, achieving 2015 turnover of 10 billion. The three quarterly reports previously announced by Xtep also showed that the average same-store sales performance in the third quarter recorded a high single-digit growth, and the order book value in the second quarter of 2016 increased by 10% year-on-year.
In addition, 361 degrees in 2016 the first quarter and second quarter of the amount of growth in the amount of 15%, the third quarter of the amount of orders to achieve high single-digit growth, an increase of eight consecutive quarters, growth is mainly due to footwear products, especially running shoes , comprehensive training and outdoor functional categories. Peak Sports' 2016 first three-quarter orders increased 10%-20% year-on-year, continuing steady growth.
Correspondingly, these Hong Kong-listed companies performed well over the past year. In 2015, Anta Sports rose more than 55%, with 361 degrees, Xtep International and Li Ning gaining 40.4%, 34.5% and 10.8%, respectively.
Analysts from brokerage firms who were contacted by reporters analyzed that the sports industry’s frequent policy warming last year, coupled with the rise of various events and the emergence of national health awareness, made the domestic sports industry usher in the second spring.
He believes that the development of mobile Internet technology has spawned a variety of sports social, people are keen to sunbathe in the circle of friends, but also make sports consumption extremely hot. A research report from Guolian Securities further pointed out that the consumption habits of the Chinese consumer elite teams are changing, and GPS sports watches, tight pants and water bag backpacks have become new essentials for wealthy people, and most of the star's participating in reality shows are related to sports. Such as running men, ice and snow miracles, rushed into the clouds and so on, but also led to the fan effect of sports apparel.
Tigers are so hot and difficult to grab
According to people in the industry, the holding of the 2016 Olympic Games will once again stimulate the development of sporting goods. Eurovision International, an authoritative surveying agency for the consumer market, judged that by 2020 China's sportswear market will exceed the luxury market, which will grow to double-digits each year to 280.8 billion yuan. In the same period, the luxury goods market will grow by single digits each year. 19.24 billion yuan. According to Euromonitor International, in comparison, the size of the European sportswear market will reach 64 billion U.S. dollars by 2020, and China's sportswear market is just beginning to show its feet.
Although the A-share sports brand listed companies are scarce, the reporter found that many brokers are also intensively recommending Pathfinder (300005, stocks), Sanfu Outdoor (002780, stocks) and other targets. According to the financial report, the Pathfinder reported operating income of 1.941 billion yuan in the third quarter of last year, an increase of 92.63% year-on-year; net profit attributable to shareholders of the listed company was 147 million yuan, a year-on-year decrease of 17.88%. The company's net profit does not match the revenue, mainly because the parent company's income tax expense for the first three quarters of 2015 is calculated on the basis of a 25% tax rate.
Sanfu Outdoor is the only listed company specializing in comprehensive outdoor retailing of outdoor products. In the first three quarters of last year, the company achieved operating income of RMB 206 million and net profit of RMB 10.9 million, representing an increase of 3.63% and -22.81% year-on-year respectively. However, chairman Zhang Heng firmly believes that the impact of the downturn in the macroeconomic situation is short-term, and in the long run it must be a very good high-growth industry.
The aforementioned researchers reminded that the inflection point of the sports consumer industry is now in place, but domestic brands have always been at a disadvantage in competition with famous brands such as Nike and Adi. Not every company can be assigned to industrial enthusiasm. In fact, international brands have long been a tiger. It is understood that Adidas started its strategy to 2015 as early as 2010. Its target sales in 2015 increased by 45%-50% compared with 2010. According to its recently released data, the road to 2015 plan has been completed, and Formulated a new plan for the next five years. It will be used in five major areas such as football, running, women's, children's and sports classics. In 2015, Nike’s revenue in Greater China also reached US$3.067 billion, which is also a substantial increase from US$1.742 billion in 2010.
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