China'S Sports Industry Is Hard To Pick Up, Pforming And Intensifying Structural Differentiation

Recently,

In Quanzhou, Fujian, the main sports brand in China, the survey found that the sports shoes and clothing industry, which is subject to homogenization and high storage pressure, is undergoing a difficult pformation under the high inventory.

As a leading enterprise in China's sports industry, Anta's recent semi annual report shows that its operating income is 4 billion 120 million yuan, up 22.4% over the same period last year, net profit 803 million yuan, an increase of 28.3%, reversing the decline in the past two years.

Anta sports vice president Zhang Tao: I think the whole industry actually encountered challenges in 2011, Anta still very early adjustment.

From the second half of 2011 and the beginning of 2012, it entered a comprehensive retail pformation.

I think it is a comprehensive pformation. We achieved a complete reversal in the first half of this year and achieved fairly good results.

In the past two years, Anta has been under the pressure of high inventory.

To this end, Anta has achieved a complete reversal of the company's performance in the first half of 2014 through sports resource acquisition, product technology innovation, single store and sales channel pformation, information technology construction, improving enterprise operation efficiency and e-commerce.

Scientific and technological innovation is a great magic weapon for sports shoes and clothing enterprises to deal with the market.

Mao Tai (Fujian) shoes material Co., Ltd. is a shoe sole manufacturer.

Enterprises, with an annual output value of only 250 million yuan, invested about twenty million in building a provincial technology laboratory.

The laboratory has reached the EU standard, which can anatomically dispose the sole materials, and analyze the comfort degree of shoe material, which is traditionally perceived by experience, through data analysis, so as to meet the increasingly demanding demands of customers.

In the recent two years of industrial adjustment, some small and medium-sized enterprises have made intensive efforts in the outdoor, children sports and other market segments. Through differential competition, they have also sought a warm haven in the winter of the industry.

The outdoor brand Tianlun Tian was founded in 2008, when the outdoor market was dominated by foreign brands.

And through years of struggle, Tianlun Tian has become a well-known outdoor brand in China.

In 2013, Tianlun's annual sales increased by 30% over the same period.

Xu Tengda, general manager of Tian Lun Tian outdoor sports, said that the base of China's outdoor industry is relatively low, and there is still much room for growth in the future.

Xu Tengda, general manager of Tianlun Tian outdoor sports: actually, the outdoor market in China is less than 10% of that in the United States, so I believe this space is very large.

With the urbanization of China and the increasing number of holidays in China, outdoor brands grow by more than 30% every year as we travel.

Reporters learned that in the first half of this year, the performance of Jinjiang sports brand leading enterprises all showed a recovery growth, and the order growth of 31st, del Hui, Jordan and other enterprises in the first half of the year reached 10%.

Among other sports brands that have published semi annual reports in Quanzhou, the mid term profits of the precious birds have declined, but the decline has narrowed. PEAK's total revenue has increased by 10.1% compared with the same period last year, and net profit has increased by 34.6% year-on-year.

Statistics show that in the first half of this year, the output value of Jinjiang footwear industry and textile and garment industry increased by more than 10% under the leadership of industry leaders.

However, some leading enterprises such as Anta are getting warmer at the same time, while others are falling down in this round of market shuffling.

At the end of July, Ding Hui, chairman of the Fujian listed company of Hong Kong stock, suddenly lost contact with the public.

In fact, before that, companies such as alligator et al. In Jinjiang, Fujian had also experienced the company's failure to escape.

The reporter saw at the alligator company that the factory area had long been empty. The bulletin board on the first floor attached to the notice of the local labor supervision department urging enterprises to reissue workers' Arrears of wages.

A number of people interviewed by the reporters said that China's sports industry is getting warmer in the difficult adjustment.

But in the past, the time that we could make money was far away. Enterprises need to meet consumers' increasingly subdivided and personalized consumption needs.

Depending on the pace of enterprise innovation and pformation, the trend of structural differentiation of China's sports industry will become more obvious; some enterprises will grow stronger and others will fall; though cruel, it is the only way for China's sports industry and the traditional Chinese manufacturing to achieve pformation and upgrading.