Brand Shoe Business'S Olympic Marketing Report Card

Before and after the Olympic Games, many sports operators handed in their first half pcripts, from Adidas, the Olympic sponsor, to its global Nike, which is not a common enemy. From domestic sports leader Lining to Anta and XTEP, the outstanding performance in the reporting period has been cited as the product of Olympic Games.

Olympic marketing war is still continuing. Who is the biggest winner of Olympic Games?

Nike: Mark Parker, President of Nike company, said in an interview recently that Nike's expansion speed in China has reached almost every day a Nike store opened, and more than 300 Chinese cities already own Nike stores.

In the first half of 2008, Nike's sales in China surged by 50%.

Earlier this year, Nike announced that it had completed its initial goal of breaking $1 billion in sales in China a year ahead of schedule.

Adidas: Adidas, the world's second largest sports product maker, recently announced that the company's net profit in the second quarter increased 12% from last year to 116 million euros, exceeding the profit margin of 113 million euros expected by the market.

Meanwhile, Adidas's two quarter sales rose 5% to 2 billion 520 million euros.

The company said that the European soccer championship and the Olympic Games stimulated the growth of the market demand of the company's products, while the sharp increase in sales from Asia and Latin America was the main driving force for the company's performance.

Anta (02020.HK): its performance in the first half of June 30, 2008 has once again highlighted its industry position.

The announcement shows that in the first half of this year, Anta's turnover exceeded RMB 2 billion 200 million yuan (RMB), increased by more than 50%, gross margin increased by 5.1% to 38.9%, the pre tax profit was RMB 419 million yuan, the growth rate was 77.3%, and the profit attributable to shareholders was 434 million yuan, an increase of more than doubled.

Lining (02331.HK): in the first year of the Olympic Games, the performance of Li Ning Co increased rapidly, with revenue rising 60.3% to 3 billion 60 million yuan (the same below), net profit of 333 million 700 thousand yuan, 68.3% of the total profit and 32.24 of the basic earnings per share, and the board announced a 9.63 dividend in the middle term.

XTEP International (01368.HK): revenue and profit in the first half of 2008 have surpassed the performance in 2007, with revenue rising 174.3% to 1 billion 400 million yuan (RMB), and gross profit margin increased 4.6 percentage points to 36.8%.

Compared with the same period last year, net profit reached 255 million yuan and soared 214.1%.