Performance Frustrated 361 Degree Overweight Marathon Chase XTEP

In March 19th, the 361 degree WeChat public issue announced that in the early morning of March 17th, nearly 10000 runners gathered at the Dujiangyan stadium to join the Chengdu double marathon final.

It is noteworthy that 361 degrees has been the two consecutive Chengdu double marathon supreme partner.

In the second year of 361 degrees hand in hand marathon, 361 degrees first released a new sneakers with QU KFOAMLite technology.

At the same time, the 361 degree is not only for pre competition warm-up training camp, professional competition and award winning equipment, but also for full energy replenishment, warm-up before the start and massage after the match.

On the previous day's double marathon fair, Liang Lipeng, the director of Commodity Design Department of the 361 degree shoes product center, running spokesperson Guan Si Yang, running consultant Ma Liangwu, and two senior running media people, Max and Tian Chuan, also brought marathon theme salon to runners.

However, now 361 degrees and XTEP began to lag behind in the domestic brand competition for the third place, which was first reflected in the earnings report.

As of December 31, 2018, the company achieved a total revenue of 5 billion 187 million yuan, an increase of 0.57% over the same period last year, a gross profit of 2 billion 106 million yuan, a decrease of 2.34% over the same period last year, and a profit of 304 million yuan for shareholders, a decrease of 33.51% over the same period last year.

In the same period, XTEP's annual revenue was 6 billion 383 million yuan, an increase of 24.83% over the same period last year, and the share holders of ordinary shares should account for 657 million yuan, up 60.86% from the same period last year.

At present, the 361 degree brand owns 361 degree main brand, 361 degree children's wear and ONEWAY brand, aiming at the domestic mass market, children's sports and high-end outdoor sports market respectively.

In 2018, the sales volume of the main brand was 361 to 82.7%.

The sales growth of children's wear business is 14.7%, and the contribution ratio of the group is 15.7%.

ONEWAY and other brands and other revenue accounted for less than 2%.

Although the board of directors at 361 degrees in the earnings report considered that the reduction in replenishment orders in the second half of the year was mainly due to the related conservative consumption sentiment of the Chinese public for non essential commodities (such as group production), and the group marketing strategy changed, so as to make a structural adjustment of the delivery time in 2018 and rearrange the delivery plan.

At the same time, the group is in the process of reshaping brand products.

In fact, the marathon is also because the marathon industry has huge consumption potential.

Recently, Yu Hongchen, director of the track and field management center of the State General Administration of sport, said that in 2018, there were 1581 marathons and related events in more than 800 people, 339 events in the China Track and Field Association, 5 million 830 thousand in the national marathon race, and 285 marathon events in prefecture level cities.

Up to now, there are 17 marathons in China.

In 2018, the annual total consumption of the Chinese marathon amounted to 17 billion 800 million yuan, and the total consumption of the comprehensive events amounted to 28 billion 800 million yuan, and the total annual output of the industry amounted to 74 billion 600 million yuan.

The industry believes that 361 degrees and XTEP are all interested in marathon races, which means that the competition between the two sides is more intense. XTEP has recently returned to San Kang and Mai Le, and 361 degrees want to catch up with XTEP. There are many challenges.

In the future, 361 degrees also need more efforts in brand positioning and technology research and development.

Earlier, Cheng Weixiong, general manager of textile and clothing management and Shanghai Liang Qi Brand Management Co., Ltd., in an interview with the Beijing Commercial Daily reporter, suggested that 361 degrees should not blindly follow suit. It needs to clarify its own business capabilities, make a good brand strategy plan, and balance the relationship between International business and domestic business, and focusing on domestic business is the top priority.