China And Foreign Eight Sports Brand Upgrade War: Beacon Smoke Four Never To Let Go

In recent years, the sports consumption of the whole people has been growing continuously. The sports industry in China has developed rapidly, forming multiple trends such as the further upgrading of sports consumption, the rapid integration of sports + industry and the unlimited potential of sports service industry.

Against this background, the reporter explored the strength of China's major sports retail brands in four dimensions, namely, Anta, Lining, XTEP, 31st degree (four domestic brands) and Nike, Adidas, Puma and Andemar (International four big brands) brand acquisition war, brand innovation war, exhibition shop strength battle and group turnover.

First, purchase the brand with the help of external force.

In 2009, Anta took over 60 famous stores in Italy, FILA, a famous sports brand in China. By the end of 2018, the number of FILA stores and FILAKIDS stores in China has reached 1380. It only took ten years. This data is equivalent to the total number of stores in mainland China, which are four fast fashion brands of UNIQLO, H&M, ZARA and GAP. After being bought by Anta, FILA succeeded in counterattack. Last year's sales exceeded 10 billion yuan, becoming the engine of Anta group's performance growth, helping Anta become the leading brand of Chinese sports brand.

Stimulated by the success of Anta's acquisition strategy, XTEP group has bought Saucony famous brands such as Saint John's, Merrell Mai Le, K-Swiss, Palladium, Supra, PLDM, KR3W and so on this year. According to the presupposition of XTEP management, the "K-Swiss" benchmarking brand is "FILA" and "Champion", and "Palladium" is the "Converse" of the "Nike" standard, which can be predicted from the expansion strategy of the three brands.

Mergers and acquisitions drive the expansion of brand stores and rewrite the competitive landscape.

According to China business statistics, in the past 12 months, Anta, XTEP, PEAK and China have thrown tens of billions of billions of dollars into overseas sports brand acquisition wars, including Louisville Slugger, Wilson, eulogy, SALOMON, Suunto, SALOMON, Suunto, Atomic, Saucony, St. John's, Merrell, Mai, K-Swiss, Palladium, Supra, Palladium, OZARK, MIZUNO and so on. The original Chinese sales and operation rights have changed hands to these four leading enterprises. The changes in the layout of China's international brands will inevitably lead to the evolution of the competition pattern in the sports market.

Among them, Anta has the most powerful lineup: FILA (FILA, FILA Kids, FILA FUSION tide card, FILA ATHLETICS professional sports), DESCENTE, British Sprandi split, Korea KOLON KOLON, amamin sports (baseball baseball, Wilson tennis racket, eulogy, Salomon, Altre, skiing equipment, fitness brand, riding brand, etc.

Lining Group acquired many well-known sports brand lineup at home and abroad as strong: Italy Lotto, Danskin, AIGLE, Z-DO, Shanghai double happiness, Kaisheng and other brands.

XTEP group's acquisition of Saucony San Kang Ni, Merrell Mai Le, K-Swiss, Palladium, Supra, PLDM, KR3W and other famous European and American sports brands this year has almost kept its strength close to that of Lining.

China trend group has acquired new MIZUNO's business in China this year, plus the original Italy KAPPA, Japan's Feinikesi Phenix and other sports brands. The vision of China's expansion is evident.

The "noble bird group" has taken the Chinese agent business of AND1, the basketball player of the US, and the trademark ownership of American tennis brand PRINCE.

The group has established a joint venture with the Nordic outdoor brand OneWay, and has been engaged in the design, production, distribution and promotion of OneWay products in Greater China.

China's brand's overseas counterparts and strong rivals Nike and Adidas are also large buyers. Adidas has acquired Five Ten, Arsenal Arsena football supplies company, Reebok, Mitchell&Ness, CCM Hockey, Rockport, Adams Golf, Ashworth and Ashworth.

Nike has received CONVERSE, Umbro, Bauer Nike Hockey, Hurley, air Jordan, Canstar Sports, Exeter BrandspuorgLLC. (Note: TaylorMade, Adams Golf, Ashworth, Mitchell&Ness, CCM Hockey, Rockport and Umbro have been sold again after brand acquisition. )

VF Corp. rich group has acquired The North Face, Vans, Timberland, JanSport, Kipling, Eastpak, Icebreaker and Eastpak, and has sold all kinds of products.

Two, will play to win the big group innovation experience push the concept of flagship store experience shop

For the long established large sports retail group, faced with the aggressive and aggressive shop offensive of the emerging and aggressive new players, it will be the magic weapon to win the customers. As a result, Nike, Adidas, FILA, Lining and ASICS Arthur have launched their own super innovative and innovative shops, interesting super stores and experiential shops.

According to China business statistics, the main sportswear retail group has launched 66 flagship stores / concept stores / experiential shops with different characteristics in China.

The biggest activity is Adidas and Nike, which are the highest in turnover. They are jointly organized by the head office and distribution agents, targeting women's specialized stores, children's specialized shops, young series stores, fashion experience stores targeting the sex and age. The experience shops such as football experience shop, run experience shop, basketball experience shop, outdoor sports shop, golf experience shop, all kinds of experiential shops, and the high-end location shop, the high-end special store, the city concept flagship store are all displayed according to the sports events subdivision experience shop, and the ole shop / discount shop for OLE and community. The two have more powerful foreign aid. For example, Adidas and Japanese design master Yamamoto Teruji have launched the movement tide brand Y3. Nike has launched the Jordan basketball experience shop and the Nike HOOP DREAMS NBA experience store by using strong IP Jordan and NBA, so that it can successfully solve the homogenization problem in different shopping malls in the same business circle, and can also arrange the layout in different floors of the same shopping mall.

Among them, the most notable sports flagship store is the first Nike House of Innovation flagship store opened in Nanjing East Road in Shanghai last autumn, and the flagship store NJE800 of the largest Adidas city brand center in Asia Pacific. Both tit for tat has mobilized the power of the whole group. The stores have an area of 3822 square meters and 3703 square meters respectively, spanning 4 and 3 floors, covering various practical sports evaluation, interesting fitness experience, cool decoration, the most professional equipment and even the unique fixed service. It is estimated that the annual sales volume of the 2 flagship stores is expected to exceed 300 million yuan, and the Ping efficiency is comparable to that of the luxury luxury flagship store.

Domestic sports groups are also not to be outdone. Among them, Anta group has launched Anta AntapluS, FILA sports fashion house /FILA flagship store, FILA FUSION tide card, FILA ATHLETICS professional sports, FILA KIDS, Descente flagship store / image store, and original bird shop brand experience shop / flagship store.

Lining group has launched many experience shops such as Lining fashion basketball experience shop, Lining brand experience shop, Lining YOUNG, KOLON SPORT concept store, AIGLE AI Gao flagship store, Danskin flagship store, etc., and has won a large number of new fans with China's fashionable Chinese Lining fashion shop.

31st degree also launched 361 degree flagship store, 361 degree international line, One Way flagship store and other innovative shops.

Skech launched the tidal brand MARK NASON LOS ANGELES x SKECHERS, Cage D "Lites boutique concept store, Cage fashion flagship store, Cage Cage super store Superstore.

Under Armour pushes Under Armour flagship store and UNDER ARMOUR sportsman experience shop.

PUMA's lineup: PUMA BLACK LABEL STORE Black Label store, PUMA flagship store, PUMA SELECT.

ASICS includes: ASICS KIDS, ASICS city flagship store, Asics tiger, Onitsuka Tiger ghost grave tiger.

Three, the major sports brand enclosure exhibition shop war

Major sports retail giants overweight Chinese market

By the end of 2018, Adidas had nearly 1.1 stores in China. According to the five year plan set up by the German headquarters, there will be 1.2 stores in 2020, and new stores will gradually sink to small and medium-sized cities, with an average of 2 new stores a day. Adidas strengthened DTC (directly to consumers) mode, and built the flagship store or brand center of "experience + personalization" concept. At present, Adidas has established 23 key cities in China, and their goal is to open at least one small brand center. At the same time, Adidas is also trying to open more stores in the three or four tier cities.

The four major sports brand: the layout of Shanghai business circle.

The sports brand represented by the two big groups of Nike and Adidas has opened many stores in the same trading area and even the same shopping center through the market segmentation and the variety of innovations. For example, the two big groups of Nike and Adidas respectively have 12 and 13 stores in Nanjing East Road, Shanghai, which belong to 8 and 6 sub brands respectively. Anta and Lining group have 11 and 8 stores respectively, belonging to 4 sub brands respectively. As far as enclosure exhibition shops are concerned, the four major sports brand groups are full of war in the five representative business circles of Nanjing East Road, Nanjing West Road, Huaihai Road, Wujiaochang and Xujiahui in Shanghai, and the battle situation is very good.

But in Nanjing West Road, Huaihai Road, Xujiahui and other high-end business circles, Anta and Lining mainly rely on their overseas brands, and the gap between Nike and Adidas has suddenly widened.

Four. Achievements of major sports groups

In the past, when the performance of the 2018 major clothing brands was disclosed in the past quarter, union business network compared the latest achievements of the four international brands (Nike, Adidas, Puma, Andrea) and four domestic brands (Anta, Lining, XTEP and 31st degree) from the recent two years' revenue, net profit and the different performance of the brand in the domestic and foreign markets. (extended reading: "eight famous sports brands at home and abroad" PK, who is the most nourishing in 2018? )

Eight brands revenue net profit compared Nike still leading

Revenue comparison:

Remarks: conversion according to exchange rate in April 29th

Data show that in the past two years, Nike's revenue has been far ahead, and it is the only international sport brand that has set the scale of 200 billion revenue. Adidas has been followed by hundreds of millions of clubs, but there is still a big gap between Nike and Nike.

Through the expansion of the Chinese market, the major sports brands have made a lot of money. Adidas, the number one sports retail expert in China, has surpassed the North American market and became the largest single market in Adidas. Its revenue in 2018 was about 45 billion 500 million yuan, accounting for 27% of total revenue. Greater China is also the fastest growing region of Adidas in 2018, an increase of 23% over the same period last year.

In the 2018 fiscal year of Nike Greater China, its revenue reached US $5 billion 134 million. On the basis of exchange rate unchanged, it increased by 18% compared to the same period last year, and the pre tax profit reached 1 billion 807 million US dollars, up 20% from the same period last year, and achieved two digit growth for sixteen consecutive quarters.

Domestic brands, Anta sports sales grew 44.4% to 24 billion 100 million yuan, up to the end of 2018, Anta sports has 10057 Anta main brand stores (including Anta children's independent shop), 1652 FILA stores and 117 Descente stores, the number of shops has been promoted over the same period last year.

XTEP group's operating income in 2018 was about 12 billion 200 million yuan, and its revenue grew 24.8% to RMB 6 billion 383 million yuan.

Li Ning Co's revenue in 2018 reached 10 billion 511 million yuan, up 18% over the same period last year.

Net profit comparison:

The Chinese market will be the top priority.

In addition to earnings reports, there is a group of data that is very interesting. In the 2018 Tmall double 11 sports outdoor sales list, the top four teams were Nike, Adidas, Anta and Lining, while Puma only ranked sixth, while Andrew and 31st degrees did not make the list. This is almost the same as the eight brands' data placement in the 2018 earnings report.

(source: associate member of the senior advisory group, business intelligence column, Guo Xin Ye, editor / Zhou Songping, data support: Chinese business data)