The Sports Year Is Pressed By The "Postponed Key", And The Leading Domestic Sports Clothing Is Advancing Steadily.

The Tokyo Olympic Games were finally pushed down by the "postponed key" until July 23, 2021. What impact will this bring to domestic sports brands?

More than 10 days before that, NBA also announced that the remaining 2019-2020 games were suspended for the rest of the season. The sixteenth European Cup and the five major European Soccer League have all postponed or suspended the match. Up to now, NBA, F1 and marathons all over the world have been cancelled or postponed. According to incomplete statistics, since the beginning of 2020, over 40 sports events have to be postponed or cancelled due to the epidemic. Originally in many competitions, 2020 is a sports year, but now the situation has changed.

Zhang Qing, founder and President of Beijing key road sports consulting company, said that after the Olympic Games were postponed to next year, enterprises had lost a positive factor that could help boost sales. "Especially those that are more closely related to professional sports, often need to indicate that athletes' performance in large tournaments brings sales incentives, and now it will also be affected."

Obviously, in 2020, the "contact points" between sports brands and consumers are being greatly reduced. According to the insiders, the sports brand in 2020 is quite tortuous, but this does not mean giving up. Because it is enough to prepare and make adjustments to meet the high tide of 2021.

In the past, many domestic sports brands had worked hard to deal with the low tide of sales under the epidemic situation. It is understood that, due to the impact of the epidemic affected by offline shops, we need to follow the requirements of epidemic prevention in various provinces and municipalities. Anta group is actively serving consumers' demand through e-commerce channels. In the first few days of the epidemic, Anta launched the "full retail" project, involving more than 30 thousand employees and dealer partners. The sales teams and brand support teams of all brands, as well as all the management and sharing teams, were "fighting" to open micro stores.

In order to make up for the impact of the epidemic on terminal sales, the 31st degree group has said that the sale will be transferred to the e-commerce platform, launching the call of "full staff marketing". After that, it also enhanced online marketing by increasing the "WeChat Mini program" and so on, so as to minimize the impact of the epidemic on the retail end.

Before the outbreak, the overall trend of the garment industry is not optimistic, but the sports apparel market segmentation is good, and the performance of the leading listed companies has maintained double-digit growth for many years.

In terms of performance, the number of sports apparel listed companies in 2019, such as Anta sports, Lining, XTEP international and 31st degree, has achieved double-digit growth.

Anta sports in 2019 achieved operating income of 33 billion 930 million yuan, an increase of 40.8% over the same period, and a net profit of 5 billion 340 million yuan, an increase of 30.3% over the same period last year, significantly exceeding the market expectations. The leading position of the company in the domestic sports apparel market is further consolidated.

Lining achieved operating income of 13 billion 870 million yuan in 2019, an increase of 32% over the same period, and a net profit of 1 billion 499 million yuan, an increase of 109.6% over the same period last year.

XTEP international in 2019 achieved operating income of 8 billion 183 million yuan, an increase of 28% over the same period, and a net profit of 728 million yuan, an increase of 11% over the same period last year. The company said that the growth of performance came from the implementation of multi brand strategy. In 2019, XTEP International announced the launch of a multi brand strategy. During the year, 4 sports brands were acquired continuously, forming a multi brand strategy system.

In 2019, the business income of 5 billion 630 million yuan was 8.6% yuan, an increase of 8.6% compared to the same period last year, and net profit to the parent company was 430 million yuan, an increase of 42.4% over the same period last year. The company said that in 2019, the company anchored and satisfied consumers' preferences, and actively launched a joint venture with a number of classic quality IP products, successfully creating a series of explosions, causing a heated response from the market.

In terms of the overall situation of the industry, the rapid growth of sports apparel listed companies is closely related to the high level of industry. Benefiting from the general trend of consumption upgrading and the continuous popularity of the national fitness campaign, the sports apparel industry has sprung up and has huge market potential.

Data show that in 2013 -2018, the compound annual growth rate of sports shoes and clothing market reached 14.47%, and the market scale in 2018 amounted to 264 billion 760 million yuan. According to euro's international forecast, the compound annual growth rate of the sports footwear market in the next five years will reach 10.42%, which is significantly higher than the overall growth rate of the garment industry. In 2023, the industry scale is expected to reach 43 million 464 thousand and 600 yuan. Open source Securities pointed out that compared with the developed countries and regions such as Europe and the United States, domestic sports shoes and clothing market penetration is low, the ceiling is far away, and the market growth is very large.

On the market side, while the performance of listed companies is growing rapidly, the market competition is becoming increasingly fierce, and the industry differentiation is intensifying. In 2012, when Anta sports surpassed Lining to take the lead in the domestic sports apparel brand, the gap between the second sports teams and the top tier players continued to widen, and the leading position was continuously consolidated. As of 2019, Anta sports revenue and net profit for 6 consecutive years maintained double-digit growth, net profit for 3 consecutive years to maintain growth of more than 30%.

Other sports apparel brands adjust their strategies to avoid falling behind in a rapidly developing and competitive market environment. Take Lining as an example, in recent years, the company has continued to deepen the development strategy of "single brand, multi category and multi-channel" and return to the track of rapid growth.

With the growth of strength, the domestic sports clothing brand is gradually moving towards global competition. Take Anta sports as an example, the company is now the third largest sports apparel company after Nike and Adidas. In 2019, the company completed the acquisition of amamfin and opened the way of global operation. At the beginning of this year, Anta proposed the 5 year's "1 billion euro" 5 year development plan.