Market Share And Performance Of Chinese Sports Brand Clothing Enterprises

In the first half of 2021, although the epidemic situation has been repeated, according to the data of the National Bureau of statistics, China's retail sales of consumer goods in the first half of this year show a rising posture: from January to June 2021, the total retail sales of consumer goods in China reached 21190.4 billion yuan, an increase of 23.0% year-on-year. Among them, the retail sales of clothing goods totaled 487.5 billion yuan, up 37.4% year-on-year, 1.5 percentage points faster than the first quarter.

Under this background, the clothing market has basically recovered to the pre epidemic situation, and the heat continues to rise, which is directly reflected in the performance data of Listed Companies in the first half of the year.

According to the mid year financial reports of 68 clothing listed enterprises sorted and counted by yingshang.com, it is shown that:

On the whole, among the 68 clothing listed enterprises, the total revenue of 20 enterprises is in the state of decline, and 14 enterprises are in the state of loss in net profit.

In terms of revenue, the total revenue of 68 enterprises reached 163.401 billion yuan, an increase of 14.27% over the same period last year (143024 billion yuan); The average growth rate of revenue was 12.74%, which was positive compared with - 15.75% in the same period last year.

There are five enterprises with more than 10 billion revenue: Anta sports, taobo, Ordos, Li Ning, Hailan home. In addition, it is worth noting that the half year revenue of Tebu international, SEMAR clothing and Pacific bird has exceeded 5 billion.

Anta Sports Co., Ltd., with the highest revenue, reached 22.812 billion yuan; The lowest revenue enterprises are Daphne international and Miguel international holding, with 50 million yuan and 60 million yuan respectively, both of which are less than 100 million yuan.

Li Ning is the clothing enterprise with the most obvious revenue growth, with an increase of 64.97%; The most obvious decline was in La chapel, with a decrease of 79.6% in the same period, followed by Daphne international, with a decline rate of 76.26%. Daphne international was the company with the worst decline last year.

In terms of net profit, the total net profit of 68 enterprises reached 18.084 billion yuan, up 73.90% over the same period last year (10.414 billion yuan); The average growth rate of net profit was 70.89%, which was extremely significant compared with - 96.49% in the same period of last year.

Anta sports has the highest net profit, reaching 3.84 billion yuan, which is close to Youngor's total revenue (3.851 billion yuan); The company with the highest increase in net profit was RANTZ shares, which reached 3343.58%. Among them, landsie and SEMAR clothing were garment enterprises with net profit of more than 1000%.

The lowest net profit was souyute, with a loss of 335 million yuan. At the same time, it was also the clothing enterprise whose net profit decreased by 3963.43%. In addition, the net profit of lesdan also fell by more than 1000%, down 1347.7%.

On the other hand, in the segment market, the revenue of sports outdoor category was the highest, with the total revenue of 10 enterprises reaching 62.683 billion yuan, which was also the category with the highest average growth rate, with an average growth rate of 27.05%; Shoes and shoes are the lowest category of revenue, and the revenue of 10 shoes is only 6.901 billion yuan.

In terms of the net profit of subdivided categories, the category with the highest net profit was still the sports outdoor category, with a total amount of 9.21 billion yuan, while the net profit of women's wear was the lowest at present, with an overall net profit loss of 111 million yuan; At the same time, women's clothing was also the category with the most obvious decline in net profit, with an average decrease of 37.92%. Correspondingly, the most obvious increase in net profit was in children's wear / mother and baby category, with an average increase of 585.47%.

Specifically, sports outdoor, underwear and children's wear are showing a good trend. The men's wear market is relatively stable, while the women's and shoes market has entered a period of weakness and recession.

· the popularity of outdoor sports is on the rise

There is no doubt that the biggest winner in the first half of this year is sportswear enterprises. In particular, Anta sports has surpassed Nike in its online performance. According to the data from tmall.com, Anta Group surpassed all international brands including Nike and ADI in the category of tmall industry from January to July, and ascended the summit on behalf of Chinese brands for the first time; Anta has become the designer of the Chinese delegation's award-winning clothes for many years in a row, and is also the official sports clothing partner of Beijing 2022 Winter Olympic Games and winter Paralympic Games. 　　

Li Ning, another popular sports brand, is not willing to be outdone. With the tide of "national trend" and the upsurge of star Xiao Zhan's endorsement, Li Ning has been on the hot search list for many times and achieved high topic exposure.

In addition, due to the influence of the wave of sports, Sanfu outdoor, Mudao flute, Pathfinder and other outdoor sports brands have also achieved significant growth in revenue and net profit. Although they are still inferior to sports clothing brands, with the rise of outdoor sports such as skiing and hiking, more explosive growth will be ushered in the future. 　　

·AMO plus underwear market

In the first half of this year, under the background of the hot market of sports underwear and rimless underwear, the adoration of the ancestor of domestic "steel ring underwear" was successfully listed. AMO's revenue in the first half of the year was 1.733 billion, second only to urban beauties in underwear category.

However, there are emerging brands in the underwear market, such as ubras, internal and external brands, which are favored by the capital market and consumers. With the rise of these new brands and the change of consumption trend, traditional underwear brands such as urban beauty, anlifang and amo are also facing the problem of how to grasp the minds of young consumers.

Balabala leads the children's wear market

After the announcement of the "three children" policy opening on May 31, the development of children's clothing market ushered in a new impetus. Among them, the most obvious one is that SEMA clothing, which mainly focuses on children's clothing revenue, has not only become the highest revenue enterprise in children's wear category, but also its brand Balabala is also a children's wear brand with a market share of ￥ in children's wear market.

· Hailan house is still the strongest representative of men's wear

In the men's wear category, Hailan home is the only men's wear enterprise to break the 10 billion mark, and its net profit also occupied the first place of men's clothing listed companies in the first half of this year. Li Bang is the most obvious decline in revenue of men's clothing enterprises, reaching 61.86%, and the net profit is in a state of loss, and the net profit decreased by more than 300% compared with last year. 　　

In addition, other men's wear brands, such as septenaeus, the parent company of GXG, such as Mochang group, baoxingniao, biyinlefen and Shanshan, are in a positive cycle in terms of net profit and growth, although their performance is not dominant; However, hudu, China clothing holdings and Libang all had some net profit losses in Chengdu. 　　

· "weak" women's wear market, net profit plummeted

Women's wear is the most mature subdivision category in the whole clothing enterprise, and also one of the most competitive categories. Judging from the revenue of 13 listed women's clothing enterprises in the first half of the year, taipingniao ranks first in revenue, Jinhong group and winner fashion rank second and third respectively.

Surprisingly, in the first half of this year, the net profit of souyute dropped sharply, with a net profit loss of 1.335 billion yuan, far exceeding that of La charbell, who was on the verge of delisting. Soyute owns leisure clothing brands such as "fashion front" and Elle women's wear, which are mainly rooted in the third and fourth tier markets. However, the epidemic situation has led to a serious decline in business, increased inventory pressure and tight funds. This situation will not recover until 2021. If the revenue continues to decline in the second half of the year, the net profit can't be turned into a profit. Soyute may take the old road of La charbelle.

· exquisite women's shoes are gradually "forgotten" by the market

In the past, women's shoe brands such as Daphne, lelsdam, Saturday, Qianbaidu, etc. once occupied half of the shoe market. But now, these women's shoe brands are also the most obvious ones in terms of performance decline and loss. Among them, Daphne International's revenue decline is the most obvious. Among the 10 shoe enterprises, Aokang international has the highest revenue and the highest net profit, and the net profit of shoes is more than 100 million, and three of them (Saturday, leisdain and wanlima) have net profit loss.

The decline of women's shoes market is not only due to the trend of consumption turning to comfortable sports shoes, but more importantly, the difference in design and style of women's shoes is extremely small. At the same time, the inventory pressure of women's shoes enterprises has not been relieved. Faced with the impact and impact of the market, Daphne international, which has the lowest revenue of shoes and shoes, has also made transformation efforts, such as upgrading stores and updating brand logo, launching cross-border products with American fashion brands such as opening ceremony, Zhou Bichang and Disney, etc., and dabbling in sports shoes, but none of them has been able to save the declining situation. Gradually forgotten exquisite women's shoes, if you want to return to the peak will go a long way. 　　

On the whole, the clothing industry performed well in the first half of 2021 thanks to the Xinjiang cotton incident and the slogan of "supporting China". In the face of diversified and personalized consumer demand, garment enterprises have accelerated the integration of online and offline, launched a variety of methods, such as multi brand, changing style, de stocking, optimizing channels, etc., to break the situation and turn the tables. Although there are still many enterprises are still in the loss situation, but in the good prospects of clothing enterprises, there will be more surprise results in the second half of the year.