2019 Local Sports Brands Are Competing For The Market.

In 2019, the domestic garment industry grew more slowly, even more than a large delisting phenomenon. This year's double eleven business carnival, clothing category turnover accounted for a significant decline. But in the sportswear market, it shows a completely different growth potential. In this year, some of the stronger brands in the local sportswear brands are Anta, Lining, XTEP and PEAK.

In the first half of, Anta achieved operating income of 14 billion 811 million yuan in the first half of Anta, an increase of 40.3% over the same period last year, and realized a net profit of 2 billion 483 million yuan attributable to the parent company, an increase of 27.7% over the same period last year. In October, Anta's share price surged 101% in the year, and its market value exceeded HK $200 billion for the first time. In this year's double eleven electricity supplier Festival, the Anta group's electricity supplier ran 1 billion 830 million yuan, an increase of 63% over the same period in 2018.

In the first half of this year, Lining's revenue grew by 33% to 6 billion 255 million yuan. Related platform detection ended mid October, Lining stock price has risen more than 200%. In the 1 hours and 30 minutes after the opening of double eleven, the sales of Tmall Lining flagship store exceeded 300 million yuan and made a great breakthrough.

XTEP international revenue in the medium term of 2019 was 3 billion 357 million yuan, an increase of 23% over the same period last year. Operating profit amounted to 717 million yuan, an increase of 21% over the same period. In double eleven, it was a good result of winning 28 minutes.

Behind the growth is the result of the combined efforts of various brands and strategies. Today's consumer market is already young, and the millennial generation and even the Z generation are the main consumers. To promote better integration of the brand into the young market, local sports brands are becoming younger, fashionable and internationalized.

Embrace youth and open up products.

Unlike the shopping idea of 70 and 80s, it is more difficult for young people to grasp the trend of consumption nowadays. If they want to attract more attention from their products, they must have gimmicks on their products. This can be seen from the joint name of great heat in recent years. In the joint name, the domestic sports brand is also familiar with it.

Anta has launched a series of new products with Coca-Cola, Dong Bai group and the famous brand Opening Ceremony and NASA in the United States. It has made use of the joint collision to give the product momentum. It not only gains the affirmation of the consumer market, but also creates the young fashion label of the brand.

Lining also launched a diversified series of products with Debang express, Changlong group, Wanda, Newbee, Rick Ross, wilderness action and so on. More gimmick products can attract more attention from the consumer market. Lining has continued to consolidate the brand image of the country through joint names, and once again cut the favor of the consumer market.

XTEP's series with Holland house, boxing champion Mohamed Ali, Batman and STXER also attracted a great deal of praise.

In the crucial period of transformation, PEAK has made full use of the advantages of the joint name, not only with the Haier IP, people's daily, Ali tower, IDX and other popular names, but also released a joint series with their fans.

In addition to the routine operation of joint names, sports brands add value to products in other ways. The black technology "thunderstar", which appeared on the Winter Olympics, is designed and produced by Anta independently. It is the lightest and most breathable speed skating suit in the world. The "hydrogen running" series of running products, also known as "light" technology, is a popular series of Anta technology holdings.

Lining also released this year's "Lining?" flick technology two racing shoes - flying power and Tianma, with three characteristics of low density, high resilience and good fatigue resistance, which is a fast speed system for Lining, from a scientific and technological point of view, to bring more practical functionality to the product.

Another technology explosion will be PEAK's "extreme state". "State pole" is the main concept of "adaptive intelligence". It has the "adaptive" characteristics of traditional shoe midsole materials. This new subversive technology can achieve adaptive resilience and resilience according to different state of motion. In other words, this technology will "think", adapt and adjust itself according to the external information of people wearing and moving state, so as to bring the wearer a better experience. More human nature customized "state pole" brings PEAK not only the sale of products, but also the brand's popularity.

In addition, Anta is also making efforts in terms of environmental protection. This year's environmental protection product, the "training plastic" environmental protection technology series, is made from recycled plastic bottles made from recycled plastic bottles, and recycled polyester fabrics made by healthy environmental protection technology. Focusing on environmental issues and sustainable development will not only enhance brand image for Anta, but also show the pattern of corporate social responsibility.

As the basis of brand, product is the best endorsement of brand. No matter what efforts have been made in the product, it is ultimately necessary to return to consumers. Looking back now, it seems that these domestic sports brands have grasped the preferences of consumers, made full use of products to brand, and explored their own path in the consumer market.

Focus on globalization and steady layout

In order to achieve better development, brand is always inseparable from globalization strategy. After all, broader market means more opportunities. This year, in the development of globalization, domestic sports brands are progressing steadily. This year, Lining once again boarded the New York fashion week and Paris fashion week, and took the 19 autumn winter series with "row" as the theme to land in atoms con, Japan. In addition, Lining also boarded Complex Con to explain the strong rise of China's original movement trend to the world. Lining has been appearing on the world stage this year, showing a trend of fashion, fashion and globalization.

Focusing on globalization, Anta has its own ideas. After the acquisition of ARCTERYX and Salomon AMER Saloman Sports, Anta's global layout has made new progress. Because of the relationship of AMER Sports, Anta deepened its cooperation with Pathfinder. Compared with stepping out step by step, Anta's acquisition strategy can be regarded as a more convenient way to globalisation. Arc'teryx, Wilson, Austria ski equipment brand Atomic and other influential brands in different regions can speed up Anta's global layout. This year, Anta group's global retail headquarters, Shanghai Anta center, marks an important step in the Anta group's globalization strategy, and is a new milestone in the development of Anta group.

XTEP, which is taking the same strategy, acquired $260 million (HK $1 billion 749 million) this year to acquire the E-Land Footwear USA Holdings Inc. of the Korean E.Land World Ltd. clothing and love group, obtaining the ownership of the three major brands of K-Swiss, Palladium and Supra. After that, XTEP entered into a joint venture agreement with Wolverine to carry out the development, marketing and distribution of footwear, clothing and accessories in Saucony, Hongkong and Macao in the mainland of China, Merrell and its brand. The two brands have high reputation and reputation in the world, and the joint venture company will promote its development in China. At the same time, XTEP also said it would continue to explore business opportunities for mergers and acquisitions, obviously also wanted to follow the strategic layout of Anta, but XTEP can shape the next FILA to boost development, but also whether young consumers are buying.

When the development trend is good, it is inevitable for the brand to seek a larger market. Stepping into the international market can not only enhance the influence of the brand, but also expand the scale of the brand and create more value. With the growth of this year, the global layout of local sports brands is further promoted.

Overweight outdoor market and exploring consumption potential

In addition to being younger and globalized, another trend that sports brands have grasped in 2019 is the outdoor industry. Anta became the first Chinese sports brand to cooperate with International Olympic Committee. As an official sportswear supplier of International Olympic Committee, Anta will cooperate with International Olympic Committee until the end of 2022.

In recent years, the scale of the marathon industry has been increasing, bringing great potential to the outdoor sports industry. This year, Anta made its first breakthrough in the marathon industry, took part in the Berlin marathon fair and launched the new running shoes in Berlin, the famous Firmament store. In this year's Hangzhou marathon arena, the Lining brand, as a platinum sponsor, presents a professional and technology driven "Lining style rush experience" for 36000 Hangzhou runners. As a veteran player in the marathon industry, XTEP has sponsored 132 marathons and running events in the past 4 years. This year, XTEP sports and the China Athletics Association jointly launched the strategy of "national race for the whole nation to run smoothly". Through the sponsorship and running activities, the Chinese marathon was developed rapidly, and the Chinese marathon level was improved through award setting and incentive plan.

The clothing industry in 2019 was a year of recession, but the sports brand had gained a trend of growth. This year, the local sports brands not only refresh their trading records in the carnival of e-commerce, but also show a good trend in their business performance. The growth of sports brand is not only caused by the trend of consumption, but also closely related to the awakening of brand awareness. In the consumer market, the local brand image has already changed, and the domestic brands gradually have the strength to win the consumer market. The clothing market is changing rapidly, and in the rising sports industry, local brands are continuing to exert their strength and sail at that time.

Author: Li Yuanyuan