Inventory Of Sports Footwear Industry In 2015

In 2015, the national good policy for the support of football, Beijing won the 2022 Olympic Winter Olympics, plus the overall situation in the sports industry improved, the layout of the enterprise and the market.

It is possible for Lining to return to anything. XTEP and 31st degree regress professional sports have gone through a lot of twists and turns. Looking for the strength of EW Balance and Jordan's trademark lawsuit, it has also aroused great concern in the industry, which has set the alarm for the protection of trademark in enterprises.

The female market, the double 11 Carnival and the development of new technology have come together in a different way in 2015.

1. the sports industry is improving.

Over the past few years, major sports brands have been beset by inventory crises. Now, the industrial recovery has begun.

In the 2016 first quarter of August 31st,

Revenue grew by 5% over the same period last year, and sales in the Chinese market increased by 30% over the same period last year.

In the third quarter, revenue growth increased to 13% and net profit reached 311 million euros, an increase of 10%. Andrew achieved 28.5% growth in the two quarter ended June 30th, and 20%+ growth for 21 consecutive quarters.

Several major sports brands in China have developed well, and their performance in the first half of the year has also increased steadily.

Anta's revenue increased by 24% to RMB 5 billion 110 million yuan, a record high; Lining group's revenue continued to grow, an increase of 16% to 3 billion 641 million yuan compared with the same period last year; XTEP's turnover was 2 billion 391 million yuan, rising 11.97% year on year; the 360 degree group's turnover reached RMB 2 billion 200 million yuan, up 5.7% over the same period last year, and the increase was 22%; PEAK achieved a turnover of 1 billion 380 million yuan, an increase of 6.9% over the same period in 2014, and the net profit margin rose from 2014 to 6.9% in the same period.

The company achieved 1 billion 17 million yuan in business revenue, an increase of 2.19% over the same period last year.

Comments: with the trend of sports craze, XTEP and 361 degree brands have returned to professional sports this year.

The two have made clear that they will pay more attention to sports, but they will not abandon the original fashion movement completely.

Although the sporting goods industry has gradually improved, competition has become more intense.

Traditional sports brands must be aware of the tendency of more specialization of consumption, pay attention to the technological content of products, and constantly innovate and develop, so as to establish the brand and product professionalism and keep their positions.

In April 24th, the intermediate people's Court of Guangzhou made a first instance decision. New Balance's new hundred Lun Trading (China) Co., Ltd. used the registered trademark "new hundred Lun", which infringed the trademark exclusive right of others.

New Balance appealed against the first instance and renewed the case in November 5th.

In addition, in July 27th, the Beijing Higher People's court announced the two judgment of Jordan's image trademark in the media platform of Michael Jordan, and dismissed Michael Jordan's appeal request to cancel Jordan's sports dispute trademark registration.

Comment: New Balance, which has been copied by Shanzhai brand, has become a tort party. The brand predicament faced by New Balance actually has a warning.

With the continuous development of the Chinese market and the increasing number of intellectual property disputes at home and abroad, the issue of intellectual property protection has attracted increasing attention and attention.

If foreign companies can not carry the awareness of trademark rights in the Chinese market, they will also be troubled by lawsuits like New Balance in the future.

Finally, who will win the lawsuit, we will observe the result.

3. Puma's future is uncertain and sold again.

Last year, the news that the famous German sports brand Puma (Puma) would be sold was once in a great uproar.

But at the beginning of this year, Puma owners, French luxury group KeringSA (Kai Yun) CEO publicly denied the rumour, and said they were confident that they could fight Puma's turnaround.

Previously, Puma announced third quarter earnings, net profit fell 31% year-on-year, at the bottom of analysts' expectations.

The news of Puma's sale was again rumor, and Kering spokesman declined to comment.

Comment: in the past eight years, Kering has been trying to reverse the decline of Puma, but the effect seems to be not obvious.

If Puma's recovery is too slow, for the luxury giant to open the cloud, stripping the sports apparel industry and focusing on luxury business may be a matter of time. Then, where will Puma go?

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4. Lining returned to "anything is possible".

In August 8th, on the day of the 25th anniversary anniversary, Lining (China) Sporting Goods Co., Ltd. announced the resumption of the slogan of "everything is possible" and gave up the slogan "let change happen" which has been used for 5 years and has spent a lot of money.

At the same time, Li Ning Co also announced that the company's strategic direction will shift from sports equipment providers to "Internet + sports life experience" providers.

Comments: in 2010, Lining announced that the brand should be reshaped, and the slogan changed to "let change happen", trying to mold itself into "post-90s Lining".

As a result, the Li Ning Co ended its rapid growth and plunged into a downward trend.

Lining, who has taken a detour, is now restarting to pform to "Internet +", expecting Lining to usher in a new leap.

5. Anta, XPD, etc.

In March 2015, the state passed the general plan of China's football reform, which required government at all levels to increase investment in campus football.

In October 26th, Anta released the "just to play" football strategy at Hengda football school in Guangdong, announcing its formal entry into the football market, hoping to start from the bottom line and support the long-term development of Chinese youth football.

Anta said it will strive to achieve the first domestic market share in three to five years.

In addition, you invest in Spain's most cattle football brokerage company, XPD football equipment Group Co., Ltd. listed in Australia, are in their own way to force the football market.

Comment: with the escort of the national policy, whether it is for the football industry chain or the Chinese football itself, this is a great development opportunity. Next, the youth will become a huge potential consumer group of football shoes, and the football market will have broad prospects.

Carle football club, such as the United States and the Shu Lai lion, have also taken the opportunity to expand their market share and increase their research and development efforts.

6. sports brands dig deep into the female market.

This year, Adidas's "sister" themed marketing has put forward a new slogan -- "sisters, no impossible", and released a series of diversified female product lines; in 2015, Nike, who was determined to play a big role in the female market, appointed Dong Yingying as vice president and general manager of Greater China; this year, New Balance also announced that it entered the competitive sports and leisure market, and planned to mail the catalogue to more than about one million American women. In August, the American pop star Rihanna (Rihanna) was the latest Puma product to promote the shooting sports fashion, and the Creeper series of Rihanna and Puma was sold in only three hours.

Comment: in the past two years, women's market has been attached importance to the brand of sports shoes and clothing. This year, sports brands are digging deeper into the female market and grabbing market share.

The female market has been taken seriously. To a certain extent, it shows that the sports industry is developing towards a fragmented market. Specialized and differentiated products will become the trend of future development.

7. double 11 marketing war, international and domestic brands are divided.

With the development of electricity providers, enterprises have also increased investment in electricity suppliers. This year's double 11 sports shoes industry, domestic brands are fighting against international brands.

The brands that enter the whole network sports shoes sales TOP10 are: Nike, NEW BALANCE, Lining, Adidas, XTEP, Anta, Hongxing Erke, Jordan, 361 degrees, and Cage.

Among them, Nike accounted for 12.44% of the sports shoes brand 11 of the total sales of the first network.

Tmall platform Lining brand overall paction volume of more than 200 million, ranking first in the domestic sports industry.

In this year's double 11 marketing campaign, XTEP's marketing layout is the most eye-catching, omni-directional All in prepares for battle, not only with Tmall 18 different categories TOP merchants joint marketing, but also denounced tens of millions of huge sums of money to sponsor Tmall double eleven party.

Comment: this year's double 11 Shopping Festival has become the carnival of the world. Tmall's double 11 day trading volume has reached 91 billion 217 million yuan, which has greatly refreshed the record of last year.

The double 11, the major sports brand layout, data, behind the business is strength and endurance of the comprehensive contest.

8. intelligent technology has attracted more attention and become a new development point of the industry.

Nike COO Eric Sprunk mentioned at the GeekWire summit that Flyknit technology is the development goal of the company. The development of 3D printing technology may subvert the textile industry; in October 7th, Adidas released its 3D print running shoes series "Futurecraft3D" concept map and video; Under Armour Armour positioned itself as a smart wearable technology manufacturer, announcing that all products should integrate some of the intelligent functions more or less in the next few years.

Comment: in recent years, smart wearable equipment has become a new trend. Andemar actively attacks smart wearable devices. Once again, it clearly shows that the trend of smart apparel for sports apparel factories is coming. In the future, smart wearable devices are not only the competition among consumer electronics factories, but also the big brands of traditional clothing brands will become competitors one by one.

And 3D printing technology as a new attempt, if it can be achieved, will become a new wave of sports shoes, 3D printing will be the future of shoe manufacturing.