Multi Brand Precision Positioning Market Segments Leading The Industry To Fully Recover

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On the basis of Anta children, FILA, FILA KIDS and NBA, in February 23rd, at the annual conference press conference, Anta announced its 10 billion performance, and announced that it would establish a joint venture with Desanto (Descente) and Itochu (ITOCHU) from Japan, which exclusively operated and engaged in the design, sales and distribution business of all products with "Descente" trademark in China. Anta's brand matrix added another high-end professional sports brand.

The implementation of multi brand strategy is an important support for Anta to realize billions and hundreds of billions. It is also an important way for Quanzhou sporting goods enterprises, such as XTEP, 361 degrees, PEAK, Jordan and Hongxing Erke, to seize the market and tap the gold sports industry.

Multi brand precision positioning market segmentation

The reporter understands that in Anta's existing brand matrix, Anta is positioned in the mass professional sports market, providing high cost performance professional sporting goods for the masses of consumers. FILA is positioned in the high-end sports and fashion market, and provides sports fashion products for high-end consumers through cooperation with top global designers. Anta children, as the first brand of China's children's movement, will usher in a more rapid development with the formal announcement of the Anta youth football strategy and the release of the "two child" policy in China.

Ding Shizhong, chairman and CEO of Anta's board of directors, pointed out that in the future, Anta will cover different segments of the market through different brands, and do not exclude more brands joining Anta. "Annexation and merger will have opportunities every year."

The establishment of a joint venture with Descente (Desanto) is the first step in Anta's multi brand strategy upgrading, which helps to integrate supply and procurement capabilities, expand brand portfolio, and develop skiing and comprehensive training for high-end market.

It is understood that Descente (Desanto) is a famous sports apparel brand in Japan, which is the main ski product for high-end market.

In addition to Desanto, prior to the market rumors, Anta bought another sports outdoor brand Sprandi (Sprang Di), Anta also confirmed the news at the recent press conference.

Through multi brand precise positioning market segmentation, to the greatest extent meet the growing demand of consumers.

In addition to Anta, other sporting goods companies have also tried.

On the basis of the 361 degree movement, 361 degrees also introduced 361 degree children's clothing and the "Shang" brand of positioning the fashion movement. Besides, 361 degrees also joined the Nordic outdoor brand oneway to set up a Sino foreign joint venture.

It is understood that oneway is the sole supplier and sponsor of many national skiing teams, Olympic athletes and international cross-country skiing events. The cooperation with oneway will help 361 degrees further expand the Chinese winter sports market.

It is also understood that as at the end of June 2015,

Children's clothing accounted for 10.6% of the group's turnover, and the total number of children's clothing stores at 361 degrees was 2328.

In addition, in the group of more than 7400 shops, there are 1459 "three in one" or "two in one" stores, providing children's wear and brand products.

And XTEP is also constantly optimizing the product mix and quality. While strengthening the advantages of running and football category and expanding market share, it also promotes the sales of XTEP children's clothing products by increasing the market share.

Industry leaders to lead the industry to full recovery

In October 2014, the State Council issued the "opinions on accelerating the development of sports industry to promote sports consumption", and put forward the goal that the total scale of sports industry should exceed 5 trillion yuan by 2025.

The figures are still being constantly refreshed. In the 30 provincial governments' opinions, the total scale of the sports industry in 2025 has reached nearly 7 trillion yuan, exceeding the 5 trillion development target set before.

5 trillion the sports industry market of -7 trillion yuan has also provided new opportunities for the development of sports brand in Quanzhou.

As a gathering place for China's sporting goods manufacturing industry, Quanzhou has a good sports industry foundation, and there are more than 4000 sporting goods manufacturing enterprises in the city. Anta and 361 degrees are born.

Many famous sports brands such as PEAK, Jordan, Hongxing Erke and so on.

When the sporting goods industry entered the adjustment period in 2012, the major sports brands entered the downstream channel.

Through continuous innovation and pformation and upgrading, in the first half of 2014, Anta became the first enterprise in the industry to increase its business income growth. It opened the channel for the recovery of the industry. In 2015, Anta achieved the first breakthrough of billion yuan, reaching 11 billion 126 million yuan, and brought the Chinese sporting goods enterprises to a new height.

"In 2015, the achievement of Anta's 10 billion performance is of great significance for promoting the pformation and upgrading of the industry and enhancing the influence of regional brands, and further boosted industry confidence."

Professor Yang Shuqing, School of business administration, Huaqiao University, said.

As a leader in the domestic sporting goods industry, Anta, which has successfully pformed, has also become an industry weathervane and has led the industry's full recovery.

Although other sports brands' annual performance in 2015 has not yet been released, however, from 361 degrees, XTEP, PEAK, and so on, the sports brands in the first half of 2015 and the annual operating report have achieved positive growth.

In the first half of 2015, the net profit of the company's operating profit increased by 34.4% in the first half of 2015, and the group's turnover reached RMB 2 billion 200 million yuan, an increase of 5.7% compared with the same period last year. The operating income of XTEP in the first half of 2015 increased by 1 billion 380 million yuan, up 6.9% over the same period in 2014. XTEP's revenue rose 12% to 2 billion 391 million yuan in the first half of 2015.

In addition, orders for the third quarter of 2016 and the same store sales in the fourth quarter of 2015 also showed that 361 degrees, XTEP and PEAK also achieved a substantial increase.