Anta’s financial report shows that its revenue in the first half of the year reached 22.8 billion yuan, a year-on-year increase of 55.5%. It has maintained its position as China’s number one sports brand for nine consecutive years and ranks third in the global sporting goods industry.
What is the concept of 22.8 billion yuan? Comparing domestic sports brands horizontally, Anta’s half-year revenue is twice that of Li Ning, five times that of Xtep, and more than seven times that of 361°. From a global perspective, Anta’s revenue has also surpassed Adidas and Lululemon, second only to Nike.
The national trend is rising
Is Anta’s unstoppable trend the most vivid representative of the rising national trend?
In fact, in 2021, the performance of the entire local sportswear brand will be “rising.”
“Second eldest” Li Ning achieved revenue of 10.197 billion yuan in the first half of the year, a year-on-year increase of 65%, and net profit exceeded 1.962 billion yuan, a year-on-year increase of 187%; Xtep International also achieved Net profit increased by 72%; even 361 Degrees, which has always been undervalued, achieved revenue of 3.107 billion yuan and net profit of 401 million yuan in the first half of the year, an astonishing increase.
On the other hand, the performance of major international brands such as Nike and Adidas did not meet expectations. Adidas’s second-quarter financial report showed that sales in Greater China fell 16% year-on-year, a rare negative growth; Nike’s sales growth in Greater China also dropped significantly. Adidas CEO Casper Rorsted reluctantly admitted, “The demand in the Chinese market is now biased towards local Chinese brands rather than global brands.”
Yes, domestic sportswear The market landscape is changing. The improvement of residents’ consumption level and the improvement of national self-confidence have laid the foundation for the rapid rise of homeland sports brands. The Xinjiang cotton incident that broke out in March this year further ignited the public’s enthusiasm for supporting domestic products.
The national trend is becoming one of the important symbols of the rise of domestic products.
What is national trend? In 2018, Li-Ning launched the “China Li-Ning” series at New York Fashion Week to great success, officially sounding the clarion call for the rise of the national trend. After that, Guochao gradually evolved from the concept of “Chinese fashion brand” into a consumption concept and a consumption symbol. It can be said that the combination of the words “national” and “tide” has impressed the young people of Generation Z. Young people are willing to wear clothes with national style elements. They can confidently show their Chinese identity while also having fashionable taste. .
Hongxing Erke, which became popular due to the heavy rain in Henan, benefited from this. Hongxing Erke’s donation of 50 million aroused the patriotic enthusiasm of the Chinese people. Everyone flocked to the live broadcast room to “wild consumption”, and Hongxing Erke’s sales also achieved an astonishing multiple increase.
But there are also hidden worries beneath the grand occasion. Relying on national sentiments and “wild” enthusiasm cannot last long, and consumers will eventually become more rational. Hongxing Erke has returned to the public eye from decline, which is a great thing for the development of domestic products, but quality and design are still the foundation for the long-term development of the brand.
In fact, the violent national trend now has a tendency to deviate from the track. The popularity of Guochao began with original products. Nowadays, there are a large number of plagiarism and counterfeiters on the market, which will eventually have a negative impact on the development of this track.
At a time when plagiarism and counterfeiting are prevalent, being loyal to quality and originality is the way to go.
Is the sports craze really here?
Not long ago, a set of data came into our sight.
Data show that the proportion of people in my country who regularly participate in physical exercise has reached 37.2%. Moreover, per capita sports consumption continues to increase, with a year-on-year increase of more than 30% in 2020. At the same time, the number of sports-related companies in our country has also entered a blowout stage. In 2019 and 2020, my country has added more than 1.59 million and 1.8 million new sports-related companies respectively; in the first half of this year, more than 1.12 million new sports-related companies have been added, a year-on-year increase of 54%.
It can be said that the people’s demand for physical exercise has driven the development of sports-related enterprises. Sports enterprises have healthy competition and also provide economic services for people’s sports and health.
On August 3 this year, the State Council issued the “National Fitness Plan (2021-2025)”, once again putting the development of sports and fitness on the agenda. Thanks to favorable policies, the sports sector has seen constant changes, one after another. At the opening of trading on August 4, the sports industry sector led the gains in the two cities, with more than 10 sports stocks hitting the daily limit, and even Lehman Optoelectronics and Jinling Sports rose by more than 20%; in the following 20 days, the sports sector overall still maintained an upward momentum.
Speaking of this, we may have a question in our minds: During the epidemic period when large-scale sports events have been postponed and canceled and high-frequency sports consumer companies have been suspended, why did the entire sports industry What about showing a “thriving” scene to the outside world?
In 2020, sports companies have experienced a very difficult period. Any sports consumption and sports services based on offline scenarios are using their own losses to make way for epidemic control. At the same time, the downturn in the downstream has also spread to the upstream supply side, and the entire industry is in bleak condition.
But once the cold winter is over, life will emerge.
First of all, people trapped at home due to the epidemic have set off a wave of home fitness. The popularity of online fitness continues to rise, and the broadcast of sports events has attracted much attention.The battlefields of cloud fitness and cloud viewing are in full swing. According to statistics released by sports Internet platform PP Sports during the Spring Festival, the average number of spectators per game increased by 151.4% compared with last year’s Spring Festival.
Secondly, as a major public health event, the epidemic itself plays a role in raising public health awareness. Now that the situation is getting better and prevention and control has returned to normal, it is not difficult to imagine that the sports industry will usher in a release period or even an explosion period. The epidemic has led residents to strengthen their concept of sports consumption and promoted policy changes, which is even good for the long-term development of the industry.
Moreover, after the postponement of the 2020 Olympic Games, people’s long-suppressed enthusiasm for watching the games “exploded in silence.” With many postponed events in 2021, the Olympic Games and With the “seamless connection” of the Paralympic Games, the Asian Games and the Winter Olympics coming one after another, a wave of sports consumption is sweeping towards us. Anta made full use of its exclusive Olympic resource marketing, and put up the slogan “Building Olympic equipment for 28 Chinese national teams” on its official website, taking the opportunity to reap Olympic dividends.
As for Anta’s future development, Ding Shizhong said that we have chosen to still focus on the sports equipment track, consolidate technological research and development, and continue to incubate a multi-brand matrix with differentiated competitive advantages, covering different market segments and consumers in different professional fields. Extend the vitality of domestic sports brands infinitely. </p
