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In the past two years, for sports brands such as Li Ning, Anta, and 361, they have been involved in outdoor products in order to seek new growth. However, judging from the financial reports of various brands in 2013, the involvement in the field of outdoor products did not bring them the desired apple.
In the field of outdoor products, why did Li Ning disappoint with water? In the fierce competition in the brand, they can highlight the encirclement?
Traditional sports brands are involved in outdoor activities. Keeping the same level of pain, they are more courageous than entering the realm of freedom. They want to go out. This is one of Li Ning’s latest series of copywriting. In the Li Ning Exploration Store on the health road in Zhengzhou City, it was posted in the most prominent position.
At last year's ISPO Beijing Sporting Goods Expo, Li Ning’s professional outdoor brand Li Ning explored its official debut and announced its entry into the outdoor products industry. Now, the impression of Li Ning in Zhengzhou citizens may still remain in the sports fashion and urban leisure stages. However, Li Ning exploration has been blossoming in Henan. In addition to Zhengzhou, it also entered Zhumadian, Jiaozuo, Xinxiang and other markets.
In the eyes of people in the industry, Li Ning is involved in outdoor products industry is preparing to open up another profit-generating income path outside the main business, in order to ease the current competitive pressure in the field of traditional sports shoes and apparel.
Like Li Ning, other sports brands such as Adidas, Anta, and 361 have entered the outdoor products industry for the same purpose.
Because, their days have not been too bad: net profit for the first time in the five years since the listing of ANTA Sports fell in 2012; 361 2012 full year net profit under nearly 40%, 2013 gross profit decline is even more from 16.5% in 2012 To 28.2%; Xtep's full-year net profit decreased by 16.18% in 2012. The first gross profit growth in 2013 was negative; Peak Sports' 2012 net profit fell to the lowest level in the past five years. In 2013, gross profit still dropped by 12.4%.
Compared with the winter sports bleak scene of the sporting goods industry, the outdoor products industry is full of vitality. According to data from the China Sporting Goods Federation, between 2002 and 2012, the annual growth rate of the outdoor outdoor products market in China exceeded 40%, forming over 10 billion yuan. market.
The sales situation this year is not particularly optimistic, but the outlook is promising. Mr. Wu, who is responsible for several well-known outdoor sports brands in Henan and beyond, said that the development of outdoor sports brands in these two years has been rapid. Every year, a large number of domestic brands have appeared. Domestic sports goods have also entered the field of outdoor products. Including Anta, Li Ning, 361, etc. have a special outdoor series.
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Traditional domestic sports brands have turned to outdoor routes
Traditional domestic sports brands have turned to outdoor routes. Date: 2014-05-30 14:10