Core view
Search index: the popularity of local sports brands has returned to normal, and the attention of leisure brands has increased. Except for the hot search of sports brands due to the negative news that Adidas plans to sell Reebok consumer personal information, the popularity of other brands decreased to varying degrees in April. Anta fell from 144221 to 3522 from February to April, with a month on month ratio of – 70% in April. Li Ning’s heat in April rose from – 8% to 4773 month on month, returning to the level at the beginning of the year. Nike’s performance was relatively stable, and the index rose from – 5% to 10131 month on month. After Xinjiang cotton and Beijing Winter Olympics, the upsurge of local brand attention has gradually returned to rationality. The search index of the all cotton era soared to 2229 in March and continued to rise to 3482 in April, with a month on month increase of + 56%, which is mainly related to Guo Jingjing, the official brand spokesman, tmall parent-child day publicity, etc Biem.L.Fdlkk Garment Co.Ltd(002832) launched the super single “small collar T”, maintaining the hot growth trend since the beginning of the year, with a year-on-year increase of + 27% to 1605.
Content marketing: Li Ning, Nike, Anta, cotton era, lululemon and other overweight new media marketing. From the microblog in April, 101, 84 and 73 microblogs were added by cotton era, lululemon and Li Ning respectively, and 1.15 million, 500000 and 250000 comments were added by Li Ning, Anta and FILA respectively. Li Ning’s comments increased significantly, mainly due to the wide attention of multiple tweets with female spokesmen Zhong Chuxi and vamiss. According to the little red book in April, Nike has the largest number of notes and the fastest growth rate, which reflects the power of new media planting grass. ADI continues to maintain a high increment on a high base. In terms of other sports brands, the number of notes of Archaeopteryx and Anta has a rapid growth rate of + 13% / + 17% respectively, which is mainly related to the launch of new products by Archaeopteryx and the evaluation of Anta products.
Sports community: Li Ninghu has a high number of discussions, and the sales volume of goods recognition exceeds Nike. Tiger pounced on Li Ning with the highest number of discussion posts, and the number of views of Nike / 361 Posts increased by 154% / 270% month on month. The discussion content is related to star ball games and evaluation, reflecting Nike’s increased attention in the sports community. In terms of goods recognition, Li Ning maintained a good discount in April, and the sales volume of the top three products exceeded Nike; Anta and Adi have deep discounts, and the special step discount has improved month on month.
Risk tips: 1. Repeated epidemic situation; 2. Deterioration of competition; 3. Damaged brand image; 4. Systemic risk.
Investment suggestion: be optimistic about the long-term competitiveness of high-quality brands and pay attention to the undervalued high-quality leaders. In April, head sports brands Li Ning, Anta and Nike continued to increase their weight in new media and sports community marketing, and Nike’s attention rebounded; In addition, leisure brands such as cotton era and Biem.L.Fdlkk Garment Co.Ltd(002832) are also actively publicizing spokesmen, holding activities or launching explosive products, which has attracted widespread attention. In the medium and long term, after the Xinjiang cotton incident, the local head sports brand seized the opportunity to upgrade the brand, and the brand strength gradually stood at a new level. Recently, the consumer side is still affected by the general environment and fluctuates, but the safety margin appears after valuation adjustment. Recommended by us: sports wear, sportswear and sportswear.
