Tingfeng is still that Tingfeng, but the domestic goods have changed
Use time to prove the rise of domestic goods.
In January 2022, Nicholas Tse has been endorsing Tebu for 20 years.
Ding Shuibo, chairman and CEO of the board of directors of Tebu group, told the times weekly, "Tingfeng has an extraordinary significance for Tebu. When Tebu entered the Chinese market in the early years, it was found that there are too many brands of sports clothing, and the homogenization and congestion are serious. In order to make differentiation, we thought of inviting entertainment stars to speak for us and create a precedent for the combination of entertainment and sports."
On October 9, 2020, Nicholas Tse invested 10 million yuan to subscribe for 5 million shares of Tebu and became a shareholder of Tebu. According to the closing price on January 14 this year, Nicholas Tse has held shares for 15 months, and the income has been close to 40 million yuan.
According to the financial report, in the first half of 2021, Tebu's operating revenue increased by 12.4% to RMB 3.597 billion, its operating profit increased by 36.5% to RMB 684 million, and its net profit increased by 72% to RMB 427 million.
Nicholas Tse and Ding Shuibo took a group photo again after a lapse of 20 years. Netizens joked: "Nicholas is still the same Nicholas, but special step has quietly changed its appearance."
The result of the special step is not an exception.
According to Euromonitor statistics, the market scale of China's sports shoes and clothing industry will reach 315 billion yuan in 2020, and the average annual compound growth rate will remain at a high level of 17.7% from 2015 to 2019; In 2020, even under the impact of the epidemic, the year-on-year growth rate will only decline by 1.5%.
Chinese sports brands are thriving and entering the "high-speed era" of development. According to the regular strategy of the textile and garment industry of Caixin securities, the market scale of China's sports shoes and clothing will reach 598.9 billion yuan in 2025, and the CAGR (annual compound growth rate) will be 11.62% from 2021 to 2025. The overall market scale of sports brands will continue to expand and grow rapidly.
It can be seen that domestic sports brands are reviving, and classic traditional brands are breaking through the shackles and pursuing innovation; The emerging niche brands are also confirming their positioning and seeking differentiated development.
the first echelon shows its magic power
When it comes to domestic sports brands, many people first think of Anta and Li Ning.
As the two giants in China's sports brand market, Anta and Li Ning have natural advantages in brand publicity and word-of-mouth marketing. According to the financial report, Anta's profit income in the first half of 2021 was 22.812 billion yuan, an increase of 55.5% over the same period in 2020 and 54% over the same period in 2019; Li Ning's profit-making income in the first half of 2021 was 10.197 billion yuan, an increase of 65% over the same period in 2020 and 63% in 2019. Both companies have ushered in a "small leap".
Since 2021, Anta's revenue in e-commerce has soared, with a year-on-year increase of 70.4% in the first half of the year, mainly due to the advantages brought by the transformation of DTC mode. Under the background of DTC mode and covid-19 epidemic, Anta strengthened the development of e-commerce, realized more direct communication with consumers, and had a more comprehensive grasp of commodity design, operation and sales after insight into public preferences
Anta released the picture of East Olympic uniforms and equipment source: Anta Weibo
Li Ning, who has been established for 30 years, has changed the previous "crazy store" model and fully implemented the offline "efficient big store" strategy. After closing 188 offline sales outlets (excluding Li Ning young), Li Ning opened the first urban theme concept store in Kuanzhai alley, Chengdu in May 2021. The store combined national tide elements with sports rhythm to create a national style experience place full of national characteristics and won high praise from the audience. Some netizens commented sensibly: "this is the call of 'China Li Ning' to the national tide."
E-sales has always been a weak part of Li Ning. According to the financial report, in the first half of 2021, the sales revenue of electronic channels accounted for 29.1% respectively, with a year-on-year increase of only 2.1%, and the sales revenue of e-commerce channels accounted for less than 30%.
In response to this problem, Lining released the group's mid 2021 results in the official account. It has a clear and clear plan for the e-commerce business sector: "the COUNTERFLOW platform of CF COUNTERFLOW" (BY Series) is built on the basis of sports and fashion, creating an independent product line with cultural emphasis.
"Now sports fashion style is in power, coupled with the influence of national tide, this is the general trend." For the achievements of Anta and Li Ning, Yang Dayun, a strategic expert in the garment industry, told the times weekly
Cheng Weixiong, a brand management expert in the footwear and clothing industry and general manager of Shanghai Liangqi Brand Management Co., Ltd., told the times weekly that the impact of the previous cotton incident on international brands has increased the share of local brands; The epidemic that lasted for two years had an impact on the distribution mode of international brands dominated by offline physical stores; Anta and Li Ning increase their online business, thus bringing new channels for increasing revenue.
second and third echelons catch up with Guochao bonus
Anta and Li Ning, as the number one players of domestic sports brands, have natural advantages in market share, so it's unnecessary to say. However, looking back on 2021, domestic brands such as Tebu, 361 ° and Hongxing Erke of the second and third echelons also benefited from the rise of national tide.
In July 2021, Hongxing Erke rushed to Henan to donate 5000 yuan of all things to set off "wild consumption". Hongxing Erke single day vibrato live sales exceeded one hundred million, total sales volume exceeded 600 thousand, a new sales high, "Hongxing Erke tiktok was bought sewing machine smoke" became the new Internet stem in late 2021 7.
However, after the heat, tiktok shook his account and continued to lose his voice. According to the times weekly reporter, as of January 14th, the number of fans of tiktok's official flagship store on the shaking platform was 13 million 943 thousand, compared with 14 million 556 thousand of the fans in November 14, 2021, and dropped 613 thousand in two months.
Cheng Weixiong said that wild consumption has a certain impulse, which is the sympathy and support for Hongxing Erke's support for the flood in Henan, but the brand stickiness can not be supported by sympathy alone.
Recently, the relevant person in charge of Hongxing Erke said in an interview with the times that Hongxing Erke is committed to providing more ways to express the enthusiasm of the new generation of consumers and integrating traditional cultural elements into national daily life. At the same time, we are looking for excellent national tide creators to cooperate with domestic animation IP, Henan Museum and other units to deeply cooperate with the brand and inject new Chinese cultural genes into the products.
On January 3, 2022, Xinjiang Yutian garment production base in hongxingerke was also officially put into operation. It is reported that the base will realize the full operation of 120 production lines and implement 4000 jobs.
Hongxing Erke not only benefited from the enthusiasm of domestic consumption, but also expanded.
In May 2021, Tebu's new brand xDNA and 2021 Shaolin series new product launch "Chaobai Shaolin" were held. On that day, nearly 70 million people were sold on tmall's super product day. In the second half of 2021, Tebu Shaolin Series sales increased by 300%.
Special step told the times weekly that the reason why special step chose to co sign with Shaolin IP is to see its multiple highlights as the carrier of "national tide". "Shaolin culture is an intangible cultural heritage for thousands of years, which is worth carrying forward and inheriting; moreover, Shaolin elements are very common in the game, suitable for people in Z era, and have their own circle genes."
Previously, Tebu opened its first new concept xDNA store in Changchun. According to the relevant person in charge of Tebu, the sales volume and store entry rate are improving. Before 2025, there will be 300 xDNA stores
Tebu xDNA trend store source: Tebu microblog
The performance turning point of 361 ° comes from the brand reconstruction plan launched.
Previously, 361 ° performance has been "mediocre". According to the 2018 financial report, the annual operating revenue of 361 ° increased by only 0.6% year-on-year to RMB 5.187 billion, and the net profit fell sharply by 33.5% to RMB 304 million.
In 2021, 361 ° performance will pick up. From the financial report, in the first half of 2021, the 361 ° operating revenue was 3.107 billion yuan and the net profit was 401 million yuan, a year-on-year increase of 32.9%.
The cotton incident is one of the opportunities for the development of domestic brands. In April 2021, 361 ° signed a strategic cooperation agreement with the national cotton industry alliance, becoming the first Chinese sporting goods brand to cooperate and promote with the national cotton alliance, connecting the three elements of "national cotton", "national goods" and "national tide" with brand products, causing a warm response in China's sports market.
In addition, 361 ° also continued to increase investment in sports events. In September 2021, the official sportswear of 361 ° Hangzhou Asian Games was officially released.
Coincidentally, 361 ° also makes full use of the way stars bring goods and IP co branding. It is understood that after 361 ° official publicity, Gong Jun helped the online sales exceed 10 million on the same day; In the first half of 2021, it successively launched Gouda co branding, with more than 60000 people making an appointment for rush purchase
"I am Oriental future" attitude poster source: 361 ° official website
With the fierce competition, sports brands have "rolled inside" in the marketing circle. On January 14, Hongxing Erke officially announced that it was officially authorized by the glory of the king. The first joint product is inspired by the skin of the glory of the king and will launch a series of cooperation throughout the year.
361 ° recently announced the signing of star Spencer dinwydy as the spokesman of its basketball category.
Cheng Weixiong believes that while consolidating the foundation of mass sports scenes, local sports brands need to have the ability to enter the first and second tier markets and play games with international sports brands. "The segmentation of medium and high-end brand scenes and the R & D ability of products in medium and high-end functions need to be continuously strengthened."
Referring to the future strategic deployment, the relevant person in charge of Hongxing Erke told the times weekly that the company will firmly take scientific and technological innovation as the brand strategy, continue to increase investment in scientific and technological innovation and R & D, improve the design soft power, enhance the retail expression of goods and become the representative of the trend of domestic goods through the double measures of "independent R & D + external co creation". "We should not forget our original intention, always close to consumers and become a national brand that Lbx Pharmacy Chain Joint Stock Company(603883) can afford and likes to buy." The person in charge said.
emerging brands emerge
The sports track is hot. In addition to the old sports enterprises, emerging brands also aim at this cake.
If we look at the world, lululemon, an international yoga clothing brand, has become a representative of close competition with established enterprises. Similarly, China's emerging brands have gradually emerged in recent years.
At the end of 2021, Maia active, a yoga clothing brand, announced the completion of round C financing of nearly 100 million yuan. According to the official website, Maya's annual growth rate reached more than 300% in 2019, and online sales alone exceeded 100 million yuan.
It is reported that Maya's "waist refined pants" has won the first place of tmall 618 women's fitness pants for two consecutive years, and has sold more than 250000 pieces so far. In 2021, Maya's omni-channel sales exceeded 300 million, with an average annual growth rate of 166%. The user retention rate was twice the industry average, and the customer unit price was four times the industry average, with a year-on-year increase of more than 20%. Among them, the number of re purchase users was 25% higher than that of new users.
The brand side expects that Maya will open nearly 50 offline stores by the end of 2022 and continue to deepen the offline layout strategy.
Particlefever, known as "sportswear trendy fighter", is positioned as "high-value", "niche" and "high-end". From universal traceless sports tights to sports lace fabrics, particlefever, which has only been established for six years, has been widely praised for its research and development in clothing technology.
In November 2021, particle fanaticism completed the round C financing of RMB 100 million invested exclusively by Hillhouse venture capital.
More and more consumers begin to pay attention to Chinese minority sports brands under the influence of national tide. "Large enterprises have a large market, but the large market has a wide audience and lacks personalization, so a niche market with good development momentum will be born in the future." Yang Dayun said to the reporter of the times weekly.
"The most important realistic basis for the rise of new brands is to understand emerging consumption trends and meet consumer demand." Ma Gang, a clothing brand expert, told the times weekly that the rise of new brands and the decline of old brands are normal business laws.
"Domestic brands will further compete in depth. Behind this is the further deepening of China's influence in the global position. What China will export to the world in the future is definitely not cheap clothing and the so-called 'big manufacturing country', but the characteristics of lifestyle and eastern culture to the world." Yang Dayun stressed.
