Who Is The Leading Brand Of The Local Sports Brand?

2012 domestic

Ranking battle: grassroots Anta calls the celebrity Lining.

There is no limit to sports and competition.

As a representative of the domestic sports brand, nearly 5 years ago, the dispute between "grass root" Anta and "celebrity" Lining's "leading brother" has almost never stopped.

Li Ning Co is born with "celebrity" lineage. It is a company that started in sports celebrities. It has long been the principal player in the domestic sports brand and occupies the high-end market.

The 2008 Beijing Olympic Games pushed Lining brand to a new height.

In the next two years, Li Ning Co ranked first among domestic sports brands, followed by Anta, ranking second.

Until 2011, Anta surpassed Lining and boarded the throne of the first domestic sports brand.

Anta roots up.

Because of being good at marketing and promotion, Anta made a rapid progress in Jinjiang.

In positioning, Anta gave up the positive confrontation with Lining and Nike and Adidas, and put enough emphasis on high-end positioning. At the same time, it refused the temptation of entertainment and leisure routes, and concentrated on building a professional sports brand at the low end.

Anta has positioned the consumer group as a grassroots group of non elite ethnic groups, positioning the two or three tier cities as a key market.

In September 2011, according to the semi annual report released, Anta exceeded Li Ning Co in the first half of 2011 and became the highest ranking local sport brand.

In fact, in the context of the serious homogenization of domestic sports brands, the decline of scale growth and the high inventory, it is not the most important thing for Lining and Anta to take the lead in big brother.

Cost War: "heavy assets" contest "light assets"

Cost war is also the focus of competition between Lining and Anta.

In the face of the downturn in the sportswear industry, Li Ning Co has always regarded itself as the "big brother of the industry".

Previously, the average wage and welfare level of Li Ning Co was the envy of the industry.

Li Ning Co is a light asset strategy enterprise, all products are produced by external enterprises, so the number of employees is relatively small. In 2010, the total number of employees in Li Ning Co was 4215, and the total amount of employees' wages and other welfare expenses amounted to 710 million 250 thousand yuan, with an average of 168 thousand and 500 yuan per employee.

But the industry believes that layoffs do not help Li Ning Co solve the core cost problem, high inventory is the key to the high cost of Li Ning Co.

It is understood that extensive expansion mode from 2008 to 2011 directly led to Li Ning Co's high cost mire.

In 2008, with the help of the lighting ceremony at the Beijing Olympic Games, Li Ning Co surpassed Adidas in the year to become the industry champion.

But after the end of the fiscal year of 2010, Li Ning Co was more than 600 million yuan in profit by Anta. So in 2011, Li Ning Co tried to recover the situation through two rounds of different price rises, and the price approached Adidas and Nike.

Rising prices did not bring benefits to Li Ning Co, but made Li Ning Co directly into the dilemma of high inventory.

Unlike Li Ning Co's "light asset" mode, Anta has built its own factory and implemented a "vertical integration" business management mode.

From upstream procurement, R & D, design, production, downstream brand marketing, channel distribution, and related after-sales service, Anta participates in every aspect.

The advantage of the "vertical integration" business mode is that, on the one hand, the product development process can be shortened by optimization, and the market trend will be better responded. On the other hand, the control of production can also improve the flexibility of production planning and make timely adjustments to the market changes.

Li Ning Co and Anta's efforts to reduce costs have not yet had a major impact on the overall downturn in the domestic sports apparel brands.

Anta expects orders for the two quarter will be reduced by 9%, and the number of stores in the whole year will be reduced from 7800 to 8000 in 8200.