In The Era Of E-Commerce, China's Sports Brand Is Slowly Recovering.

Anta is a relatively outstanding performance. Its profit in 2014 was 1 billion 700 million yuan, which was even larger than that of XTEP, PEAK and 31st.

Last year, Anta made an in-depth reform of the channel from wholesale mode to

It shares market information and sales data with distributors, and provides precise ordering guidelines to encourage them to flexibly make up orders.

The number of Anta stores was 7622 last year, a decrease of 135 during the same period, and the efficiency of stores increased by 24.7% over the same period last year.

Anta is now working on a multi brand strategy to cater to different consumers.

At present, the company has Anta, FILA, children and many other product lines.

Ding Shizhong, chairman and CEO of Anta's board of directors, aims to break billions of revenue this year.

"The sports industry is recovering, but many enterprises can hardly return to their original state in the short term. Other than Anta, others are still in a painful pformation stage."

Beijing key road sports consulting company CEO Zhang Qing said.

In 2012, sports brands who had made a lot of money by sponsoring sporting events and marketing agents and agents were suffering from channel disease.

Because the hierarchical distribution system leads to inefficient information communication, it is difficult for brands to obtain effective data from terminal consumers and track accurate inventories, so that they are in crisis.

Since then, supply chain adjustment has become their main theme.

Like Anta, XTEP also optimized distribution channels last year, increasing the number of distributors from 28 to 37, and closing 250 inefficient outlets to achieve normal inventory levels.

In the past, XTEP, which focuses on "fashion sports", is now turning to "professional sports" pformation.

However, this also means that the overall change of product development, design, channel and retail business remains to be seen.

In 2012, Lining, the elder brother, took the lead in carrying out the channel reform, but he was under a lot of pressure because of its multi stakeholder interests.

In November last year, founder Lining had to return to a company that had been losing money for 3 years to take over as chief executive officer.

At the beginning of this year, Lining established the inclusive market analysis.

Planning, consumer communication programs and other 7 categories of core business unit.

At the same time, it began working with Xiaomi company to make intelligent hardware.

321 degrees will focus on the children's market. Last year, its children's clothing stores increased from 1858 in 2013 to 2142.

It also worked with Baidu [micro-blog] to develop intelligent children's shoes with tracking and measuring functions.

The profit growth of last year was 88.2% to 397 million yuan, but 110 million yuan was receivable. If the factor was eliminated, the net profit last year was 287 million yuan.

The company's net profit in the first half was 263 million yuan, and its profit in the second half was only about twenty million yuan.

It also led to a 15% drop in share prices after its earnings announcement.

PEAK, who was snatched away from CBA sponsorship by Anta, is pushing overseas.

Last year, PEAK's sales in foreign markets reached 650 million yuan, an increase of 23% in total operating revenue.

But the capital market seems to have doubts about this fifth ranking company. Despite the double increase in revenues and profits, PEAK's share price fell slightly by 0.91% on the day of its earnings announcement.

Conclusion: in the era of e-commerce,

Change strategy is the kingly way. Because there are primitive word-of-mouth accumulation and efficient brand effect, I believe there will be some breakthroughs in the near future. Let's wait and see.