Brand stock market growth map shoe strategy strategic adjustment

Editor's note: From the followers to the front runners, the confidence gained by ANTA Sports from the secondary market is reflected in the stock price. In spite of the unsatisfactory market situation, ANTA Sports' share price rose for two consecutive months.

According to the survey, as of January 6, 2012, the domestic market value of listed shoe companies, Quanzhou shoe Anta, 361 °, special steps, Peak were ranked third, seventh, ninth and eleventh.

In terms of market value, Anta ranks third with 22.244 billion yuan, second only to Belle and Yueyuan Group, surpassing Li Ning's 6.936 billion yuan, and 361 degrees to 6.99 billion yuan is second only to Li Ning. As the four major sports brands listed in Hong Kong at home in Hong Kong, Anta, Xtep, 361° and Peak are among the frontline camps for domestic sports products with strong development momentum.

The counter-trend rose from followers to front runners. The confidence gained by Anta Sports from the secondary market was reflected in the stock price. In spite of the unsatisfactory market situation, ANTA Sports' share price rose for two consecutive months. Statistics from the financial community show that in November 2011, Anta Sports rose about 14.42%. In December 2011, Anta Sports rose about 11.88%; Xtep International also achieved an increase of about 8.85% in December 2011.

Recently, Anta ranked 4th in 2010 and ranked 17th in the “2011 Chinese Brand Value Ranking” selected by international brand strategy consulting firm Interbrand, becoming the highest ranked local sports brand. In 2010, this honor also belongs to Li Ning.

“Enclosure” Strategic Adjustment In early 2011, sporting goods companies including Anta, Xtep, 361°, Peak, etc. have successively proposed the “Million Store Plan”. However, behind the branding “Staking”, the market accommodates. Limits, marketing management, etc. torture the company's terminal expansion boom.

For this reason, Peak lowered its 2012 forecast, and the net increase in stores in 2012 will be significantly reduced. It is planned to open 700 stores and shut down some stores at the same time. The number is about 500. In mid-2011, Anta had publicly stated that it planned to increase the number of ANTA Sports Products stores to 8,200 by the end of 2011. However, at the end of October 2011, Anta said that it has reviewed the 2011 store opening plan and will The number of goals was fine-tuned from the original 8,200 rooms to 7,800 to 8,000 rooms.

In view of the overall situation that the domestic sportswear industry has not been optimistic about since the second half of 2011, Anta management stated that the industry will be full of challenges in the next six months to one year.

The brand value should be improved. In fact, since 2011, when Li Ning, Anta, 361°, Peak and other domestic sports brands are facing enormous pressures such as slower growth, overstocking, and declining performance, international brands such as Nike and Adidas rely on powerful The research and development capabilities and sales experience have gained more and more market share in China.

Under the low-cost strategy of foreign brands, in 2011, Li Ning, Anta, Xtep, Peak and other sports brands raised their prices more than once, with double-digit gains. However, the increase in the value of the brand did not keep pace with the price increase, and the sales pressure of local brands suddenly increased.

“Serious product homogeneity and low brand added value are the main reasons why local brands suffer setbacks in competition.” In the industry analysis, though local sports brands can compete with international brands in terms of scale and volume, they are In terms of brand culture, etc., compared with established international companies, they are still far away from each other.

At present, local companies are working to change this situation. Peak Group CEO Zhi-Hua Xu said in an interview with the media that he hopes to obtain consumer recognition through the refinement and specialization of products. “As long as you sink, it is not difficult to achieve breakthroughs”. How to improve the service and sales of branches, so that the user satisfaction for the branch close to 100%, for consumers to bring a better shopping experience has also become the key to the strategic adjustment of Anta.

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