Adi Wang can only be four brands of. Look from the comprehensive competitiveness of the market in the first-tier and second tier cities, Nike, Adidas, represented by well-known international sports brand, with its strong financial strength, cutting-edge design, powerful branding and marketing capabilities, occupy leadership. Domestic brands, professional sports positioning Li Ning, Anta and Xtep sports fashion positioning, but also rely on high brand awareness, reputation, network layout gradually improve, market share is growing rapidly. They occupy the relevant professional sports and entertainment resources, leaving the rest thirty-four elegant birds and latecomers class space and resources are very limited. Revenue from corporate size and growth, the 2008 --2,012, Anta main revenue CAGR of 13.29%, 361 degrees 39.24 percent, to 17.95% Xtep, Peak was 9.19%. 2013 January to June, sales of 3.367 billion yuan Anta, gross margin 41.11%; Xtep 2.098 billion yuan sales revenue, gross margin 40.19%; 361 degrees 1.998 billion yuan sales revenue, gross margin 39.01%; Pick 1.173 billion yuan, gross interest rate of 34%. Same period, the elegant birds sneakers gross margin was 38.25%, 40.43% below the peer mean, also lower than Anta, 361 degrees, the level of special steps. However, gross profit margin 41.16% of its sportswear, ranked first peer, peer mean of 37.81%. 2012, ANTA sales revenue 7.623 billion yuan, net profit of 1.359 billion yuan, gross margin was 37.95%; income of 6.739 billion yuan Li Ning Company; Xtep sales of 5.55 billion yuan,
net profit of 810 million yuan, gross interest rate of 40.68%; 361 degree sales of 4.951 billion yuan, net profit of 715 million yuan, gross margin was 39.84%; Olympic sport for 2.903 billion yuan sales income, net profit 311 million yuan, jordan 4
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gross margin 36.45%. 2011, sales revenue of 8.905 billion yuan Anta, special steps for 5.54 billion yuan, 361 degrees of 5.569 billion yuan, 4.647 billion yuan for Olympic. Accordingly, Erke, revenue size and elegant birds such brands generally in the top ten, but after six or seven on the list. R & D R & D capability, the Li Ning, Anta, special steps, etc. are strong. Anta, for example, which has annual R & D investment accounted for 3% -3.5% year revenue. This calculation in 2012 R & D investment of about 300 million yuan. In addition to its team of designers local designers, as well as designers from Japan, Korea, Italy, the United States and around the world. Anta has its own science laboratories, sports shoes and apparel comfort, safety, functionality and professional conduct innovative research techniques. The lab has more than 100 scientific and technical personnel and technical management personnel, the introduction of a large number of the world's most advanced equipment and tactics, the establishment of China's first professional basketball player foot databases. This capability elegant birds such brand is still unable to catch up. Elegant birds, also known as its core R & D personnel have 134 people, with an annual balance of 1130 and 1800 balance sneakers sportswear design capabilities.
However, insiders pointed out, due to family management component is too strong, the number of shares of its corporate internal staff to zero, so the design flow of talent is more serious, R & D team instability. And ordering from the channel side, Li Ning, Anta and other brands are currently in the channel to sort out, such as "channel revival plan," Li Ning. Faced with high inventory pressure, they also began ordering patterns change, breaking the previous simple wholesale ordering patterns, to take a combination of futures and spot patterns. The little bird is still almost entirely wholesale dealer orders, highly dependent on the dealer too risky. In the enterprise management level, Anta, Li Ning and other cooperation with AT Kearney, McKinsey, JWT and other specialized international agencies, enhance enterprise core competitiveness. The elegant birds such brands, is still basically stuck in the era of family management. In the domestic sporting goods industry, from multiple angles brand influence and reputation, product design and development capabilities, comprehensive market share, revenue size, network layout, brand operations management capabilities, international sports sponsorship and international market influence, etc. comprehensive measure. Elegant birds have always stressed that the four-tier cities is their market advantage. As of June 30, 2013, elegant birds in the shop for the 415 first-tier cities, accounting for 7.5%; 914 second-tier cities, accounting for 16.6%; third tier cities 2054,