All four domestic sports brands have received good performance feedback

Thanks to the newly improved fashion design, Li Ning's orders in the new quarter maintained a steady rise. On April 23, the latest order and operation announcement released by Li Ning Co., Ltd. showed that, based on the listing price, the product orders of Li Ning's franchised dealers (excluding Li Ning YOUNG) at the order meeting had achieved stable growth for 18 consecutive quarters.

From the perspective of same-store sales performance, as of March 31, 2018, the overall same-store sales of the platform achieved a low growth of 10% - 20% on an annual basis; In terms of channels, retail (direct operation) and wholesale (franchised dealer) channels have achieved an annual growth of 10% - 20% in low and medium units, and e-commerce virtual store business has increased by 30% - 40%. In addition, Li Ning's sales points have achieved an annual growth of 10% - 20% in the platform retail flow, while offline channels have achieved an annual growth of 10% - 20% in the low segment; E-commerce virtual store business achieved a high growth of 30% - 40%.

It is understood that as of March 31, 2018, the number of Li Ning's outlets totaled 6730, a net decrease of 66 compared with last year. Among them, Li Ning YOUNG stores increased by 27, and retail and wholesale businesses decreased by 47 and 46 respectively. In January, Li Ning took over 361 dealers under the authorized agent, and the brand is still optimizing its channels.

Previously, Li Ning said that he would actively optimize the channel structure, continuously improve the channel efficiency, close and transform inefficient and loss-making stores, and open more efficient or large-scale stores with experience concept. During the year, the overall retail flow achieved a high number of growth, and the retail discount and sales rate continued to improve.

It is worth mentioning that according to the 2017 financial year report released in March this year, Li Ning's operating income reached 8.874 billion yuan, up 10.17% year on year. The net profit for the whole year was 515 million yuan, down 19.9% year on year. If we ignore the 313 million yuan obtained from the sale of 10% shares of Hongshuangxi in 2016, the net profit will increase by 56%. In terms of revenue composition, the revenue of Li Ning's main brands accounted for 99.4%.

The analysis shows that the launch of Li Ning's sports fashion series has changed consumers' views on the products. Previously, Li Ning's "Wudao" series has won consumers' praise. The design elements of this series are unique and well publicized. After the online and offline platform sales, the popular products sold out instantly. According to the order situation of this order meeting, the sales situation of Li Ning's products is in a stable situation. Affected by the design, it will continue to rise in the future. If Li Ning continues to work hard in the design, it will seize more markets.

It is worth noting that Anta, Li Ning, Tebu and 361 ° have released quarterly data recently. Affected by the Spring Festival and other factors, the four brands have received good performance feedback.

As of March 31, Anta's sales in the first quarter increased by 20% to 25% compared with the same period in 2017. More interesting data is that in addition to the main brand of Anta, the sales of other brands under Anta Group, mainly FILA, increased by 80% to 85% year-on-year. This figure was 40% to 45% in the same period last year, and now the growth rate has doubled.

During the period, the average same-store sales of Tebu achieved a low double-digit growth compared with 2017. The retail discount remained at a low level of 7.5 to 80%, and the retail inventory was at a healthy level of about 4 months.

361 ° also achieved comprehensive growth. The retail sales of the main brands in the first quarter achieved a high single-digit growth year on year, the children's clothing brands achieved a high unit growth rate, and its outdoor brand ONE WAY achieved a low double-digit growth rate.

I have to say that the four major local sports brands can relax temporarily.