The domestic sports brands Anta, Li Ning, 361 Degrees and Xtep International have successively released their 2017 performance reports. Anta continued to stabilize the position of the domestic industry leader with 16.69 billion yuan in operating income and 3.99 billion yuan in net profit. Li Ning and 361 degrees operating income and Net profit also achieved positive growth. Only Xtep International's operating income and net profit declined year-on-year.

Anta's leading edge expanded
As can be seen from the chart, Anta maintained its industry leading revenue of 16.69 billion yuan in 2017, and its growth rate of 25.1% in revenue was also the largest among the four companies, further expanding its leading edge. The net profit was 3.99 billion yuan, a year-on-year increase of 29.4%.
Anta also stated in its annual report that the annual report reflects that the company has created the best performance in history. In 2017, Anta sold a total of more than 60 million pairs of shoes, more than 80 million pieces of clothing, and had more than 10,000 stores, directly creating more than 100,000 jobs. In 2017, Anta's market value exceeded 100 billion Hong Kong dollars, ranking third in the global industry.
In 2017, Anta strengthened the multi-brand matrix layout, acquired Hong Kong's famous children's wear brand Xiao Xiao Niu, and started a multi-brand strategy for the children's sports goods market. Currently, Anta owns Anta, Anta Children, Feile, Feile Children, DESCENTE, SPRANDI, KOLON SPORT and other brands, covering professional sports to mass sports, from high-end leisure to urban walking, to meet the needs of different consumers.
Speaking of Anta's future development plan, Anta CEO Ding Shizhong stated at the results conference that Anta will promote the Group's multi-brand new retail practice and accelerate the grasp of consumer upgrade trends in the fields of people, goods, and farms. Increased market share in running, boxing, basketball, women's fitness, comprehensive training and skiing.
Li Ning's brand is young and effective
Li Ning's 2017 performance report is also very bright. The operating revenue of RMB 8.874 billion was three years after Li Ning returned to the management of the company, and Li Ning was the nearest to its highest operating income of RMB 9.5 billion created in 2010. The annual net profit was 520 million yuan, and the increase of net profit of 56% was the largest increase among the four companies.
The industry generally believes that Li Ning’s performance recovery is a good use of social networks and e-commerce channels. In February of this year, Li Ning’s new explosive network released at New York Fashion Week was immediately acclaimed, and Li Ning was considered young. Close up.
In 2017, the proportion of Li Ning's e-commerce business revenue to total revenue continued to increase, accounting for 19% of the total revenue. Last year, Anta’s e-commerce revenue accounted for nearly 20% of its total revenue. The difference is that Anta's offline stores still maintained growth in 2017, while Li Ning's stores continued to decrease in size in 2017, from 6,440 at the beginning of the year to 6,262 at the end of the year.
Looking ahead, Li Ning said that it will continue to reform, in terms of products, will focus on building and consolidating the depth of Li Ning experience value, while the professional sports and fashion, entertainment, leisure and better integration. In terms of channel and retail operation support platforms, all business-oriented principles will be followed to improve efficiency. We will also continue to increase investment in digital operation transformation and rationally and prudently use resources to explore business opportunities and market potential.
361 degree emphasis on children's wear market
The children's wear market has seen an explosive growth in recent years. The competition for independent children's wear brands, adult wear brands extends to children's wear, and sports brands extend to children's wear. The domestic children's wear market is extremely fierce: Anta entered the children's wear field in 2008. Currently has Anta children, Fei Le children and the brand Xiao Liao cattle acquired last year; Li Ning also took back the agency of its children's wear brand, launched Li Ning YOUNG re-enter the children's wear market.
Children's wear is also the biggest highlight of the 361-degree 2017 annual report: Last year's total revenue was 5.158 billion yuan, up 2.7% year-on-year; net profit was 457 million yuan, up 13.4% year-on-year. 361 degrees had previously lowered the wholesale price of children's clothing products, and opened 66% of children's clothing stores to third and lower cities. The future children's clothing business is expected to grow rapidly.
Special deep-growing treadmill market
Unlike Anta, Li Ning, and 361-degree operating income and net profit, the special focus of the treadmill market's operating revenue and net profit decreased in 2017.
Ding Shuibo, Chairman and Chief Executive Officer of Xtep International stated that Xtep's 3-year strategic change has been completed in 2017 and Xtep has transformed from a fashion sports brand to become the preferred brand for Chinese runners.
However, it can be seen from the Xtep International 2017 annual report that footwear revenue is 3.258 billion yuan, which is nearly 8% lower than 2016 year-on-year. As footwear income accounted for 63.7% of Xtep's total revenue, it also led Xtep International to end its three-fold rise in operating income, falling 5.2% to 5.113 billion yuan, and net profit falling 22.7% to 408 million yuan.
People in the industry believe that in recent years, with social and economic development, improvement of living standards, vigorous development of national fitness, consumption upgrading, creating a huge sports goods market, but also creating a good external environment for domestic sports brand recovery and growth. The company’s own product development and marketing will ultimately determine the future development of the company.