Six shoe companies earned 100 billion yuan in the first 6 months of the year, in the end who is paying?
Since the beginning of August until now, major brands have continuously announced financial reports for the first 6 months of the year. Judging from published data, in the first half of this year, six major sports brands, Anta Sports, Nike China, Li-Ning, Adidas China, Xtep and 361, generated a total revenue of 94.994 billion yuan , nearly 100 billion yuan, much higher than the scale of the niche market segment.
The economic situation in 2023 changes from optimistic to pessimistic. In just half a year, all social classes are "fighting over prices". However, the footwear and sports apparel industry is an exception, with consumers even complaining that some of the top sports brands in the country "seem to be raising prices". With an average consumption of more than 500 million yuan/day, in the end who is paying?
Based on data from research and consulting agency Euro-Monitor, the average sports shoe market grew by 14.3% per year, but it seems that this year "big brands grew twice as much in the same period" right up to Adidas also got a piece of the market share - which is rare. Earlier this year, Adidas was also questioned about whether it was "losing Chinese consumers" due to its continuous decline in business operations.
In early August, Adidas released its financial report for the second quarter of 2023. Adidas Greater China's revenue increased by 16.4% year-on-year and achieved double-digit revenue growth in all sales channels row. Financial reports previously revealed by Nike also show that the company's revenue in mainland China has grown for three consecutive quarters and sales of footwear, apparel and equipment products have grown in China. double-digit level.
Under the "revival" of sales revenue from Nike and Adidas, the agents of these two brands are also somewhat easier to breathe. Pousheng International, the parent company of YYSPORTS, achieved revenue of 10.96 billion yuan in the first half of this year, an increase of 11.1% over the same period last year.
Looking back at the domestic brands as a whole: In the first half of 2023, none of these brands will have their retail chains broken. The revenue of Li Ning, Xtep International and 361 were 14.02 billion yuan, 6.522 billion yuan and 4.312 billion yuan, respectively, with year-on-year increases of 13%, 14.8% respectively and 18%.
The highlight is that on the evening of August 22, Anta Sports filed its first half 2023 financial report: revenue increased by 14.2% year-on-year to 29.645 billion yuan, and net profit increased by 39.8% year-on-year same period last year, to 5.26 billion yuan. Thinking back three years ago, in mid-2020, this brand's revenue was less than 15 billion, only 14.669 billion yuan, which can be considered a qualitative leap.
So where does the money come from?
Using "technology" as leverage to dominate the market?
So the question remains: Six shoe companies earned 100 billion yuan in the first half of the year, in the end who is paying?
In the past six months, the general perception of the outside world is that consumer demand is sluggish, why are Anta and Li Ning's performance so good?
It is said that the epidemic has stimulated people's demand for health and sports, so sports shoes and clothing have also increased again. Previously, Guosen Securities concluded after comparing the capital market before and after the pandemic as follows: Retail sales of shoes and clothing will recover significantly.
There is also another point of view: saving money may be an important reason why most people choose sports brands.
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