Three Big Companies Operating Data In The First Quarter, Or Can Spy On Sports Equipment Market Hot And Cold

Recently, a number of sports brands including Anta, XTEP and China trend (Kappa) released operational data in the first quarter of 2019. Under the uncertainty of the overall macro-economy, we may be able to spy on the current hot and cold situation of China's sports equipment market through a series of latest data.

Anta: it is still high, but the growth rate slowed down year on year.

The retail sales of Anta brand products (calculated at retail value) in the first quarter of 2019 compared with the same period in 2018, recorded a low 10%-20% growth. The retail sales of other brand products (calculated at retail value) in the first quarter of 2019 showed an increase of 65%-70% compared with the same period in 2018.

In 2018, the two data were 20-25% and 80-85% respectively. It can be seen that Anta is still growing fast, but slightly slower than the crazy growth in 2018.

XTEP: retail sales grew by more than 20%

XTEP's sales in the first quarter of 2019 rose to double digits, and overall retail sales grew by more than 20%.

Kappa: under the line performance has not reached the goal, same store sales decline should be vigilant.

In the first quarter of 2019, the group Kappa brand store (excluding Kappa children's clothing business and Japanese business) recorded a year-on-year increase in the number of retail outlets of the entire platform. Among them, the offline business is flat with the same period last year, and the electricity business has recorded an increase of 35% to 45%.

In the same store sales, from the same quarter last year, the Kappa brand store (excluding Kappa children's clothing business and Japanese business) was calculated. In the first quarter of 2019, the same store sales of the whole platform decreased year by year. Among them, the offline business recorded a high number of units declined, the electricity business recorded a 35% - 45% growth.

As of the first quarter of March 31, 2019, the number of Kappa brand shops was 1207 (excluding Kappa children's clothing business and Japanese business), representing a year-end year-end net increase of 27.

China's trend indicates that the group Kappa brand business is in spanition. In the first quarter of 2019, thanks to continuous product improvement and effective marketing strategy, online business growth was obvious and consumers continued to be younger. Although the overall performance of the offline industry has not yet achieved its goal, the retail performance of shopping centers is obviously better than that of department stores from the channel level. Therefore, the group will continue to develop strategies in accordance with established channels to increase the proportion of retail outlets in shopping centers. In addition, from the perspective of product category, shoe products have been out of the trough after a year of reform, which has increased by nearly 50% over the same period of the previous year.

As of the first quarter of 2019, customer adjustments related to the first step of channel reform have been completed. The self management system and the direct business customers account for more than 90% of the total business. Next, the group will actively promote the retail end system of the direct customers and the company's ERP system, so as to provide accurate information for the next rapid product mobilization. At the same time, the two new national logistics distribution centers will be completed in the next quarter, providing a guarantee for the rapid flow of products, and the full circulation of products will soon start.