The “13th Five-Year Plan for Competitive Sports†recently issued by the General Administration of Sport has brought about good results for the industry. At the same time, several listed companies have just released excellent results in the middle report. The income of noblebirds has slightly increased year-on-year, and the first-half net profit of Rhine Sports has increased year-on-year. With an increase of 188.71%, industry insiders believe that the layout of the company has achieved initial success and that the sports industry will enter a period of rapid development.
According to the first-half results report, the main bird business was dull, and the sports industry was rapidly advancing. In the first half of the year, the company realized sales revenue of 1.018 billion yuan, an increase of 0.13% over the same period of the previous year, achieving a net profit of 157 million yuan, but a 9.9% year-on-year decrease in earnings per share. 0.26 yuan. Analysts said their earnings per share is expected to double.
In the first half of the year, Rheinland Sports realized revenue of RMB 1,299,272,476.26, an increase of 10.04% over the same period of the previous year; net profit attributable to the common shareholders of listed companies was RMB 23,081,905.98, an increase of 188.71% over the same period of the previous year The owner’s equity attributable to common shareholders of listed companies was RMB 1,303,065,954.85, an increase of 1.80% from the end of the previous year.
A number of enterprises reported satisfactory results in the middle of the year. At the same time, the “13th Five-Year Plan for Competitive Sports†recently issued by the General Administration of Sport has brought more positive news to the market. It is understood that the "plan" aims to speed up the construction of healthy China and a strong sports country, and further enhance the overall strength and international competitiveness of China's competitive sports. The plan proposes that in the management system and operating mechanism, it insists on reform and innovation, effectively changing the development mode of competitive sports, and further improving the quality and effectiveness of the development of competitive sports in China. Constantly optimizing the structure of competitive sports, the overall strength and international competitiveness of competitive sports have been significantly enhanced.
Sporting goods industry faces big challenges
Ping An Securities analyst said that with the "healthy China" strategic position continues to increase, market-oriented reforms in dividends and consumer spending power, the 5 trillion yuan market scale of the sports industry worth digging deep, it is recommended to pay attention to several types of listed companies: tournament operations, Including athletic events and popular events, such as the Chinese sports industry, Rhine sports, Chi Mei sports, etc.; sporting goods, including sports shoes and outdoor supplies, such as Pathfinder, Sanfu outdoor, etc.; sports tourism, such as Caesar tourism.
"The sports industry market will be more and more subdivided." An industry source told reporters. According to Yang Renwen, the founder of the media, the sports industry includes physical, ornamental, and participatory consumption. It spans industries such as media, services, and supplies, and has a long industrial chain and many links. He also believes that there will be opportunities for the future of the Chinese sports industry chain. Listed companies with market capitalization of RMB 10 billion or even RMB 100 billion.
China's sports industry has a lot of space
It is understood that the global sports industry, the overall size of 1.5 trillion US dollars, supplies accounted for 40%, services accounted for 50%. In the structure of China's sports industry, 75% is the sporting goods industry, and the service industry accounts for only 15%. According to industry insiders, this means that the service industry in China's sports industry has a lot of room, which means that the sporting goods industry will face great challenges.
“In the past 10 years, the outdoor industry has developed rapidly, but the market digestion capacity has also reached a bottleneck. Therefore, the shuffle is on the cards.†Sunny, a senior player engaged in professional running equipment sales, believes that the development of the first 10 years is closely related to the improvement of social living standards. I hope to gain a healthy living in the outdoors, and I also know that outdoor activities require specialized equipment and clothing in order to obtain a better experience. However, after the development of the outdoor industry, the production capacity has reached a certain balance, and there will be an excess of development. “And the people’s demand for outdoor products still needs time to improve, so shuffling is inevitable, so some companies started the idea of ​​running.†He believes that although running equipment has been constantly appearing in outdoor exhibitions, many people think that Running products have become a new growth point for outdoor products companies, but the running industry has not yet formed a scale and the industry volume is still too small. On the other hand, the requirements for equipment required for running are very different from those for the outdoor industry. The demand for running and off-roading by designers of outdoor products is actually unclear. Therefore, it is difficult to have successful cases.
Sporting goods companies secretly seek change
Jiang Jin, a veteran player and practitioner, believes that with the popularization of the concept of national sports, the market will continue to rise: “The average consumer’s awareness of the product continues to improve. For example, in 2013 we held an event with very few participants. Most of the costumes worn are football and basketball equipment. In the past year or two, the appearance of personnel equipment for participating in cross-country competitions has approached the professional level." In his opinion, until the "after 80" parents become mainstream consumers, the market There will be opportunities for blowouts.
A sports shoe designer told the reporter that with the improvement of people’s sports awareness, sales of running products have been rising. Along with the upsurge of outdoor sports and cross-country running, these two types of products have also been driven closer and more suitable. Dressed in everyday life, the demand for cross-country running in the market is now favored by the high degree of color recognition, which can meet the needs of different exercise intensity and daily wear and match.
It is understood that foreign companies can have large profits, mainly because they develop a wide range of outdoor sports goods, this "full outdoor brand" full range and professionalism. Market participants believe that domestic outdoor product companies have also evolved from a “narrow sense†to a “broad sense.†According to industry sources, Kaile Stone has always been propagandizing and focusing on climbing. It has also secretly laid out in recent years, and has actively prepared for the popularization of the national fitness campaign when market demand erupts.
According to industry insiders, the “bottleneck period†occurred when a large number of new sporting goods brands appeared, but there was no corresponding increase in consumer demand, which meant that the market structure was still full of variables: “For example, like the Pathfinder In the professional circle, when the market has entered the blowout period when the brand is not well-known and recognized, its product positioning and sales model may not keep up with the new wave of development, so it is also possible that The big brand 'eats' and becomes a sub-brand of the big outdoor group."
Expert opinion: There is a problem with the positioning of domestic companies
However, domestic companies also have positioning problems, such as long-term positioning in the sports and leisure brands, professionalism is not recognized by the market.
According to Jiang Jin, the reason is that the research and development capabilities, materials, and technologies have not kept pace: "They will dig up the entire design team of other brands, but they can only 'digging' into the design and can't dig the materials. After all, Many big brands have their own proprietary materials."
In addition, there are some niche outdoor brands that are born on behalf of processing factories. Because they have accumulated technical advantages, they can establish a brand on their own, but there is a clear gap between products and professional brands. "The domestic outdoor product market still needs a long way to go if it wants to break through," said one industry insider.
Source: Guangzhou Daily
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