Wait And See Lining And Anta'S "Lead The Big Brother" Dispute.

< p > who is the leader of domestic sports brand? It has become a difficult question to answer.

But it is certain that on the one hand, the two giants of Nike and Adidas quickly swallow the local market on the one hand; on the other hand, local brands rapidly fall from high income and high growth, and the market pattern accelerates fission, and the competition is becoming increasingly fierce. Meanwhile, the rapidly rising Sports and leisure market has a huge impact on traditional sports brands.

For the enterprise itself, there is no way out except to clarify the position and seek to break through.

The competition between Li Ning Co and Anta's two brands is the true portrayal of this dilemma.

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< p > < strong > ranking battle: grassroots Anta calls the celebrity Lining < /strong > /p >

< p > campaign is endless, competition is not stopped.

As a representative of the domestic sports brand, nearly 5 years ago, the dispute between "grass root" Anta and "celebrity" Lining's "leading brother" has almost never stopped.

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< p > Li Ning Co is born with "celebrity" lineage. It is a company that started in sports celebrities. It has long been sitting in the leading position of domestic sports brand and occupying high-end market.

The 2008 Beijing Olympic Games pushed Lining brand to a new height.

In the next two years, Li Ning Co ranked first among domestic sports brands, followed by Anta, ranking second.

Until 2011, Anta surpassed Lining and boarded the throne of the first domestic sports brand.

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< p > Anta roots.

Because of being good at marketing and promotion, Anta made a rapid progress in Jinjiang.

In positioning, Anta gave up the positive confrontation with Lining and Nike and Adidas, and put enough emphasis on high-end positioning. At the same time, it refused the temptation of entertainment and leisure routes, and concentrated on building a professional sports brand at the low end.

Anta has positioned the consumer group as a grassroots group of non elite ethnic groups, positioning the two or three tier cities as a key market.

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< p > September 2011, according to the semi annual report released, in the first half of 2011, Anta surpassed Li Ning Co to become the highest ranking local sports brand.

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< p > in fact, in the background of the serious homogenization of domestic sports brands, the decline of scale growth and the high inventory, it is not the most important thing for Lining and Anta to take the lead in the eldest brother. The important thing is who can become the benchmark of domestic a target= "_blank" href= "//www.sjfzxm.com/".

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< p > < strong > cost War: "heavy assets" contest "light assets" < /strong > /p >

< p > cost war is also the focus of competition between Lining and Anta.

In the face of the downturn in the sportswear industry, Li Ning Co has always regarded itself as the "big brother of the industry".

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Less than P, the average wage and welfare level of Li Ning Co is the envy of the industry.

Li Ning Co is a light asset strategy enterprise, all products are produced by external enterprises, so the number of employees is relatively small. In 2010, the total number of employees in Li Ning Co was 4215, and the total amount of employees' wages and other welfare expenses amounted to 710 million 250 thousand yuan, with an average of 168 thousand and 500 yuan per employee.

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< p > but the industry believes that layoffs do not help Li Ning Co solve the core cost problem, and high inventory is the key to the high cost of Li Ning Co.

It is understood that extensive expansion mode from 2008 to 2011 directly led to Li Ning Co's high cost mire.

In 2008, with the help of the lighting ceremony at the Beijing Olympic Games, Li Ning Co surpassed Adidas in the year to become the industry champion.

But after the end of the fiscal year of 2010, Li Ning Co was more than 600 million yuan in profit by Anta. So in 2011, Li Ning Co tried to recover the situation through two rounds of different price rises, and the price approached Adidas and Nike.

Rising prices did not bring benefits to Li Ning Co, but made Li Ning Co directly into the dilemma of high inventory.

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Unlike P and Li Ning Co's "light asset" mode, Anta has built its own factory and implemented a "vertical integration" business management mode.

From upstream procurement, R & D, design, production, downstream brand marketing, channel distribution, and related after-sales service, Anta participates in every aspect.

The advantage of the "vertical integration" business mode is that, on the one hand, the product development process can be shortened by optimization, and the market trend will be better responded. On the other hand, the control of production can also improve the flexibility of production planning and make timely adjustments to the market changes.

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< p > Li Ning Co and Anta's efforts in cost reduction have not yet had a major impact on the overall downturn of the domestic sports apparel brands.

Anta expects orders for the two quarter will be reduced by 9%, and the number of stores in the whole year will be reduced from 7800 to 8000 in 8200.

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< p > < strong > Olympic Games: sky price sponsorship PK dream team < /strong > /p >

The Olympic Games with p less than 4 years have always been the main battleground for sports brand competition.

2012 London Olympic Games will be opened soon. Li Ning Co and Anta are all ready to compete with each other.

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< p > Li Ning Co executives have said publicly that the core strategy of this year is the Olympic strategy.

The director of public relations of Li Ning Co has also introduced before. "We will make use of the opportunity of London Olympic Games to sponsor the national team and connect the image and concept of Lining, the first sports brand of China, to better connect with Chinese consumers and enhance the brand image."

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< p > it is reported that the Li Ning Co has successfully grabbed the sponsorship of the 5 Olympic teams in gymnastics, diving, table tennis, shooting, badminton and so on.

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< p > Anta is not backward at all. It even plans earlier and bigger.

In July 26, 2011, the countdown to the London Olympic Games was 1st anniversary. The Anta Sports Products Limited presented a grand tribute to the Chinese athletes at the Anta flagship store in Beijing -- Anta's reprinted plum blossom award dress.

It is understood that the signing of the Chinese Olympic delegation and the sponsorship of the 4 year 600 million yuan price, as a strategic partner of the Chinese Olympic Committee in 2009~2012 years, Anta, in addition to providing the award equipment for 10 International Olympic events for the Chinese sports delegation, will also take an in-depth part in the promotion of the Orin PEAK campaign in China, involving many fields such as excellent athletes, coaches training, Olympic education, environmental protection and so on.

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< p > according to authoritative data statistics, international sports giant Nike and Adidas spend 5% to 10% of their sales revenue each year, which is 40 times of the development and investment of Lining, Anta and other local first-line sports brands. Unlike Nike and Adidas, they sell creativity and culture. Local sports brands pay more attention to product sales, blindly copying and copying, and upgrading the industry shuffle is the trend of the times.

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< p > how will the new market structure evolve in the wave of shuffling? What is the outcome of the battle between Lining and Anta's "leading brother"? Let's wait and see.

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