361 Degree: Multi Brand Market Segmentation, Deep Tillage, Category Coverage, And Professional Demand.

Yesterday,

The group announced its full year performance in Hongkong as at December 31, 2015.

According to the financial report, the turnover of the 361 degree group increased by 14.1% to RMB 4 billion 459 million yuan in 2015.

Gross profit is RMB 1 billion 823 million yuan and gross margin remains stable at 40.9%.

Equity holders should account for an increase of 30.2% to 518 million yuan in profits.

In terms of business, as of the end of 2015, the layout of 361 degree sports terminal stores was 7208.

361 degrees

Sustained performance was strong, with an increase of 16% to RMB 600 million yuan, accounting for 13.2% of the group's turnover and 2350 stores.

In 2015, 4 orders were held at 361 degrees, and all orders were increased beyond expected.

"At the present stage of China's economic development, the public has a huge demand for recreational and recreational activities, and the mass movement is entering a more specialized stage.

With the implementation of the reform of the central government, encouraging and stimulating domestic consumption has laid a solid foundation for the sustainable growth of China's sports apparel industry.

361 degrees president Ding Wu said that it will continue to consolidate the multi brand strategy and category subdivision strategy, fully return to the product to meet users' professional needs and sense of experience.

At the same time, in 2016, 361 degrees will take the Olympic Games to open up overseas markets and believe that 361 degree future is promising.

361 dimensions, five big business bodies, multi-dimensional overall strength

With effective measures to enhance the efficiency of single store, the new mode of electric business has been speeded up rapidly and the pace of internationalization has been speeded up. In 2015, a beautiful report card was harvested at 361 degrees. The net profit of the whole year increased by 30.2%, and the five main bodies were multi-dimensional.

Multi brand segmentation market, deep tillage, category coverage, professional needs

In 2015, 361 degrees continued to consolidate the multi brand subdivision development strategy of collectivization, accurately positioned multi-level audience, and comprehensively covered different needs of consumers.

Strengthen the 361 dimensions movement, 361 degree children, ONE WAY outdoor brand, overseas market and e-commerce five main bodies of multi-dimensional integration force.

Judging from the current business situation, the group's five major business entities show a significant growth trend.

In addition to the multi brand horizontal development, the 361 degree movement continues the longitudinal deep tillage category strategy.

With the worldwide "hot runner" soaring year by year, the 361 degree running category will become the core growth point by aiming at the huge demand of the running market and promoting the continuous upgrading of running products with the help of science and technology.

In addition, the deep ploughing of other categories such as basketball and comprehensive training will satisfy the needs of more consumers while also contributing to the continuous improvement of the overall category strategy.

Children at 361 degrees

Since its establishment in 2009, it has been profitable for 6 consecutive years. In 2015, its contribution to the group continued to exceed 10%. The children of 361 degrees have taken the lead in the children's clothing market with huge potential and rapid growth.

In November 2015, the "two child" policy was fully opened in China. This will promote the demand for children's clothing to continue to gradually release and enhance the structural consumption of children's clothing. The demographic dividend brought by the new wave of baby boomers will stimulate nearly a trillion yuan of consumption in the four or five years, and pry up a potential huge market.

ONE WAY, the top outdoor sports brand from Finland, has continued to deepen its layout. The three main products of cycling, skiing and outdoor exploration have filled the gap of the consumer market in Greater China.

ONE WAY has opened 47 self operated stores in 23 core cities of China, including Beijing, Shanghai and Shenzhen.

Beijing's successful bid for the 2022 Winter Olympic Games will bring opportunities for China's winter sports related fields. ONE WAY will become the next growth momentum of the 361 degree group.

Focus on improving terminal store efficiency and upgrading the electricity supplier system

The establishment of a consumer oriented retail management system and a sustainable business profit model is still the focus of the 361 degree layout in 2015, which has also gained broader market space for 361 degrees.

Increase investment, build product research and development, subdivision of products, upgrade terminal payment methods, etc., 361 degrees to improve the efficiency of single store has adopted a series of measures, has achieved remarkable results, same store sales in 2015 for 4 consecutive quarters to achieve a high number of units climbed.

In the future, 361 degrees will continue to optimize the channel layout around the user scenario, enhance the flat efficiency of single store units, enhance core competitiveness and quick response capability, so as to further expand profits.

In terms of e-commerce, the 361 degree has always attached importance to the strategic planning of the electricity supplier system.

Based on the change of consumer behavior, 361 degrees is continuing to improve the modern e-commerce system, and gradually enhance the proportion of products and categories of electronic commerce products, especially the electronic business platform has become the 361 to the joint launch of Baidu intelligent children's shoes, 361 degrees and music, as well as the smart shoes and other intelligent products.

The new business model has been rapidly iterated. At present, the proportion of 361 degree online products and traditional store products accounts for half of the total.

In the future, for the upgrading and iterative development of e-commerce business, the 361 degree group has made a clear plan.

Overall start of Olympic strategy, speed up layout, overseas strategy

In addition to focusing on the existing core businesses, 361 degree actively expand new businesses and take the lead in opening up overseas markets.

In 2015, the international layout of 361 degrees was further speeded up.

361 degree international is targeted at professional retailers in the US and Brazil, targeting high-end and professional running products.

As of December 11, 2015, the 361 degree group had 116 sales outlets in the United States, 415 outlets in Brazil, and 30 sales outlets in Europe, laying a solid foundation for the 361 degree brand globalization.

During the year, the innovative technology of 361 degree International's Sensation and KgM2 two running shoes was especially popular in the market. Sensation took the most valuable "recommended product" (Best Buy) in the US authoritative monthly runtime world.

2016 is the sports year. As the official partner of Rio Olympic Games in 2016, the 361 degree Olympic Games has fully launched the Olympic strategy.

From Asian Games to Universiade, from Universiade to Youth Olympic Games to Rio Olympic Games this year, 361 degrees continue to support the world's top comprehensive sports meet. This is the cornerstone of 361 degree brand building, and also one of the strategic layout of 361 degree expanding overseas market.

Through the support of a series of the world's top large-scale comprehensive sports meet, the target area Olympic Committee and the national team, the 361 degree movement has gained a high reputation in various countries and regions. In 2016, the 361 degree Olympic Games in the Rio Olympics will be fully promoted, and it will continue to contribute to the overall strength of the 361 degree overseas market.