Recent Development Of Domestic Sports Brands: Lining's Tide And XTEP's March Into The Basketball Market

While sports fashion is sweeping the globe, the local sports market continues to improve. According to Euro statistics, the retail sales of China's sports apparel industry reached 264 billion 800 million yuan last year, an increase of 19.5% over the same period last year. Among them, the market share of sportswear and sports shoes accounted for 54.5% and retail sales amounted to 144 billion 500 million yuan.

Among the local sports fashion brands, the number two brands of Lining and Anta are the most dazzling. These two brands have also become the light of the domestic sports brand in the past two years, catching up with the trend of international brands such as Adidas and Nike. And the distance between XTEP and the 31st degree has gradually started to increase. The 31st degree has started to lag behind, XTEP has exceeded 360 degrees, and has steadily entered the first tier of the domestic sports brand.

Since August, Anta and 31st degree have fallen into silence, while Lining, once announced the first half of the year's financial report, once brushed the screen, XTEP signed Jeremy Lin, also announced the brand to the professional basketball game attack news.

Just a few days ago, Lining announced the interim results for the 2019. The report shows that Lining group's revenue in the first half of this year reached 6 billion 255 million yuan, up 32.7% from the same period last year, with net profit of 795 million yuan, up 196% over the same period last year. With the tide of "China Lining", Lining has established its position in the local sports market and its influence in the minds of young consumers.

Whether it is the four brush international fashion week or the strike competition, it is Lining's proof of being younger and younger. The international fashion week is the integration of brand and international fashion. It is the platform for Lining to let the Chinese see, and electric racing is the best way to approach young people.

It has been nearly 20 years since the outbreak of electricity from abroad to China, and the whole industry is still on the rise, and there are still huge job vacancies. According to foreign media reports, the bonus of the 2018 global competition was $152 million, an increase of 32% over the same period. The number of spectators at the peak of the single match competition reached 129 million.

When E-sports become a kind of sports events, its core competitive spirit has the same essence as traditional sports events, but compared with traditional sports events, the attracting crowd is different. Take China as an example, the main concern group of E-sports events is the young group who are playing games, which is consistent with the consumer groups that Lining wants to attract. The main trend of Lining and the cultural connotation that the brand wants to convey is in some ways the same as the Chinese E-sports club that is heading for the world.

Meanwhile, XTEP signed the young basketball player Jeremy Lin this summer, which means that XTEP is marching towards the basketball market. Basketball matches are the battlefields of athletes. The shoes worn by athletes are the battlefields of major sports brands.

In the domestic sports brand camp, XTEP's position is relatively awkward, not top-notch nor bottom. In the past, once the "hat" was brought to the "blind date" event, it turned out that it turned out to be a face to face with all kinds of Arts and celebrities. Now that Jeremy Lin is signed, it can be imagined that if XTEP can make full use of Jeremy Lin's influence, it will create certain influence in the basketball market and take over the next market.

But for XTEP, it is better to put more energy on the product to enhance its brand status and influence in basketball. Only in this way can XTEP enhance its position in the domestic sports brand market.