the global athletic footwear industry changed

the global athletic footwear industry changed.

Sudden global financial crisis has not only changed the pattern of the world's financial industry, but also to the Chinese sporting goods industry has brought no small vibration. The formation of the domestic sporting goods industry for many years to Nike and Adidas account for the mainstream market structure, is gradually disintegrated, Li Ning, Anta, Peak, and a series of special step is the rapid rise of domestic brands. Comparison of domestic and international sport performance brand in 2009, the beginning of sporting goods industry is not hard to find "country back into the ocean," Trends.

The performance of different domestic and international sports shoes brand

2009 is the year frustrated foreign sports shoes brand. Such as air Jordan air max shoes air force shoes of these classic series in China, not as hot as in the past.In which the income of Nike shoes in China fell into the quagmire, according to December 17, 2009 from September to November 2009, released the latest quarterly financial report of statistics, as of November 30, Nike Greater China 404 million in revenue U.S. dollar, down 3%. One footwear revenues 210 million U.S. dollars, down 1% year on year; apparel revenues 170 million U.S. dollars, down 7%; sports equipment revenue 25,000,000 U.S. dollars, down 2%. Revenue declined, Nike Greater China sales and administrative expenses increased, resulting in lower profit margins. It is understood that Nike shoes is not only a sales decline in the Chinese market, some time before the closing of the only of its own factories in China. Another sporting goods giant Adidas's sales in the Chinese market is not optimistic. Adidas shoes recently released third quarter 2009 financial report shows sales for two consecutive quarters of negative growth in the third quarter, down 7% year on year, marking the biggest drop since 2009. According to relevant reports, the adidas Group sales in the third quarter of 2.888 billion euros, with the same period in 2008 compared to 3.083 billion euros, net of currency, down 7%. In addition, Japan's largest sports brand Mizuno, closed the deficit in China's 200 stores. Belle, Daphne, etc. are now fading out one after another international sports apparel agency.

Compared with foreign brands in 2009, the domestic sports shoes brand more popular with consumers, in the first half of 2009 sales revenue or net income, whether there are rapid growth. It is understood that Li Ning first half of 2009 grew 32.4% to reach 4.052 billion yuan; net profit rose 41.6% to reach 473 million. On the net, the first half of 2009 Li Ning first time the world's second largest sporting goods maker Adidas. ANTA Sports Products Limited announced first half 2009 interim financial report, as of June 2009 within 30 days of the first half, turnover achieved 27.7% year on year growth of about 2.82 billion yuan, gross margin increased 2.6 percentage points, reached 41.5%. In addition, the net profit of 608 million yuan, up 40.1%. Following the trend in China, Li Ning, Anta, special steps and 361 °, the Peak Company September 29, 2009 landed in Hong Kong capital market, becomes the sixth and sporting goods companies listed in Hong Kong.