The marketing strategies launched by listed sports companies in the Mainland for the Olympics may, in the short term, be beneficial to the company’s product sales and brand image, and the performance will be greatly improved within a short period of time. However, in the long run, there will not be much practical help for the development of the company. The long-term development of the company depends on the strength of the company itself, on the company's business philosophy and other resources, rather than short-term event-based stimulus.
The hosting of the London Olympics not only became the carnival of the athletes, but also became an important stage for the sports listed companies to compete against the Olympic marketing methods. Anta Sports is no exception. People in the company say that for Olympic marketing, the company mainly uses the “Event Marketing Pyramid,†which consists of superstars and sports team strategy.
Previously, thanks to the award-winning “Champion Longfu†for the Chinese sports delegation, Anta Sports was one of the most popular Olympic concept stocks in the market, and previous data also showed that the company’s sponsorship spending on the Olympic Games reached About 6 billion yuan.
However, some analysts said in an interview with this newspaper that the marketing strategies launched by listed sports companies in the Mainland for the Olympic Games may, in the short term, be beneficial to the company’s product sales and brand image, and its performance will be within a short period of time. There will be a substantial increase. However, in the long run, there will not be much practical help for the development of the company. The long-term development of the company depends on the strength of the company itself, on the company's business philosophy and other resources, rather than short-term event-based stimulus.
According to great wisdom, ANTA Sports' share price closed at HK$9.23 on December 30, 2011. On August 7, the company's stock price closed at 4.61 HKD. Over eight months, the company’s share price has fallen by 50%.
Institutional views are mixed
On August 6, Anta Sports disclosed its first-half results, net profit fell 17% year-on-year, and achieved a net profit of 770 million yuan. On the same day, the stock price of the company changed its previous status and climbed all the way to close at 4.85 Hong Kong dollars. However, on the 7th, the stock price fell again and closed at 4.61 Hong Kong dollars, down 4.95%.
WIND statistics show that in July, the stock prices of a number of mainland sportswear companies listed in Hong Kong fell to varying degrees. ANTA Sports' share price has dropped by 7.05%; Li Ning has dropped by 7.83%; Xtep International has dropped by 11.85%.
After the disclosure of the interim report, the agency’s evaluation of ANTA Sports was mixed. Credit Suisse believes that the inventory problem still plagues the company and expects that the transaction volume will be under pressure in 2013. After comprehensive considerations, the target price of Anta will be reduced from 5.7 yuan to 5.2 yuan; the research report issued by Citigroup states that the ANTA Sports mid-term report reflects The Mainland sportswear industry faced continuous operational difficulties. Under comprehensive consideration, the target price was lowered from 8.4 yuan to 4.7 yuan, a significant drop of 44%. The Bank of America Merrill Lynch believes that Anta's first-half performance is better than expected, raising its target price to 4.8 yuan.
Interviewing with the Interim Report also disclosed the company's first quarter of 2013 trade fairs. The company said that it expects that the order volume in the first quarter of next year will drop by 20%-30%.
For falling orders, analysts believe that it is still subject to factors such as inventory. The company also said that it will continue to prudently handle retailer orders and new store plans to reduce excess inventory and significantly reduce the risk. The company expects that by the end of the year, there will be 7,900, 550, 850, and 300 stores in its ANTA stores, sports lifestyle stores, children's sporting goods stores, and FILA stores; it will open factory and discount stores to clean up the season. After inventory.
Industry model to be transformed
In fact, the entire sporting goods industry is currently facing a common dilemma: Under severe sales decline and inventory overhang, the performance of listed sports companies has dropped significantly, and unlisted companies are not easy. As far as Anta Sports is concerned, the number of inventory turnover days in the first half of the company rose from 36 days to 50 days, which is the highest in history.
Xue Shengwen, senior researcher of China Investment Advisors, analyzed in an interview that at present, the overall development of listed sports companies in Hong Kong stocks is still relatively good. Relying on the strong market demand in the Mainland, the performance reports of some companies are very brilliant. However, with the in-depth development of the entire industry, defects common to some companies in the industry are gradually exposed. Due to the increasingly intense competition, the current development model of the company is not sustainable, and transformation and upgrading are imminent.
Previously, thanks to the award-winning “Champion Longfu†for the Chinese sports delegation, Anta Sports was one of the most popular Olympic concept stocks in the market, and previous data also showed that the company’s sponsorship spending on the Olympic Games reached About 6 billion yuan.
However, some analysts said in an interview with this newspaper that the marketing strategies launched by listed sports companies in the Mainland for the Olympic Games may, in the short term, be beneficial to the company’s product sales and brand image, and its performance will be within a short period of time. There will be a substantial increase. However, in the long run, there will not be much practical help for the development of the company. The long-term development of the company depends on the strength of the company itself, on the company's business philosophy and other resources, rather than short-term event-based stimulus.
According to great wisdom, ANTA Sports' share price closed at HK$9.23 on December 30, 2011. On August 7, the company's stock price closed at 4.61 HKD. Over eight months, the company’s share price has fallen by 50%.
Institutional views are mixed
On August 6, Anta Sports disclosed its first-half results, net profit fell 17% year-on-year, and achieved a net profit of 770 million yuan. On the same day, the stock price of the company changed its previous status and climbed all the way to close at 4.85 Hong Kong dollars. However, on the 7th, the stock price fell again and closed at 4.61 Hong Kong dollars, down 4.95%.
WIND statistics show that in July, the stock prices of a number of mainland sportswear companies listed in Hong Kong fell to varying degrees. ANTA Sports' share price has dropped by 7.05%; Li Ning has dropped by 7.83%; Xtep International has dropped by 11.85%.
After the disclosure of the interim report, the agency’s evaluation of ANTA Sports was mixed. Credit Suisse believes that the inventory problem still plagues the company and expects that the transaction volume will be under pressure in 2013. After comprehensive considerations, the target price of Anta will be reduced from 5.7 yuan to 5.2 yuan; the research report issued by Citigroup states that the ANTA Sports mid-term report reflects The Mainland sportswear industry faced continuous operational difficulties. Under comprehensive consideration, the target price was lowered from 8.4 yuan to 4.7 yuan, a significant drop of 44%. The Bank of America Merrill Lynch believes that Anta's first-half performance is better than expected, raising its target price to 4.8 yuan.
Interviewing with the Interim Report also disclosed the company's first quarter of 2013 trade fairs. The company said that it expects that the order volume in the first quarter of next year will drop by 20%-30%.
For falling orders, analysts believe that it is still subject to factors such as inventory. The company also said that it will continue to prudently handle retailer orders and new store plans to reduce excess inventory and significantly reduce the risk. The company expects that by the end of the year, there will be 7,900, 550, 850, and 300 stores in its ANTA stores, sports lifestyle stores, children's sporting goods stores, and FILA stores; it will open factory and discount stores to clean up the season. After inventory.
Industry model to be transformed
In fact, the entire sporting goods industry is currently facing a common dilemma: Under severe sales decline and inventory overhang, the performance of listed sports companies has dropped significantly, and unlisted companies are not easy. As far as Anta Sports is concerned, the number of inventory turnover days in the first half of the company rose from 36 days to 50 days, which is the highest in history.
Xue Shengwen, senior researcher of China Investment Advisors, analyzed in an interview that at present, the overall development of listed sports companies in Hong Kong stocks is still relatively good. Relying on the strong market demand in the Mainland, the performance reports of some companies are very brilliant. However, with the in-depth development of the entire industry, defects common to some companies in the industry are gradually exposed. Due to the increasingly intense competition, the current development model of the company is not sustainable, and transformation and upgrading are imminent.
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