361 Degree Children'S Clothing Business Is The Most Eye-Catching. How Far Can It Support?

After a period of anguish, China's sporting goods companies are finally relieved. A month ago, Anta first released its 2014 earnings report as a local brand. Its earnings report showed that Anta's revenue grew by 22.5% to 8 billion 905 million yuan, more than 8 billion 904 million in 2011, creating a record high.

"Before, they (Nike and Adidas) kept us awake, and now we have to keep them awake." Ding Shizhong, chairman of Anta's board of directors, told an interface reporter last October.

Now, second local brands that release their earnings. 361 degrees It also shows signs of recovery.

In March 10th, the annual report of fiscal year 2014 was released at 361 degrees. As of December 31, 2014, the company achieved operating income of 3 billion 906 million yuan, an increase of 9% over the same period last year, and the profit holder should earn 398 million yuan, an increase of 88.2% over the same period last year. Among them, children's clothing revenue increased 20.7% to 507 million yuan, accounting for 13% of the group's profits, gross profit of 206 million yuan, gross margin of 40.7%.

It can be seen that 361 degree children's clothing business performance is particularly outstanding. At present, children's wear and women have become the two major markets that most sports producers want to expand. In the domestic sports brands, Lining, Anta and XTEP are all posing attack positions in the children's wear market. In January this year, Puma announced the establishment of a joint venture to further enter the children's wear market.

about Children's clothing business 361 degrees began to take place five years ago. In 2010, the children's clothing business department was set up at 361 degrees, and the children's clothing for 5-12 year old children's market was launched. At present, there are 2142. Children's wear Stores (an increase of 182 children's stores in 2013), and in 2014, together with Baidu, developed four 361 degree smart children's shoes with tracking and measuring functions, which are scheduled to appear in March 20th this year. This is also seen as a further attempt to combine children's wear with intelligent wearable devices in the next 361 degrees.

For children's clothing business, 361 degrees also signed children star Belna Aniwall, Aixinjueluo May and Zhou Zhangchi, and was authorized by Walt Disney (Shanghai) limited to design, produce and sell children's shoes, shoes, clothing and accessories with Disney Cuties and Marvel Kawaii series animated characters.

Of course, while focusing on the development of children's clothing, 361 degrees also integrated their own stores. In 2014, 361 degree authorized retailers opened 1384 new stores and closed 1364 stores. At the end of last year, there were 7319 stores with a net increase of 20. Most of these stores (about 70%) are located in three lines or smaller cities, while encouraging better stores to be integrated into larger three in one stores or smaller stores as "two in one" collection shops.

At the same time, in order to further develop overseas markets, 361 degree became the second official supplier of Rio Olympic Games in 2016. 361 degree indicates that this sponsorship project can make it a most effective way to publicize brands to overseas consumers in a relatively short time.

However, despite the fact that the 361 degree performance is fair enough, the capital market is not optimistic. After the 361 degree earnings report was released in March 10th, its share price dropped to 2.25 yuan, or 10.4%, closing at 2.31 yuan on the 310 th, down 7.97%. In March 11th, as of noon, 361 degrees, the share price continued to decline, down 1.3% to 2.28 yuan.

The reason why the capital market does not look good 361 degrees is probably its new business exploration. For example, the 361 degree intelligence children's shoes mentioned in its earnings report, the market's future demand and product stickiness must be put on a big question mark.