The Olympic Games Cheer Shoe Enterprises Have Great Advantages.

In August 8, 2008, the twenty-ninth Beijing Olympic Games was opened.

According to statistics, the Olympic Games will bring huge business opportunities to our country for more than 3 trillion yuan and form a huge industrial chain of Olympic economy.

Recently, the three largest domestic shoe companies listed in Hongkong - Lining (quotes, information, commentary), Anta and XTEP have been strong, and have been touted by investors. Many agencies are optimistic about the sports shoes market after the Olympics.

In July 11th, the Olympic concept stocks in Hong Kong stocks rose strongly. Lining (2331.HK) rose 6.5%, Anta (2020.HK) increased by 7.87%, and BeiJing Capital Airport (market, information, commentary) (0694.HK) rose 6.5%.

"If you want your company to live long and happily, it is not enough to" evolve "your brand to win the competition.

You must look for opportunities to launch new products to take advantage of the "alienation" category.

This is the view put forward by Eyre, a famous international marketing guru, in the text of "winning the brand by divergent principle".

"As a company with hundreds of millions of brand value, facing a bottleneck of development is the problem of brand aging and product renewal." Anta President Ding Zhizhong stressed: "we must innovate in a timely manner."

It is understood that Anta will launch 10 thousand new products every year, and invest more than 100 million yuan in research and development.

Unlike most OEM companies, Anta started to focus on the domestic market 10 years ago, expanding its own brand, and spending 50 million yuan to create the sport science laboratory, the highest level R & D institution in the field of sports goods in China.

In 2007, Anta's gross profit margin was 33.2%, much higher than the average gross margin of 10% of OEM export enterprises.

Ding Zhizhong said that Anta has moved from a simple way that simply relied on manufacturing and price to brand driven development.

As of the end of December 2007, Anta's annual net profit increased by 2.65 times, after deducting nearly 120 million yuan of listed frozen capital interest income, profits still increased by nearly 2 times.

Anta has completed its order activities in the first 3 quarters of 2008, an increase of 50% compared with last year.

The gross profit margin is still on the rise, and the gross profit margin is expected to further increase to 38% this year.

Anta has about 4700 sales outlets in the country, after Lining's 5700 figures in the same period.

Anta plans to add 600 retail outlets to 5300 in 2008.

"The Chinese market is so big that there are 500 million people in the country who can't afford Anta shoes.

In the next 5 years, striving to become China's most popular sporting goods brand will be Anta's most important strategic objective. "

Ding Zhizhong said.

Industry analysts believe that Anta products are still in the middle and low grade.

Because the middle and low-grade market is not valued by international brands, Anta faces little competition and can achieve rapid growth.

In May 21st, XTEP (1368.HK) offered a public offering of HK $3 billion 100 million at the Hongkong stock exchange.

Ding Shuibo, chairman and chief executive officer of XTEP, is planning his big plan: to become an international brand and to set up a distribution shop in Hongkong.

"24% of the proceeds will be used to buy brands.

With the goal of outdoor sports brand and children's shoes, international or local brands will consider it.