Sportswear firms find their feet again

Giants to target lower-tier cities in search for new markets

While international sports brands are struggling with slower growth in China, a few domestic sportswear makers are seeing the light at the end of the tunnel.

The Adidas Group reported its slowest growth in three years in China. Last year the company's sales rose by only 7 percent in the country, according to its annual financial results.

The slowdown of the Chinese economy, sluggish consumption momentum and overall decline in the sportswear sector contributed to the international brands' sliding growth, industry analysts say.

Despite that, the German sportswear manufacturer still considers China to be its most crucial market; it recently opened its largest flagship store in the upmarket Sanlitun area of Beijing.

Colin Currie, managing director of Adidas Group Greater China, says the rise in sales is evidence that the brand is strengthening its position in all sportswear markets and expanding its retail footprint in lower-tier markets.

"Our deep understanding of the Chinese consumer and marketplace has fueled our growth and has made Adidas one of the hottest brands in China," he says.

Currie says Adidas' growth has been driven by both sport performance and sport style. Last year, the company opened more than 600 stores, adding up to a total of more than 7,600 stores across China. It will keep opening new stores with an emphasis on lower-tier cities.

"Our goal is to open 500 stores every year, and last year, we exceeded our expectations by opening 600 stores," says Currie. "Many of these new stores are located in lower-tier markets, where we see the biggest potential for growth."

Currie says Adidas will strengthen its positions in key categories - soccer, running, basketball, outdoors, men's training and women's training.

Its first women's campaign contributed to a significant uptick in sales. Much of China's economic growth is being driven by lower-tier cities, and the increase in purchasing power in these markets will offer major opportunities. The sportswear maker has stores in more than 900 cities.

"These consumers are also becoming more brand-aware and increasingly value quality, so they are seeking to trade up to more premium international brands," Currie says. "It is in these places where we see the greatest growth potential in China."

E-commerce is becoming an important retail channel for Adidas, which has seen healthy double-digit growth from online sales. "Online sales provide us with another touch point to reach the consumer," he says.

"We've always been an advocate of developing sport in China. We want to foster a sports culture in China and encourage more people to participate in various sports activities," says Currie.

He is confident that the company's momentum will carry over into this year.

The company has a slew of new products, marketing campaigns and projects linked to the 2014 FIFA World Cup.

Within China, the company is planning a World Cup campaign for local consumers. It will be part of an overall strategy to lead the soccer-related apparel category by creating engaging, trendy marketing campaigns.

Nike (China) Inc and Adidas Sports (China) Ltd led the sportswear market in China with market shares of 12 percent and 11 percent in 2012, according to Euromonitor International.

Affected by the global economic downturn, the sportswear industry in China saw its overall market value of sport industry decline from 9 percent in 2011 to 5 percent in 2012.

Nike's financial results for the third quarter that ended Feb 28 showed its global inventory had risen 12 percent to $3.8 billion.

The Oregon-based sportswear producer has seen its footwear sales in China grow by 7 percent and apparel by 5 percent. Earnings in the country were also up 5 percent year-on-year.

The group's revenue is up 13 percent to $7 billion, with Nike Brand revenue up 14 percent to $6.6 billion, powered by growth in all regions and categories, and revenue for Converse reaching $420 million, up 16 percent, mainly driven by a strong performance in direct distribution markets in the United States, China and the United Kingdom.

Zhang Qing, founder and CEO of Beijing Key-Solution Sports Consulting Co Ltd, says the slower growth for international brands is a result of fast-fashion brands in China, including Zara and Uniqlo. Fast-fashion brands are opening new stores at major shopping malls, providing more access and exposure to Chinese consumers who have more affinity to fashion than to sports.

But international brands breaking into third and fourth-tier cities face challenges from their local peers.

Domestic players Li Ning Co Ltd, Anta Sports Products Ltd, Xtep Co Ltd and Peak Sport Products Co Ltd - suffering from high inventory, a lack of innovation, and rapid store expansion - have been struggling, though a few saw signs of recovery this year. The four biggest domestic brands closed some 1,722 stores last year in an effort to cut losses.

But Li Ning saw improvements in its operations in 2013. The company reported a net loss of 392 million yuan ($63.7 million) for 2013 on March 24. That narrowed by 80 percent its 2012 loss, which totaled 1.979 billion yuan. Meanwhile, its gross profit rose slightly from 2012's 2.514 billion yuan to 2.594 billion yuan in 2013.

Industry expert Zhang says that after being sandwiched awkwardly between high-end international brands and low-end domestic brands, Li Ning now must develop premium products at reasonable prices to compete with its rivals.

Fellow sports apparel brand Anta reported lower earnings, declining revenue and net profits for 2013 but is showing signs of a better performance in 2014 on a spate of new orders.

By Dec 31 last year, Anta's turnover had fallen 4.5 percent to 7.281 billion yuan compared with 2012. Net profit slid 3.2 percent in the same period to 1.314 billion yuan, compared with 1.358 billion yuan in 2012.

The footwear maker saw its gross profit margin rise to 41.7 percent in 2013 from 38 percent the year before, representing a 3.7 percentage point growth.

Anta Sports, with brands including Anta, Antakids and Fila, had 9,054 stores in China last year, a reduction from more than 9,200 in 2012.

But the comeback of one brand does not mean an upturn for the entire sector, according to Zhang.

Zhang says it will take time for the industry to resume double-digit growth. Third and fourth-tier brands will be phased out, he says, while leading companies will consolidate brands further.

wangzhuoqiong@chinadaily.com.cn

(China Daily Africa Weekly 04/11/2014 page14)