In the annual report released by the six major sporting goods listed companies, Lining had a similar experience. Kappa The trend of brand business in China. According to the annual report, China's sales volume reached 4 billion 261 million yuan in the 2010 reporting period, up 7.3% from the same period last year, and realized a net profit of 1 billion 464 million yuan, an increase of only 0.3% over the same period last year.

Moreover, China moves towards the first quarter and the second quarter of 2011. Order-placing meeting The order amount is also far lower than the domestic industry and market expectations, an increase of 11.8% and 2.8% compared to the same period, and it is estimated that the third quarter will be double digit (15%) decline.

"The mainland sporting goods market will upgrade its consumption, and the market demand will shift from the middle to the low end, so the growth will slow down in the current transition period." This is the explanation given by Lining and China for this not very good transcript. According to the Li Ning Co CEO Zhang Zhiyong, the average growth rate of the sporting goods industry should be maintained at 13%-14% this year. It is worth noting that before 2009, this figure was 35%.

However, why did the trend of slowing industry growth not affect Anta? Peak Anta, 2010 and other sports brands? Anta's 2010 results showed that sales increased 26.1% to 7 billion 408 million yuan last year, and net profit increased 24% to 1 billion 551 million yuan over the same period last year. Net profit was more than 400 million yuan RMB for "one brother" Lining. PEAK's 2010 annual report also showed that sales volume and net profit reached 4 billion 249 million and 822 million respectively, representing an increase of 37.3% and 30.9% respectively.