Peak Sports Releases Profit Warning, Pays Attention to Olympic Marketing

Peak Sports issued a profit warning, saying that as of the end of June this year and the end of the end of December, the comprehensive net profit for the six months ended will be significantly reduced year-on-year, mainly due to the industry's extensive inventory adjustment and weak economic conditions this year, and the demand for group sporting goods. have negative impacts. The company’s annual net profit decreased by 5.4% year-on-year to RMB 777 million***.

Peak was the second sporting goods company to issue profit warnings after Li Ning released a profit warning. The industry analysts analyzed that the domestic sports goods industry has been hit by inventories, market environment, and e-commerce, and it has entered a stage of deep adjustment and new markets. Change requires companies to step up to find new strategies to promote. The July Olympic Games was a major force for domestic sports brands. Anta, Li Ning, Peak, and 361 Degrees have all been widely deployed. Marketing is an extremely important part of the development of apparel brands, especially sporting goods brands, which will greatly promote the development of the brand. The effectiveness of Olympic marketing has yet to be observed.

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