Research On The Performance And Countermeasures Of Listed Sporting Goods Companies

The financial statements of listed companies are comprehensive financial information indicators,listed companies operations and financial status can be comprehensively reflected through the public financial statements.Therefore,a comprehensive and effective analysis of the financial statements which considered to the objective environment of company and other factors can explain and analyze present problems in operation of listed companies,then put forward corresponding countermeasures,to provide realistic basis for the transformation and development of the company.In the increasingly competitive international sports market,foreign developed countries have formed such as Adidas,Nike,New Balance,Puma and many other strong listed sports companies,in comparison,Chinese sports companies such as Li Ning,Anta and others are still relatively less competitive.Therefore,to investigate the operations of Li Ning and Anta which are leaders of domestic brands,is urgent to guide Chinese listed sports companies in the future.Based on the analysis of the financial status of the listed companies,the paper analyzes the competitiveness gaps between listed companies and find out advantages of the companies by using the statistical software SPSS and financial analysis.This paper analyzes the profitability,investment ability,solvency,cash turnover and development scale of two representative listed sports companies(Li Ning and Anta)in China through the use of multivariate mathematical statistics analysis.The results show that:(1)the operation ability,profitability and solvency of the two listed companies are declined in the past decade.(2)At present,with the development of sports socialization and marketization in China,a new way of holding events which is combining sports sector with social forces to operate and organize events has been initially formed,but Li Ning and Anta these two sports listed companies experience a decline in operating performance,so the transformation of company has become a top priority;(3)the sports industry is facing increasingly international competition,the world's leading sports intermediary companies and sporting goods companies have landed in the Chinese sports market,which has already hit the similar companies in its early development;the traditional business model has not meet the current market demand;(4)the traditional processing and manufacturing industries has been transferred to the Southeast Asian market which has the lower labor costs,such as Vietnam,etc.,so it's necessary to conduct business model innovation,and sports companies have great pressure in capital,talent and experience while they also have problems such as too small scale,weak in anti-risk ability and so on.Based on the social status quo,this paper puts forward the following suggestions:(1)China has developed the sports industry related content included in the "Eleventh Five-Year Development Plan",so the development of Li Ning,Anta these two sports listed companies need to promote the position of the industrial chain,construct the ecotypic environment,move into online-to-offline(O2O)services,gather fans,enhance the brand's influence,the company shouldcan developingconsider doing fan economy,and can not instead of simply develop manufacturing;(2)enhance the capacity of design,material innovation and product research;(3)company financing difficulties can be solved after transformation.As sports industry is an emerging industry in China,the operating mechanism is not yet perfect.The State Council executive meeting,held in 2014,pointed out: development of the sports industry,firstly,can enhance the people's physique,so that people's livelihood can be improved,secondly,can stimulate consumption,expand social needs and also stimulate employment,make it a new economic growth point.Afterwards,select appropriate research samples and financial indicators through the analysis of the balance sheet and profit and income statement,and then use the statistical software SPSS to analyze cash flow statement,balance sheet and income statement of the two companies by multivariate analysis,to get a preliminary understanding of the company operation strength,operation scale,profitability and its changes in the trend and range,as well as to analyze the profitability,short-term solvency,capital structure and other aspects of the companies.