Analysis On The Investment Value Of Sporting Goods In China

With my country’s economy developing rapidly,Chinese residents have been greatly satisfied in terms of material life,and their needs for sports,fitness and entertainment are increasing.In these years,China’s sports industry has made a lot progress,the proportion of total sports economy is increasing year by year,and the vitality of sports development is constantly stimulated.Benefiting from the development of China’s sports industry,the sports goods industry,as an important sub-industry of the sports industry,has also been continuously developing.In 2020,China’s sports industry faces major challenges due to the impact of the epidemic.However,under the epidemic situation,China’s sporting goods enterprises are undergoing a series of changes and remodeling,embracing opportunities in the difficult situation: the rapid rise of e-commerce and live streaming goods,so that many sporting goods enterprises accelerate the process of digital transformation;At the same time,the general rise of patriotic awareness of young consumers also let China’s local sporting goods enterprises harvest unprecedented attention,"national tide" at the right time.China’s sporting goods enterprises have gradually stepped forward into a new post-epidemic 2.0 era full of opportunities.In this article,through the combination of theoretical research and case analysis,also qualitative and quantitative methods’ combination,the first analysis of investment value of the sports goods enterprises,and relevant literature to summarize,the second from the connotation,development,industrial chain upstream and downstream,as well as industry development prospects and existing problems from several aspects to our country sporting goods industry analysis and qualitative analysis,Then the factor analysis method is used to score and rank key listed enterprises in the industry in recent three years,which confirms the leading position of anta Sports in the local enterprises in the industry.Then,the investment value of the case enterprise is analyzed in detail.Finally,EVA valuation method is selected to evaluate Anta Sports according to the characteristics of the industry.Historical EVA is calculated and the value of Anta Sports enterprise is predicted to be 26,396,911 yuan,equivalent to 97.65 Yuan(119.14HKD)per share.Investors have unreasonable and excessive expectations for Anta Sports.After more than half a year’s price correction,anta Sports’ share price has gradually approached a reasonable price.This paper provides the basis for the majority of investors to make investment decisions.At the same time,evaluating the management through the results of value evaluation can play a role of incentive and constraint,and to a certain extent,it can curb profit manipulation and black box operation,in order to protect the interests of the majority of small and medium investors.