THURSDAY, March 28, 2024
nationthailand

Central’s CRC Sports eyes 12% sale growth

Central’s CRC Sports eyes 12% sale growth

CRC SPORTS COMPANY, which manages the Supersports chain under Central Group, targets 12-per-cent revenue growth this year while adopting an omni-channel strategy to reach customers both online and offline.

Tony Morton, president of CRC Sports, said the company pulled in revenue of Bt8.76 billion last year, up 10 per cent from 2015. This year’s target is to increase sales by 12 per cent to Bt9.8 billion, with a marketing budget of Bt400 million. 
CRC Sports is ranked by Sporting Goods Intelligence as the 59th-largest sporting-goods retailer in the world, and No 1 in Thailand, No 2 in Southeast Asia and No 8 in Asia. The company’s objective is to be the No 1 retailer and distributor of premium sporting goods in Southeast Asia by 2020.
By the end of this year, CRC Sports will have a total of 178 stores, including 29 that will be expanded, of which four are Supersports outlets. They are the outlet at Robinson Lifestyle Center in Phetchaburi, to be expanded next month; at Central Plaza Nakhon Ratchasima, in September; and at CentralPlaza Mahachai and Robinson Lifestyle Center Kamphaeng Phet, both in December.
This year’s expansion will also include 25 concept stores: nine FIT by Supersports stores, two Sneakerz stores, six Skechers stores, five Crocs stores, and three New Balance stores. Meanwhile outside Thailand, CRC Sports will expand its presence in Vietnam to 43 stores this year. This will include the opening of eight Supersports stores, four Crocs stores, and five New Balance stores.

Biggest distributor 
CRC Sports is the biggest distributor of imported sporting goods in Thailand, including items from Skecher, Wilson, Speedo, Umbro, New Balance Football, and Liverpool and Manchester United football clubs, with more than 1,101 branches and outlets. 
The company has a 36-per-cent share of the sports retail market in Thailand.
Siraporn Wattana, vice president of marketing at CRC Sports, says the company will pursue a new brand image this year based on 360-degree purchasing availability both on and offline. 
Supersports will introduce 24-hour online shopping for consumers with a Line official account. A Line sticker called “Nong Champ” has also been released. 
Smartphone and Line users can access up-to-date sports news and information of products and promotions. 
CRC Sports’ special activities will include the Supersports 20th anniversary and full participation in and promotion of the Supersports Freestyle Football Thailand Championships.
Morton said CRC Sports was focusing on improving its services continuously by selecting high-quality products, keeping up on fashion trends, and providing marketing activities that provide value to customers. 
 

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