Shoe Brand PEAK Xu Zhihua: I Hope To Sign In Next Jordan.

According to Hong Kong media, PEAK sports (01968) earned more than 30.9% yuan to 822 million yuan last year (RMB, the same below), close to the expected market ceiling, chief executive officer.

According to the news, PEAK sports (01968) earned more than 30.9% yuan to 822 million yuan last year (RMB, the same below), close to the expected market cap, and the stock price went back to 2.4% to HK $5.04.

In an exclusive interview, chief executive Xu Zhihua said the company plans to raise gross margin to 40% in 2 to 3 years.

Orders will increase 5% to 10% in January.

"Gross profit margin 40% is our goal."

Xu Zhihua pointed out that the cost increase was between 5% and 10% this year. The company raised the price by 5% to 10% in January for the pfer cost.

In order to control costs, PEAK will also increase its self production capacity, focusing on the development of two new factories in Jiangxi and Fujian.

Xu Zhihua expects that the total output of shoes will reach 10 million pairs this year, reaching 15 million pairs from 2012 to 2013.

PEAK sold 21 million 700 thousand pairs of shoes last year, and now the proportion is 39.5%.

Same store sales shrink to add 800 stores

In addition, the weak profitability of single stores is also an important reason for the market to look down on Sports stocks.

Xu Zhihua predicts that the growth rate of same store sales this year is 10%, which is much smaller than that of last year's 13.1%.

The number of newly opened stores is 800, although it has decreased slightly over the previous 1000 years, but it will increase the proportion of 90 square meters or more.

Xu Zhihua admitted that the profitability of retail outlets has indeed declined.

Take store rentals as an example. Last year the average rental price rose by 30% to 50%, far exceeding the sales growth rate. "Before it could make 100 thousand of a store, now two shops earn 150 thousand."

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Basketball field "deep tillage" material wins the same trade.

However, Xu believes that rents are still within control. The company will subsidize retail outlets with a rent of more than 600 thousand in a certain proportion.

He added that the retailer's desire to shop has not been significantly weakened. "We opened 1000 new stores last year.

Where else do these people come from?

Although the market has been questioning the prospects for the development of sports brands, PEAK is still convinced that it can win the industry.

Xu Zhihua said that many brands in the market lacked the "guiding ideology", while PEAK has always adhered to the international route, and in the field of basketball, it is the biggest bright spot for the company and will also "do well" in the future.

The company is actively looking for NBA rookie spokesperson, hoping to sign the next Jordan, and is considering opening a direct store in the United States to enhance its brand image.