Slowdown In Brand Growth Of Sports Shoes And Clothing

Yesterday (November 23rd) afternoon, Lining announced the 2012 quarter of the second quarter of the order will result, the order amount failed to continue the growth of the first quarter.

According to the reporter's understanding, the major shoe and clothing brands have just announced the third quarter report, which shows that there is a slowdown in the growth of brands including Lining and Anta.

Yesterday, Lining group chief executive Zhang Zhiyong said publicly, "although the order amount failed to extend the growth trend in the first quarter, we think the result of this order is still within expectation, because we are still in the adjustment period of product positioning."

As one of the leading brands in the industry, Lining is undoubtedly the first to feel that the industry is slowing down. However, today's data show that the same problem is not just the Lining family, such a problem has begun to be pmitted to the whole industry.

Not long ago, the third quarter performance reports released by major domestic sports brands, including Lining, Anta and other brands, all saw a slowdown in growth.

In the third quarter, the growth rate of Lining's same store sales was still low. The same store sales growth during the National Day golden week was still low.

Anta's earnings report showed that the same store sales growth fell to the number of units in the third quarter, while the retail terminal discount rate also expanded.

Anta management said that the order growth in the two quarter of 2012 will be lower than the 15% in the first quarter.

PEAK's same store sales in the third quarter increased by 6.2% compared with the same period last year.

The open data released by PEAK showed that the order volume in the second quarter of 2012 increased by 9.5% compared with the same quarter in 2011. This is the lowest increase in PEAK's orders since 2009, after which PEAK's orders increased by more than 20%.

Insiders told reporters that in the face of slower industry growth, more sports brands are looking forward to the 2012 Olympic Games.

The person said that after the 2008 Olympic Games, Lining, Anta, XTEP and China's business income increased significantly, when XTEP's revenue surged 174.3% over the same period last year. In the first half of 2009, the highest turnover in the 4 companies was 33.5% in the first half of the year, and the highest turnover in the 4 companies was 22.6% in the first half of 2010.

"The Olympic effect has become a stimulant for stimulating the development of the industry."

The industry said that with the help of the Olympic opportunity, sports brand can get rapid development, which was well confirmed in 2008.

And whether the London Olympic Games will give new opportunities for the development of China's sporting goods industry? Li Ning Co said, "the Olympic Games will still play an active role. Next year, the whole sports industry will face a fierce competition environment. In this environment, timely adjustment, quicker cleaning up inventory and adjustment of the store structure are extremely important."

However, there are also insiders pointed out that the 2012 Olympic Games can hardly become the life-saving straw of domestic sports brands, because its overseas sales share is very limited. Taking Lining as an example, its semi annual report in 2011 shows that the sales income of Lining brand international market is only 1.7%.