The Profit Rate Is Relatively High &Nbsp; "Xinhua Capital" Test The Water Shoes Market Opportunities Are Not Small.

Li Weihua, a franchise Research Center at China University of Political Science and Law, told reporters that although it was not a sports retailer, Xinhua capital Indeed, the opportunity is not small.

"If this market It has been able to do as much as Europe and Korea, and it has far exceeded the total sales volume of our main industry. " Gong Yan ice did not conceal his expectations for the new business. According to the latest financial report, Xinhua achieved a total operating income of 5 billion 900 million yuan in 2011, of which the main business revenue accounted for 94.88%. This prediction shows that Xinhua is in the "ambition" of the business.

　　 Unknown future

"The sports market will be bigger and bigger, but will this format become bigger and bigger? I think there are still some unknowns." Despite the anticipation of the new business, it did not daunt Gong Yanbing's sense.

　　 The most vivid example is the number. Gome Sports Defeat.

In 2010, the revenue generated by the domestic sporting goods manufacturing and sales industry reached 160 billion yuan. Against this background, in January 2011, Gome moved into the field of sporting goods retail, steering by Wong Kwong Yu's sister Huang Xiuhong, and founded Gome sports, announcing that in the next 5 years, 100 large stores in the country will be built, and Gome sports will gradually become a large-scale professional chain enterprise that has the same influence with Gome. Unfortunately, the slogan was shouted for less than a year. Gome sports lost the Mai City with only two stores closed.

There are different opinions about the reasons. Apart from all kinds of human factors, there are at least two lessons to be learned by Xinhua today: how to coordinate the current situation of resource advantages of terminal outlets and the disadvantages of sports goods and channel resources; and how to understand and understand the essence of sports goods retail industry.

In fact, difficulties are more than that. Although IIC holds the resource advantages of Adidas, Puma, Nike and other international giants, but after entering the Chinese market, its lack of Anta, 31st degree and other domestic brand resources is one of its short board. Besides, BELLE International's sports, and Baosheng international, Shenzhen leading, Sichuan strong wave, Shenyang Peng and Shanghai sharp, for the current main sporting goods agents in China, control the market share of the famous international sports brands such as Nike and Nike in the hands of these giants, up to 70%.

In addition, the current difficulties faced by Xinhua Group will also be transmitted to new businesses: the continuous rise of labor costs and rental costs will create greater pressure on the company's operating profits; more stores will be opened and acquired, and there will be a fixed time for the cultivation and integration of stores; the expansion of high-quality commercial outlets will not be easy and the development costs will continue to increase; the shortage of high-end talents can not fully meet the rapid development of the company; the company's cross regional development has just started, and there are still many problems to be solved in terms of procurement, logistics and distribution, staffing and so on.

A more realistic problem is that the environment is not optimistic enough. Before and after the Beijing Olympic Games, there were more than 2 stores in the local sports brand enterprises that were listed on the market. Behind the crazy expansion, however, they exposed problems such as the decline in scale growth, the high concentration of the market and the high inventory. Since last year, a lot of sporting goods companies have seen a negative drop in single store profits and high inventory. Many listed companies have lowered their sales expectations in 2012, and even reduced costs through layoffs.

"First, we are not concerned about single brands but focus on the whole market. Second, although Gome sports failed, there are also successful cases such as Decathlon.