Order Growth In Shoe Enterprises Is Slowing Down, A Strong Policy Is Needed To Break The Dilemma.

Although the adjustment period began in the second half of last year, the domestic sporting goods industry still did not get out of the haze.

Recently, several major sports shoe enterprises in China have announced orders for the fourth quarter of 2012, most of which are growth or negative growth.

In view of the current plight of the local sporting goods industry, many people in the industry believe that this is a phased adjustment of the industry. The focus of the future competition will be on the supply chain. The final competitors of local brands are not only sports brands such as Adidas and Nike, but also international fashion brands such as ZARA and H&M.

Double digit order decline

A few days ago, Lining's order will end in the fourth quarter of 2012, and the order amount will be recorded in a high double-digit year.

Among them, the order amount and order quantity of shoes products all recorded a double-digit decline year by year, and the average retail price decreased as the number of units decreased.

In terms of clothing products, orders and orders fell by more than 20% a year, while the average retail price decreased.

Also announced shortly after that the group's orders in the fourth quarter of 2012 recorded a double-digit percentage decline in the same period of the year, while the total order volume of the annual order meeting in 2012 was a year-on-year decline in the percentage of high units.

The sports announcement also pointed out that in the fourth quarter of 2012, the order amount of PEAK sports (wholesale price) decreased by 20% to 30% compared with the same period last year.

Although there has been no decline with XTEP, orders growth has also slowed sharply.

It is understood that the 361 order 2012 winter order will increase by 2%, while the 2011 winter order amount increased by 27%. However, the 361 degree children's clothing performed well, and the order amount of 2012 autumn / winter orders still increased by 20%.

In addition, although the number of orders recorded in XTEP's order in the fourth quarter of 2012 was increased, it was still far below the growth rate of 24% in the same period last year.

De stocking intensified

Sports brands have also increased the intensity of inventory clearance this year.

Lining announced that in order to cope with the harsh environment of the industry and avoid creating new inventory pressure on the retail side, the group has taken the initiative to communicate with distributors and control the order arrangement.

At the same time, through the channel optimization and adjustment, some distributors who have fewer stores and smaller business area are merged by superior dealers.

In addition, in order to ensure that dealers have sufficient funds to enter new products, the Li Ning Co adopts the recycling method in dealing with inventory problems. "The proportion of new products less than 60% to 75% will make room for new goods through repurchase stock."

In order to motivate dealers to clean up inventory, Anta increased the rebate strength to dealers, but emphasized that the relevant rebate was the nature of reward. According to the same store sales and number of shop opening, it was calculated every six months.

Anta related responsible person said that the industry inventory situation is more severe, the company chose the rebate subsidy instead of increasing the wholesale discount, do not want to leave too much room for the retail terminal, thereby harming the brand value.

Wholesaler pformation retailers

"Local sports brands have been growing rapidly for nearly twenty years. The adjustment period of one to two years is normal."

Anta CEO Ding Shizhong said in an interview with the media.

Ding Shizhong said, "the development mode of local sporting goods brands is basically" brand plus wholesale ", that is, first, advertising the brand, then selling the goods to wholesalers. In the future, we should think about how to go from wholesale to retail, and the whole supply chain process should be considered.

"If it is a" brand plus wholesale "mode, the point of view of branding may not be to consider shops, but only to consider the needs of wholesaler level. In the retail mode, we should take into account the situation of distributors' shops, and the demand of stores is more important than wholesalers.

Ding Shizhong said.

It is understood that at present, Anta has all taken a single store order, the original order is wholesalers and franchisees order, now requires every store to order separately.

XTEP also embarked on the construction of a "fast supply chain system" in 2008, and through the supply chain integration and allocation of resources, it promptly reflected the vagaries of market supply and demand.

XTEP's "fast supply chain" has two meanings, one is to shorten the whole supply chain cycle, three months ahead of schedule is far better than the six months ahead of time ordering; on the other hand, it is necessary to set up a certain mechanism after market launch, predict the market sales situation, deal with and respond to the order in turn, make full use of the new product's listing price for one month.