Sports Shoes And Clothing Brand Sales Promotion, Digestive Inventory Worries.

"100 yuan, 3 pieces, pick at random."

Recently, there was a rush rush rush at the intersection of a road in Xizu East Road, Shanghai. The reporter approached and discovered that it was Jordan.

It's only 100 yuan for any 3 pieces on sale.

The reporter saw a customer bought a Jordan brand shorts for only 10 yuan.

Each big

A lot of price cuts to sell to consume high inventories.

In the past, one hundred or two hundred or even hundreds of dollars of sportswear cost twenty or thirty yuan from the sale price, which is incredible.

In fact, as early as June and July, the major sports brands have launched promotional activities. The high inventory since last year may be the root cause of the massive sell-off of sports brands.

In the stock market, the share price of the sports brand also suffers from a similar fate.

In August 27th, the mainland's five major sports brands listed on the Hongkong stock market fell again, while XTEP fell 1.045%, down 0.962% from 331, and the rest dropped by more than 4%, of which Lining dropped the largest, to 5.855%.

"Mid-term exam results" is not good.

The collective price drop of sports brand shares is related to the poor results of the "mid-term exam".

Recently, the local sports brand's central newspapers have appeared one after another, but the collective "complexion" is very ugly: the high inventory will not go, and the turnover will linger.

In fact, in the five major local sports brands, Lining's net profit in the past industry was the largest, falling by 84.92%, and its inventory was up to 1 billion 138 million yuan, accounting for 14.98% of total assets. The pre tax profit was 77.3% lower than that of last year.

This year we lost our performance.

PEAK's inventory in the first half of the year was 528 million yuan, an increase of 29.39% compared with the same period last year, and its turnover decreased by 28.5% compared with last year. Net profit decreased by 43.35%, while Anta and 331 net profit decreased by 17% and 22.98% respectively. Anta's stock increased by 82 million yuan compared with last year, and the share of total assets was 360%.

In contrast, XTEP's performance is a bright spot: XTEP's turnover in the first half of the year is 2 billion 607 million yuan, up 1.44% from last year, and its inventory is 186 million yuan lower than that of last year, but XTEP made a clear announcement on the first quarter meeting of the first quarter of 2013 in July. "The sales volume of orders for the first quarter of the group in 2013 will be about 15%-20% lower than that in 2012."

"Knockout" debut

As early as the interim results report was released, the major brands seemed to have taken corresponding measures.

Lining accidentally set off a pre alarm. If the alarm finally came true, Lining group will face its first annual loss since listing in 2004.

Chinese star (Beijing) Information Technology Development Co., Ltd. commented on its official micro-blog at 8 p.m. on August 26th. "The inventory crisis of local sports brand retailers has not yet bottomed out. In the process of adjustment, some enterprises will be eliminated."

For the high inventory of 627 million yuan, in August 6th, Anta issued a notice that "after such prudent adjustment, plus the group's new wholesale discount policy from 2013, the order amount of the group's first quarter order ended in July dropped by about 20% to 30%."

Comparison

Anta and XTEP have reduced orders, PEAK has chosen to reduce sales outlets.

In June 30, 2012, the number of authorized retail outlets operated by PEAK group in China was 7059, a 747 decrease compared with the end of 2011.

By the end of 2012, the number of authorized retail outlets will be reduced to 6500 by the end of.

Domestic sports brands should not only compete for victory and defeat in the elimination tournament, but also resist foreign invasion.

Adidas's public figures show that Adidas's global sales reached 7 billion 341 million euros in the first half of 2012, an increase of 11% over the same period last year, and net profit of 455 million euros, up 30% over the same period last year.

At the same time, Adidas also raised its net profit forecast for the whole year. It is estimated that net profit will increase by 15%-17% in the whole year.

Not only did the market perform well, but also the stock market climbed steadily. The share price rose 19% in the past year.