Local Sports Brands Fall Into Development Predicament, Many Brands Reduce Retail Outlets

High inventory and agent wholesale mode

In a more difficult position.

Following the closing of its only branch in Hongkong in September, the data released by PEAK at the Hong Kong Stock Exchange on the day before yesterday showed that there were thousands of closed stores in the first three quarters of September.

Recently, PEAK announced in the HKEx announcement that the number of authorized retail outlets in China in the first three quarters of the group was 6739, a decrease of 1067 compared with the end of 2011, and by the end of June, the number of PEAK sports outlets in China decreased by 747 to 7059 at the end of last year.

This means that 320 retail outlets will be cut in the third quarter, that is, three retail outlets will be closed every day.

At the same time, the group's order situation has not improved.

The announcement shows that the total order volume of the group in the second quarter of 2013 dropped by 20%~30% compared with the same period last year.

Among them, the amount of footwear orders decreased, clothing orders fell sharply, and the average wholesale prices of products were zero growth.

Reporters learned that in the entire clothing industry "cold winter", enterprises have slowed down the pace of expansion.

In order to control the cost and efficiency of new stores, Li Ning Co has shut down some shops with poor performance and low profitability.

According to statistics, the company has closed 952 in the first half of the year.

In the first half of this year, the total number of Anta sports stores decreased by 110 to 9187, while XTEP brand retail stores increased from 7 to 7603, while Anta's net sales increased by 185 to 7865 in the first half of this year, while XTEP, Anta and XTEP reported that

PEAK is undoubtedly the largest number of stores.

Experts: store selection should pay more attention to quality.

At present, many sports brand franchised stores are focused on multi store bombing marketing strategy.

Reporters yesterday in the upper and lower nine commercial pedestrian street visit, found that less than 300 meters in front of the streets to see two PEAK stores.

"The phenomenon of sports brand stores is not news, but the image of similar goods and stores is somewhat repetitive."

Insiders pointed out that the choice of stores for

Very important, but the important thing is not quantity but quality.

Some people even question, "how much help can we get from the sale of two shops on one street to the door?"

Not only that, while sports brands are cold, they are crazy about dealing with loud trumpets and shouting at full streets.

In the eyes of consumers, clothing products are greatly compromised, which will not only drag down their performance, but also affect the brand to a certain extent.

Ma Gang, an independent critic, said that brand discounts would probably reduce the brand's status in people's minds.

Analysts say that

In particular, the sharp decline in orders in Europe and the United States and the sharp shrinkage of single orders are the main reasons for the exacerbation of clothing inventory.

Inventory problem has seriously affected the capital turnover and continuous operation of enterprises.