XTEP Orders Cold Amount Fell 15%-20%

　　 XTEP The group recently announced a recent announcement on China's business operation. In the announcement, XTEP group pointed out that the order amount of XTEP group (at wholesale price) decreased by 15% to 20% in the second quarter of October 2012, compared with the same period last year.

State securities Zhang Bin said that the market will be more sensitive to the total amount of orders, "the order will show the performance of the first half of next year". The industry also pointed out to NetEase financial analysis that the order data are always the "barometer" of the performance of the domestic sports brands. The order will be the highest 20% decline in the order amount, or "will lead to the decline of XTEP's performance next year".

In addition, XTEP group said in the announcement that, despite signs, retail The level of inventory tends to be stable, and the group is cautious when dealing with the orders of future distributors and franchisees.

XTEP is not the only sport brand that will decline in next year's orders. The information released by PEAK also shows that the total amount of orders in the two quarter of 2013 has dropped by 20%-30%; the order volume of Anta sports in the second quarter of 2013 will be up to 15%-25%.

"This shows that the sports brand collectively encountered cold winter this year, and the situation may remain unoptimistic next year." According to the analysis of the industry, the weak economic background and the sinking strategy of foreign sporting goods enterprises have increased the competitive pressure of domestic enterprises. Under such circumstances, the domestic garment industry should tackle the crisis as soon as possible, and it is imperative for the industry to adjust its depth and upgrade its enterprises.

Data show that XTEP group in 2011 revenue of 5 billion 539 million 600 thousand yuan, an increase of 24% over the same period. Among them, the income of XTEP brand products was about 5 billion 374 million 900 thousand yuan, up 28% over the same period last year. Annual net profit increased by 19% over the year, reaching 966 million 400 thousand yuan. XTEP believes that profit makers are mainly caused by the expansion of domestic demand in the domestic market, especially the rise of the brand's accurate influence and the comprehensive distribution network management.

In terms of stores, XTEP group has 7596 retail outlets nationwide, and its flagship store has grown to 40. The total sales area increased from 600 thousand square meters last year to 700 thousand square meters, an increase of 16.7% over the same period last year. XTEP had expected competition pressure and others. Sports brand Forecast Ltd's 2012 performance may be affected by huge discounts, and XTEP will slow down the expansion of retail channels in 2011.