Sportswear Is Frequently Discounted. How Do Sports Brands Spend The Winter In 2012?

It's getting colder and cooler.

Enterprises did not expect that their own cold winter has also come.

Recently, news came out repeatedly that Li Ning Co is clearing up its stock.

Not only is Lining on sale, but Anta, XTEP, PEAK and so on are also offering a collective discount.

Consumers who love to buy sports clothes are asking: "discount, have you bought it?"

Public data show that in the first half of this year, Lining, Anta, XTEP, XTEP, PEAK and other 42 listed clothing enterprises total inventory amounted to 48 billion 300 million yuan.

Among them, Lining, Anta, 31st degree, XTEP, PEAK and the total inventory of these 6 domestic sports brands amounted to 3 billion 721 million yuan, compared with the total inventory of 3 billion 699 million yuan at the end of last year, an increase of 22 million yuan.

Industry analysts believe that this is the bitter fruit of the blind expansion of domestic sports apparel enterprises after 2008, and this adjustment is expected to last for 35 years.

Sportswear offers frequent discounts.

Last night, reporters in Tongzhou New Life Plaza, Lining, Anta, double star sportswear stores are on sale.

Lining stores, the new products are sold at a price of 10 percent off.

When asked by reporters, "are there any lower discount?"

"Is it not clear that the stock is clear now?" she said, laughing at the question of shopping guide. She said that from yesterday to today, several customers asked her this question, but his shop was only 10 percent off of the new product, and there was no eighty percent off of the goods. "Some special discount shops should have it!" then, reporters found in the sports goods area of Tongzhou New Life Plaza, the discount rate of the double star brands was the biggest, ranging from 70 percent off to 35% off.

And on micro-blog, many netizens began drying out the Lining discount stores they know. Some netizens in Zhenjiang and Shijiazhuang said they bought super low discount sportswear.

Search for "Lining authentic" on Taobao, showing in the shop

There are seventy or eighty pairs of pairs and sixty or seventy pairs of sports pants.

Customer service staff, "naughty rabbit 9" told reporters that now they shop inside the Lining sportswear are sold at 50 percent off of the original price, "because inventory is more."

The search for "Lining stock" on Alibaba is a surprise result. The sneakers are as low as more than 20 yuan a pair, and the words "clear stock" are very obvious.

Blind expansion, self eating bitter fruit

Not only is Lining facing inventory problems.

Data show that Lining, Anta, 31st, XTEP, PEAK and the total inventory of these 6 domestic sports brands reached 3 billion 721 million yuan, compared with the total inventory of 3 billion 699 million yuan at the end of last year, an increase of 22 million yuan.

The stock prices of these 6 Brand Company, especially PEAK, increased rapidly, compared with the end of last year, inventories had risen to 529 million yuan or 25.65%.

In addition, from the first half of this year's performance, sports brand is also relatively low.

According to the semi annual report in 2012, Lining's income in the first half of the year was 3 billion 880 million yuan, down 9.5% from the same period last year, and the net profit attributable to shareholders of listed companies was 44 million yuan, a decrease of 84.9% compared with the same period last year.

PEAK's performance in the first half of 2012 is also worrying.

The semi annual report shows that the total revenue of the company has been reduced by 28.5% yuan to 1 billion 610 million yuan from 2 billion 256 million yuan, and the net profit attributable to the listed company has been reduced by 43.3% to 240 million yuan.

Li Zhiqi, chairman of Beijing future marketing consultancy group, has long been concerned about sportswear enterprises and has had contacts with several companies.

It is mainly because the domestic sports brands misestimate the market situation after the 2008 Olympic Games, he said. "They all think that after the Olympic Games, the sports industry will flourish, and the crowd who likes sports will expand rapidly, so they will expand rapidly, which is very irrational. And these sports Brand Company also have the same business model. Now it is a problem, everyone has problems."

Li Zhiqi said that the fast fashion brands coming from abroad also hampered the further development of the sports clothing brand.

Consumer frenzy, but young consumers have turned to Swedish brand H&M and Spanish brand Zara. "

"This is not the worst time."

Zhang Qing told reporters that the domestic sports brand "originally only pay attention to expansion, but homogenization has not been solved, consumers in the choice of goods can be very low expectations."

Li Zhiqi shared the same feeling. He said, "imitation is so fierce that if you take Anta's clothes and Lining's clothes, you can't tell which one you are apart from, unless you read the trademark."

Zhang Qing analysis said, clean up

The process is actually a process of winning the inferior, who has more money, whose endurance is stronger, whose strategy is more complete, execution is stronger and more resolute, so who can go farther, "in this process, there will definitely be some two or three line brands that can not be pformed or are to be emptied."

Li Zhiqi also judged that the predicament of the next sports clothing enterprises will continue for three to five years, and a tide of mergers and acquisitions is coming.

According to some of his sportswear enterprises in Fujian, some enterprises have prepared for a pessimistic 2013. "Closing stores and layoffs are included in the plan, because this is not the worst time yet."