Sports Goods Such As Anta Are Eliminated By Foreign Trade Market.

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< p style= "text-align: center >" foreign trade market was once the traditional channel of shoes and clothing in Quanzhou < /p >

< p style= "text-align: left" > "three years without production is enough to sell", for shoes and clothing industry, the media is popular with such a saying.

Whether or not it is exaggerated, this is a reflection of the survival difficulties of the domestic sporting goods industry. After several years of blind expansion, the high inventory makes the brand enterprises indigestion, so the electricity supplier, factory shop, special sale meeting, and internal purchase will be...

In recent years, there has been a new phenomenon of the export of inventory products.

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< p > < strong > inventory product exports < /strong > /p >

< p > recently, Mr. Li, who has done foreign trade, found that many domestic second-line sports brands began to sell their inventory products abroad at low prices through some channels, which made Mr. Li very upset. "They are very low in price," he said. "This year, the international market is not good enough. Adding such an opponent will make a great impact on our foreign trade enterprises."

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< p > Mr. Li said, because the domestic market is not good, the domestic equipment brand processing enterprise equipment utilization rate is around 50%-60%, "this is relatively conservative and optimistic estimate."

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< p > > and now a href= "http://www.91se91.com/news/index_x.asp" > Anta < /a > KAPPA and other original sports brands that concentrate on domestic sales have begun to turn to foreign trade lists, and their processing factories have also joined in. "Many brands used to be foreign trade players, and they want to rebuild their channel routes, which is a piece of cake."

Mr. Li said so.

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< p > industry analysis, inventory crisis is a common phenomenon in the industry. In order to digest inventory, the game of brand promotion is particularly fierce. However, the change of customers' rationality and fashion concept makes it even difficult for a brand to make a big fuss about activities. It is also reasonable to open up other channels to digest inventory.

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< p > Anta sports 2012 China Daily said, "more factory shops and discount stores will be set up to clean up the seasonal inventory, and it is expected that the clearance of goods in the industry will continue for a period of time."

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Wang Longhai, who has been the brand director of many Jinjiang sports enterprises such as XTEP, has been the "golden five year" of Quanzhou sports brand from 2003 to 2007.

At that time, "everyone has meat to eat", anyone can make money, and the end of an industry boom cycle has made the original extensive and blind business model "show its true colours" and expand the era of shop opening.

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< p > allegedly, the large factory shops on the market usually sell unsalable products, which belong to the nature of "washing goods" and the price is between 3-5 fold.

"It takes at least 2-3 years for the industry to clean up inventory."

Wang Longhai estimates.

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< p > < strong > wholesale mode: /strong > < /p >

< p > except for Nike, Lining and Adidas, the top sports brands in China, including Anta, XTEP, PEAK, and 31st degree, are basically Quanzhou brands.

In addition, Quanzhou has a large number of two or three line brands and countless shoe factories, so many people want to know how much stock is accumulated in Quanzhou shoe enterprises. < /p >

< p > on this issue, Li Jun, Executive Deputy Secretary General of the footwear industry association of Fujian Province, replied in an interview with the media, "there is no special statistical data for enterprise inventory. But from various economic operation meetings and business exchanges, it is estimated that the inventory of shoes in Quanzhou above designated size is about about 4000000000."

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< p > 2012, China Daily reported that XTEP international, PEAK sports and 31st three companies were 700 million 900 thousand yuan, 528 million yuan and 366 million yuan respectively, totaling nearly 1 billion 600 million yuan.

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Zheng Yi, who was once a well-known Jinjiang a href= "http://www.91se91.com/news/index_s.asp" sports brand market leader /a, has told reporters that whether large enterprises or small businesses are basically inventories, inventory is very serious. As for the total inventory, he said no one had counted and it was difficult to calculate.

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< p > however, the above data do not count the backlog of channel intermediaries.

Zheng Yi analysis, in the spatial distribution of inventory, brand companies generally account for the total 15%-20%, regional distributors and terminal retail stores accounted for 70%-80%.

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< p > Zheng Yi said that the current inventory on the channel was mainly in 2010 and 2011, accounting for 25% of the inventory and 40%-45% respectively.

"Domestic shoe and clothing brands generally adopt product wholesale mode, which has led to excessive development and high channel inventory. Now many brands are considering learning ZARA, UNIQLO and other fast fashion brands from brand to retail terminal business mode."

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< p > the blind expansion of enterprises is the fundamental reason for the overcapacity of the domestic sports brands.

It is understood that in 2008, enterprises in order to make a breakthrough in the Beijing Olympic Games, to channel dealers great pressure on the market, "in those years because of the good market, open shop to make money, so the brand is stronger, to increase the quota for distributors every year."

Zheng Yiru said.

"Dealers can only accept conditions if they want to maintain the agency or get a lower discount, and because everyone is making money, everyone will think that they will not sell well this year and sell it again next year."

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< p > "now when the agent orders, the manufacturers tell them to be careful, because the goods in the channel, manufacturers also have to bear the consequences."

Zheng Yiru said.

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< p > < strong > discount strength approaching wholesale price < /strong > < /p >

"P > manufacturers desperately shipped, dealers desperately stocking, after 2008, many Quanzhou two or three line sports brands are overloaded.

Zheng Yi said that most enterprises are not making money, they are expanding their networks, and it is foreseeable that there will be a crash.

"The only way out for a huge network is to pack up and go public. It is possible to turn losses into profits and turn the tables" by listing this life-saving straw.

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< p > 2012, China Daily reported that < a href= "http://www.91se91.com/news/index_p.asp" > Quanzhou < /a > sports brand is not optimistic in store expansion.

The number of PEAK stores decreased by 741, while Anta and XTEP increased 29 and 7 stores in half a year. However, these figures are almost negligible compared with the rapid growth in previous years.

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< p > Wang Longhai said that Anta only closed 200 stores in Guangdong province this year, and the entire Jinjiang sports brand stores have more than 10% shrinkage.

"Most of the shops are closed because of poor location or repeated opening of a single street, so closing stores is also a good sign that everyone is starting to return to reason and consider integrating the quality of terminal stores."

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< p > careful people will find that most sports brand stores have promotional discounts of 3-4 fold. For this reason, Wang Longhai said that they are selling at a loss, "because sports brands give dealers a discount of about 55% off of the total purchase price, counting shop rents, utilities and staff costs. In the worst case, dealers will have to increase sales by 20% on this basis to ensure that they do not lose."

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< p > a sports brand agent told reporters, "now do not open a store, if you want to open it, you will open some small counters."

He said his agency's brand store had been shut down, and he had planned to quit the agency business for more than a decade.

"Inventory backlog has begun to emerge in the second half of 2010, and sales promotion has been on the market in 2011."

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