Inventory: 2012 Most Of The Sports Apparel Industry

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The sports industry less than P in 2012 is no longer the scene of 2008.

Sales of sporting goods, which are sports oriented, a target= "_blank" href= "http://www.91se91.com/", shoes less than /a, are the barometer of sports market, depicting the market of sports consumption.

Affected by the aftermath of the financial crisis, companies such as PEAK, Lining, Anta and so on have been brakes sharply this year to accelerate their downsizing. The inventory pressure has been bigger every year, and this year's sales performance is generally not satisfactory.

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< p > < strong > inventory pressure the largest: representing Enterprises: < a href= "http://sjfzxm.com/news/index_f.asp > > Lining < /a > /strong > /p >

< p > < strong > go stock is very distressed < /strong > /p >

< p > executives turnover, brand positioning wavering, sales decline, stock price drop, morale low.

2012 is a crisis for Li Ning Co.

Among them, inventory is Lining's crisis.

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< p > December 17th, Li Ning Co announced a channel revival plan involving the most capital up to 1 billion 800 million yuan, aiming directly at the inventory problem that has plagued the industry for a long time.

According to the announcement, the restructuring of accounts receivable will include supporting multiple dealers to clean up inventory, buy back, integrate sales channels and other multiple programs, aiming to speed up inventory clearance, revitalize downstream effective circulation, and enhance the profitability of channels.

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< p > in fact, in July 10th, the Li Ning Co announced the latest rectification plan. The first stage of the measure was to clean up the stock of the channel. "Only when the inventory is cleared can we talk about other plans, otherwise everything is empty talk."

In June 12th, Lining issued an early-warning announcement that the total number of orders for Lining products declined in the fourth quarter of 2012, and the order amount of service products fell by more than 20%.

Lining management expects sales growth in 2012 to be negative compared with 2011.

It seems that Lining himself knows that inventory will be a top priority.

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< p > 2010, Li Ning Co hoped that through brand remolding and consumer group adjustment, we launched the brand upgrading campaign with the replacement of the logo as the core, and finally failed to achieve the desired result.

In the first half of 2012, net profit was 44 million yuan, a year-on-year decrease of 84.9%, which indicates another crisis of Lining. Lining then adjusted the store structure and closed 1200 inefficient stores.

This did not seem to have significantly improved Lining's performance.

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< p > comment: in a sense, the most advanced channel recovery plan launched by Lining will be the battle of Lining's life and death. Although this is a "correct decision", it is doubtful whether the scale of 1 billion 400 million to 1 billion 800 million yuan will be enough to clear the old stock barrier of Lining.

In addition, Lining is currently relatively strong in the field of badminton, and running shoes, three balls and other fields, Lining is still a weak brand.

And international brands such as Nike and Adidas are ready to launch mid-range price products, which will have a greater impact on local brands such as Lining and Anta.

In contrast, Lining's position is awkward, hovering between the international high-end and domestic low-end brands, and the strategic positioning has been vacillating for a long time. Therefore, only by constantly looking for specialized market segments, Lining will be able to find opportunities.

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< p > < strong > pformation is the most daring. It represents enterprise: < a href= "http://sjfzxm.com/news/index_x.asp > > Anta < /a > /strong > /p >

< p > < strong > diversification: way out > /strong > /p >

< p > due to the impact of Nike, Adidas and other international sports brand giants, the problem of overstock of domestic sports brands this year is still being fermented. However, Anta's inventory pressure is relatively smaller than that of Lining and PEAK.

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< p > Anta sports released the first half of 2012 performance report shows that due to overstock and fierce competition in the market, the turnover in the first half of this year was 3 billion 930 million yuan, down 11.6% from 4 billion 450 million yuan last year.

In addition, the gross profit margin of the company dropped from 42.8% in the same period last year to 41.8%.

To this end, Anta still said that inventory management is the primary task of the company, and it actively guides the order budget of the order to reduce the risk of inventory crisis in retail channels.

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< p > followed by the company's semi annual report is a notice explaining the situation of Anta orders and single store operation in 2013. Anta said that the order volume of the company in the first quarter of 2013 was 20% to 30% decline in the first quarter.

In the first half of this year, the profitability of single stores also declined slightly.

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< p > however, Anta, which claimed to control its opening speed, has recently heard the news of its expansion.

According to relevant media reports, Anta CEO Lai Shixian revealed that 600 stores will be opened in the mainland this year, bringing the total number of shops to 5300.

At the same time, Anta is also seeking diversified layout, trying to get rid of the current predicament of declining performance.

Anta has said that in addition to the production and sale of sports shoes, it has also begun to participate in the "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "business, making products more diversified.

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< p > comment: this year, the whole economic situation is not very good. Under such circumstances, Anta's decision to make store expansion is also a normal move. After all, China's two or three line cities have huge market development space.

Anta is expanding its clothing brand, which is consistent with the international mainstream sports brand development. The high-end plate mainly adopts the way of acquiring international mature brands, while local brands mainly focus on low-end brands, which is likely to become an important growth point for Anta in the future.

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< p > < strong > closing most stores: representing Enterprises: < a href= "http://sjfzxm.com/news/index_c.asp > > PEAK < /a > /strong > /p >

< p > < strong > frequent "thin body" < /strong > < /p >.

< p > this year, in the "cold winter" of the entire garment industry, all enterprises have slowed down the pace of expansion.

However, compared to Anta, XTEP and 31st degree, PEAK's stores are the most closed.

PEAK sports released report shows that as of September 30, 2012, authorized retail outlets in China were 6739, a 1067 decrease compared with the end of 2011.

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< p > corresponding to the shop is PEAK's declining orders.

The announcement shows that the total order volume of the group in the second quarter of 2013 (calculated at wholesale price) fell sharply from 20% to 30% in the same quarter of 2012.

This year's semi annual report revealed that PEAK's total revenue in the first half of 2012 dropped 28.5% yuan to 1 billion 610 million yuan from 2 billion 256 million yuan, while net profit also dropped to 240 million yuan, down 43.3% from the same period last year.

Earlier, the market also heard the news that "PEAK wants to reorganize Lining".

However, it was quickly denied by both sides.

PEAK announced in the evening of December 11th that "it is not true that the Chinese mainland media has recently approached the other Chinese sports brand companies and may lead to mergers and acquisitions or reorganization."

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< p > comment: PEAK's foundation in the channel is not very solid, and the channel management ability is not strong, so the franchisee fleeing speed is faster.

Of all the Fujian sports brands, only the number of PEAK stores is the largest. From this point of view, PEAK lacks the means and methods to retain franchisees in comparison with other enterprises.

In addition, for the reorganization of the two companies, such problems as shut down and inventory exist in Li Ning Co. If a company carrying its own burden to restructure another company with the same problem, it will only drag on each other.

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< p > < strong > punishment is the most serious: representing Enterprises: Nike < /strong > /p >

< p > < strong > "internal and external distinction" was punished 4 million 870 thousand < /strong > < /p >.

< p > the same Nike basketball shoes, not only the price is higher than 500 yuan abroad, and the double air cushion has become a single air cushion in China, Nike has been fined 4 million 870 thousand yuan.

This year, the State Administration of industry and Commerce issued the first ticket for the "double standard" of enterprises. Nike was heavily punished for its "internal and external differences".

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< p > October this year, according to media reports, one of the main selling points of Nike's high-end basketball shoes priced at up to 1299 yuan is heel and forehand double air cushion. However, the same publicity shows that Chinese consumers have only one air cushion for shoes, while the selling price is higher than that of foreign countries by 500 yuan.

Liu Jian, deputy director and deputy spokesman of Beijing industrial and commercial bureau, said that although Nike issued a statement immediately after its registration on the industrial and commercial bureau, it showed that China had only one cushion for its products and promised to return it for consumers who had already purchased it. However, considering that Nike had pursued double standards against Chinese consumers, the commerce and Industry Bureau had imposed a fine of 4 million 870 thousand yuan on Nike.

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P > comment: Although the Chinese market is very important to multinational companies, they do not pay much attention to China in their mindset.

Because the product is good, it can be "without fear".

Therefore, it is possible to adopt "source" legislation, strengthen law enforcement supervision and supervision by public opinion to give "foreign brands" color.

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International brands such as "Nike" frequently play a big role in Chinese consumers. The main reason lies in the fact that international brands enjoy "super national treatment" in China for a long time. On the other hand, this phenomenon is also related to the psychology of domestic consumers who generally admire "P".

But it is worth noting that some domestic brands have frequent problems in quality, and have also promoted consumers' preference for foreign brands.

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