2012 Sports Goods Industry: International Brands Show Different Local Brands Collectively Spend The Winter

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< p > "China's a target=" _blank "href=" http://www.91se91.com/ "> clothing < /a > industry experienced the rapid development stage of the plains, the next task is to climb mountains.

Climbing mountain peaks requires a healthy body, equipment and tools, and how to play the endogenous driving force in the garment industry and build new advantages.

This is a vivid description of the current development situation of China's clothing industry by Chen Dapeng, executive vice president of China clothing association.

In fact, this metaphor is especially appropriate for sports brand.

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< p > < strong > international brands show different expressions < /strong > < /p >

Under the global economic downturn, the market performance of international sports brand giants is different from that of P.

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< p > the announcement issued by Adidas in November showed that, according to the situation of exchange rate unchanged, in the first three quarters of 2012, the global income of group < a href= "http://sjfzxm.com/news/index_x.asp" > Adidas < /a > achieved an increase of 8% over the same period last year.

Compared with the same period last year, 10 billion 81 million euros, the first three quarters of group sales revenue grew 14%, reaching 11 billion 514 million euros.

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The strong performance of the first three quarters of 2012 laid the foundation for Adidas's annual financial performance to reach a new high of P.

Compared with the previous prospect guide, management has decided to adjust the sales target of Adidas in 2012.

According to the exchange rate unchanged, management predicted that Adidas group had a higher digit growth rate in 2012 (previously forecast: a growth rate of close to 10%).

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In the Greater China region, Adidas's sales in the first three quarters increased by 16% to 1 billion 170 million euros, the growth rate being second only to the performance of the company in European emerging markets (up 17% over the same period), ahead of other markets in North America, Western Europe, Latin America and other 16% markets.

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Herbert Heiner, CEO of Adidas P, said that they will continue to expand in China and will pay close attention to the market development of small and medium-sized cities.

Gao Jiali, managing director of Adidas group Greater China, said: "in the Greater China region, we maintained strong sales momentum, and the two digit sales growth in the first three quarters proved this point."

Two years ago, we launched the grand strategy of "2015 road", aiming to become China's leading sporting goods brand.

Today's performance proves that our strategy is playing a positive role.

We have an effective business plan, and we will continue to implement it with the same determination and enthusiasm in 2013.

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The market performance of Nike, another international sports brand, is the opposite of Adidas. Its second quarter report released as of November 30th showed a net profit of 384 million US dollars, up 18% from a year ago.

The company's annual turnover in China dropped by 11% to 577 million dollars.

Nike believes that the decline in performance is related to the decline of the European economy and the decline in business in China. It is also related to the two brands that UMBRO and ColeHann sold before.

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< p > by the global economic slowdown and the adjustment of consumption structure, Puma group, a French luxury brand Paris spring holding group, issued a statement in October, saying that in the third quarter of 2012, the group surplus dropped by more than 85% to 12 million 200 thousand euros.

Operating profit fell from 118 million 600 thousand euros to 19 million 600 thousand euros.

Puma group entered a weak year after its early warning of market profit in summer.

The group's president, Franz Koch, hopes that the group will be able to regain competitiveness, which will reduce product categories and close unprofitable stores.

The profit of Puma group is expected to decrease significantly in 2012, but its annual turnover will still increase by about 5%.

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< p > < strong > local sports brand collectively winter, < /strong > /p >

Less than P, compared with international brands, the days of domestic sports brands are more sad and fall into the collective winter situation.

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< p > December 17th, < a href= "http://sjfzxm.com/news/index_f.asp" > Lining < /a > issued a profit warning, it is expected that the company will suffer a substantial loss.

Li Ning Co said it was carrying out a "channel revival plan" with a cost of up to 1 billion 800 million yuan, focusing on supporting dealers to clean up inventory, buy back, integrate sales channels, and improve financial and cash flow.

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< p > statistics show that Lining's profit fell 85% in the first half of 2012, and its operating income dropped 10% to 3 billion 880 million yuan, and the company's share price fell 35% during the same period.

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Less than P, Lining is not only in trouble, but according to the two quarter of 2013, the order volume of domestic sports apparel brands, including Anta, XTEP and PEAK, has declined to varying degrees.

Among them, XTEP orders fell by 15% to 20%, Anta fell 15% to 25% compared to the same period, and PEAK fell by 20% to 30%.

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< p > the order meeting data is often a barometer of the industry market. How much can we see the dilemma of the domestic sports brands nowadays?

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< p > actually, since the second half of last year, the domestic sports brand has begun to collectively "winter".

Looking for annual reports: Lining's inventory reached 1 billion 130 million yuan at the end of last year, about two times that of 2008, and the inventory of 331 reached 450 million yuan, which was nearly 5 times higher than that in 2009.

The pressure of other domestic sports brands is also enormous.

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< p > relevant data show that in the first half of this year, Lining, Anta, XTEP, XTEP, PEAK and China moved the total inventory of these 6 well-known domestic sports brands to 3 billion 721 million yuan, an increase of 22 million yuan from last year's end and a new high.

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< p > there is a view in the industry: "even if the domestic sports brand enterprises stop production for three years, they are still enough to sell".

Although this view is subsequently referred to as exaggerating the facts, the serious inventory problem of sports brands is unquestionable.

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"P" in the decline in performance, while the market front of the sports brand is also shrinking.

The Li Ning Co closed 1200 stores in the first half of this year. PEAK sports announcements also showed that as of September 30th, its authorized retail outlets in China were 6739, compared with 1067 at the end of last year.

The total number of stores in Anta also decreased by 110.

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< p > < strong > industry shuffle approaching < /strong > < /p >.

< p > retrospect the development process of the domestic sports brand. After the successful bid of Beijing Olympic Games, the sporting goods market in China showed a blowout trend. The sports brand and traditional clothing brand went through the "golden ten years" development.

In 2007, the sales volume of China's sporting goods industry was 69 billion yuan, and in 2009 it reached the peak level of 111 billion yuan.

Over the past 5 years, the number of sporting goods stores in China has grown at an average annual rate of 10%, with sales growth at an average annual rate of 20%.

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Under the background of "P", too much optimism about the prospects has made enterprises increase investment and expand production capacity, and expand the stores rapidly with the large amount of capital brought by the tide of listing.

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< p > until the peak of collective Carnival of sports brand in China, it is found that only three to four famous sports brands occupy different market patterns compared with other countries, and there are as many as more than 20 well-known sports brands in China.

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< p > the industry believes that the main reasons for the difficulties faced by local sportswear brands are: on the one hand, China's macroeconomic trend is relatively low this year, the purchasing power level of consumers is declining, and the market demand for sportswear is sluggish. On the other hand, the local sports apparel brand has paid attention to the scale expansion but neglected the enhancement of the brand image, leading to serious homogenization competition.

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< p > seriously analyzing the products and positioning of the major sports brands in China, we will find that the similarity between them is astonishing.

For example, in terms of products, basketball, jogging, comprehensive training, sports and leisure are all kinds of products developed by these brands, not to mention the similarities in product design and LOGO; in addition, almost all brands have gone through a way of advertising sales, which is "celebrity invitation" and "rush to fame". Blind rapid expansion and light research and development and putting the cart before the horse have led to the gradual weakening of the overall competitiveness of sports brands.

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< p > the findings of the research institutes on the main customer groups of sports brands in China (13 to 30 years old) reflect that the brand image of domestic sports brands is blurred, and the styles, designs and celebrity effects are quite different from those of famous international brands such as Adidas and Nike.

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P also pointed out that the shift of consumer demand in recent years is also a major reason for the frequent decline of domestic sports brands.

"Ten years ago, wearing a sport" a target= "_blank" href= "http://www.91se91.com/ > dress < /a > went out feeling very good, everyone usually takes the sport clothing store as the fashion.

At that time, Lining, Anta and other brands also got a share from the international brands Adidas and Nike.

But a few years later, the fashion trend of foreign brands such as ZARA and H&M soon overcame the strength of sports. Until today, the concept of fast distribution and fast consumption is still prevailing. The young people who used to be the main force of sports brand consumption were mostly taken away by fast fashion, and the demand changed. This is another reason why sports brands are losing their jobs.

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< p > in fact, the current predicament of domestic sports brands also reflects the general predicament of "made in China" in the process of pformation.

With the advantage of external economic environment and demographic dividend, it quickly grabbed the market to achieve a certain scale in the early years. However, after having a certain scale, it often encountered bottlenecks that could not make strong brands. Only satisfied with the extensive growth brought about by the expansion of the scale, once the external economic environment deteriorated, it fell into a trap of overcapacity and declining orders, which has been repeatedly verified by the development process of many industries.

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< p > with the overall slowdown of the industry growth, the competition of China's sporting goods industry will further intensify, and the trend of the "two shuffle" of the whole industry will become clearer.

Facing the increasingly stagnant sporting goods industry, PEAK Group Chairman Xu Jingnan bluntly said: "next year will be the key year, let's see who can survive."

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< p > industry expects that although the major sports brands have introduced various measures to save themselves, the situation may not be optimistic next year. The "de Stocking" stage will take at least two or three years, and it will take time to usher in the industry recovery.

In this process, some brands that are not suited to the situation will be eliminated, and the remaining brands will be concentrated from around twenty to five.

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"P >" after the rapid development of the Chinese mainland garment industry, the next task is mountaineering.

Climbing mountain peaks requires a healthy body, equipment and tools, and how to play the endogenous driving force in the garment industry and build new advantages.

This is an image analogy of Chen Dapeng, executive vice president of China clothing association, for the development of China's garment industry.

In fact, this metaphor is especially appropriate for sports brand.

After experiencing the "golden ten years" development of the domestic sports brand, it is time to calm down and think about how to "walk out of the plains and start climbing".

Only by focusing on market demand and insisting on continuous innovation and differentiated development can we get out of the cold winter and usher in a new spring.

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