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2012 China Sports Shoes And Clothing Industry "Danger" And "Machine"

2013/1/4 10:06:00 33

Sports Footwear Medium And Small Sports Brand Footwear Inventory

2012, the Maya predicted the end of the year, it seems that everything is not satisfactory, the global economy is sluggish, domestic sports shoes and clothing industry large inventory, slow growth, small and medium-sized sports brand pformation, Lining changed the handsome, flying Jordan sued Jordan sports infringement......

However, there is "danger" that foreshadowed the existence of "machine". XTEP is developing new e-commerce, PEAK is exploring the internationalization road.

The author collated several aspects of sports shoes and clothing industry in 2012, hoping to discuss the development of the industry with you.

1. industry < a href= "http://xm.sjfzxm.com/" > high inventory < /a >, growth is slow,

it is understood that the first half of this year, Lining, Anta, 361 degrees, XTEP, PEAK and other 42 listed clothing enterprises total inventory of up to 48 billion 300 million yuan.

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

in addition, the whole industry grew slowly or even declined.

Nike fell 12% in the first quarter, 14% in the first three quarters of the year, and net profit in the first half of the year, compared with the end of last year. Lining was -84.5% and -952, PEAK was -43.3% and -1067, 361 was -22.9% and -185, Anta was -17% and 29, and XTEP was 0.3% and 165, respectively.

comment: the domestic sports footwear industry has gone through ten years of crazy gold development period. In 2012, the whole industry fell into a predicament of declining performance and high inventory.

In the case of high inventory, more enterprises choose a negative price war, which is undoubtedly a kind of soft internal injury to the brand. Therefore, we need to pay attention to the promotion of brand value while cleaning up inventory.

some experts believe that the adjustment period of sports shoes and clothing industry is about 2011-2013 or three years. During this period, the competition in the industry will be fierce. Every year, we will probably eliminate dozens of brands. After the majority of brands are eliminated, the market share will be occupied by several big brands.

Sports shoes and clothing industry will return to reason, return to the essence of sports and enter the market.

2. sports brands are pforming fashion leisure style

This year, when the market of sports shoes and clothing tends to be saturated in China, many sports brands have pformed into the field of fashion and leisure. This is generally regarded as the "last pot of gold" in the industry chain of Min shoes and shoes. p

comment: the fashion and leisure section looks "beautiful", but the pformation of enterprises is really a bone breaking matter.

Fashion leisure and sports shoes and clothing are very different in the way of operation. They are different in R & D team, visual information, raw and auxiliary materials, supply chain platforms, market terminals and so on.

every period, the rise of every style and category will drive some brands up, and once the market resources are occupied, it will be very difficult to break through.

After several years of development of fashion and leisure sector, it is hard to say that it is not another "Red Sea". If enterprises can not seize the market quickly, they will inevitably face the choice of pformation again.

In the choice of market, enterprises should have their own backbone, especially with clear brand positioning, and then plan and execute in an all-round way, so as to win the competition in the market.

3. London Olympic marketing

During the P London Olympic Games, the local sports brands showed great powers.

Lining won the sponsorship of the 5 gold medal dream teams of the Chinese table tennis team, the Chinese gymnastics team, the Chinese badminton team, the Chinese diving team and the Chinese shooting team;

Anta provides the winning equipment for the 10 International Olympic events of the Chinese sports delegation, and designs the Chinese sports delegation to receive the award "champion dragon clothing";

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XTEP tailored the Olympic Games boots for Justin and Gatlin, and sponsored the Chinese synchronized swimming team.

361 degrees, which sponsored four Chinese handball and hockey teams. The award recipients of four delegations from Belarus and North Korea provided professional equipment for four world individual champions, Jamaica sprint champion and swimming champion Sun Yang, so as to create 361 degree "London action" series promotion program;

PEAK provides sports equipment for 7 Olympic teams such as New Zealand, Slovenia, Algeria, Lebanon, Iraq, Jordan and Cyprus;

Jordan sports becomes the partner of the Olympic Committee of Mongolia, Kazakhstan and Turkmenistan;

Hongxing Erke joined the three national Olympic Committees of Iran, Uzbekistan and South Africa;

del Hui sponsored the Olympic theme micro film "running out of the sky".

comment: the London Olympic Games are obviously inferior to the Beijing Olympic Games due to the time difference, the domestic economic environment, the sports shoes and clothing market and so on.

According to their own strength, sports brand in China optimizes the corresponding Olympic resources effectively, and the Olympic marketing of each brand has its own characteristics.

however, Olympic marketing is only part of the overall strategy of enterprises, and can not determine the fate of the development of enterprises.

After the Olympic Games, the local sports brands continue to move forward in an orderly way according to their own development strategies so as to survive in the fierce competition.

4. Lining changed to be handsome, .

Li Ning Co announced in the HKEx announcement that the executive team adjustment plan was announced. The former chief executive officer Zhang Zhiyong retired from July 4th, and TPG partner Jin Zhenjun served as executive director and executive vice president of the company. Su Jingshi, chairman of the China business division of Yum Sun Restaurant Group, was appointed as the independent non-executive director of the company. Before hiring the new chief executive, Li Ning Co will be led by Jin Zhenjun, the founder and executive chairman Lining and executive vice chairman Jin Zhenjun.

comment: for Zhang Zhiyong's resignation, the industry generally believes that the fundamental reason is that Lining's performance has dropped sharply in recent years.

At the time of declining performance, Li Ning Co has made many adjustments, including mass layoffs, factory and discount stores, and attracting TPG, the world's leading private equity firm.

It can be said that Li Ning Co's "change" has been in progress, but it has not been able to restore the decline.

At last, the president resigned, and veteran Lining was put on the stage again. Although the veteran was going to launch a top two, but for the current situation in the Li Ning Co, it is obvious that the old man is going to turn over the table with his own strength.

5. XTEP pushed the whole channel business strategy, and the focus shifted to running shoes

August 30th, Xiao Lihua, general manager of XTEP e-commerce, said that from the second half of this year, XTEP will start e-commerce in all parts of the country.

The focus of XTEP's business is to strengthen the channel integration of the whole network, including online and offline as well as mobile terminals.

Less than P, XTEP's focus shifted from shoes to running shoes, focusing on running event marketing, including the establishment of XTEP's "running club", sponsoring the 2012 Tianjin International Marathon, the Zhengkai International Marathon, the Yangzhou Jian Zhen International Half Marathon, and Xiamen International Marathon.

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comment: in recent years, XTEP has invested a lot of manpower and material resources in the field of e-commerce, and has made great achievements. In the "double eleven" period, XTEP's e-commerce promotion has exceeded 20 million.

The development of electric business needs continuous innovation, and more thinking and improvement is needed for traditional enterprises to enter e-commerce.

some experts believe that the domestic sports shoes and clothing industry will enter the professional sports "a href=" http://cailiao.sjfzxm.com/ "differentiation market < /a >, XTEP focuses on the development and promotion of running shoes, maybe it is a good choice.

6. Jordan sports and fly Jordan are in court. The listing is postponed .

basketball star Michael Jordan sued Chinese court for the alleged violation of his right to name of Jordan sports Limited by Share Ltd, the Chinese sportswear and footwear manufacturer (hereinafter referred to as Jordan sports).

Jordan sports has even registered the Chinese plation of Jordan's two children, and the company is seeking listing on the Shanghai Stock Exchange. Because of alleged disputes over trademark / name infringement, it has been accused of misleading Chinese consumers, and Jordan sports has been postponed.

comment: from a legal point of view, Jordan has a great probability of winning the lawsuit by sports, but even if he wins the lawsuit, he loses the trust of the consumers. Therefore, it is more important for Jordan to save his reputation than winning the lawsuit.

If you want to become a world-class brand, the enterprise must stand up to loneliness and stand up to hardships, and stick to integrity and self-confidence.

Of course, if negative information is handled properly, it is also a free opportunity for PR communication.

7. "bird of honor" listing "/p".

birds of honor passed the meeting in May 9th this year. They intend to issue 100 million shares and raise 880 million yuan.

However, due to the overall situation of the industry and other reasons, you will face the embarrassment of "performance".

comment: the data showed that the turnover rate of the birds increased from 6.40 in 2009 to 9.44 in 2011, that is, the stock turnover period was shortened from 56 days to 38 days.

However, the inventory of goods in 2011 increased by 57 million yuan compared with the end of 2010, an increase of 65.68%.

addition, the company is a foreign-funded enterprise, and it was exempt from income tax in 2008 and half of the income tax in 2010 -2009.

But since 2013, if no other new preferential tax policies have been introduced, the income tax rate will return to normal.

In 2011, 2010 and 2009, income tax preferences accounted for 10.36%, 14.85% and 30.46%. net profit ratio, respectively.

above data show that the listing of noble birds may face many problems.

If listed, it can not solve its fundamental problems. Brand building and brand value upgrading are the key to the long-term development of enterprises.

8. PEAK internationalization road

February 16th, the PEAK flagship store opened in Melrose street, West Losangeles Hollywood. It formally entered the world's largest sporting goods market and began competing with the international sports giant Nike and Adidas.

comment: it is understood that when PEAK changed its name at the beginning, it took "creating an international brand" as its strategic goal. In recent years, PEAK took a series of actions to internationalize its way. In the United States, the London Olympic Games sponsored seven countries, joined hands with NBA, FIBA, WTA and other international event organizations, and co operated with more than 20 top NBA stars. There are indications that PEAK has a long-term plan for its internationalization.

Of course, some people think that the internationalization of PEAK has been too late. At this time of the industry situation, internationalization is too difficult.

So, how far can PEAK's internationalization go? Let's wait and see.