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2013 PEAK Thousand Stores Will "Change Their Faces And Go For Meticulous Management".

2013/1/22 11:45:00 25

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in the face of the predicament of the industry downturn, Xu Zhihua is implementing the new strategy of shrinking and upgrading at the same time.

On the wall of Xu Zhihua's office, there is a waking picture of two characters, which reflects the current mood of the young commander.

As the two generation successor of PEAK sports.

1000 stores will change their faces /p >

in the two or three years before 2012, < a href= "http://www.91se91.com/news/index_c.asp" > PEAK < /a > has been expanding stage, and the number of stores is increasing.

But since last year, the pace of PEAK's rapid expansion has stopped abruptly, which has suffered the first contraction of retail channels. As of September 30, 2012, the number of authorized retail outlets in China was 6739, a 1067 decrease compared with the end of 2011.

"the reduction of the number of stores is the adjustment we make voluntarily, hoping to carry out more meticulous management of the channels."

Xu Zhihua told me that last year, PEAK abolished the agents at the provincial level and increased more distributors to manage flat retail channels.

according to the introduction, in 2013, PEAK launched the "seventh generation" store aimed at improving the profitability of a single store to cope with the risk of declining sales.

PEAK hopes that after the improvement of these stores, the area of single store should reach at least 100 square meters, and the position of basketball as the core should be insisted on the display of commodities.

According to PEAK's plan, it is estimated that about 1000 stores will be completed this year.

at the same time, some inefficient or undesirable shops will also carry out rectification or elimination. "Single store efficiency is not high. For example, the stores that have made group buying and relationships will be closed, and the number of PEAK stores this year will probably remain at the end of last year."

Xu Zhihua said.

sold out rate decreased 10% .

in the tide of collective decline in sporting goods industry, PEAK has not been able to stand alone.

In the first half of 2012, PEAK's net profit dropped by 43.3%, which was only 240 million yuan. The average turnover of retail outlets in China and the average turnover per unit retail area decreased by 30% and 34.3% compared with the same period last year, and the average turnover period increased from 49 days to 86 days.

Xu Zhihua said that judging the industry has a very important index called selling out rate. When the market is good, the sales rate is 80% to 85% or even higher, but in the past two years, the sales rate of PEAK is only 70% to 80%.

"Although it is in a controllable range, the pressure is a little big."

products are not sold, they become inventories. At the dealer level, the desire to get goods is not strong.

This was particularly evident last year.

In the two quarter of 2013, the total volume of PEAK orders fell by 20% to 30%.

"these two years are indeed the turning points of the whole industry."

Xu Zhihua told me that in the past, the prediction of growth was too high, that there was inertia in this growth, and no control over expansion and order.

P dealers are also suffering.

A dealer in Shandong, Yantai, a domestic sports brand, said to the author, "in the past years, if the control is good, the profit margin will be around 30%, but now it is not enough to make money. Only cost accounts for more than half of it.

In the industry of < a href= "http://www.91se91.com/" target= "_blank" > clothing < /a >, sports are less than a href= "http://www.91se91.com/" target= "_blank" > dress < http://www.91se91.com/ > is the worst, business and leisure, including outdoor products, all profits are higher than mobile clothing.

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2013 is still not optimistic .

in the eyes of the outside world, PEAK is a "somewhat contradictory" enterprise.

on the one hand, PEAK is playing the most important part of the international sports brand of the local sports brand. When Lining and other enterprises shut down overseas stores and shifted their focus to the domestic market, PEAK is also deepening its internationalization strategy. On the other hand, in the domestic market, PEAK's sales base is in the two or three line, or even three or four line cities, and the product quality is always low.

Where is the breakthrough of PEAK in the future?

"P >" the advantages of internationalization will be maintained and played, and the dealers at the county level will remain the basic partners in our country.

If we say a breakthrough, our focus in the future will be on increasing product originality and opening up more sales channels. "

A PEAK insider told the author.

In the internationalization strategy, PEAK is strengthening its influence in the world through signing stars. P

At the end of 2012 and early 2013, PEAK signed a series of international mainstream resources such as the American college sports delegation, the Canadian Toronto Raptors of NBA, the National Basketball Association of Germany, the renewal of the New Zealand Olympic Committee, and so on.

in the near future, PEAK also announced a heavy contract: the NBA superstar, the three championship champion and the four all star player Tony Parker joined PEAK formally, becoming PEAK's global image spokesperson.

Xu Zhihua told me that the proportion of PEAK products in originality and imitation was 7 to 3 before. In the future, PEAK strives to increase this proportion to 8 to 2, which will increase research, design and proofing.

however, the longer the original product is, the longer the product cycle is, which is not easy for sports goods and FMCG industry.

Beyond P, from the economic environment, the two years' a href= "http://www.91se91.com/news/index_s.asp" > market < /a > insufficient consumption capacity and shrinking demand, although in the long run, the government will take some measures to promote the steady development of the economy, but "2013 is still not optimistic, we can only make conservative estimates", Xu Zhihua said.