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Sportswear Is At Its Lowest Level And Will Gradually Improve In 2013.

2013/2/18 9:36:00 27

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there is an analysis in the industry that sports "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "industry is now at a low ebb, and will gradually improve in 2013.

it is reported that after the six major sports brands in China entered the era of "big inventory", the news of last year's closure of major brand retailers fluctuate.

After Lining, PEAK and Anta announced the number of shop closures, the 31st degree also disclosed 96 stores in the fourth quarter of 2012.

> according to the announcement of the 31st degree announcement, the net increase in the retail sales in the four quarter of 2012 was only 12, with 108 newly opened shops and 96 closed stores.

In the past 3 months, the average store has been closed almost every day.

people in the industry say that the large-scale closure of sports brands is mainly due to the blind expansion of the previous period, coupled with the downturn in the sporting goods industry, resulting in a decline in consumption and a high inventory of sports brands, resulting in the loss of some dealers at a loss.

the six major sports brands are over 3000 stores, /p >

blind and rapid expansion and opening shop make the six major sports brands taste bitter.

Roughly calculated, the total number of stores that major sports brands closed last year exceeded 3000.

Among them, Lining and PEAK sports pay a higher price.

according to public data, Lining disclosed 1200 stores closed in the first half of 2012, while PEAK sports closed more than 1000 stores in the first three quarters of 2012.

According to the operation data released by PEAK sports, as of the end of September 2012, the number of authorized retail outlets in China was 6739, a decrease of 1067 compared with the end of 2011, with an average reduction of 4 per day.

In addition, Anta sports reduced 110 stores and China closed 569 stores.

< a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > independent critic of garment industry, Ma Gang analysis, sports goods industry is sluggish, and many shops have poor spatial image and lack of local influence, which leads to the decline of store competitiveness. When there is no way to arouse consumers' desire to buy, the efficiency of shops is very difficult to reverse.

some analysts believe that the problem of closing stores is related to marketing channels. The operation of major sports brands by distribution mode often leads to backlog of inventory, and can not adjust inventory and digest in time.

reporter found that among the six sports brands, only XTEP International did not disclose the news of closing stores.

Statistics show that the number of XTEP retail outlets has slowed sharply from more than 4000 in 2008 to 7031 in 2010.

Reporters access to XTEP related announcement found that the company as early as 2012 slowed the pace of opening stores.

From the beginning of 2012 to June, the company opened only 7 retail stores in 6 months.

From P above, in 2012, XTEP adopted a prudent network strategy and opened up shop more rapidly than before.

According to the annual report, the total number of retail outlets in XTEP international in 2011 reached 7596, an increase of 565 over 2010, while the total number of XTEP's retail outlets in the first half of 2012 was 7603, compared with 7596 at the end of 2011. The company only increased 7 retail stores in 6 months.

Among them, XTEP brand in two to four lines of retail stores, accounting for about 80% of XTEP brand sales.

the number of stores that XTEP cut sharply last year came from the beginning of 2012.

He Ruibo, chief financial officer of XTEP, told the media in January last year that the inventory problem could be controlled by lowering the order target and slowing down shop opening. In the future, there would be no need to repurchase the stock, nor would it substantially shut down the store.

For this reason, XTEP has lowered its sales growth target from 15% to unit number in 2012, and from 800 to 1000 per year, to 400.

< a > href= > http://sjfzxm.com/news/index_f.asp > > Lining < /a > closing shop speed decreasing /p >.

from the current open data, Lining's number of stores is ranked first in 1200 high figures. However, according to people familiar with the matter, the number of stores in the second half of 2012 is not large.

"Most of the loss shops are concentrated in the first half of the year, and there are not many stores in the second half of the year."

as of June 30, 2012, the number of shops in Lining regular stores, flagship stores, factory shops and discount stores reached 7303, a net decrease of 952 compared with December 31, 2011, and 52 dealers, 5 fewer than in December 31, 2011.

for this reason, Lining explained that the main reason is that in order to improve the efficiency of channel management, the distributors or group subsidiaries will integrate some inefficient dealers or small dealers in the period.

the person familiar with the matter told reporters whether the store was mainly concerned with local sales, and if sales were not ideal, even in commercial streets, it was difficult to avoid the fate of closing stores.

Compared with Lining's large-scale customs shop, XTEP international, which has not yet heard from stores, has insisted that it should stick to the decision to preserve 1615.80,6.30,0.39% in the pedestrian street and so on to maintain the brand image of P.

and according to the insider, Lining will choose carefully later.

sports brand Spring Festival discount

At P, the major sports brands have been discounted and cleared up.

Among them, Lining has the biggest discount. Apart from the low discount of 80 percent off in the hypermarket before the year, there are also Lining shops offering 50 percent off of the new products during the Spring Festival.

Lining, a salesperson from the store, told reporters that the products sold at the shop were new products launched in the new season.

Less than P, Lining is not the only one who offers discount by the time of the Spring Festival.

The official mall of Anta also launched the Spring Festival discount activities for "preparing for new year products and playing snake year". Among them, up to 96 Anta shoes were sold at 5 or 30 percent off.

in addition, reporters in Jin Yuan new Lufthansa MALL three sports brand area also visited Adidas, Nike and Puma sports brands, all have different levels of discount activities.

Among them, Nike gave up the least discount for the Spring Festival, and only 10 percent off of the two pieces were sold. The number of down coats in the old Adidas was 50 percent off, while the new products were 10 percent off, two and 15% off respectively; Puma was 30 percent off and two two.

New Year's new atmosphere. According to the analysis of the personages in the industry, the sportswear industry has reached a low point now and will gradually improve in 2013.

.

Ma Gang believes that the two biggest problem in the industry is the problem of high inventory and weak consumption.

From the time of exposure, inventory problems are expected to return to normal level for about 60 days in the first half of 2013.

Xiong Xiaokun, a light industry researcher at CIC, told reporters that the change of the clothing industry in 2013 depended on the development of the macro-economy. The boom degree of the clothing industry was very much related to the macro-economy. Only when the Chinese economy recovered, could the garment industry usher in a real turning point.

Otherwise, the clothing industry will continue to be in a state of melee and downturn, and the tide of mergers and acquisitions will enter the shuffle period.

China's garment industry tends to be saturated, and competition is fierce.

Xiong Xiaokun believes that the problem of local brand consistency is how to increase the brand value to achieve the pformation of growth mode. This is a more difficult task than to solve the channel problem.