Home >

XTEP Is Going To Block Hundreds Of Stores This Year, The 6 Major Sports Brands.

2013/2/26 9:03:00 12

??? 日本語 Fran?ais English 中文

< a > href= > http://www.91se91.com/news/index_c.asp > > XTEP < /a > this year we are going to close hundreds of shops, /p >

there are analysts who believe that the six major sports brands need to wait for the macroeconomic recovery to warm up, the industry bubble to squeeze out and the enterprises themselves to complete the reform to get out of the trough.

from the 2008 Olympic Games to the large inventory in 2012, the six major sports brands in China have experienced the peak from the peak of the industry to the low level of the industry in the past 5 years.

In order to make up for the drop in profits caused by the sluggish consumption, the six major brands have broken their arms to survive. In 2012, they launched a wave of closing stores.

However, the trend of sports brand's closing shop did not stop in 2012, but lasted until 2013.

He Ruibo, chief financial officer of XTEP P, said XTEP intends to close 100 to 200 stores this year.

Compared with the number of 80 to 100 shops closed last year, the biggest number of stores is expected to nearly double this year.

"in the early days of XTEP, in order to pursue the high price earnings ratio, the expansion speed was too fast, the management level did not increase correspondingly, and at the same time caught up with the low level of the industry, all kinds of problems and loopholes were exposed, and the ability to resist risks declined significantly."

Industry analysts, who do not want to be named, said.

> the origin of the shop, kidnapping in the capital market

it is reported that He Ruibo, chief financial officer of XTEP, expects to close more stores this year mainly in Hunan and Anhui.

Following Lining, PEAK, Anta and other related news, XTEP has become the last company in the six major sports brands to publicly store information.

from the current closed shop data, the total number of six major brands has exceeded 3000.

According to incomplete statistics from the Securities Daily, Lining disclosed 1200 stores closed in the first half of 2012, while PEAK sports closed 1067 stores in the first three quarters of 2012, and 569 stores in China last year; Anta sports closed stores last year; 110 went to 96 stores in the four quarter of 2008; XTEP closed 80 stores to 100 stores last year.

"at present, the six major sports brands in China are turned out to be shops that have no money to make money."

Yu Yu, a senior investment consultant, told reporters that due to the convening of the 2008 Olympic Games, the sports brand in China was very popular at that time, and the momentum of development was good.

< a href= "http://www.91se91.com" > sports brand < /a >, a company official told reporters that many companies were optimistic about the consumption enthusiasm brought about by the 2008 Olympic Games.

Yu believes that there are two fundamental reasons for the above six major brands. One is the sharp shrinkage of demand in the downturn of foreign trade, while the blind expansion of the previous industry has led to a sharp increase in shipments.

Two, many companies are kidnapped by the capital market, which has a higher price earnings ratio and a sharp increase in the number of stores in order to hit the market.

The result of the P expansion was very serious. Lining broke his arm and made 1200 stores in the first half of 2012.

"Most of the loss shops were shut down in the first half of last year, and not many shops will be closed in the second half of the year."

People close to Li Ning Co revealed to reporters.

Zhu Qinghua, a light industry researcher at CIC, told reporters: "the sluggish performance of the six major sports brands in China has continued since last year, and inventories are still high. They are conducting large-scale closes in order to survive and reduce operating costs."

closing shop trend is difficult to stop .

after the large-scale closes of last year, will the closing of shop brands come to an end? Zhu Qinghua believes that the current situation of the six major sports brands in China is not optimistic, and inventory is still a top priority.

Sports brands need to wait until the economy is fully recovered and the business level of enterprises is raised.

"one of the trends that we want to stop closing stores is to rely on it. Only when the industry really squeezed out the past bubble can we gradually build up the bottom and stabilize it. Secondly, in order to cope with the economic environment, the economy is gradually improving, the demand is restored, and the trend of closing stores will be eased."

Yu Yu told reporters.

because of the huge expansion in previous years, it is difficult to curb the trend of major brands. From the data disclosed in the semi annual report in 2012, we can see that the total number of stores of the six major sports brands is still amazing.

Among them, the largest number of shops was 31st degree, 8050 were Anta, Anta ranked second, 7807, XTEP and PEAK were more than 7000, 7603 and 7059, respectively. In addition, after the closure of 1200 stores in the first half of last year, the total number of shops was 7303, and the number of mobile shops in China was at least 2550.

according to the reporter's investigation, although the above sports brands are closing down, they are still planning a new store.

Yu believes that large-scale business in the current environment is more advantageous than disadvantages to enterprises.

although he said in January last year, the shop will be opened from 800 to 1000 a year, down to 400.

However, the pace of opening stores in 2012 slowed sharply, and the number of shops opened in the first half of 2012 increased by only 7.

"P >" large scale shops will shrink the market size of the six major sports brands, and the share price will be affected. However, because most of the closed stores are inefficient, in the long run, closing shop tides will be beneficial to the sustainable development of enterprises.

Opening new stores at this time is difficult to compensate for this impact, because opening new stores will not only increase the operating costs of enterprises, but also can hardly exceed the speed of closing stores at the speed of opening stores.

Zhu Qinghua said.

closing shop has broken down the company's performance /p >

although the annual reports of the six major sports brands in 2012 have not yet been released, the market is generally not optimistic about the performance of the company, especially the sports brands that are close to the store and lose mass after large scale discount.

"large scale shops have a definite impact on performance, and the purpose of closing stores is to reduce sales and reduce costs at the same time, so as to achieve the goal of tightening the belt for the winter."

Yu Yu analyzed.

with the consideration of the current shrinkage of consumption and the pressure of inventory clearance, the data of the six major sports brands in 2013, Q1, have dropped sharply.

Data show that Anta, XTEP and other brands have dropped around 20%, PEAK in the second quarter of 2013, the total orders will total 20%~30% decline compared with the same quarter in 2012.

He Ruibo pointed out that orders for orders in the first half of this year will be reduced by 15% to 20%.

no matter whether the shop closes or the order falls, it will undoubtedly affect the performance reduction.

However, Zhu Qinghua believes that in the order meeting, the sports brand has substantially reduced the price and quantity, but this is a reasonable response to the market and will not have a greater impact on this year's performance.

"On the one hand, the price reduction of these sports brands can increase sales to a certain extent; on the other hand, reducing the number of orders can reduce inventory accumulation, which is conducive to the inventory clearance of enterprises."

however, there are differences in the 2013 whether or not we can clear up inventory.

Yu pointed out that the total inventory of the six domestic sports brands in the first half of last year amounted to 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 2011. The current sales pattern has not changed much.

however, Zhu Qinghua does not think so. At the beginning of this year, China's economy is showing signs of stabilizing and warming. If China's macro economy has not deviated from expectations, the trend will be good, and the sports brand will achieve the goal of clearing stocks by the end of this year.

In response, Lining said in a reply to reporters that Lining expects to complete the channel revival plan by the end of this year, when some strength dealers will finish the inventory plan, and some weaker dealers will extend the inventory clearance time.

although there are differences in the time of inventory clearance, there is no difference in the timing of recovery.

Zhu Qinghua believes that the six major sports brands need to wait for the macro economy to pick up. When the enterprises complete their reform, they can go out of the trough.

Yu Yu holds the same view that whether or not to go out of the trough depends on how the economy recovers, how the industry is squeezing, and whether its technology < a href= "http://www.91se91.com/news/index_s.asp" > brand /a > is a strong support.