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Sports Apparel Industry Profits Decline Anta Spanfer Children'S Wear Series

2013/2/26 11:01:00 22

Clothing Series Anta Sports Brand Clothing Strategy

After going through the whole industry downturn and high inventory problems, the tone of sports brand enterprises has changed to "adjustment" this year. In the process of adjustment, shrinkage has become the common practice of major enterprises in P. 
 this contraction strategy is not only reflected in reducing the scale of stores, but also in controlling the quantity of suppliers. Anta sports, which released its annual report 2012, reduced its number of stores last year by 590. Anta also said in its annual report that it will continue to reduce 475~575 stores this year. 
At the same time, since the order began in 2012, Anta said it has taken the initiative to control the order quantity, so as to reduce the potential stock and discount in the retail channel. P It is reported that the order volume of orders for the third quarter ended in January this year (at wholesale value) fell by about 10%~20%, but narrowed slightly compared with the decline in orders in the first and two quarters of 2013. 
 industry wide decline 
 after several years of rapid growth, after 2009, the sporting goods industry entered a turning point and its growth rate slowed down year by year. In 2012, Anta also suffered the first decline in performance after listing. Turnover decreased by 14.4% to 7 billion 620 million yuan, gross profit margin fell 4.3 percentage points to 38%, net profit of 1 billion 359 million yuan, 21.5% decrease, inventory of 687 million yuan, 11.17% yuan over the same period last year, average stock turnover days increased 13 days to 51 days. 
 a commentators in the same industry commented that Anta's inventory control was fairly good in the bad environment last year, and the cash flow from operations also increased by 32% to 1 billion 610 million yuan. In addition, with the expectation of high dividend payout, Anta shares surged 4.7% in the afternoon. 
In comparison with P, the situation of several other local sporting goods companies is not so optimistic. 
Lining, the former local sporting goods industry, lost more than 80% of its performance in the first half of last year. The sharp loss in the whole year has been confirmed by P. 
 another sporting goods business has issued a profit warning recently. As of the end of December 2012, the annual profit of the company will drop by about 40% compared with the same period last year. The main reason is that China's sports a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > the industry is facing a continuous challenge, because the industry inventory and retail discount continue to be at a high level of pressure, so that the industry will continue to be involved in the fierce competition, resulting in overall sales reduction, gross margin pressure and sales costs rising. 
 2011, net profit of $331 was 1 billion 133 million yuan, and the net profit margin in 2012 was 680 million yuan after 40% decline, minus the net profit of 596 million yuan in the first half of the year. It can be found that the net profit in the second half of this year is only 84 million 242 thousand yuan, accounting for only 12.39% of the net profit of the year. 
 Meck international also said in its earnings warning that the net profit will be substantially reduced in 2012 and the number of distributors will also be reduced from 1859 at the end of 2011 to 1191. 
 XTEP international also said that in 2012, the total number of shops decreased. In 2013, 100~200 stores are expected to be reduced, and the order volume has decreased by 15%~20% in the first half of this year. 
 children's clothing business growth trend 
 the Shenyang Wanguo report holds that the most severe test is a target= "_blank" href= "http://www.91se91.com/" > dress < /a >, mainly because the biggest target market is that the youth market is shrinking as the birth rate drops. 
When p will return to its peak, no one can give an accurate prediction. Guo Jin Securities researcher Zhang Bin told reporters that sports goods companies may not continue to deteriorate this year, but it is also very difficult to walk quickly. This industry does not have an obvious breakthrough point, and it has to rely on the overall strength of enterprises. 
 Anta has shifted its target to children's wear series and outdoor series. 
 Anta has reached 833 children's sporting goods stores at the end of the year, up 201 from 632 in the same period in 2011. At the end of 2013, the total number of children's sporting goods stores in Anta was estimated to be 950 to 1000. 
 in the first half of 2012, the only growth group in the first half of the year is the children's clothing industry. The number of children's clothing stores increased by 282 to 1439 during the period, and children's wear exceeded the group's 11% income for the first time. According to the report, in the four main lines of business division, < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > category, clothing, accessories and children's wear, only children's clothing products performed better, the average selling price increased by 40%, sales increased by 107%, and the proportion of group turnover increased from 3.6% to 11.6%. 
Similarly, XTEP announced the expansion of children's wear series at the end of 2011, and announced the completion of the target of 100 million orders in the XTEP children's clothing 2012 autumn and winter new product ordering meeting. 
 UBS report indicates that at present, the stock of sporting goods industry in mainland China has reached a turning point. Although the overall inventory level is still high, inventory growth has eased in the past two quarters, and the sector has performed well in October and November.