Sports Apparel Industry Blind Expansion Dealers Closing Shop At A Loss

< p > there is an analysis from the industry that sports a href= "http://cailiao.sjfzxm.com/matertial/show/default.aspx" > clothing < /a > industry is now at a low ebb and will gradually improve in 2013.

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< p > 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.

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< p > > 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.

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< p > 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.

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

< 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.

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< p > 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.

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< p > < < a href= > http://www.91se91.com/ > > shoes > /a > service industry independent commentator Ma Gang analysis. Sports goods industry is sluggish, and many shops have poor spatial image and lack of local influence, resulting in the decline of store competitiveness. When consumers can not arouse consumers' desire to buy, the efficiency of shops can hardly be reversed, and being eliminated is inevitable.

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< p > 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.

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< p > > the author finds that among the six sports brands above, only a href= "http://sjfzxm.com/news/index_f.asp" > XTEP international < /a > has not disclosed 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.

I read XTEP related announcement found that as early as 2012, the company slowed down the pace of opening stores.

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

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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.

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< p > 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.

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