Sports Brand Frequent "Shop Tide" Industry Entered A Rational Adjustment Period.

Before the release of 2012, "P", "http://www.91se91.com/news/index_c.asp" > "http://www.91se91.com/news/index_c.asp" > XTEP (exclusive store) < /a > took the lead in the prevention needle.

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< p > after closing a total of 80-100 stores in 2012, XTEP closed its store.

According to He Ruibo, chief financial officer of XTEP, XTEP has reduced orders by 15%-20% in the first half of this year.

In the new year, the company will continue to close its stores while cleaning up inventory and reducing supply. It is expected that XTEP will close 100-200 this year.

Although the company will choose to open new shops in some better locations, the total volume of shops will decline.

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< p > this is not unexpected.

XTEP believes that many factors have led to the closure of stores, such as the inferior marketing performance of some stores, the expiration of some shops' lease and the fatigue of the sports industry.

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< p > in fact, XTEP should have been aware of the decline.

In the first half of 2012, XTEP was already "total revenue growth of 1.4% to 2 billion 607 million yuan, gross profit margin of 40.9%, which was basically the same as that of the same period last year. The average inventory turnover days were 82 days, representing a 1 day increase over the same period last year". In November, XTEP further revealed that the order volume of the company in the second quarter of 2013 recorded a decrease of about 15%-20%.

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Less than P, of course, XTEP is still trying to sprint all kinds of counter moves.

According to He Ruibo, XTEP will continue to expand its business in the next few years because of its bright prospects for children's wear business, and plans to add 100-200 children's clothing stores in the two or three tier cities this year.

Although the business currently accounts for only 1%-2% of total revenue.

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Besides P, XTEP, which has been a sponsor of Hongkong's Standard Chartered Marathon for second years in a row, will continue to fight for the future sponsorship of the project.

Although the amount of sponsorship is the highest or about 8 million yuan, in XTEP's view, this is still a cost-effective business: "because of the high rent in Hongkong, the company has no plans to set up a retail market in Hongkong, but it will be promoted through sponsorship platforms, and Hongkong consumers will become XTEP members. In the next 3-5 years, the company will further expand its online shopping business."

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< p > however, in the eyes of securities analysts, XTEP is still under pressure at the moment.

According to the analysis report, XTEP's pressure on product average price and profit margin in 2013 is still heavy, and its average price and sales volume will fall by 5% and 8% respectively.

Considering the factors of logistics cost, the profit margin pressure of e-commerce channel business that XTEP is preparing to develop also needs to be treated with caution.

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< p > < strong > Enterprise trap dilemma < /strong > < /p >

Less than P, XTEP is not the only one trapped.

Frequent closes, inventory backlogs and orders slipped into the three knives on the top of sporting goods companies.

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Lining, the industry vane (P), has closed the number of stores to 1200 in the first half of last year, and its annual scale will become the industry's most.

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< p > > a href= "http://www.91se91.com/news/index_x.asp" > PEAK < /a > closed 747 stores in the first half of last year, and closed more than 300 stores in the third quarter.

According to the retail network optimization plan previously announced by PEAK, the number of retail outlets should be controlled at 6500 by the end of 2012, which means that the number of stores closed by PEAK last year was about 1300.

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< p > in addition, data show that China has closed 569 stores last year, while Anta closed 110 stores in one year.

Even the 361 degree which has been relatively silent on this issue is also disclosed in the 2012 fourth quarter operation outline released recently: the 361 point franchise retail store's net increase in the period is only 12, of which 108 are newly opened shops, and 96 are closed.

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< p > it is understood that over the past year, the total number of sporting goods brands in China has exceeded at least 3000, with an average of about 10 closed doors per day.

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Apart from optimizing P network, how to digest inventory has become another worry for enterprises.

In the first half of last year, the data disclosed by the enterprises in the first half of last year showed that Lining, Anta, PEAK, XTEP, 361 degree and China moved the six domestic sports brands in the first half of 2012 with a total inventory of 3 billion 721 million yuan.

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Under the background of "P", more and more sports brand stores began to pour themselves into the names of "factory stores", "special stores" and "discount stores", which seemed to attract consumers with low prices and discounts.

What's more, they even lowered their former height to ninety percent off price.

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< p > "although the old stock has some digestion, but the new product has been continuously developed, the total volume of the industry has not changed, and the terminal market has not changed well."

CEO Cheung Ching, Beijing key sports Consulting Co. Ltd., believes that the discount pressure on the market is difficult to be alleviated in the first half of this year on the basis of the discounts and promotions and channels in the market. "At present, the depreciation time of goods is shorter, and the devaluation degree is very shocking within 1-2 months."

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"P" is precisely because of all these reasons, the total amount of orders will continue to slide down to become an unavoidable practical problem.

In the first quarter of 2013, orders for brands such as Anta and XTEP dropped by about 20%, while PEAK fell second in the second quarter.

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< p > < strong > industry rational adjustment < /strong > < /p >

< p > fruit must have cause.

The reasons for the current situation are generally as follows: first, environmental factors, domestic and foreign trade downturn, market demand shrinking; the two is the blind expansion in the early stage and the excessive market volume; three, under the continuous promotion of store rentals and manpower costs, the single store performance of sports goods brand distributors and terminal channel operators has declined; at the same time, the impact of discount stores and e-commerce has also led to the more difficult operation of physical retail terminals.

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< p > which is also a factor that has to be raised by capital.

According to the requirements of the capital market, listed companies must ensure the growth of their performance in quarterly, interim and annual reports.

Extensive growth is most consistent with the strong expectations of the capital market.

Through the multi shop and multi shipment business mode, these sports brands can easily achieve very bright financial indicators.

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Less than P, however, the era of sales growth of sporting goods suppliers relying on the scale of stores has ended.

At the beginning of last year, Huang Tao, the marketing director of the a href= "http://www.91se91.com/news/index_h.asp" > Jordan sports Limited by Share Ltd /a, pointed out that the single sports brand has 5000-6000 shops in the country, and if there is another brand extension shop such as children's wear, a total of 6000-7000 stores will be enough.

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< p > and the fact is that only in the semi annual report of 2012, the scale of the six sporting goods brand stores is still "exceeding the standard": 361 degree 8050, Anta 7807, XTEP 7603, Lining 7303, PEAK 7059, and China's trend 2550.

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< p > PEAK original executive Hou Lidong analysis, 2008 and 2009 are the peak period of domestic sports brand development, and the economic environment has changed in 2012, making the whole industry go downhill.

Nowadays, the domestic sports brand has entered a rational adjustment period, mainly the adjustment of the business mode, namely, from the former channel to the king, and the sales to become the king.

2013 and 2014 will be the watershed of domestic sports brands.

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< p > "the whole industry will usher in a major reshuffle, and now we will see which brand reform is resolute."

Zhang Qing said "/p".