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The Clothing Market Is Cleared And Closed To Repay The Old Debt Expansion.

2013/3/6 9:06:00 16

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Sports And Leisure Brand Stores Lining Sportswear Adidas Shoes And Hats

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> is a special season discount, which is a magic weapon for sportswear shops to attract customers.

recently, Wuchang's Guang eight road is shining brightly.

Chen Hong, owner of roadside sporting goods shop, was gloom over his face.

The sign of "clearance pfer" is very dazzling on the glass door of P shop.

After more than 6 years of operation, she had to close down the pfer. She said that there were five mixed feelings in her mind.

recently, the data provided by the Wuhan Municipal Bureau of industry and Commerce showed that in the past year, Wuhan, like Chen Hong's shop, had cancelled, revoked and closed down all kinds of sports and leisure activities: < a href= "http://pop.sjfzxm.com/popimg/fz/index.aspx" > clothing > /a > shops totaling about 700.

behind this group of data is a much larger national sporting goods "closing shop boom". According to the data released by six major sports brands such as Lining and PEAK, only six major sports brands closed more than 3000 stores last summer.

What's wrong with the sports brand shop that once covered streets and lanes? Where is the future of "Lining"? p

visit /p >

sports brand, a street pformed into "special price Street" /p >

the western part of Hongshan's Asian trade, on the road just three hundred or four hundred meters, there are 10 home and abroad sports and leisure brand stores in Nike, Adidas, Puma, Lining, XTEP and so on.

in the eyes of graduate student Xu of Zhongnan University of Economics and Law, "the style of all kinds of sports goods on this street can be described as the latest trend in Wuhan, and the price is also high above all."

Before the Spring Festival P, almost all the brand shops on the street came up with the "Spring Festival promotion price".

Yesterday, Xu found that the discount of these stores is bigger than that before the Spring Festival. Almost every family store has a factory price, a special price and a discount price.

Even Adidas, which has never been discounted, has been greatly reduced.

She bought a pair of sportswear shoes and caps at a price of 2-3, and only took less than 1000 yuan to start a new look from head to toe.

reporter found that even so, the street shops are not good.

Around 10 a.m. the day before yesterday, there were only three customers in the Anta store.

The cashier supported his head in his hands and fell on the cashier.

Data .

> over 3000 stores in Guan shop are cleared and closed.

recently, the reporter learned from the Wuhan Bureau of industry and commerce that in 2012, there were about 700 canceling and canceling all kinds of sports and leisure shops in Wuhan, the vast majority of which were two or three lines and miscellaneous shops.

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sports brand business downturn is not a special phenomenon in Hubei market.

In fact, since last summer, the domestic sporting goods market has been like a "bad cold" and has been infusing.

a few days ago, XTEP chief financial officer He Ruibo announced that 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.

this is after Lining, PEAK, Anta, 31st degree, China trend and so on have released the news of closing stores, sixth of the six major sports brands in China announced a large number of brand names.

from the current closed shop data, last year the total number of six major brands has exceeded 3000, of which Lining and PEAK have more than 1000 outlets.

After the Spring Festival in the year of snake P, the "bad cold" has been pmitted to a foreign brand which has always been strong and strong.

At the end of last month, Puma, the third largest sports brand in the world, also announced a plan to close its stores. In 2013, it implemented spending cuts and rectification programmes, including shutting down more than 90 unprofitable shops in China.

exploration factor

now breaking arm to survive is to repay the old expansion of old debts /p >

"the expansion of previous years is too severe, and the negative effects have emerged in the past two years."

Zhou Rui, a senior sporting goods market in Wuhan, said.

Zhou Rui's "expansion" refers to the enthusiasm of domestic sports before and after the 2008 Olympic Games in Beijing. On the one hand, it grabbed the market, and on the one hand, it rushed to the market through the Olympic Games. The sports brands and private owners increased the number of shops in large and small cities in China, and some of the number of individual cards opened up to more than 8000 stores.

Xu Keyang, a sports enthusiast after 80 in Wuhan, is a small boss in the shareholder's wind.

In 2009, he and his two friends opened a sports shop beside the Jianhu campus of Wuhan University of Technology.

A year later, the shop was declared bankrupt.

in the view of Xu Ke Yang, it is the main reason for the sports shops to go bankrupt.

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.

secondly, the impact of the Internet on the physical shops exceeded the expectations of many businesses.

"Take the football a href=" http://www.91se91.com/news/index_f.asp "> shoes < /a > as an example, every time the store sells two or three models at most, there are still many codes.

Puma, Elskes, Diadora and so on can hardly be found in stores, but there are everything on the Internet.

Xu Keyang said.

In addition, the deviation of domestic brand innovation ability leads to less products catering to consumers' individual needs.

high price and profiteering sales are also one of the reasons for the poor shipping of sports brands.

In the first two days, Ms. Liu of Wuchang invited a group of colleagues to go shopping in Huangpi outlets outlets, which featured the factory shop, and bought Adidas style running shoes with good style and quality at 120 yuan. The original price was 400 yuan. "If you open less flagship stores and open more factory stores and special stores, I believe there will be more people to buy."

prospect

shop renewal, outdoor products become the next hot spot

industry insiders say, < a href= "http://www.91se91.com/news/index_c.asp" > sports brand < /a > collective shop reflects the overall bottleneck of the industry.

On the one hand, the era of high gross profit and high growth has gone forever; on the other hand, the growth mode of increasing sales through a large number of new stores has been difficult to sustain.

"P >" adjustment and pformation "has become the core word of the industry.

From the point of view of the industry, the store tide is essentially a process of survival of the fittest.

The day before yesterday, when interviewed by our newspaper reporter, PEAK CEO Xu Zhihua said so.

on the other hand, some sports brands have shifted their business focus to another area: outdoor products market.

Adidas, Puma, Lining and other traditional sports brand giants have taken aim at outdoor goods, which is growing rapidly.

4 months ago, Lining opened the first outdoor flagship store, Lining.

This year, Lining will open more than 60 outdoor stores in many cities across the country.

"the sporting goods industry will remain weak for some time to come. It is optimistic that it is expected to bottom out in the second half of 2013."

Xu Zhihua said.

Zhou Rui believes that after such a "closed shop tide" and other industries, the market price, supply and demand of sporting goods will probably return to normal and reasonable level.