Home >

Domestic Sports Brands Can Still Be In The Winter Of "Tight Clothing And Shrinking Food".

2013/3/13 16:02:00 20

??? 日本語 Fran?ais English 中文

Anta Sports Brand Domestic Sports Brand Nike Factory Store

Less than p ago, PEAK released its 2012 annual report. Last year, its revenue was 2 billion 900 million yuan, down 37.5% compared to the same period last year. Net profit was 310 million yuan, down 60% compared to the same period last year.

In the second quarter of 2013, the amount of orders fell by 20%-30% compared with the same period last year.

31st degree is even more unwilling to lag behind. On schedule, it gives a report card with a net profit drop of 40%. In fact, it issued a profit warning in January this year. It gave a specific figure rarely, and expected net profit to drop by about 40%.

In terms of inventory, the company still has a stock of 460 million yuan, of which the value of the product is 116 million yuan, up 666% from 60 million yuan last year.

In the face of a 40% decline in performance, the explanation is that, due to the pressure of the channel, distributors began to reduce orders for nearly two orders and unproductive orders, so as to speed up the clearance of retail level inventory.

At the same time, as industry inventories and retail discounts continued to remain at high levels of pressure, profits fell significantly, making the industry's performance last year under fierce competition.

But such an explanation must not satisfy shareholders.

XTEP and Anta also announced in November last year that the group has taken a series of measures to maintain the competitiveness of retail channels in the past year, and the level of retail inventories has stabilized. However, when dealing with future orders, the group will adopt a conservative and prudent attitude. Both have indicated that the order volume of the second quarter of 2013 dropped by about 15%-20%.

inventory led to the reduction of orders, and the brands encountered cold winter.

In order to reform channels and digest inventory, the closing shop tide began to take place.

From the second half of last year, Lining, Anta, PEAK and so on.

According to media reports earlier, PEAK and Lining closed thousands of stores last year.

Last week, XTEP, which closed 80-100 stores last year, once again said that it intends to close about 100 stores this year.

when local sports brands are subject to the same quality problems as high quality, high inventory and declining performance, all of them have the same difficulty:

PEAK is a position that has some "contradictions". On the one hand, PEAK is playing the international brand. On the other hand, in the domestic market, PEAK's sales are based on two or three or even three or four line cities, and the product quality is always low.

Where is the breakthrough of PEAK in the future?

Lining's positioning is even more difficult to understand. "For a while is the national team of sportswear, which is internationalized for a while. It's fashionable for a while. After a while, it doesn't understand what Lining really wants to do." it seems that there is no recognition of more people, "one industry insider pointed out sharply.

and Lining's high expectations of young consumers are more unique. "That sign is not as good as before, like a cottage brand."

An evaluation after 90.

Li Ningzhi, 2 billion, is the "big money" to sponsor CBA, will he be able to win the lottery or get the corresponding value? Some need the market to verify it!

P, which has just experienced a salary storm, will be positioned in the high-end sports and fashion market.

The company's sales decline, sales and distribution costs have risen sharply, providing subsidies for major sports events and star athletes, raising advertising and marketing expenses to 10% of the turnover, and providing display brackets for some stores, which cost nearly 200 million yuan, resulting in a huge increase in expenditure.

China's local a href= "http://www.91se91.com/news/index_c.asp" > sports brand < /a > boss Lining can completely reflect the ups and downs of this industry.

Catching up with the fastest ten years of economic development and taking the Beijing Olympic express, China's revenue even caught up with Nike.

Now, the whole industry has fallen into a predicament of declining performance, high inventory, internal fighting and external attacks. When can we get back to the peak, no one can give a prediction.

"Sports brand has spiritual and cultural connotations. If local brands want to break through, they need to combine with fashion, art and other elements to create cultural symbols that meet the needs of the times."

Li Guangdou said.

the sequelae of China's local sports brand after the crazy expansion after the Beijing Olympic Games have been revealed in the past London Olympic Games. < a href= "http://www.91se91.com/news/index_f.asp" > domestic sports goods < /a > brand growth has fallen into a predicament and once again becomes the focus of public opinion.

in the face of a series of problems, such as the decline of order data, the backlog of inventory, and the negative opening of new shops, the domestic sports brand is also facing a more serious fact, that is, the wolf has come, and has always been there.

when Nike starts to play 70 percent off, do you know how consumers will choose?

not only domestic sports brands are facing sharp decline in performance, high inventory crisis, etc. foreign sports giants are also taking various ways to inventory and improve their performance.

{page_break}" less ".

--EndFragment--!

data show that Nike's net profit in the first quarter of 2013 was US $567 million.

In the first quarter of fiscal 2012, its net profit was $645 million.

Meanwhile, Nike's new orders in China's key market are decreasing, and the number of new orders in Greater China has fallen by 5% over the same period last year.

in addition to planning to divest UMBRO and ColeHaan and other brands, focus on Nike, Jordan, CONVERSE and Hurley brands.

Nike will also implement the strategy of "clear inventory" in the Chinese market.

recently, unofficial sources said that Nike plans to open 40 to 50 factory stores in China this year, which is much larger than before. At the same time, the new factory stores will expand from the first line to the two or three line market, and the discount will be maintained at 3 to 60 percent off.

a former Anta personage said: "Nike factory shops have a relatively large lethality. Within one kilometer business area, other sports brands and discount stores are generally difficult to survive."

According to the factory shop discount of Nike, the discount of general a href= "http://www.91se91.com/news/index_s.asp" > winter dress < /a > is about 65% off, the discount in spring and autumn is about 60 percent off, and the discount in summer is about 70 percent off.

If the price of Nike's best sports shoes is 1500 yuan, then the final market price will be 400~500 yuan.

This price will undoubtedly cause great impact on other domestic brand sneakers.

Less than p ago, Adidas announced its Q4 performance and annual performance. The company's Q4 operating loss was more than 239 million euros.

The weakness of China's sporting goods consumption has extended from local brands to international brands. Both domestic and foreign brands have entered the adjustment period due to the bottleneck of industry growth.

The above analysts are not optimistic about the situation of sports brand this year, P.

Zhang Qing, the founder of sports consulting company limited, pointed out that the effect of some sports brands going to inventory in 2012 is not obvious. In 2013, it will be a grim year.

the "bomb" planted in the market of sports brand crazy expansion will explode one by one, and the cold spring of the sports brand has arrived, and it will see who can get through.