How Did Sports Brand "Turn Around" In 2013?

< p > in the face of Nike (exclusive store) held in Beijing last week ("exclusive store"), the "a target=" _blank "href=" http://www.91se91.com/ "shoes < /a > category half off" sales promotion, the Fan Gang NBA fan and the five road residence in Mao Dong were not regretted for missing the rush to buy the opportunity.

He said: "this sports brand giant will be greatly discounted, this year will always be there."

It is understood that most companies still continue to decline in revenue and profits both year-on-year.

It is foreseeable that both domestic brands and pnational giants such as Nike and Adidas will continue to make discounts for inventory clearance.

These companies also look forward to passing through the structural adjustment and factory shop to survive the winter of the present industry, so as to achieve the "magnificent turn" of puppation and butterfly forming.

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< p > Nike's first decline in China's revenue < /p >

< p > from the performance of sports brands that have been announced, most companies have been affected by the global economic downturn and the decline in sales growth in the Chinese market, resulting in a marked decline in turnover and profits in 2012 and an overall upward trend in inventories.

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Less than p ago, the famous sports brand published 2012 annual performance bulletin. As of December 31, 2012, the turnover of the company was 4 billion 950 million yuan (5 billion 569 million yuan in 2011), gross profit (the balance of goods sales revenue minus the purchase cost) was 1 billion 970 million yuan (2011 was 2 billion 360 million yuan), net profit in 2012 was 715 million yuan, a decrease of about 37% compared with the same period last year, which is roughly equal to the warning level of the company's "profit declines 40%" in January 18th this year.

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< p > Nike, the leader of the global sports brand, has not been spared.

Nike reported 2013 quarter fiscal year second quarter earnings report, China's market revenue of $577 million, the first time down, the amplitude of 11%, while the first half of the 2013 fiscal year, China's market revenue of 1 billion 149 million U.S. dollars, down 2% over the same period.

Prior to the third quarter of fiscal year 2012, the growth rate of Nike's orders in China has slowed down significantly, and even two consecutive quarters of decline has been recorded.

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< p > < < a href= > http://www.91se91.com/news/index_c.asp > > Ma Jilong, vice chairman of the sports industry of China < < /a > >, disclosed to the media that the market growth rate of the sporting goods manufacturing industry in 2012 was around 10%, which was lower than that of 2011 and 2010's growth rate of 15% to 20%, which is much worse than the growth rate of 30% above 2008.

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< p > industry adjustment will be "closed" < /p >.

< p > > 10 years of gold in the sporting goods industry has passed, and the era of relying on distributors to set high indicators and shop in a large scale to enhance their performance is gone forever.

The key road sports information company CEO Zhang Qing told reporters that some enterprises lacking brand resources, bargaining power and channel advantages will be out in this round of industry adjustment.

According to the analysis of the reasons for the decline in the performance of domestic brands, the industry said that, on the one hand, some domestic manufacturers were losing their sales performance due to the lack of stickiness of their products. On the other hand, in 2008, in order to meet the 2008 Olympic Games in Beijing, the companies "hoarded heavy troops" and invested a lot of costs in many cities, especially the first tier cities in the country. The negative effects of this behavior continued to appear, and high inventory and overcapacity became "unbearable".

To this end, since the second half of last year, it is not surprising that some sports brands choose to stop shop.

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< p > Senior Sports Industry commentator Ma Gang believes that 2013 is the third year to judge the three year adjustment period of the local sports brand, and is also the "ending" stage of this round of sports brand adjustment.

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< p > PEAK sports CEO Xu Zhihua agrees with this view.

He told reporters that through this round of adjustment and integration, the sporting goods industry brand concentration will further enhance.

"We hope that through the previous positive inventory clearance and order adjustment, we can quickly recover from the current industry adjustment and achieve steady growth in the next few years."

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< p > factory shop is in the ascendant < /p >

< p > some people in the industry believe that as China's consumers become more and more concerned about health and people are willing to spend more on sports, China's per capita consumption of sporting goods will still return to growth track, and international market demand will also promote the development of the industry.

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Less than P, domestic sports brands, which have realized that the industry has slowed down, have started inventory clearance since last year.

For example, Anta has adjusted the number of orders that have not been produced and shipped with the distributors to reduce potential stocks and discount discounts. PEAK also began to actively adjust orders, reduce market supply and optimize channels from last year.

The relevant measures of the two companies have achieved some success.

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< p > under the great idea of clearing inventory quickly, strengthening factory shop construction is almost a trend.

The so-called factory shop is a large discount shop with a target= "_blank" href= "http://www.91se91.com/" > dress < /a > Brand Company uniform image decoration and shopping in supermarkets. The main purpose is to sell off season goods.

Under normal circumstances, after two months of clothing, and three months later, footwear is a seasonal commodity, which is the main source of factory stores.

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< p > Li Ning Co's previous announcement indicates that as of June 30, 2012, the number of factory shops has reached 271, and the company will continue to expand the scale of factory stores.

Anta also said that in the face of high inventory risks in retail channels, the company has taken a number of measures to respond quickly, including the establishment of factory shops and discount stores in various places to help clean up the post season inventory.

Nike has also heard rumors of increasing inventory clearance.

This year, Nike plans to open 40 to 50 factory stores, which are much larger than before. At the same time, new factory stores will extend from Tier 1 cities to two or three tier cities, and their sales will remain at a low price of 3 to 60 percent off.

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