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The Sporting Goods Industry Is Adjusting The Inevitable New Field Of Development.

2013/3/14 22:43:00 13

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The era of "P > store expansion is far away from the sports brand. Puma's contraction plan may be an irrational and enthusiastic recovery in the sports market.

Quanzhou's local brands such as Anta, XTEP, and 31st degree have reduced stores in the past two years, but they think this is the adjustment of store structure.

And consumers are seeing changes in the new field they are exploring.

The same store is being replaced by more factory shops and children's wear shops. These changes tell people at least a message: the sports brand is entering the adjustment period.

observe: clean up inventory structure

after closing a total of 80 to 100 stores in 2012, XTEP closed its shop.

In the new year, XTEP expects to close 100 to 200 stores.

Anta Group expects Anta stores (including sports life) to total 7500 to 7600 this year, which means Anta will continue to reduce about 475 to 575 stores this year.

but this is not surprising.

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.

As for the reduction in the number of stores, Anta group has explained to the media that they are more important to increase store efficiency than shop growth.

In 2012, the group strategically integrated shops with poor location or lease expiration, and merged sports life series stores in professional sporting goods shops.

in fact, several sports brands should have been aware of the decline.

And intends to "clear inventory" as a strategy to integrate into the store planning.

Under this background, XTEP and more and more sports brand shops are on the way of "factory stores", "special stores" and "discount stores". P

It is reported that since the order began in 2012, Anta has begun to handle orders carefully, and has adjusted the distributors' orders already, but the group has not yet produced the order quantity to be shipped, so as to reduce the potential stock and discount on the retail channel.

After Anta announced last year's annual earnings, XTEP's chief financial officer, He Ruibo, publicly expressed that the XTEP group's inventory pressure would be bright by the end of 2013.

He said the return interval of the first half of the year was 15% to 20%, but the group would still take a series of movements such as discounts and promotions to digest the surplus stock.

On this basis, we will also build up a number of shops that will lose profits and benefit from negative growth of single stores.

Therefore, inventory and order sales will be promising.

survey: store structure readjustment > /p >

recently, reporters along the streets of Quanzhou City Tu Men street, Nan Jun lane, East Street and Zhongshan street found that the sports brand along the road had not seen the figure of Puma, and Lining was the only one left.

Other brands, including Anta, XTEP, PEAK, and 360 degrees, have seen ultra-low discounts for more than half of the local brands.

On the one hand is to close the poor profitability of the stores, and on the other hand, we are accelerating the pace of setting up brand special stores, taking the low price and discount to win back the consumer group.

Miss Chen, head of Anta store in Quanzhou, told reporters that in recent years, Quanzhou Anta factory store has a better business capacity, and its number is also increasing.

If the lot is right, the number of Anta factory stores may continue to increase this year.

industry analysis, this is a signal issued by sports brand to adjust the store structure voluntarily.

The old stock needs to be digested, but the new product has been continuously developed, and the total volume of the industry has not changed.

Only by solving this part of inventory can enterprises be able to go back to light again.

However, the industry is still cautiously optimistic about factory stores. "On the current market discount sales and channel situation, inventory pressure is still difficult to get a significant relief in the first half of this year."

however, a problem that can not be ignored is that it is precisely because of the above reasons that the total volume of orders will continue to slide.

In the first quarter of 2013, orders for brands such as Anta and XTEP dropped by about 20%, while PEAK dropped 20% - 30% over the second quarter.

way out: continue to open up new fields

however, because the big brands are struggling to clean up their inventory, the price has dropped to a very low level, which has squeezed the profit margins of small and medium-sized brands.

Some small and medium-sized enterprises in Quanzhou began to try to "escape" the sports market, or adjust their product positioning.

It is understood that at present, alligator and celebrity sports have begun to shift their product positioning from sport style to fashion leisure style.

The outdoor area has attracted another group of small and medium-sized sports enterprises eager to be pformed, such as the champion bird sports and a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > industry.

we need to find a way to differentiate the development of the "big guys" who are trying to get rid of the heavy burden.

In the past, the era of sports brand "living together" and holding shops has not been recognized by the industry. Instead, it is the dislocation marketing of products, which has opened up new areas of growth.

in this respect, Lining's attempt is also an outdoor brand.

It is understood that Lining recently went to Germany to participate in an outdoor brand exhibition in Munich, accompanied by other companies such as ADI.

Lining's new choice may be a good try.

After all, compared to the traditional sports brand market, the outdoor sports market with a market size of nearly 11 billion is growing at an annual rate of more than 40%, which is definitely a blue ocean.

Lining outdoors, while 360 degrees, Anta, XTEP and other companies aim at children's wear.

This is also a brand new attempt.

In fact, P began to set foot in children's clothing two years ago, and in last year's annual report, the business of making money is actually children's clothing.

Of course, XTEP is also trying all kinds of sprint.

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 to 200 children's clothing stores in the two or three tier cities this year.

The industry believes that, based on the growing popularity of children's wear market and the foreseeable good business prospects, although children's clothing business currently accounts for only 1% to 2% of XTEP's total business revenue, this does not affect the group's confidence in expanding children's clothing market.

It is expected that the inventory pressure of the company will be clear at the end of this year.

the industry believes that the number of new born population will increase in the next few years, which will naturally increase the demand for Chinese children's children's clothing, which may be a new direction of pformation for the struggling sports brand.

Besides P, XTEP has been the sponsor of Hongkong Standard Chartered Marathon campaign, a target= "_blank" href= "http://www.91se91.com/" and "dress /a" for second consecutive years, and 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 the rent in Hongkong is too high, the company has no plan 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 to 5 years, the company will further expand its online shopping business."

He Ruibo told the media.

there is no doubt that in 2013, for the entire domestic sports brand, "going to stock" is still the theme, this is a matter of life and death, and the development of differentiation outside the theme is the way out, because it determines the height of each company's rebound.

industry adjustment is imperative.

Less than P, the market share of the sporting goods industry has not improved much.

This is a more cautious industry signal in the spring of 2013.

We know that, according to the annual report of the six major sporting goods companies in the mainland last year, it is still an important time for enterprises to digest inventory.

however, with the spring up of new products, the backlog of pressure mountain will lead to a situation that cannot be overdone. What can we do about it? From the perspective of enterprise development, we can not achieve greater expansion in the short term and lose the flexible and controllable market means.

In terms of industry, the production lines they have cut down have been gradually reduced; the demobilized workers are also quietly being disbanded; even some senior executives who do not want to continue to stay have been "high water flowing".

in a recent visit by reporters, a well-known sports brand enterprise internal staff revealed that the production line of the company has changed to two and half of last year's eight, and the employees of the enterprise in the Jinjiang general factory have also decreased from the original more than 1000 to the present hundred people.

This kind of situation is unimaginable in the past. It is understood that in the past few years, when the industry was in good condition, the enterprise paid taxes in one year.