Sports Industry Into The Depth Adjustment Period "Wholesale" Mode Controversial

< p > "we are conducting second wars." Ding Shizhong, chairman of the board of directors of Anta (China) Limited, said in a media interview during the "two sessions" that behind the wave of sports brand closing shop, the sports brand business model was quietly changing. < /p >
< p style= "text-align: center" > img border= "0" alt= "align=" center "src=" /uploadimages/201303/26/20130326121857_sj.JPG "/" < < > >
Less than P, the customs shop once again hit the local sports brand due to inventory problems, and as the industry entered a period of deep adjustment, a thorough study of the marketing mode was going on. "We are conducting second wars." Ding Shizhong, chairman of the board of directors of Anta (China) Limited, said in a media interview during the "two sessions" that behind the wave of sports brand closing shop means the end of the era of "wholesale sale" of sports brand, which is also a change of business mode. < /p >
< p > < strong > controversial "wholesale" mode < /strong > < /p >.
< p > it is estimated that Quanzhou's Enterprises above Designated Size < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > sub stock is backlog at around about 4000000000. Moreover, this data does not count the backlog of channel intermediaries. Mr. Huang, a well-known sports brand in Jinjiang, analyzed the distribution of inventory. Brand companies generally account for 15%-20% of the total, while regional distributors and terminal retail outlets account for 70%-80%. < /p >
< p > 2008, in order to make a breakthrough in the Beijing Olympic Games and give the channel dealers a great market pressure, "in those years, because of the good market and the opening of shops, they made money, so the brands were stronger, and increased the distribution quota to dealers every year." Mr. Huang said, "dealers can only accept conditions if they want to maintain the agency or get a lower discount, and because everyone has made money, everyone will think that this year's sales are bad, and they will sell again next year." < /p >
< p > "Chinese brands do not control retail channels, and sales depend more on agents. The common situation in this industry is that the best seller is out of stock and the mediocre product is backlog. " In November last year, Chinese founder Chen Yihong publicly pointed out that Chinese companies are large wholesale models, and brands do not control retail channels. The whole industry is facing the difficulties of "brand + wholesale" mode. "As long as you sell wholesale, it has already formed sales volume for brands, and it will not pay attention to changes in the retail side. Companies such as Lining and China are slow to respond to market changes and inventories are coming out. < /p >
< p > the way to resolve the crisis is to change the traditional channel mode of "brand + wholesale", and learn from the business mode of "a brand" + "_blank + href=" http://www.91se91.com/ "clothing" /a > the retail brand "UNIQLO + retailers" of UNIQLO. < /p >
< p > "in the 10 years of Japan's economic downturn, UNIQLO came to the fore. It broke the situation of all the aspects of the garment industry controlled by the Japanese general assembly company, and vertically integrated all the links of its product chain, and completed the sales performance after the retail end." Mr. Huang said. < /p >
< p > < strong > increase the "fill in order" and adjust the order < /strong > < /p >.
< p > August 2012, Li Ning Co announced that it stopped publishing the order data from 2013. The reason is that the order data can not represent the future sales of the company. According to Li Ning Co, we will find suitable supplier partners in Southeast Asia to improve the supply chain and enhance the performance price ratio of our products. < /p >
< p > at the same time, Anta and PEAK are gradually changing the futures system commonly adopted by the industry and increasing their reliance on the "fill in" mode. Anta has recently stressed that flexible replenishment and flexible supply will be adopted to meet the demand beyond orders. < /p >
Liu Xiang, deputy director of PEAK public relations, said in an interview with reporters: "if the dealer is to sell 1 million garments in six months, the dealer can place 700 thousand orders first, and the remaining 300 thousand parts will be made later according to market conditions." P He said that such measures can prevent dealers from misjudging the industry situation and increasing inventory burden. The premise of achieving this goal is that branding firms must have their own factories. < /p >
< p > "in the past few months, the company has adjusted the ratio of futures orders to spot orders from 9 to 1 to 7: 3." At the investor meeting held in Hongkong not long ago, PEAK CEO Xu Zhihua said that the futures orders and supplement rates of the order will continue to decline after the distributors are fully adapted to the new order pattern. < /p >
< p > < strong > the industry generally sees 2013, < /strong > /p >
Sports brands like P, Anta, PEAK and 361 degrees all released their 2012 results. PEAK's turnover in 2012 decreased by 37.5% to 2 billion 903 million yuan, and net profit dropped to 311 million yuan. Anta's turnover declined by 14.4% to 7 billion 623 million yuan, net profit fell 21.5% to 1 billion 359 million yuan, while the performance of 361 degrees was also bleak. In 2012, sales were 4 billion 950 million yuan, down by 11% compared with the same period last year, and net profit was 707 million yuan, down from last year. < /p >
< p > the sporting goods industry is facing a "deep adjustment period". For the situation in 2013, the industry has also seen a slight decline. In an interview with reporters, Xu Zhihua said that in the past two years, the consumption capacity of the market is insufficient and the demand is shrinking. In the long run, the government will take some measures to promote the steady development of the economy, but "2013 is still not optimistic, we can only make conservative estimates". < /p >
< p > Xu Zhihua told reporters that judging the industry has a very important index called selling out rate. When the market is good, the selling rate is 80%-85% or even higher, but in the past two years, the sales rate of PEAK is only 70%-80%, and some enterprises are even lower. "Although it is in controllable range, the pressure is a little big." < /p >
< p > Mr. Huang said, "if the pressure of enterprises in 2012 is on sale, that is, the pressure in 2013 may be directly reflected in the cash flow." < /p >