Most Sports Brands Have Encountered Varying Degrees Of Business Downturn.

< p > in the early spring of 2013, most sports brands encountered different levels of business downturn.

In March 15th, XTEP (franchised store) released its 2012 annual performance report, which showed that XTEP's net profit fell 16.18% to 810 million yuan last year.

At the end of 2012, Lining, a sports brand leader, announced that it was the first loss in listing 2012 in 8 years.

The performance of Anta, PEAK and PEAK, which had previously been released, now slipped, ranging from 16.18% to 60%.

PEAK's net interest rate dropped to its lowest level since 2008, and Anta's first decline in net profit in 5 years.

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< p > < strong > sports brand is gloomy < /strong > < /p >.

< p > since 2012, the sporting goods industry has been emerging frequently. It is hard to insist on the new year of the snake year. The trend of closing stores is still continuing.

Anta sports said that this year will continue to close from 475 to 575 stores, this news will undoubtedly make Anta's performance in the stock market worse.

Coincidentally, XTEP chief financial officer He Ruibo also recently said that XTEP closed 80 stores to 100 stores last year, and intends to close 100 to 200 stores this year.

If we count Lining, PEAK and other sports brands again, last year, the total number of sports brand stores is at least 3000.

"The shop is so frequent that people who are doing our work are very nervous.

"A regional manager of Anta Beijing branch complained to reporters.

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While P stores continue to shut down, orders for orders will continue to decline.

Orders for the first quarter of 2013 will show that orders for brands such as Anta and XTEP have dropped by about 20%.

PEAK also announced that the order situation is not optimistic. The total order volume in the second quarter of 2013 will be 20% to 30% decline compared with the same quarter in 2012.

Lining factory shop salesman told reporters that although the Lining brand increased sales promotion efforts in 2012, a large area of discount shops and factory shops had slowed down the pressure of inventory, but the new products continued to develop, the total industry did not expand, and the performance of the terminal market had not improved.

Lining's inventory pressure is hard to ease in the first half of this year.

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< p > < strong > high speed growth of outdoor market < /strong > < /p >

< p > the sporting goods market is gloomy, but the outdoor products market has maintained a rapid growth.

Reporters learned that in March 1st this year, the "ISPOBEIJING2013-- Ninth Asian sporting goods and fashion show" was held on an unprecedented scale, with 567 exhibitors, 40000 square meters of exhibition space and colorful on-site activities, so that every visitor can feel the latest technology and fashion trends in the world.

In a French outdoor brand counter, the reporter saw that although most of the products were expensive, they still attracted many customers of all ages. Reporters also noticed that more and more middle-aged people joined in the ranks of consumers who bought outdoor products. After trial fitting, they were more determined than young people. "Looking young and energetic" is the main reason for them to buy such a a target= "_blank" href= "http://www.91se91.com/" > clothing < /a >.

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NICK, the owner of an international famous outdoor brand, said P. The outdoor industry has achieved good results in 2012. The high growth rate of 36.1% and the penetration rate of 98% department stores show the rapid development of the industry.

The pursuit and recognition of consumers, as well as diversified and differentiated consumer demand, provide great room for the development of this industry.

More brands have entered the outdoor field, and the downturn of traditional sporting goods has provided opportunities for the development of outdoor products market.

It is estimated that the sales volume of outdoor sporting goods market will continue to expand.

In analyzing the reasons for the failure of the domestic sports brand market, the owner said that the domestic sports brands had developed rapidly in the past 10 years, especially in 2008.

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< p > < strong > Enter children's wear market < /strong > < /p >

Before and after the Beijing Olympic Games, P has ushered in an unprecedented development opportunity.

In order to impinge on the market, sports brands get a higher price earnings ratio and expand shop blindly at the expense of capital. This unrestrained expansion has finally led to the present situation.

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< p > not only the domestic sports brand days are sad, but also the international sports brand has been "implicated" to a certain extent.

Reporters came to Beiyuan Road, a famous international sports brand discount shop, the bustling scene never happened again, although the weekend, this "cheap and good" sports brand shop is still cold and clear.

Few customers seem to be too lazy to see the passion for this famous brand in their faces.

According to the reporter's understanding, under the online marketing channel, children's wear has become a rare bright spot in the brand market: sports a target= "_blank" href= "http://www.91se91.com/".

Many sports brands in the first half of 2012, the only group of growth data from children's clothing industry.

On the 31st level, it said that in the future the prudent strategy will be adopted in the expansion of adult sportswear business, but the children's clothing business plan to open 150 new stores in the year to promote overall business growth.

According to the name of the brand leader, the Chinese children's clothing industry has 100 billion yuan market scale and 5 billion production scale at present. The average annual growth rate is 10.09%, which is one of the highest growth categories.

In the next few years, the increase in the number of new born children will increase the demand for children's clothing, which may be a pformation direction for the sporting goods brands in the predicament.

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