Sports Shoes Clothing Brand Clear Inventory: No Minimum, Only Lower.

After P sold at the supermarket and Nike opened the factory store, Lining launched a 48 hour limited time sale campaign on the van net, selling less than 19 yuan, such as a href= "http://www.91se91.com/news/index_x.asp" > shoes and clothes < /a >. < /p >
< p > < strong > remove stock "ground price" sale < /strong > < /p >
< p > "casual shirts / pants 19 yuan, sports shoes 29 yuan..." At the a href= "http://www.91se91.com/news/index_x.asp" > Lining < /a > sale page, the sports shirt with a price of 199 yuan and a market price of 19 yuan and a market price of 369 yuan are 99 yuan, with a discount of less than ninety percent off, and even many netizens make fun of micro-blog as "the price of the ground". < /p >
< p > "short-term target of the company is to restore channel health and improve channel portfolio, productivity and profitability, and enhance cash flow." Lining public relations company official told the business reporter, last year, Lining has already digested a lot of stock through the way of goods clearance and special sale, and will increase the inventory intensity in 2013. < /p >
"P" is actually earlier than Lining. Recently, Nike said it would continue to open 40~50 factory stores and expand from the second tier cities to the three or four tier cities. 360 degrees also launched "buy one good one", that is, customers buy a pair of shoes, they give the mountain children "a href=" http://www.91se91.com/news/index_x.asp "a pair of shoes < /a >". < /p >
< p > in the new world department store, Chongqing department store and other stores, reporters found that a number of sports brand counters have been marked with a discount sign, many new products also launched 20 percent off, 200 yuan, 80 yuan and other concessions. In the major sports brand official mall, the discount of new products is even greater. For example, Anta has a pair of men's shoes with a price of 369 yuan at a price of only 239 yuan, and XTEP has also produced a new special wording in the flagship store of QQ mall. < /p >
< p > "now do not clear the goods, only in the summer to sell at a lower discount." Chongqing strong wave sports related person in charge introduces, this year the weather gets warmer, the spring clothing sale period is shortened, under the stock pressure, many new products appear on the market to give the discount, because the longer the delay, the lower the selling price. "New products are all sold at 15% off, and last year's purchase is one to one." Dunco, who has been a sports brand for 20 years, told Business Daily reporters that sales promotion is no longer limited to holidays this year. < /p >
< p > < strong > performance fall, multiple brands net profit drop > /strong > < /p >
< p > sports brands have gone through low discount to inventory, and their performance has also been "bone broken". Judging from the recent 2012 annual reports of major sports such as a href= "http://www.91se91.com/news/index_x.asp" and "brand /a", it is called "annihilated completely". Among them, Li Ning Co reported a loss of nearly 2 billion yuan; Anta's net profit fell 21.5% year-on-year; XTEP's net profit fell by 16.18%; PEAK's net profit of sports decreased by 60.1%; and net profit of 331% decreased by 37%. Although China's net profit increased by 73.5% to 177 million yuan, its sales fell 35.4% year-on-year. < /p >
< p > Li Ning Co's 2012 earnings report shows that the related fees, inventory provision, accounts receivable provision and other restructuring costs of the channel revival plan have a significant impact on the profitability of the group during the reporting period. "The excessive expansion of the sporting goods market has led to a backlog of sales channels, which has affected profitability, and even will continue to affect the growth of the industry in the future. It will take some time to solve the accumulated problems over the years," Lining, director of the public relations company told reporters. < /p >
< p > Anta group report shows that because some sporting goods brands offer more discount to clean up inventory, the competition in the domestic market is intensified. Anta has taken a cautious approach to control the number of orders placed by distributors, resulting in a negative increase in wholesale revenue resulting from reduced orders. < /p >
< p > "inventory backlog, low discount sales, the first impact is profit." Ma Gang, an independent clothing observer, told an interview with a Commercial Daily reporter that the stock of sports brand was large and it was still difficult to see a change in the first half of this year. According to statistics, in 2012, the stock of the six major brands in China, namely a href= "http://www.91se91.com/news/index_x.asp" > Company < /a >, totaled 3 billion 327 million yuan, while the total inventory in the first half of last year was 3 billion 721 million yuan. < /p >
< p > < strong > hide the crisis blindly go to stock < /strong > /p >
< p > "I met a friend some time ago and bought a sportswear for 198 yuan. Second days later, I found that the discount sale was only 98 yuan. He said he would never buy the brand again." He Junfeng, chief planner of China Southern apparel brand alliance and China apparel network marketing consultant, said that inventory is caused by many factors, including the market environment, purchasing power, supply and so on, not by discount. Nowadays, many enterprises simply want to solve the inventory problem only by selling at a low price. This will only backfire, not only the effect is not obvious, but it will damage the brand image. < /p >
< p > "the effect is great." Liu Xiang, director of sports and public relations of PEAK, said that the accumulation of brand relies on step by step, but it can slide in an instant, and constantly through the low price strategy will give consumers a sense of low price, resulting in the shrinkage of brand value. < /p >
< p > in a sports brand dealer Deng Ke, online low price promotion has a greater impact on them. "The Internet is cheaper than offline, and the inventory of dealers under the line will not sell." Deng Ke said that he only had a brand inventory of 4 million yuan last year, which is 4~5 times the brand's sales in his store. This year, he had no choice but to cut down the order quantity of 30%. < /p >
< p > < strong > change from wholesale to retail mode < /strong > < /p >
< p > Ma Gang introduction, < a href= "http://www.91se91.com/news/index_x.asp" > Sports < /a > the brand began to expand rapidly after 2008, and the extensive management mode of the horse race enclosure resulted in today's bitter fruit. Sports brand enterprises began to realize that the dangerous machines in the horse racing circle began to transform from wholesale mode to retail mode. < /p >
< p > "over the past decade, the company has rapidly expanded its sales network through wholesale operation and seized the first round of development opportunities. However, in recent years, when the growth rate of the whole industry is declining and showing signs of saturation, the past development mode can not effectively meet the requirements of the future development of the industry. Lining, director of public relations company, said that since last year, Lining has closed down some inefficient stores. This year will continue to implement this measure, and gradually upgrade the level of single store growth through the transformation of retail oriented business mode. < /p >
< p > "the original wholesale business, consumers do not like it, I do not know, it is now based on consumer demand to produce." Liu Xiang, director of sports and public relations of PEAK, said that only changing the operation mode fundamentally is the way out for sports brands. Since the second half of 2011, PEAK has begun to optimize the channels, adjust some store images, lots, and stores that fail to meet the requirements of the company, from the pursuit of order growth to the reform of single store revenue. "To go stock, the most important thing is to sacrifice immediate interests and reduce supply." Liu Xiang said that since the second half of 2011, PEAK has taken the lead in reducing orders. At present, the stock has dropped from 530 million yuan in the middle of 2012 to 390 million yuan at the end of the year. At the same time, to change the order pattern, PEAK is gradually changing its past futures system and increasing its reliance on the "fill up" mode, which can prevent dealers from aggravating their inventory due to misjudgement. < /p >
< p > Anta annual report also shows that the existing "brand + wholesale" mode is difficult to meet the market demand. In the future, it will transform to a retail oriented business mode, from the pursuit of order growth to the single store revenue. < /p >
< p > in the transformation of operation mode, the major sports brands will reach their children's clothing field. Anta launched the brand of "ANTAKIDS" children's clothing, and the sales of children's clothing stores increased by 316 degrees last year, 433, with a sharp increase of 97.7% in revenue, accounting for 7.5% of the group's turnover. According to its earnings report, about 150 more will be opened this year. XTEP officials also said that considering the bright future of children's wear market, we plan to add 100 to 200 children's clothing stores in the two or three tier cities this year. < /p >
< p > < strong > recommendation < /strong > < /p >.
< p > < strong > looking for new selling points, brand promotion < /strong > < /p >
< p > "if it comes with love and health, it will become a brand promotion." He Junfeng said, now is to give a stock of 800 thousand sports brand business to do the program, only the price does not mention discounts, nor compare with the original price. At the same time, we should relocate the products according to the different product characteristics, and distribute the themes of caring and health giving, so as to find new selling points. This not only can reduce the damage to the brand, but also is a brand promotion. And relatively less inventory of styles, through the way of sinking channels, in the four or five line cities to promote the sale of special products, such products meet the consumption level of these local customers, their brand awareness will not be so obvious, the impact is also small. < /p >
< p > He Bin, the marketing director of M jeans style Greater China, ARCADIA group's fast fashion brand, said that the main reason for the high inventory of sports brands was the ordering system. In spring and summer, they began to design and produce winter clothes, which were sold after they were produced. The main reason for the rapid storage of the fashionable store was that the production of the season was low, and the amount of money was too small to produce according to the market demand. < /p >
< p > "we have different styles of clothing all over the country, but all kinds of styles can be maintained throughout the country, and the money that can not be sold here can be sold elsewhere." He Bin introduced that a small amount of inventory was quickly digested through promotions and so on. At the same time, the way of direct operation can make the terminal store and product price well controlled. < /p >