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Sports Brand Turn: Is The Way For The Giant To "Sink" In Advance Is The Children'S Clothing?

2013/4/12 21:38:00 34

according to the "new business week" report, the annual report is released, < a href= "http://baike.baidu.com/view/10670.htm" > Lining < /a > (HK 2331), < a href= "http://baike.baidu.com/view/17141.htm" > Anta < /a > (HK 2020), 360 degrees (/a 01361), PEAK (1968), < 1968 "," XTEP "< 01368", China trend (03818 03818) six local sports brands listed in Hong Kong are dismal. For the first time in five years, Anta's performance fell, and net profit fell 21.5% to 1 billion 358 million yuan. The net profit, which has been known for its prudent operation, has declined by about 40%. PEAK's net profit fell by 60.1% to 310 million yuan. 
Ordering data can not be encouraged by P. PEAK's orders in the second quarter of 2013 dropped 20%? 30% compared with the same period last year. XTEP and Anta also said that the order volume in the second quarter of 2013 dropped by 20% or so. 
 on the one hand is the high inventory, and the other side is a continuous shopping tide. Last year, there were about 1000 shops closed by PEAK and Lining, and nearly 100 XTEP stores. At the beginning of March this year, XTEP once again said that it intends to close about 100 stores this year. Anta, the first loss since its listing, will reduce 475 to 575 stores this year. 
Lining and Nike have embarked on the road of transformation. The channel sinks to clear the stock, test the water outdoor or children's clothing field to open up the market. P In front of the sports brand is a more difficult "re start". 
 the giant "sinks" ahead of time.
 in < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > market, the so-called transformation is no more than two directions: first, to open up more channels, to find a market for past inventory; and two, to find a market of "blue ocean" with higher profit margins. 
 in fact, foreign brands have already taken the lead in opening up new sales channels. 
 earlier, when local brands were expanding, Nike and Adidas overestimated the market demand of high-end products after the 2008 Beijing Olympic Games, and the financial crisis ensued, resulting in a serious backlog of inventory and a clear inventory before domestic brands. 
 Adidas took the lead in making changes, such as regrouping the whole country into six major areas, increasing the support for distributors, and first putting forward "channel sinking". When Adidas announced in 2010 that it would go deep into 1400 cities and counties in China, even the township market with a population of only 50 thousand people, the whole industry felt unbelievable. But after the whole industry faced inventory crisis, Adidas had a deeper foundation. In 2012, Adidas opened 800 stores in China. Currently, the sports fashion series and sports performance series add up to 7000 stores in China. In 2012, the national retail industry was in a difficult position, but Adidas had ushered in the best time after the Beijing Olympic Games. Data from Huicong < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > net show that sales in Adidas Greater China 2012 increased by 15% over the same period last year, reaching 1 billion 562 million euros. Group sales revenue grew by 6% over the same period last year, reaching 14 billion 900 million euros. 
 "high speed expansion" has been the key word of major sports brands in China. 
 catching up with the fastest ten years of China's economic development and catching up with the Beijing Olympic express, manufacturers are eager to have a share in the post Olympic era. In the early days of the founding of the 31st degree, it avoided the big cities of the foreign giants Nike and Adidas, and attacked the two or three tier cities. Relying on sports marketing, the brand exposure rate was rapidly raised, making the 360 degree high growth on the less competitive runway for many years. Lining, a local brand leader, achieved a strong growth of 25.4% in 2009, breaking through 8 billion yuan at one stroke and surpassing Adidas in the second place after Nike. 
 people in the industry analyzed the "new business week" reporter. At that time, everyone's mode was "brand + wholesale". Although there were many stores, there were no plans, and more were the management standards, retail standards and brand standards. Busy shop in the streets of thousands of cities, one after another opened shop, until the money does not make up. 
"P > now," the age of "closing the eyes and making money is over," the chairman of the Anta board and CEO Ding Shizhong wrote in micro-blog. In the past two years, Ding Shizhong, who is used to doing everything personally, has done more than 500 cities in China. According to this observation, he decided that Anta will implement a comprehensive management structure to achieve flat production to clean up inventory and enhance store efficiency. 
 turn to outdoor .
 if we expand the channel and reduce the inventory as "throttling", then entering the new market area is the "open source" action of sports brand. 
At the beginning of 2013, at P, most of the shops and counters in Anta could see a new "waterproof breathable windbreaker" posters. Some stores also opened special shelves for outdoor supplies such as waterproof shoes. This means that the outdoor products market has become a new target for them. 
 before Lining and Anta, Adidas, the global sports giant, also aimed at outdoor products, and set up outdoor departments. In the next two years, Adidas will launch a subdivision counter in 7000 stores in mainland China to provide professional products to attract backpackers and even fashion designers. Puma, the world's third largest sports brand, also said that there are two sports segmentation market potential, one is extreme sports and the other is outdoor sporting goods market. 2013 will focus on outdoor sports products. 
 another way: Children's wear .
 children's wear is another area worthy of attention. 
 reporter learned from the Changjiang Securities Research Report that in 2012, the domestic retail sales of children's clothing also showed an accelerating growth trend, and the growth rate was 1.7% faster than that in 2011. 
Less than P, as early as 2010, 9% of the listed funds (about HK $180 million) were invested in the research and development of children's wear brands. According to the 2012 earnings report, the turnover of children's clothing series increased by 97.7% to 370 million yuan, accounting for 7.5% of the company's turnover last year, almost double that of 2011. Average selling price and sales volume increased by 25.7% and 57.1% respectively. The average wholesale price of children's clothing is 57.3 yuan. 
Prior to July 2008, Anta has launched the Anta KIDS brand for children aged 3 to 14, whose products cover clothing, shoes and accessories. P However, due to insufficient promotion efforts, the contribution to profits has not been high. Beginning last year, in the context of declining overall performance, Anta increased the pace of development of children's sporting goods series, from 632 in 2011 to 833 in 2012. 
 other manufacturers are also unwilling to lag behind: in early 2010, Lining and the local children's wear brand Lining signed the launch of the Lining brand Lining Kids, which was launched in 2011. In 2011, the brand name "Xtep+1" was launched for children's shoes and clothing series, aiming at children aged 2 to 14.
 Wang Zhuo, Secretary General of the China clothing association, told New Business Weekly reporter that the changing market and economic environment make China's garment industry dominated by manufacturing industry being challenged, and transformation and upgrading is inevitable. These enterprises must turn from manufacturing to service, adjust the structure of talents, mold brand culture, and relocate the direction of enterprise development. He told reporters: "at present, the industry's most difficult time has passed, but innovation is still the main theme of these enterprises' transformation."