Local Sports Brand Performance Is Dismal, Children's Clothing Outdoor Into New Road

　　 Order data The same can not inspire people. PEAK's orders in the second quarter of 2013 dropped by 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.

Another problem caused by the decline in orders is the increase in inventories. According to the 2012 annual report of China sporting goods industry, Lining, Anta, PEAK, PEAK, XTEP and China now have a total stock of up to 3 billion 721 million yuan.

Nike also failed to escape its predicament. Its net profit in the first quarter of fiscal year 2013 was US $567 million, while the net profit in the first quarter of fiscal 2012 was US $645 million. Meanwhile, Nike's new orders in China's key market are decreasing, and the number of new orders in Greater China has fallen by 5% over the same period last year.

On the other hand, there is a high inventory of stocks, while the other is an endless 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, and Anta will lose 475575 stores this year.

In the end, Lining and Nike have embarked on the road of transformation. The channel sinks down to clear the stock and test the market for outdoor or children's clothing. In front of the sports brand is a more difficult "re start".

　　 The giant advanced in advance.

stay clothing In the market, the so-called transformation is no more than two directions: one is to open up more channels, to find a market for the past stock market; and the two is to find a "blue ocean" market with higher profit margins.

In fact, foreign brands have already taken the lead in opening up new sales channels.

As early as the expansion of local brands, Nike and Adidas overestimated the market demand for high-end products after the 2008 Beijing Olympic Games, coupled with the ensuing financial crisis, which led to a serious backlog of inventory and began to clear stocks before domestic brands.

Adidas pioneered the transformation, 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. From HC shoes Net data show that Adidas's Greater China 2012 annual sales revenue grew by 15% over the same period, reaching 1 billion 562 million euros. Group sales revenue grew by 6% over the same period last year, reaching 14 billion 900 million euros.