Nike ADI Channel Sink To Inventory

Less than P, domestic sports brands, after the overall gloomy 2012 earnings, failed to inspire people in the second quarter of 2013.

PEAK's orders in the second quarter of 2013 dropped by 20%-30% compared with the same period in the second quarter of the year, and the order volume of XTEP and Anta fell by 20% in the same quarter.

< /p >

< p > but according to the third quarter financial report released by Nike in fiscal 2013, by the third quarter of February 28, 2013, Nike's net profit increased 55%, reaching 886 million US dollars, far better than the 560 million US dollars in the same period last year.

However, even though Nike has achieved such a high overall growth, it has not been able to reverse the downward trend in the Chinese and Japanese markets. In 2012, the Greater China region's revenue was 635 million US dollars, down 9% compared to the same period last year.

In addition, its inventory grew by 4% over the same period last year, but has completed the stripping of UMBRO and Cole Haan brand. Besides, its implementation of the de stocking plan characterized by the contraction of the brand layout and the expansion of the low-end channel is also progressing smoothly.

< /p >

< p > Adidas chose the "channel sinking" earlier in the Chinese market and increased its support for dealers. Therefore, in 2012, when the national retail industry was in a difficult position, Adidas's performance maintained growth.

Sales in Adidas Greater China increased 15% in 2012, up to 1 billion 562 million euros, and group net sales increased 11.7% to 14 billion 900 million euros compared with the same period last year.

In 2012, Adidas opened 800 stores in China. At present, the sports fashion series and sports performance series add up to 7000 stores in China.

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.

< /p >

In the outdoor products market, the domestic outdoor brand Pathfinder is also focusing on promoting the channel sinking strategy at present. < p >

In 2012, Pathfinder in consolidating and improving the core and primary market penetration, at the same time, focused on improving the coverage and permeability of the three tier urban market in the two tier city market and some developed regions, strengthened the support for franchisees, and further optimized the channel structure, and gradually increased the proportion of exclusive stores in the channel type.

According to its annual report, there were 354 new outlets in 2012, and the total number of shops has reached 1395.

< /p >

< p > whether it is to expand channels, go stock, or enter the outdoor or children's wear market, facing increasingly changing market and economic environment, manufacturing oriented industrial advantages are being challenged. The pformation and upgrading of sports brand enterprises is inevitable.

Facing the new form, talent structure adjustment, brand culture and innovation will remain the core issue of its pformation.

< /p >