XTEP Is In The "Pay Gate" Net Skiing With Frost.

< p > Jinjiang sports brand XTEP has recently been caught in the "pay gate".

As the only well-known sports brand that did not publicly say that it closed, XTEP also closed shop last year.

Last year, XTEP's net profit fell for the first time since its listing.

When domestic sports brands are generally facing the industry crisis of declining performance and shutting down shops, the Jinjiang sports brand which started by imitation has begun to set foot in the children's clothing market, which is unlikely to make Jinjiang's brand performance better.

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Less than P, since last year, the six major sports brands in China have become the focus of the market, and XTEP has pulled out other side effects because of its failure to cause the company to fall into the "gate of arrears".

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< p > XTEP achieved a profit of 5 billion 550 million yuan in 2012, a slight increase of 0.19% over the previous year, a net profit of 810 million yuan, a 16.18% decline over the previous year and a gross profit of 2 billion 258 million yuan, unchanged from the previous year.

This is the first decline since XTEP went public.

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< p > < strong > the XTEP never shut down. After the tide, the company reclaimed the salary gate. < /strong > < /p >

Since last year, Lining, Anta, PEAK, PEAK, China trend and other sports brands have announced the closure.

Closing shop tide has become a trend that sports brand industry is hard to get rid of.

XTEP, the only sports brand that did not publicly say that it has closed shop, has also announced the latest closure plan.

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< p > according to XTEP's earnings report, as of December 31, 2012, the total number of XTEP's retail outlets was 7510, compared with 7596 in 2011, a net decrease of 1.1%.

The annual report from XTEP shows that the company closed at least 86 stores in 2012.

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"P" XTEP said in the near future that it will further integrate 100 to 200 retail stores that are far away from ideal business in 2013.

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Recently, the XTEP Guangzhou branch has been exposed to a lawsuit against the former employee on the basis of P.

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< p > public information shows that the Guangzhou branch of XTEP has closed down the shops of Guangzhou branch because of its relocation to Xiamen. More than 40 employees are unable to move and require the company to pay the arrears and give corresponding compensation plans.

According to calculation, XTEP owes more than 40 employees 1 million 500 thousand yuan overtime and 1 million 800 thousand yuan social security fee, totaling 3 million 300 thousand yuan.

At present, both XTEP and its employees have indicated that they should be resolved through legal channels.

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< p > in the face of the industry crisis of declining performance and intensive shops, XTEP also needs to distract from the lawsuit of some employees. This undoubtedly adds a lot of difficulty to the company that hopes to get out of the predicament as soon as possible.

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< p > < strong > the decline of the young population is very difficult for XTEP to perform well, < /strong > /p >

In 2008, Beijing hosted the twenty-ninth Summer Olympic Games. It was the first time that China held the summer Olympic Games. The major sports brands achieved rapid growth through a series of commercial sponsorship and marketing with the enthusiasm of the whole people to participate in the Olympic Games.

XTEP has seen unprecedented explosive development opportunities before and after the 2008 Beijing Olympic Games.

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< p > XTEP international listed in Hongkong in June 2008.

In the past, in order to hit the market, a higher price earnings ratio was issued. At the same time, the store opened up shop blindly. There were 2794 new stores in 2007, and 1 billion 364 million 900 thousand yuan in 2007, with a compound annual growth rate of 114.2%.

Unfortunately, it didn't last long. At that time, the situation was misjudged and now we had to close shop.

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< p > XTEP's expansion speed is too fast, but its management level has not been raised correspondingly. At the same time, it has caught up with the industrial downturn brought by the sudden drop in the consumer population, and the ability to resist risks has dropped significantly.

From last year to now, the performance is low and the inventory is still high. XTEP is closing the store to reduce the increasingly high operating costs.

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< p > Sports < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > the largest consumer group is a 15-25 year old young man who will start wearing leather shoes as soon as he works.

According to statistics, China's new population is shrinking dramatically as the birth rate drops.

Before the expansion of several major sports brands are misjudged due to the situation now self effect.

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< p > sports brand, including XTEP, has been able to grow rapidly in the past ten years. It has nothing to do with the birth peak of the "post-80s" population. But over time, the number of "post-90s" people in the main consumption group has been reduced compared with that of the "post-80s", and the consumption crowd has declined sharply. XTEP's natural scenery is no longer natural.

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< p > < strong > "Jinjiang Department" sports brand can not get rid of blindly follow the trend of performance can not be changed well < /strong > < /p >

< p > Anta, XTEP, Hongxing Erke, 361 degrees, HOSA, del Hui and other famous sports brand enterprises are all from Jinjiang, Fujian. They are also known as Jinjiang departments.

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One of the characteristics of enterprises in Jinjiang P is that others follow suit and start by imitation.

Listing is also a swarm of bees. In 2007, "Jinjiang Department" Anta sports was successfully listed in Hongkong, and then launched a "Jinjiang series" brand listing tide.

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< p > because of the natural cycle of the boom of the 80s of last century, most of the 80's will be married and have children. The number of new population will increase in the next few years, which will naturally increase the demand for Chinese children's children's clothing. This may be a new direction for the sports brand in the predicament. But more noteworthy is that the increase in the number of new population is only a short period of time. Once the birth peak of the 90's comes, the new population will also be reduced again.

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< p > Anta, XTEP, 31st degree, XTEP and other "Jinjiang Department" brands have entered the field of children's clothing recently.

XTEP has said that this year's children's clothing store's new store's target is 100 to 200, but far away water is difficult to solve the thirst. Now, the rush into the relatively unfamiliar children's clothing field is not necessarily able to make the performance of the "Jinjiang Department" brand better, or even repeat the blind expansion of the sports shoes and clothing now - the high inventory - closing shop tide.

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< p > < strong > epilogue < /strong > < /p >

< p > crisis also means a turning point. If the Jinjiang sports brand can treasure its employees, be sure that the situation is actively pforming, do not blindly follow suit to imitate other peers, and work hard on internationalization and specialization, then it may go out of the trough and survive in the industry integration.

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