Sports Brand Is Still Depressed In The First Quarter, And The Burden Of Nike Inventory Is Getting Heavier And Heavier.

< p > recently, Baosheng international, an important distributor of Anta and Nike and Adidas, released its first quarter results. The results showed that Baosheng international continued to lose money. Anta's same store sales growth was on the March, but the order volume in the fourth quarter of this year continued to grow negatively.

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At the same time, the general manager of Nike Greater China is about to replace the P and strive to "restart" the market in China.

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< p > < strong > performance continued downturn < /strong > < /p >

< p > the latest data show that the order volume of Anta in the fourth quarter of 2013 (by wholesale value) dropped by about 5%-15%.

In the same store sales index, the same store sales growth of Anta brand products in the first quarter of this year (at retail price) was flat compared with the same period in 2012.

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Baosheng international has achieved $431 million in revenue in the first quarter of this year, compared with 417 million US dollars in the same period last year, but the cost of sales also rose. It increased from 287 million US dollars in the first quarter to 313 million US dollars in the first quarter of last year, resulting in a total loss of 16 million 171 thousand US dollars in Baosheng international and a loss of 23 million 688 thousand US dollars in the same period last year.

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< p > Anta said that the competition in the sporting goods industry is still fierce. In order to reduce the potential stock risk in retail channels, Anta has adopted a series of measures to help distributors and franchisees control inventory.

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< p > Ma Guangyuan, a doctor of economics in the Chinese Academy of Social Sciences, commented in her column that the decline in profits, high inventory and close stores were the movements of Chinese sports a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > brand unification in 2012.

Over the past year, six major domestic sports brands have been closed to more than 5000 stores nationwide.

From these data, we can see that the coming years are the coldest winter of China's sports clothing brands. The big adjustment of the industry has arrived. Of course, this adjustment itself is not only affected by the financial crisis, including the adjustment of the industry's own cycle, but the most fundamental one is the low cost expansion mode of the Chinese sports brand itself.

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< p > strong > Nike is also no longer < /strong > /p >

< p > in China, Nike, the largest sporting goods company in the world, has also experienced a severe winter. While the performance is declining, the inventory burden is also increasing.

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< p > net income fell again 18% in the second quarter of fiscal 2013, to 384 million US dollars, after net profit fell 12% in the first quarter of.

Among them, the Chinese market with a sales volume of 577 million yuan has dragged down its performance in the global market, with a drop of 11%, ranking first in the global market.

Just released the third quarter report shows that in the third quarter of the global net profit growth of 55%, the Greater China region's revenue is still 9% lower than the same period last year.

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< p > a management scholar who studies sports brand told reporters that there is a direct reason for Nike's problem in China, that is, its agents are very strong, taking too low discount and squeezing Nike's profits.

"At present, Nike is increasing the strength of China's factory stores and online stores to reduce inventory."

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P, as early as the end of last year, Nike executives have publicly stated that they will work together with retailers to clean up stocks, improve distribution through Nike stores, and adjust product designs according to the tastes of Chinese consumers and restart the market in China.

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< p > at present, a major personnel adjustment strategy has been issued.

The general manager of Nike Greater China will be the Michael Spillane vice president from next month. The former general manager, Craig Cheek, will be pferred to vice president and general manager of Nike children's wear.

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< p > Spillane has over 25 years of clothing and < a target= "_blank" href= "http://www.91se91.com/" > textile > /a > industry management experience.

In 2007, he joined CONVERSE as president of North America's "a target=" _blank "href=" http://www.91se91.com/ "shoes" /a, and became president of North America and global products a year later.

In October 2009, Spillane was promoted to chief executive officer of CONVERSE, who successfully led the brand for more than two years and made the business grow.

In 2011, Spillane became chief executive of UMBRO.

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"Michael will lead our development in China," said Gary DeStefano, Nike's global operations director, P.

He has strong leadership, brand expertise and global experience, which will help Nike achieve sustained growth in this extremely important area. "

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Cui Xinsheng, Professor of Beijing Institute of Technology, told reporters that Nike's international brand is still optimistic in China's future development, and Nike has launched some products to try to expand the three or four line market in China.

"Since its main market is mostly in a second tier city, once its channels go down, it will be a new growth opportunity."

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