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Sports Brand Opens Shop To Make Money In The End Of The Era

2013/5/20 14:04:00 22

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in the Anta factory store beside the Anta headquarters in Chi Dian Town, you can see a row of T-shirts with a price of less than twenty or thirty yuan by entering the door. Only 50 yuan and a pair of sports are less than a href= "http://www.91se91.com/" target= "_blank" > shoes < /a >.

Walking in a lot of shoes Chen Dai Town, can be seen everywhere sports brand hits 9 yuan or the lowest 90 percent off, 80 percent off signs to attract customers.

the end of opening a shop and making money > /strong > /p >

in the downward cycle of the domestic sporting goods industry, Anta suffered its first decline in 2012 since its listing in 2007.

In February 25th, Anta sports announced its annual report in 2012. The report shows that in 2012, the company's operating income was 7 billion 623 million yuan, and its net profit was 1 billion 359 million yuan, down 14.4% and 21.5% compared with the same period last year.

from the first half of last year, Anta sports performance declined for the first time.

According to the 2012 annual report, Anta sports business income fell 14.4% to 7 billion 623 million yuan over the same period, net profit fell 21.5% to 1 billion 359 million yuan, and gross profit margin also fell 4.3 percentage points to 38%.

For the first time in 5 years since the listing of P, Anta has declined for the first time. From the annual report of Anta, increasing inventory and continuing closing are still the main problems facing Anta.

The annual report shows that Anta inventories increased by 11.17% from 618 million yuan in 2011 to 687 million yuan, accounts receivable 1 billion 370 million yuan, average inventory turnover days increased 13 days to 51 days, accounts receivable turnover days increased 8 days to 34 days.

"P" in view of the stock issue, Anta's executive director and chief operating officer Lai Shixian said at the performance conference that the company's inventory fell by about 90 million yuan in 2012, mainly to support individual dealers and to adjust orders.

Stores, Anta sports last year, the number of stores decreased by 590, but children's sporting goods stores increased by 99 to 833, while Anta also said that this year will continue to reduce 475 ~575 stores.

In 2010, Anta made a net profit of 1 billion 551 million yuan (P).

In 2011, a number of shoe companies, including Anta, were pointing to the "Wan shop plan".

Anta is the first a href= "http://www.91se91.com/" target= "_blank" > clothing /a enterprise.

A dealer familiar with Anta's distribution mode said that the most direct way to speed up product market share is to run more stores.

Last Saturday, at Anta headquarters in Chi Dian Town, Jinjiang, the reporter interviewed Ding Zhimin, assistant manager and assistant manager of Anta sports strategy management center.

Now, when we mention Anta's "Wan Dian plan" again, Anta's attitude has been understated.

Ding Zhimin said: "now the industry is in a downward cycle.

For Anta, it is more important to enhance the efficiency of single store and optimize the channel than to open stores and expand the scale of stores. It will not be entangled in the number of stores.

Xu Zhenkun, general manager of Fujian Cheng an shoes industry, said that under the influence of financial crisis and domestic demand, domestic a href= "http://www.91se91.com/" target= "_blank" > clothing "/a" brand growth slowed down, and the era of sales growth by relying on big stores has ended.

shoe business is generally low-key, .

2010, Anta chief operating officer Lai Shixian once said that Anta's retail sales are expected to become the top of the local brand in the first place, and it is expected to exceed Nike and Adidas in three to five years.

Less than P, now we are going to mention the company's vision.

Ding Zhimin told reporters: "let's do our job first.

It's better to be a follower, so the contrast is not very suitable. "

Anta's 2012 earnings report showed that the company's free cash inflow reached 1 billion 610 million yuan, up 32% compared to the same period last year, while the dividend payout ratio was 71.7%, a record high.

industry downturn, many local sporting goods companies in Jinjiang are very keen on real estate, fried ore, and even invest in entertainment industry, with strong cash flow.

As for the possibility of Anta's "sideline" in the future, Ding Zhimin said: "Anta is more willing to focus on sports products.

Even if we invest in the future, we will only buy similar sporting goods companies.

Just like buying Italy brand FILA in 2009.

At present, there is no new investment target, but also the opportunity. "

this year, when the listed companies publish their annual reports, the media have reported the phenomenon of "high inventory" of shoes and clothing brands, even to a certain extent, affected the stock price.

Now some brand managers are more cautious when they hear "inventory".

"In fact, whether it's a local brand or a foreign brand, it is facing inventory," Zhao Feng, director of sports marketing center at P >

Inventory is accumulated over a long period of time, and inventory can not be achieved overnight, but a process of gradual digestion.

Moreover, there are large differences in domestic areas, and consumption levels in different regions are different.

Inventory is not always a slow-moving product, some consumers like to buy new products, but also consumers like to buy discount products with higher price performance.

Inventory is not necessarily an obstacle to enterprises, which may also bring more choices to other consumers.

"of course, the energy of shoe enterprises will not be put on the inventory. For shoe companies, open source is always more important than throttling," Zhao Feng said.

Ding Zhimin, senior manager of Anta sports strategy management center, said: "the company is doing reasonable control over inventory through scientific orders.

For example, the introduction of new products will not be produced in large quantities.

Instead, we should produce a batch first, and then feedback according to the sales situation in the store, and decide whether to increase production or stop production.

even if the shoes and clothing brands are not very happy to talk about "inventory" phenomenon.

But the local people know that in recent years, many brands of shoes and clothing in Chen Dai town will get together to hold a special sale every Spring Festival. The price of each pair of shoes like XTEP and 331 degrees will be more than 200 yuan, and then dozens of yuan will be able to buy them.

The original price of the men's dress is more than 2000 a href= "http://www.91se91.com/" target= "_blank" > clothing < /a >, only two hundred yuan after the discount.

the end sale of Jinjiang shoes and clothing enterprises gradually evolved from the original special sale with the employee's internal welfare nature to the effective form of inventory elimination by various enterprises nowadays.

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visit Chen Dai Zhen /p >

now workers are not good enough to recruit /p >

"P > Jinjiang can not but come to Chen Dai Town, Chen Dai town is the birthplace of Jinjiang footwear industry.

There has been a "brand making" campaign in the locals. CCTV-5 has appeared dozens of advertisements for all kinds of stars to speak for Jinjiang shoe enterprises. CCTV-5 was once ridiculed as "Chen Dai channel".

According to the local authorities, Chen Tai town registered in the book of shoe material companies and shoemaking enterprises. There are more than 3000 large and small, more than 10 listed companies.

P > take a taxi from downtown Jinjiang to Chen Tai town, but 10 minutes.

In May 9th, the reporter first came to the Qiaoshan Sai Kun recruitment market located in Chen Dai Town, which is the largest labor market in Chen Dai town.

The reporter came here early and waited until 10 o'clock or so.

The companies that recruit here are large and small, and there are small and medium sized shoe materials companies and shoe factories listed by Anta.

reporter turned around in the recruitment market, found that the wages of shoes enterprises are almost the same, just entered the factory about 2000 yuan per month, skilled workers can get more than 3000 yuan a month, there is no five risk one gold.

There are not many people looking for jobs at P. Many people who are in charge of recruitment for shoes companies seem to have nothing to do: some people are drowning on the job boards, others are watching Korean dramas on their cell phones, and others are playing cards.

a human resource company's human resources told reporters: "now the workers are not good enough to recruit.

Many of them are tired after the 1990s. They are too short for money. They will not come back after the new year.

Many 70 in the field and 80 after that do not want to drift, and want to go home.

working for ten years without harvest.

before Anta's recruitment board, the reporter met Li Xia (a pseudonym). He specifically asked for leave from the company to find a job.

Li Xia is now a medium-sized footwear enterprise, who is the leader of the needle train group. He has dozens of people, earning about 4000 yuan a month.

he came to Jinjiang in the summer of 2003 and spent 10 years in the small town.

Starting from the most ordinary lathe workers, he can make a complete pair of shoes by now.

"I have worked in many shoe factories, such as Anta, XTEP, Jordan, and some small factories.

It may be my personality reason. I work hard in every shoe factory for more than a year. I often go to a very tired stage.

I changed a lot of homes, and it turned out to be almost the same.

We don't have much room for improvement in our work. We earn our wages entirely by time. "

Li Xia recently felt very tired. The company nearly 12.5 hours of work time he felt too much to eat, he wanted to look at another home.

In Chen Dai Town, reporters also worked with Li Xia to experience the day when workers in ordinary shoe factories looked for jobs.

in the West Sakon recruitment market, Li Xia did not have a fancy job.

Through the stream side, the river is the village of Han Kou, along the road of the mouth of the mouth. If you do not look at the signs, many foreigners will not realize that they have arrived in another village.

The village of Chen Dai town is connected, almost every building is an enterprise.

Li Xia said, now working in shoe factories are outsiders, with Jiangxi, Guizhou, Sichuan and Henan living in large numbers.

Many locals open their own shoes factories, or print and make shoes. In short, they run around the upper and lower reaches of the industrial chain of shoemaking.

Li Xia said that since 2008, shoe factories began to recruit workers hard.

In order to recruit more people, the shoe factory will ask "can we bring workers" when recruiting workshop directors or other management positions.

in the recruitment market of Yang Dai, a wholly foreign-owned sports shoe manufacturer gave the reporter a staff salary introduction.

The above introduces the incentive policy for bringing workers, with male workers, female workers, and work awards, which are 200 yuan / person; with skilled high-frequency workers is 300 yuan / person.

The driver with a needle is 600 yuan / person.

"Now I am not good at managing after 90, I am looking for a job this time and I am not planning to prepare for it."

Li Xia said.

After a round of turns, Li Xia was not satisfied with the treatment given by many companies.

In the afternoon of P p.m., the reporter applied for the job as a beginner for a lathe worker to fly to the international holding company of Yang Dai village.

A workshop supervisor told reporters that the standard of ordinary workers is 1800 yuan guarantee.

More work, more pieces, a car, a pair of shoes belly 1 gross 3.

2 o'clock, the factory staff took the reporter to a sewing machine group in the water workshop.

The smell of glue permeated the huge workshops, and the people in the workshop did not speak much to each other. They only heard the "Da Da" sound of the rollers' machine and the "whirring" sound of the electric fan.

it is not difficult to see that this needle train crew is really short of people, and 10 of the nearly 20 roller cars are empty.

The leader said, "it's not easy to recruit people recently.

In the past few years, many people came to apply for jobs. Now many factories are short of people. "

He handed the journalist a piece of scrap and said the basic essentials.

The needle driver is not good at doing it. To stabilize the hands, < a href= "http://www.91se91.com/" target= "_blank" > leather < /a > material, let the needle foot go together, and control the foot pedal which is responsible for braking.

out of the workshop, Li Xia said, "at first I learned to work as a lathe driver. When I was just learning, I could not grasp the skills well, and my right wrist would be swollen for a few days."

He paused and looked at the distance. "Two more years, I'll go back to my hometown.

We need to save some money. "

Li Xia's intention is to work in Jinjiang for two or three years, save some money, go back to Jiangxi's hometown to start an undertaking, and get married with his girlfriend.

He said, "farming in our hometown is also very profitable.

I haven't saved any money in the past ten years, and I still have no capital. "