The Current Situation Of Sports Shoes And Clothing Industry: The Decline Of Orders, The Decline Of Profits And The Road To Recovery Are Far From Being Expected.

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< p > domestic a > sports goods industry < /a > seems to have never been able to get out of the cold winter. Recently, the local sports brand issued a business warning of 31st degree. It said there was a significant decline in the first quarter of this year. It is expected that the net profit in the middle of June 30th will be greatly affected. < /p >
Less than P, it is worth noting that the order of 2013 and winter orders in the recent 31st may be reduced by about 17% compared with the previous winter order. In response, the 31st degree responded that the main reason for the change in net operating performance was the sharp reduction in orders due to the recent orders, increased production costs and increased competition, resulting in a decline in gross margin of the group and the expiration of all tax concessions enjoyed in the past, leading to an increase in the effective tax rate. < /p >
< p > in fact, the announcement issued by several local sports brands shows that orders decline and profit decline are still common. The road to recovery is still far away. The order volume of XTEP's order meeting in the fourth quarter of 2013 (at wholesale value) dropped by about 15%-17% compared with the same period in 2012. The order volume of Anta's order meeting in the fourth quarter of 2013 (by wholesale value) also dropped by 5% to 15% over the same period. < /p >
< p > > a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > analyst Ma Gang analysis pointed out that sports brand growth is more difficult. First of all, the main business of these sports brands is sportswear < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a >, but now the trend of consumer choice has changed, the frequency of sportswear shoes has dropped a lot compared with the previous two years, and consumer demand has shifted to his market. In addition, the whole industry has entered a mature period, and the enterprise also wants to grow as it did in the past few years, so it is necessary for enterprises to withdraw from the market or be merged to make room for the market, that is to say, the industry needs to shuffle. < /p >
< p > in fact, the mainland sporting goods shares are all fluctuated due to the impact of foreign brokerage firms' downgrading. Morgan Stanley said recently that Anta's stock price has been reflected in the recent improvement, so the rating has been lowered from "overweight" to "neutral", and the target price has been reduced from 7.8 yuan to 7.5 yuan. On the basis of a profit warning for the 31st degree ago, the Bank of America, Merrill Lynch pointed out that the pace of recovery was slower than expected, and the target price was 33% to 1.9 yuan, and the rating was reduced from "buying" to "losing the big market". < /p >
< p > sports brand in the 2012 annual report is declining, how long is the recovery of sports brand? "The industry can not be changed in a short time." Ma Gang said that while going to the stock market, we should not ignore the reason why the sports brand "failed". < /p >
< p > "consumer decision making and brand presupposition strategy are not consistent." He said that a brand may think that its product is popular with consumers. In fact, consumers no longer eat this set, which is out of touch with demand. < /p >