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Jinjiang Sports Brand Dilemma, Difficult Inventory Problem

2013/6/2 20:02:00 24

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from the recent information released by the mainstream sports brand of Jinjiang, Quanzhou, Fujian, the performance in the first quarter of this year is not ideal, and orders continue to decrease: 361, the first quarter results showed a big decline, the fourth quarter orders decreased by 17%, while the performance of Anta and XTEP did not increase in the first quarter compared with that of last year. Anta's orders in the four quarter decreased by 5% to 15% compared with last year. 
 the other more than 3000 Jinjiang a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > service life is even more difficult. According to local insiders, in recent years, there are hundreds of factories shutting down factories every year. In a commercial street in the west of Chen Dai town in Jinjiang, there is a discount factory shop every few meters: the birds, del Hui, Jordan and so on are selling goods at a low price of ninety percent off or eighty percent off. 
 although the capital market is still tempting the release of the Jinjiang sports brand, Jordan and the others are rushing to the market, but the fever is over, and the dilemma is hard to understand. 
 production and management difficulties, factory store 9 yuan sale to inventory 
 high storage is still the sword of Damour Chris hanging on the top of the Jinjiang sports brand. In the period of rapid development in 2007~2009, there were more than 13 sports listed companies in Jinjiang, and the number of leading brands in the country exceeded 7000. 
 reporters recently came to visit Chen Di Town, a shoe manufacturing industry at the beginning of the Jinjiang sports brand. Enterprises such as Anta, XTEP and 361 degrees were first born here. 
 reporters in the Chan Dali Town factory discount stores are more concentrated in the West Ditch see, within a few meters are concentrated in Jinjiang, Jordan shoes and other sports shoes brand factory shop, 29 yuan, 39 yuan and other promotional information prominently hanging, the shop assistants didn't even interest in shouting, and some even dozed off. In the factory shop of a brand, the reporter even saw "spring and summer < a target=" _blank "href=" http://www.91se91.com/ > dress < /a > 9 yuan "advertisement. Even in the evenings, when the pedestrians are more pedestrians, the flow rate of factory stores is not high. Compared with the new sales promotion discount information stores, the price of brand shops is less. 
 according to Anta's responsible person, there are dozens of factory discount stores in the country dealing with inventory and over season goods. Zhao Feng, deputy director of the 361 degree brand management center, said that at present, the 361 degree factory discount shops are mainly located in industrial parks with factories. They do not want the factory store as a key channel to deal with inventory, while only a small part of the factory discount stores belong to the 361 degree direct camp. He emphasizes that there are not many factory shops with 361 degrees, which is only a supplementary way to digest inventory. 
 relevant information shows that there are altogether more than 3000 shoe making enterprises in Jinjiang. In 2010, the total output value of its shoe industry exceeded 50 billion yuan. However, a factory owner in Jinjiang told reporters that before Anta, XTEP and other Jinjiang brand listed companies, there were still indigestion orders to be distributed to some local factories. However, the local factories in the past two years had hardly been able to get their orders again, and many enterprises stopped working because of nothing. 
In April, XTEP was exposed to the "arrears of wages" incident, which led to the closure of the R & D center in Guangzhou. At a time earlier, 361 workers were reported to have been shut down by 300 workers. Anta factory stores were exposed to management confusion and personnel issues. 
 361 degrees, the latest business performance shows that the first quarter of this year showed a significant decline in performance. It is expected that the net profit in the medium term as of June 30, 2013 will be significantly affected. The company's recent 2013 winter order will reduce its order by about 17% compared with the previous winter order. Anta announced that while the growth of the same store sales of Anta brand products in the first quarter (at retail prices) was flat compared with the same period in 2012, the order volume of the fourth quarter (by wholesale value) fell by about 5% to 15% compared with last year. Ding Shuibo, President of XTEP, said after the annual general meeting that it would increase the discount of distributors to reduce inventories from the previous sixty percent off to the current 62% off. 
 the "Jinjiang mode" crisis has not been promoted, but /strong strength > /p >
 "Jinjiang mode" has represented a glorious era. According to statistics, there are 41 domestic and foreign listed companies in Jinjiang, ranking first in the country's county-level cities. Among them, there are 13 shoe and clothing companies. In addition, in the 105 listed companies and more than 10 thousand growth enterprises, shoes and clothing enterprises also account for an absolute number. 
 Anta was the first to eat crabs in Jinjiang's "brand building campaign". 
 "in those days, Ding Shizhong (Anta CEO) was the first business owner in Jinjiang to hire spokesmen. At that time, the advertising cost he invested in was almost one year's output value." Jinjiang local business owners told reporters that despite the controversy, some people thought that Ding's approach was very radical and risky, but the final result proved that he had bet on the treasure. In the following years, Anta quickly pulled away from its peers. 
 although there are many successor imitators after Anta, Anta, as the first one to taste crabs, has established its position as the leading brand of Jinjiang sports brand. Following the Anta's "star endorsement" mode, more than 50 enterprises in Jinjiang have invested heavily in hiring sports and movie stars as spokesmen for corporate image, and broadcast advertisements in prime time of CCTV and some provincial satellite TV stations. According to incomplete statistics, since 2004, the shoe enterprises in Jinjiang have launched nearly ten billion yuan in CCTV and local satellite TV. 
 July 2007, after the successful listing of Anta, with the support of Anta and the 2008 Beijing Olympic Games, Jinjiang shoe enterprises entered the capital market one after another. XTEP, 361 degree and PEAK have been listed in Hongkong, China. Hongxing Erke and Xi De long are listed in Singapore. 
 but the shoe and clothing enterprises in Jinjiang rush into the capital market and are regarded as "go mad" by some people in the industry. Just as they used to invite celebrities to endorse and smash ads on TV stations, the development of enterprises is not necessarily a good thing. 
 local people believe that although there are more than 40 listed companies in Jinjiang, there are less than 20 real strength. Although some small companies have been listed in various ways, the strength of the company has not been strengthened. In early 2011, Hongxing Erke was suspended by the Singapore stock exchange because of its financial problems. It became the first failure case of Jinjiang shoe enterprises under capital operation. 
 according to a local factory owner, "there are many problems in the gold chain of many listed footwear companies. Some of them are reluctant to cooperate with them, including suppliers of raw materials, which require them to pay cash, and only a few of them operate well." OEM 
 "listing. That's something to consider later. Now I just want to do a good job of the enterprise and control the inventory ratio. When there is competitive advantage, we are going to distance ourselves from our peers." An annual output value of 100 million yuan Jinjiang sports shoes boss told reporters that even if there is money, the first thing to consider is to buy a piece of land, building office buildings, solid industry. 
 explore and develop new machines. Mainstream enterprises are optimistic about children's clothing transformation. 
 in the development of the main brand, children's clothing seems to be the new engine of Jinjiang sports brand. 
 "up to now, our children's wear shop has opened 1600, and it is expected to reach 2000 in the year." Speaking of this topic, the tone of Zhao Feng, deputy director of the 361 degree brand management center, reveals the confidence that can not be concealed. He told reporters that their children's clothing sales scale is now close to 600 million yuan. 
 when it comes to the layout and adjustment of products and channels this year, Zhao Feng told reporters that in the channel, a key point of this year's 361 degree is to launch a retail terminal concept store -- a collection store. The so-called collection store is the collection of all brands under the current 361 degrees, and its area will be about 800 square meters. It will appear in the store store, including its sports, children's wear and "Shang" brand. The children's clothing will be the main product in the layout of the product. As for the cloth store plan, Zhao Feng said that at present is still planning, the cloth store area is more inclined to Zhejiang, Jiangsu, Guangdong and other coastal developed provinces cities. In addition, 361 degrees this year will further increase the development of professional running shoes and sports shoes. "From the trend, the core of the whole industry will develop towards a more professional field." Zhao Feng said. 
"P" and Anta, a sports brand in Jinjiang, is not only playing a role in children's wear. According to Anta's responsible person, this year Anta stores mainly focus on improving the efficiency of single store use. Anta had many stores with relatively large space and low utilization rate. In the future, children's clothing would be integrated into the original stores in the form of store in store. In channel management, this year Anta will further enhance the retail terminal's rapid response capability, reduce the first batch of new stocks listed on the season, and decide whether to increase the supply of new products according to the feedback from market sales. The person in charge thinks that this will achieve effective management of inventory. In terms of products, the person in charge said that Anta will still adhere to the mass sports attribute, but it will further integrate into sports technology, such as waterway amphibious shoes and so on, to increase the professionalism of products. At the same time, Anta will also increase outdoor sports as well as specialized products such as fighting products. 
P, the founder of the key Sports Information Co., Ltd., Zhang Qing, told reporters that the first quarter results of Jinjiang's major sports brands and the four quarter order will be expected. He said that the industry generally believed that the 3 year adjustment period of mainland sports brands began in 2012, and has just entered the second year. Some brands have released more bad profits last year, while some enterprises have postponed their time. In his view, the problems of XTEP and Anta are all "moving forward". XTEP's recent closure of the R & D center in Guangzhou has caused much controversy. The incident itself is not sudden. As early as 1 years ago, XTEP already had this plan, but the time node was just more sensitive. 
 in 3 leading enterprises, Zhang Qing believes that the performance of XTEP and Anta is not surprising at present. Anta's status still shows the combat effectiveness and execution power of an entrepreneurial enterprise. In contrast, from the current 361 degree transmission to the market information, its brand positioning is still relatively vague, not as clear as XTEP and Anta. Although Zhang recognised children's clothing as a new engine, he still expressed concern about the destruction of his main brand. For the exploration of comprehensive stores, he thinks Decathlon's mode is worth studying at present. "Decathlon sells basic funds to meet the most basic needs of sports, simple and fashionable, and Decathlon stores in Beijing are overcrowded every weekend." 
 for the future development trend of Jinjiang brand, Zhang Qing believes that after this round of adjustment period, market resources will be further concentrated on a few enterprises, that is, the new "first tier" brand, and further expand the distance between the second and third tier companies. But the process of urbanization in China is further advancing. From the perspective of the whole market, the last round of development has just completed the Enlightenment of domestic leisure sports life, and the market potential in the future is still not to be underestimated. Whoever completes the integration adjustment first will win the next opportunity for development. 
 the trouble of a small business owner: recruiting workers is not afraid of big guys. 
The owners of small and medium-sized enterprises in Jinjiang Municipality (P) also have their own considerations. 
Zhang Jiameng P, general manager of Fujian hi climbing sporting goods Co., Ltd. is one of Jinjiang sporting goods operators who also advocate expanding production input. Zhang Jiameng told reporters that his company, like the Jinjiang sports brand, belonged to family businesses. Although the market was sluggish for two years, their production lines were still running. This year, with the support of the government, they built an office building in Jinjiang. At present, the annual sales volume of the company is more than 100 million yuan, and the sales situation in recent years is relatively stable. 
 "ten years ago, we chose to operate with the same industry." Zhang Jiameng told reporters that at present they are mainly specialized in the production of football professional shoes and clothing, and there are only dozens of professional enterprises producing football shoes in Jinjiang. Although the prospects for football shoes and clothes are more promising, on the one hand, the domestic football fever is continuing to heat up. More and more enterprises and group buying orders are increasing. On the other hand, next year's Brazil World Cup will also play a strong pulling role in the football shoe and clothing industry. Therefore, compared with the same industry, Zhang Jiameng seems to be more relaxed. 
 but Zhang Jiameng did not rest easy. The first problem that bothers him is recruitment. Although there are some small businesses and small factories closing down every year, the number of migrant workers who come to work in Chen Dai seems to have not increased. Meanwhile, an increasing number of "post-90s" workers do not want to work in factories. "Even though brand enterprises are also facing such problems, they have more advantages than us, and they have more money to improve their working and living environment." Zhang Jiameng told reporters that the cost of recruiting workers every year is increasing. This year they have increased their investment by about 500000 yuan to attract more workers. In addition to the workers, a good version of the division is also very scarce, he said that at present, the general version of the division salaries have been opened to 7000~8000 yuan, and some companies even opened a high salary of 10 thousand ~2 million. Zhang Jiameng's second question is the next move of the leading sports brands in Jinjiang. "If XTEP and so on are starting to invest in professional football shoes, it will have a great impact on us." In fact, from the earnings reports in recent years, XTEP has been sponsoring some football matches every year, but no football products are currently regarded as the main products. 
 Zhang Jiameng told reporters that for the pricing of the products, the retail price of the sports shoes they produced at present is about 100 yuan, while the factory price is about 4~4.5, the sales profit in the mainland market is around 15%, and the profit in export sales is about 10%, so the domestic sale is still the focus of their company's future.