Sports Winter Has Not Yet Passed

The domestic sporting goods industry seems to have failed to get out of the cold winter. Earlier, the local sports brand issued a business warning of 31st degree, which reported a significant decline in the first quarter of this year. It is expected that the net profit in the medium term as of June 30th will be significantly affected.

It is worth noting that the 31st order 2013 winter order will 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.

In fact, several local sports brands announced recently that orders decline and profit decline are still common phenomena, and 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 amount of Anta's order meeting in the fourth quarter of 2013 (calculated at wholesale value) also dropped by 5%-15% compared with the same period last year.

　　 clothing Ma Gang, an analyst, told reporters: "sports brand growth is more difficult. First of all, the main business of these sports brands is sportswear. shoes 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 other markets. In addition, the whole industry has entered a mature period, and enterprises are also expected to grow as they did in the past few years. Enterprises need to withdraw from the market or be merged to make room for the market, that is to say, the industry needs to shuffle.

As a matter of fact, the mainland sporting goods shares are all fluctuated by the impact of foreign brokerage firms' downgrading. Anta daily 7.36 yuan, down 2.77%, yesterday continued to fall 1.36% to 7.26 yuan. 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 31st day, the US dollar Merrill Lynch showed that its 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". The day before yesterday, its stock price fell 7.66% to 1.93 yuan, and the transaction increased to 8 million 270 thousand yuan. The stock price fell 0.52% again yesterday.