Anta And Other Sports Brand Industry Experts Say The Inventory Is Almost Processed.

< p > high storage problem is the handicap of brand development in recent years such as Chinese sports "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a ". Recently, in the" China Sporting Goods Industry Summit Forum ", the big tycoons represented by Lining, Anta and so on, sent a signal to the industry: Although the sports industry has not yet come out of the trough, a series of inventory cleaning work has been effective, and the Chinese sports industry is out of the shadow of high inventory.

When reporters asked questions about Anta, XTEP and other related people, they expressed inconvenient interviews on the grounds of listed companies.

However, reporters at XTEP's flagship store in Tmall found that a few clothing stocks are still in thousands or even hundreds of items, and more clothing stocks are in dozens.

However, the industry said that cleaning up stocks is only a temporary solution. If the development of Chinese sports brand itself and sales mode do not change, I am afraid inventory problems will still be repeated.

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< p > < strong > industry experts say the inventory is almost /strong < < /p >.

< p > inventory problem is one of the sensitive problems of several major sports brand listed companies, and many enterprises have been keeping tabs on it.

At the summit forum held recently, Lining, President of Lining (China) Sports Goods Co., Ltd., President Ding Shizhong of Anta (China) Co., Ltd., and Ding Shuibo, President of XTEP (China) Co., Ltd., together, analyzed the path of the development of domestic sports brands and the direction of future efforts, and talked about the problem of stock.

"We have the good news that the inventory is almost processed."

Ding Shuibo also revealed, "inventory management is very good, according to the plan at that time, almost."

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Lining P recently revealed after the shareholders' meeting that in the fourth quarter of last year, the discount rate and sales turnover rate of new products improved significantly in the first quarter of this year.

Jin Zhenjun, executive vice president Lining, predicted that the Treasury sales ratio would return to normal level in the second half of the year, that is, 5-6 times.

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< p > but when our reporter interviewed Anta, XTEP and other related people on the detailed issues, he expressed inconvenient interviews on the grounds of listed companies.

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< p > a person in the industry said that in the past two years, several major sports brands have been able to clean up their inventory and show their powers. They have increased the sale and closing of stores and digested the stock through online channels. Many of them have also been sold to the Middle East and Africa through packaged forms.

Basically, the amount of inventory that has been digested is almost credible.

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< p > the reporter registered at Tmall's flagship store in Tmall, and found that there are 1205 stocks of a breathable, fast drying, short POLO shirt. There are 560 pieces of yellow, comfortable, breathable and hot sweat men's short POLO shirts, while the stock of other more garments has dropped to dozens.

And in Anta's Tmall official flagship store, the reporter found that many of the clothing inventory mostly concentrated in dozens to hundreds of pieces, but the < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > class inventory is relatively high, many shoes inventory display is thousands of pieces.

One of the 50 percent off genuine ANTA Anta men's sports shoes Korean sports shoes, black low air breathing shoes inventory shows that there are still 3827 pairs.

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< p > but industry insiders say that although inventory is cleared, cleaning up inventory is only a temporary solution. If China's sports brand develops its own way of thinking and sales mode, the inventory problem will still be repeated.

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< p > < strong > development needs to get rid of homogenization < /strong > /p >

< p > for the concerns of the industry, the major players of several sports brands also have some considerations.

Ding Shuibo believes that the difficulties in the industry, the first is homogenization, regardless of business models or products are homogenized.

Lining said that the entry threshold of the sports industry is relatively low. Such an opportunity makes a large number of capital and resources to join the industry, making the industry grow rapidly. However, a very important and great pressure is homogenization, which means that the whole enterprise is homogenized through the camp mode.

In this regard, Lining's idea is that with the development of sports goods consumption, demand is beginning to change, so the so-called subdivision demand has begun to emerge.

The future adjustment needs to be solved by making every enterprise develop according to its own genes and market demands.

The potential of China's sporting goods consumption is in the market segments.

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< p > Ding Shizhong also admitted that the overall scale of sports enterprises in China is too small.

"If the domestic sports brand wants to compete with Nike's global super jaws, it will not have many advantages.

But we can still do it, but the first problem is how to lock 1 billion 300 million domestic consumers.

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< p > clothing analyst Ma Gang believes that because of the change in consumer trends, the frequency of wearing apparel shoes has dropped a lot, and the related consumption demand has shifted to other markets. Sports a target= "_blank" href= "http://www.91se91.com/" > dress < /a > industry is still facing great challenges to break through.

Under the current competitive situation, there will be enterprises withdrawing from the market or being merged to make room for the market, and the industry needs a shuffle.

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