Outdoor Storage Industry Inventory Crisis Or Repeating The Mistakes Of Sports Industry

< p > as an important field in the pformation and development of sporting goods industry, the outdoor industry has attracted much attention in recent years.

However, the domestic outdoor industry is not entirely a blue ocean.

It is reported that this year's quarterly report shows that the inventories of the Pathfinder reached 250 million yuan, up nearly 50% from the beginning of the year.

Insiders say that the booming development of the outdoor products industry has attracted more and more brands and capital involvement. Some brands are blindly optimistic, and actively expand their stores, plus the impact of the electricity supplier channel.

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< p > in the process of going stock, several major sports brands closed stores one after another. According to incomplete statistics, Lining closed 1821 stores last year, Anta closed nearly 600 stores, and XTEP closed nearly 100 stores.

The contraction of this channel still has great uncertainties for the improvement of the performance of enterprises in the later stage.

Unless we continue to increase dealer inventory, the order situation in 2014 is still not optimistic.

The problem is that since last year, the discount of major brand outlets has been lower and lower, which makes franchisees even more powerless against the market downturn.

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< p > in addition, from the company's announcement, the order of local sports brand is not ideal. The 361 order 2013 winter order will decrease by about 17% compared with the previous winter order meeting. The order amount of XTEP's fourth quarter order in 2013 (by wholesale value) dropped by about 15% to 17% compared with the same period last year. The order volume of Anta in the fourth quarter of 2013, according to wholesale value, also fell 5% to 15% over the same period last year.

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< p > < strong > the pformation trend of sports products to outdoor products is more and more obvious < /strong > < /p >

< p > traditional sports brands such as Adidas, Lining, Kappa and so on have launched outdoor products series, and the pformation trend of sports products to outdoor products is more and more obvious.

However, the reporter found that the price of "a target=" _blank "href=" http://www.91se91.com/ "> shoes" /a "is twice as high as that of ordinary products, such as a pair of ordinary sports running shoes, which cost about 500 yuan, but if the general outdoor shoes are priced at least 1000 yuan.

There are shopping malls sales staff told reporters that more and more young people become the main purchasing force, rather than the imagination of professional outdoor sports crowd.

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< p > reporter has learned that the booming domestic outdoor products industry has attracted more and more domestic and foreign brands and capital involvement. Many foreign outdoor brand manufacturers have made great efforts to expand the market in China with the help of abundant funds, R & D, design and marketing capabilities.

At the same time, famous sports brands both at home and abroad are fighting for outdoor products market under the background of the depression of sports goods industry.

According to the 2012 annual survey report of China outdoor products market, the number of outdoor brand brands in China has reached 823 in 2012, including 405 domestic brands and 418 foreign brands, an increase of 14.78% over the same period last year.

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< p > < strong > traditional outdoor brand Pathfinder, the inventory in the first quarter is as high as 250 million yuan < /strong > < /p >.

Less than P, the big cake of scramble for outdoor products industry is not a huge increase in profits, but a gradual increase in inventory.

Take the domestic outdoor brand Pathfinder quarterly as an example. In the first quarter, the brand inventory was 254 million yuan, compared with its annual inventory of 163 million yuan in 2012, an increase of 55.8%.

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< p > in fact, the Pathfinder is also aware of the problems caused by inventory. The reporter understands that the company sells the off season goods mainly through discount stores. At present, there are about 100 discount stores, accounting for 8% of the company's stores.

At the same time, the electricity supplier has become the main force for the Pathfinder to digest the inventory, and for the over season products, it will also be sold at a discount.

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Besides P, other brands specializing in professional channels have only been adjusted in terms of product mix, and more first-line brands have begun to rethink their market strategy and look at inventory problems.

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< p > < strong > will outdoor brands repeat the same mistakes? < /strong > /p >

"P > footwear industry analyst Ma Gang pointed out that" outdoor products industry standards are lacking, and gross margins are high, so everyone wants to make a profit. "

China Merchants Securities analyst pointed out that in addition to a small part of the professional market, China's outdoor products are mainly light outdoor products market.

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< p > in recent years, with the wide spread of the concept of "public outdoors", China's outdoor products market has entered a period of rapid growth, but its brands are scattered. Besides concentrating on the overseas brands of the first and second tier core cities, the local brands are mainly small and medium sized brands, and are located in the two or three line cities.

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< p > < strong > industry worries: the potential market is not enough purchasing power < /strong > < /p >

Less than P, the industry's concern also comes from the slowdown in the growth of the outdoor goods industry.

According to statistics from COCA (China a target= "_blank" href= "http://www.91se91.com/" > textile > /a > commodity Association outdoor products branch), the total shipments and retail sales of outdoor products industry increased by 36.1% and 34.9% respectively last year, and the growth rate slowed down 33.1 and 16 percentage points compared with 2011.

According to the analysis, at present, restricted by outdoor facilities, facilities and consumption capacity, the consumption of outdoor products in China is mainly concentrated in basic outdoor sports such as hiking, mountaineering, photography and fishing. Outdoor equipment consumption such as camping, raven camping, etc. is relatively low.

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< p > commented that simply building a horse enclosure and neglects brand building and store management led to confusion in the overall channel management of some brands, similar brand positioning and similar product styles.

In the future, with the upgrading of outdoor consumption, the potential market for outdoor products in China will be greatly improved.

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