Sports Brand Orders Will Drop By Two Digits.

< p > 2013, the 2013 annual ordering meeting of all major sporting goods brands has all come to an end.

As a "weather forecast" for business operations, the data of order meeting has always attracted much attention.

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< p > from the data point of view, the major brands in 2013 had double-digit decline.

The average annual decline of Anta was around 20%, and Q4 narrowed to 5% to 15%.

The average annual decline of XTEP is between 15% and 20%, and the decline of Q4 is between 15% and 17%.

The annual performance of the 31st order will also drop by about 20%, down by 23% in spring and summer, 19% in autumn and 17% in winter.

PEAK's orders will change significantly, the spring is unchanged from 12 years, and the second quarter will drop by 18.5%. Subsequently, PEAK said, "because of the change of the above order mode, the Group believes that the orders will be comparable from the third quarter of 2013, so the order results will be suspended from the beginning of the quarter, so as to avoid misunderstanding."

Li Ning Co stopped publishing the results of the order at the 13 year Q2 order meeting.

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"P > industry is changing, orders will be changing, big brands will start to avoid the performance of orders, instead, they will emphasize wholesale pfer to retail and flexible cash supplement, and change will become the only key word in the industry. What are those changes? < /p >

< p > < strong > change of futures system < /strong > /p >

< p > sporting goods brand is mainly franchising, and the proportion of direct business is low. Mainstream enterprises adopt futures commodity mode.

The buyout futures ordering system has obvious advantages when the supply of brand goods is short of demand. It can balance production and marketing contradictions through the order of franchisees, and effectively guarantee the matching of styles and markets.

However, in the market environment where commodity supply exceeds demand, the timeliness of futures system can not catch up with the rapid change of retail environment. At the same time, it will occupy the liquidity of franchisees, coupled with homogenization of commodities and brand managers seeking performance indicators, resulting in the formation of large terminal stocks.

In order to ensure the stability of the franchisee, brand dealers began to support franchisees from many angles, such as rent, credit limit, flexible return and quick repurchase, while franchisees simply ordered by semi futures and semi spot.

We see that there are not many changes in the number of brand stores in the financial reports, but there is a slight change in the same store sales, but the performance of the order will be obvious. This is the reason why the futures market has changed.

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< p > < strong > consumption trend change < /strong > /p >

< p > when someone mentioned the sporting goods market in China, it contrasted the sports industry and consumption situation in developed countries and the Chinese market: 3 pairs of sports in developed countries were less than a target= "_blank" href= "http://www.91se91.com/" > shoes < /a >, while China had less than 1 pairs per capita, so China has huge market growth space.

And do not comment on the correctness of this statement.

The total consumption of Chinese society is around 20 trillion, while a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > consumption accounts for 10%, which is 2 trillion, while the proportion of sports shoes and clothing has reached 10% of clothing consumption, which is about 200 billion.

If the consumption of sports shoes per person reaches 3 or more, it means that the consumption capacity of the people has increased several times, or that the proportion of the consumption of sports shoes and shoes should be increased several times. Obviously, it is quite difficult to achieve this. The consumption of the people is showing a diversified trend of development. The consumers of sports shoes and clothing are attracted by new categories such as casual wear, business clothes, fast fashion and online brands.

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< p > < strong > change of retail environment < /strong > /p >

< p > online shopping is definitely a hot word, whether it is consumer or business.

The consumption of online shopping reached 1 trillion and 200 billion in 2012. According to the analysis, the proportion of online shopping clothing consumption reached 30%, that is 400 billion.

The rapid growth of online shopping seems to show that the consumption potential of ordinary people is huge, but the fact is that people are moving from offline consumption to online migration, and the growth of real purchasing power is rather limited.

Take the sports brand Anta Lining as an example, the online consumption is about 2~3 billion yuan, accounting for 3% to 5% of the total performance, which is far from the 20% of the total online clothing consumption of 400 billion of the total clothing consumption 20000.

That is to say, other clothing categories of online shopping have plundered many offline shops.

Just imagine, the owner of a physical shop stares at every day to send a piece of clothing to the consumer's hands. What's the taste of it? < /p >

P has been asked by many media friends when the sporting goods industry will recover and when it will rebound.

Only change can promote progress.

The only thing that changes is good.

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