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The Future King Of The Footwear Enterprise Belongs To The Pattern Innovation And The Capital Breakthrough

2013/7/11 22:23:00 16

Footwear Industry Footwear Enterprises Quanzhou Clothing Industry Clothing Listed Companies

in the June quotations, Thailand shares rose by 5.33% on a monthly basis to win the monthly increase. The reporter understands that the company's main business is the development, production and sale of sports a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > sole.

The company's main products are EVA soles, PH soles, PU soles and soles accessories. After being assembled into finished shoes, the products are mainly used for people to compete in sports competitions, physical exercises, leisure sports and casual occasions.

According to the IPO prospectus issued by the company, the top five customers of the company include Anta, XTEP, 31st degree, Hongxing Erke and del Hui; besides these enterprises, the top ten customers of the company also include the brand sports shoes enterprises such as Xi long long, noble bird, and golden lake.

The above customer companies all come from < a href= "http://www.91se91.com/news/index_c.asp > Quanzhou shoes industry < /a >, which shows that the relevant performance provides a good footnote for the footwear industry in the second half of the year.

sports brand "gaunt" /p >

comparing with other formats of the Quanzhou plate, it seems that the sports goods industry is still going to be out of winter for half a year.

As long as 6 months, domestic sporting goods "five tigers" (Lining, Anta, XTEP, 31st degree, PEAK) share price performance has been in a doldrums.

earlier, the local sports brand issued a business early warning that there was 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.

Less than P, it is worth noting that the order of 2013 and winter orders in the recent 31st may 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 uneven.

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. According to the relevant announcement, its performance has dropped by 32% over the same period.

aiming at the above phenomenon, Chen Linli, an analyst at Quanzhou sharp strategic management company, said: "sports brand growth is more difficult.

First of all, the main business of these sports brands is sports shoes and clothing, but now the trend of consumer choice has changed. The wearing frequency of < a href= "http://www.91se91.com/news/" > sports shoes "/a" 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, make room for the market, and the industry needs to shuffle.

foreign sporting goods are also in the doldrums

relevant reports have pointed out that since June, the Michael, general manager of Nike Greater China, the largest sporting goods company in the world, has been held by the current Vice President, Spillane.

Gary DeStefano, Nike's global operations manager, said with no disguised truth: "Michael will lead our development in China.

He has strong leadership, brand expertise and global experience, which will help Nike achieve sustained growth in this extremely important area. "

in fact, the whole sports industry in China is in the cold winter.

Even if Nike is not immune, with the astonishing decline in numbers, Nike's inventory burden is getting heavier and heavier.

In the four quarter of fiscal year 2012, sales revenue in Nike China has declined.

Morgan Stanley report shows that in the fourth quarter of fiscal 2012, Nike's global orders growth slowed from 18% to 12%, and China's orders grew from 20% to 2%.

the situation has not improved significantly this year.

After the first quarter net profit fell by 12%, Nike's net income in the second quarter of fiscal 2013 dropped 18% to $384 million.

Among them, the Chinese market with a sales volume of 577 million yuan has dragged down its performance in the global market, falling by 11%, ranking the "first" in the global market.

retail terminal dragging "hind legs" /p >

"in fact, compared with the upstream enterprises, the brand enterprises that aim at the retail terminal have greater pressure in the past six months."

Ni Zhongsen analysis shows that the downturn of retail terminal restricts the improvement of shoes and clothing enterprises. It is expected that the upcoming performance of Chinese enterprises, < a target= "_blank" href= "http://www.91se91.com/" > clothing "/a" is still lower than expected.

"From the hundred clothing retail and enterprise survey, the sales in -6 month in May are slightly better than in April, but the discount sales promotion volume is still the main driving force, and the terminal has not been substantially improved."

reporter observed that in the industry, shoes and clothing enterprises do not achieve the expected revenue and cost pressures.

During the interview, a number of enterprises also predicted to reporters that the performance of Chinese newspapers increased negatively.

From the sub industry perspective, in January -6 months, the sales pressure of men's men's shoes sold at the end of the month was relatively large. Due to this trend, the two banner brands of Fujian men's men's clothing, the seven wolves and nine Mu Wang, had a negative number in the first half of the year.

In addition, in a number of recent securities research reports, the inventory of domestic leisure a target= "_blank" href= "http://www.91se91.com/" > dress < /a > has been adjusted to the end.

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discount season raging /strong < > /p >

"we find that although the first half of the year is under pressure, in the second half of the year, < a href=" http://www.91se91.com "> textile manufacturing < /a > is expected to continue to warm up under the background of mild recovery of exports.

At that time, the volume of enterprise orders may rise, gross profit margins will continue to improve on the basis of low base, not only the men's clothing in Fujian, including Zhejiang's Semir, Smith Barney, etc., after the newspaper is expected to achieve positive growth on the basis of low base.

A few days ago, Ren Wei, an investment consultant of Guang Fa Huafu Shishi Branch, said that since the late June, international fast fashion brands have been greatly discounted. The advance of discount time points reflects the pressure of international brands on inventory, but at the same time, it also has a greater impact on the heavier domestic clothing brands.

"And this kind of influence is really felt by companies at the moment."

"this year's overall clothing brand discount sales promotion has been ahead of schedule, especially in the fierce competition in the first and second tier markets," said Ke Yi TSE, who has just returned from Zhejiang, is the general manager of Jinjiang Lifan costumes. He told reporters that Metersbonwe, one of the largest casual wear brands in Zhejiang, has nearly 5000 direct or franchised stores in the country. "But even with such a large brand, this year we have to take the discount season to the end.

As for the several Metersbonwe stores I have seen, they have recommended 39 yuan, 49 yuan, 79 yuan and other civilian price clothing. "A discount of two, 30 percent off, one time, one get one," and so on, also appeared at the same time. The premium price of its high-end brand ME&CITY is even lower than 80 percent off.

Future King belongs to mode innovation and capital breakthrough.

> a href= "http://www.91se91.com" > shoes and clothing brand < /a > in mid 2013, the performance is not entirely optimistic. How long is the recovery of the brand? Objectively speaking, the industry can not be changed in a short time.

In recent years, the trend of clothing brand has changed, and the competition of shoes and clothing has become normal.

kings of the future belong to the two category of brands.

The first category is "crabs" that can be innovating in business mode.

To put it plainly, it is a breakthrough in marketing.

In this regard, with the industry's high growth, domestic sports brands have not been stingy in brand marketing.

But huge capital investment is still a drop in the ocean compared with the sports resources of international brands such as Nike and Adidas.

Homogenization is the biggest obstacle to the sports industry at the moment when many brands begin to smash advertisements abroad. We must establish a brand which is totally different from other brands and create new business models in this industry.

Consumer decision making is not consistent with brand presupposition strategy.

At the same time, we should not ignore the reason why sports brands "fail".

Maybe a brand name thinks that its product is popular with consumers. In fact, consumers do not eat this set, and they are out of touch with demand.

The traditional wholesale mode should keep the brand away from the consumers, and the ordering system will replace the consumers with the distributors.

Small dealers can not take the place of consumers' choice. With the implementation of the reform of footwear industry, the rapid response supply chain must be introduced in the wholesale mode. The proportion of the supply chain should gradually increase.

second is brand name with strong capital strength.

Reporters believe that after entering the era of resource integration and playing capital, the probability of success on their own development is not high, it is usually very difficult to achieve the success of market segmentation.

This will probably require capital strength to complement each other's strengths.

M & A also opened a window for China's < a href= "http://www.91se91.com > > garment industry < /a >. Since this year, the shoe and garment industry has been very clear about mergers and acquisitions.

Anta bought the world, and Semir acquired GXG. It can be seen that as the largest listed clothing and footwear companies in the A share market, Anta and Semir are integrating and acquiring leading enterprises in the market segments with the advantage of capital.

In order to fight fierce competition in the industry, we hope to become a multi brand clothing group.

With the power of capital to open the market segments, the long-term market growth prospects and competitive environment of shoe and clothing retail in China will be better than other retail categories in the mainland.