Industry Analysis: Export Market Atrophy, Well-Known Brand Competition Has Advantages

< p > this year, more than half of this year, according to the latest data of leading enterprises in the industry, sales of enterprises such as Lining, PEAK, 31st degree, Daphne, and 1000 degrees are all sliding down in the first half of the year. Only BELLE has a slight increase of 0.5%. We can see that the downtrend of "a" target= "_blank" href= "http://www.91se91.com/" > shoes < / a > is still continuing; unexpectedly, there is still a trend of contrarian growth. The results announced by the Pathfinder (market, interrogation) recently showed that its net profit in the first half of 2013 has increased by 63%.

The industry believes that in recent years, the outdoor products market is developing rapidly, outdoor footwear development categories are more diversified, many categories are also suitable for daily wear, and more durable, at the same time, the price is moderate, and successful breakout is favored by consumers.

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< p > general performance decline in the first half of the year < /p >

< p > the winter of domestic sports shoes brand is still continuing. The problems brought by low price promotion for eliminating inventory are highlighted, and the performance of each brand in the first half of the year is worrying.

The two quarter operating data released in July 29th showed a 0.8% decline in same store sales and a 1.5% decline in the first quarter.

The early warning of earnings is more blunt. Due to a significant year-on-year decline in performance in the first quarter, it is expected that the net profit in the medium term will be significantly affected.

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Before P, PEAK sports has announced the first time that the unaudited net profit in the first half of this year will be significantly reduced compared with the same period last year. The Board believes that the main reason for the decline in net profit is the extensive clean up and storage activities in the industry in the first half of this year.

PEAK CEO Xu Zhihua said publicly that he was not optimistic about the performance of the sports brand in the second half of the year.

Lining, executive chairman of Li Ning Co, also said publicly that the company's performance in the first half of the year is still under pressure.

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< p > from the order meeting situation, XTEP said in its recent announcement that the same store sales were flat in the first quarter compared with the same period, while the order volume in the fourth quarter of 2013 dropped 15% to 17%.

In the announcement, the order for 2013 winter orders decreased by 17% compared with the same period last year.

Anta's orders for orders in the fourth quarter of 2013 also declined by 5%-15%.

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< p > sports shoes are in low ebb, and the shoes of men and women are not optimistic.

According to the results announced by all listed footwear companies, the sales of BELLE and its leading enterprises have increased by 0.5%, while Daphne and Daphne have recorded a decline of 5.1% and 9.2% respectively.

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< p > The Pathfinder has a high growth rate of 63%, < /p >.

< p > in a declining situation, the explorer who mainly engaged in outdoor shoes and clothes gave up a beautiful pcript.

According to the 2013 semi annual performance forecast of Pathfinder, the estimated operating income was 514 million yuan, an increase of about 35% over the same period, and a net profit of 97 million yuan, an increase of about 63% over the same period last year.

Recently, the 2014 order meeting showed that the sum of products futures orders in 2014 reached 780 million yuan, an increase of 20% over the same period last year.

The company explained that in recent years, more than 85% of the sales revenue was determined by the futures orders of the two quarter futures orders. The order will have an important impact on the company's performance in the first half of 2014.

This means that at least for the first half of 2014, the performance of the Pathfinder will be optimistic.

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< p > another outdoor brand Columbia reported in the first quarter of this year that its global sales performance was 348 million US dollars, an increase of 4.3% over the same period last year, of which the Asian market's performance grew fastest, reaching 8%; the sales of global footwear products increased considerably, up 11% over the same period last year.

In the fourth quarter of last year, Asia Pacific market sales grew by 6% over the same period last year, reaching US $132 million.

It is understood that in addition to the United States, China's outdoor market has become one of the largest incremental market in Columbia.

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< p > > industry analysis < /p >

< p > the export market shrinks, and the competitive advantage of famous brands is less than /p.

< p > "before, China exported 4 billion 500 million pairs of shoes, only 3 billion 500 million pairs last year."

Wang Jianxin, director of Guangdong a target= "_blank" href= "http://www.91se91.com/" > leather < /a >, told the new express reporter that since 2009, the domestic footwear industry has been affected by the financial crisis, and in recent years, the economic environment has been sluggish, and the footwear industry has become more and more volatile. "Before it was an order, it is beginning to worry."

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< p > according to him, the export market has always accounted for about 70% of the domestic shoe industry sales, mainly concentrated in Europe and the United States and Japan. After the sharp decline of the market, shoe enterprises are aware of the crisis and have to turn around to look at the domestic market. "Domestic has already been a large number of well-known enterprises occupy a large market share".

Domestic leading enterprises occupy the market through two channels: "one is the exclusive store, the two is the monopoly cabinet."

For example, BELLE has 12532 franchised outlets throughout the country. According to last year's data, sales account for about 15% of the National Women's shoes, and sales account for 20%.

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< p > with the rising of rents and labor costs, it is very difficult to replicate the expansion of famous brands.

According to one industry insider, department stores also have different brands when choosing to enter a special brand. The general brands are drawn between 35%-40%, and only 20% can be drawn to attract famous brands, and even various kinds of additional offers are offered.

"The stronger the stronger, the weaker the weaker, and the brand influence will decide whether we can survive these days."

As Lining mentioned in the media interview, once the cold winter has passed, the market will get warmer and the companies with more thorough pformation will undoubtedly take the lead. The brand enterprises with good reputation will gain greater development.

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< p > reporter visits < /p >

< p > terminal market discount > /p >

< p > inventory problem is a problem that plagued many brands. The new express reporter visited the market and found that in order to eliminate inventory, discount sales promotion has become the first choice for footwear brands.

In the AOKANG store, the new express reporter even saw that there were many men's shoes sold in winter last year, with a lot of shoes, which was full of a shoe rack, which was as low as 62% off.

Women's shoes, including BELLE, her, kissing cats, and Saturday (quotes), all have promotional promotions ranging from 60 percent off to 30 percent off.

The clerk of the kissing cat told the new express reporter that "there have been discounts this year."

And there are promotional activities in the Pathfinder, the salesperson said, "outdoor shoes are very popular, because the cost performance is higher, and which season is not worn out.

Usually many people support, sales can reach 100%.

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< p > news link < /p >

< p > shoe salesman "electric shock", some people are happy, some people worry about < /p >.

At the beginning of last year, the first outdoor brand Pathfinder in China built its own online shopping platform. Up to now, online shopping mall has undoubtedly opened up a blue sea for P.

In May this year, Pathfinder said it would set up a wholly owned subsidiary of 60 million yuan as an investment platform for the core resources of outdoor industries.

The company also said that it would develop to the outdoor platform of the electricity supplier, with an annual investment of about 1 hundred million. It is estimated that after 5 to 8 years, the electricity platform revenue will account for 50% of the total revenue.

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< p > Hua Tai Securities (quotes, interrogation) analysis shows that the Pathfinder set up an electric brand ACANU and planned online outdoor platform to share the rapidly expanding outdoor group, and the future electricity supplier accounts for more than 20% of the expected value.

As for the outdoor industry, online business is a new channel opportunity that shows more and more opportunities. The Pathfinder with leading brand awareness and cost-effective products will be the main outdoor brand of online shopping.

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Less than P, BELLE's "electric shock" trip is not so smooth.

In 2011, the online business city was hindered by the strong capital and source of the BELLE.

In the early July, Gong Wenxiang, the famous electric businessman and the founder of Shenzhen electric shock Agel Ecommerce Ltd, announced on micro-blog that the former BELLE electric business general manager and Xie Yunli, the senior vice president of excellent purchase network, left BELLE, and had joined the Tencent business.

As early as February this year, CMO Xu Lei has left to return to his old club.

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< p > according to a person close to BELLE, during the early days of the purchase, Xu Lei and Zhang Xiaojun were sent from Jingdong and van gall. Zhang Xuejun, who was sent by BELLE international, together with Xie Yunli, who was responsible for the purchase of goods and sales of Taobao, had a strong ten management team. Now, the only one left behind by the luxurious management team returned from abroad is that the road of BELLE's electric shock is not easy to get through. "VP"

"The electricity business is very famous, but consumers know little about it."

This is the evaluation of the excellent purchase network in the industry.

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