Sports Brand Is Facing A Reshuffle Pformation Into A Way Out

The operation of the second quarter of 2013, released by P, showed that the total number of licensed retail outlets decreased by 243. As of the first half of this year, the number of closed stores reached 601.

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< p > the industry generally believes that this year's closing shop tide will not stop. At present, it is difficult for the industry to get out of the bottom in the short term. Reducing the number of shops can reduce operating costs on the one hand and reduce the inventory caused by over expansion. On the other hand, it is also a new integration of unhealthy channels.

In the interview with Huachang securities analyst, a href= "http://www.91se91.com/news/index.asp" > Tang Shuang Shuang < /a >, it is believed that the industry is still in the process of adjustment. From the recent data released by Lining and Anta, although the stock has not yet bottomed out, the inventory in the first half of the year has been improving compared with last year.

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< p > winter is still < /p >.

< p > this year, a href= "http://www.91se91.com/news/index.asp" > Lining < /a > a href= "http://www.91se91.com/news/index_c.asp" > XTEP < /a > and other companies have issued a net profit early-warning report last year, while PEAK also issued a semi annual performance warning report in July 5th this year, pointing out that as of June 30, 2013, the unaudited consolidated net profit decreased significantly compared with the same period last year, and was called "clean up inventory activities and the negative impact of the weak economic situation".

In 2012, PEAK's turnover was 2 billion 903 million yuan, a decrease of 37.5%, and net profit fell by more than 60% over the same period last year.

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< p > Anta's data show that the order volume (calculated at wholesale level) ended in April this year, which was about 5% to 15% decline in the year. The order volume of the order in the fourth quarter of last year was the highest annual percentage decline.

Compared with the decline in the performance of domestic enterprises and the shrinkage of scale, Adidas took the opportunity to expand, and further suppressed Chinese enterprises in the case of slowing sales growth in China. On the basis of 800 new stores opened last year, it announced in May that it would open more stores in more cities in China.

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< p > People's livelihood securities analyst a href= "http://www.91se91.com/news/index_x.asp" > Wu Xiaoyu < /a > thinks, because Nike, Adidas and other international brands are also lowering the price and promoting the war, so as to increase the performance price ratio, this measure will cause greater extrusion to the domestic brand, and the future competition will be more intense.

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< p > facing shuffle < /p >.

< p > after last year's closing of stores, many companies are still using the way of closing stores to deal with the crisis this year.

PEAK's retail outlets dropped by 125 at the end of the first quarter of 2013, and XTEP plans to close 100 to 200 this year.

Industry analysts pointed out that the blind expansion of sports brand is actually caused by capital drive. In order to pursue the beautiful results of the performance report, after a large number of shops and large-scale production, the high inventory will inevitably follow. "The major brands have to break their arms to survive, the whole industry will also welcome a round of big shuffle, and now we will see which brand reform is resolute."

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Less than P, the "promotion tide" started by domestic second tier sports brands has also spread to the first-line sports brand market such as Lining and PEAK.

Liu Xiang, director of public relations of PEAK company, said in an interview that in 2012, the company adjusted the action relatively large and adjusted more than 1000 stores. This year the adjustment scale will be reduced.

He said the whole industry is still adjusting, but the inventory pressure in the first half of this year has been improving.

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< p > "in the past two years, in order to get a higher price earnings ratio, a second-line sports brand is willing to produce large quantities of stores and open stores on a large scale. Now, in the face of the decline in the profits of the whole industry, discount sales promotion has become the killer of cleaning up stocks and increasing sales."

< a href= "http://www.91se91.com/news/index.asp > > Tang Shuang Shuang < /a >.

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< p > in the fierce market competition, Lining, PEAK and other enterprises are trying to pform, hoping to get out of the mire at an early date.

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