The "Cold Winter" Of Domestic Sports Brands Seems To Continue For A Period Of Time

< p > the "cold winter" of sports brands in China seems to continue for some time.

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 excessive expansion. On the other hand, it is also a reintegration of unhealthy channels.

Recently, the second quarter of 2013, released by the 31st degree, shows that the total number of licensed retail outlets has decreased by 243. As of the first half of this year, the number of outlets has reached 601.

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< p > < strong > cold winter is still < /strong > /p >

< p > this year, Lining, XTEP and other companies have issued early warning reports on net profit for last year. PEAK also released the 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 it was called "the negative impact of clearing inventory activities and weak economic conditions".

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 of orders ended in April this year decreased by about 5% to 15%. The order volume of the order meeting 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 > Wu Xiaoyu, an analyst with people's livelihood securities, thinks that because of Nike and Adidas, international brands are also lowering prices and launching promotional campaigns so as to improve their performance price ratio. The move will cause greater squeezing of domestic brands and will lead to more intense competition in the future.

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< 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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< p > the "promotion tide" launched by the second tier sports brands in China has also spread to Lining, PEAK and other tier sports brands. Liu Xiang, director of public relations of PEAK, said in an interview with reporters that in 2012, the company adjusted the movement considerably 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."

Tang Shuangshuang said.

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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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