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Sports Brand Discount Sale Has Become The Killer Of Cleaning Up Inventory And Increasing Sales.
< p > over the past two years, a second-line sports brand has been producing lots of goods and stores on a large scale in order to get a higher price earnings ratio. Now, with the decline in the profits of the whole industry, discount sales promotion has become the killer of cleaning up stocks and increasing sales. < /p >
< p > the "cold winter" of sports brands in China seems to continue for some time. 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. < /p >
< 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. Tang Shuangshuang, an analyst with Huachang securities, said in an interview with reporters 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. < /p >
< p > winter is still < /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. < /p >
< 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. < /p >
< 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. < /p >
< 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." < /p >
"P >" the "promotion tide" set off by the domestic second line sports brand, and now also spread to the Lining, PEAK and other front-line sports brand market. 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. < /p >
< 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. < /p >
< p > in the fierce market competition, Lining, PEAK and other enterprises are trying to spanform, hoping to get out of the mire at an early date. < /p >
< p > the "cold winter" of sports brands in China seems to continue for some time. 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. < /p >
< 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. Tang Shuangshuang, an analyst with Huachang securities, said in an interview with reporters 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. < /p >
< p > winter is still < /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. < /p >
< 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. < /p >
< 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. < /p >
< 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." < /p >
"P >" the "promotion tide" set off by the domestic second line sports brand, and now also spread to the Lining, PEAK and other front-line sports brand market. 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. < /p >
< 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. < /p >
< p > in the fierce market competition, Lining, PEAK and other enterprises are trying to spanform, hoping to get out of the mire at an early date. < /p >
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