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Sports Brand Has Found A New Growth Point In Children's Clothing Business.

2013/8/8 9:20:00 76

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the performance of Anta sports in the first quarter of 2014 seems to bring a hint of warmth to the campaign in winter: < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > market. 
 yesterday, Anta released the 2013 interim results announcement, the first quarter of the first quarter of 2014, Anta's order amount has been the first time since the third quarter of 2012, the growth rate is "high single digit". 
By P news, Anta's share price rose slightly to HK $9.41 in the afternoon and ended up at 3.322% at HK $9.33, 
 but from the first half of this year's performance, Anta's performance has not improved after a large inventory clearance and closing shop boom. Its main Anta product turnover dropped by 21.9% compared to the same period last year, while the growth of sideline products, including children's sporting goods, FILA, electricity providers and other businesses, has become a bright spot. 
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 public information shows that in the first half of 2012, Lining, 02331.HK, Anta, 01361.HK, XTEP International (01368.HK), PEAK (01968.HK) and China trend (03818.HK) had 6 domestic sports brands with a total inventory of 3 billion 721 million yuan. 
 high inventories brought about a rapid decline in performance. These brands declined in varying degrees in terms of both revenue and net profit in 2012. Li Ning Co has even suffered the first loss in Listing 8 years, with a loss of 2 billion yuan. 
 according to the announcement, Anta's turnover in the first half of 2013 was 3 billion 367 million yuan, down 14.4% compared to the same period last year, and the profit attributable to shareholders also dropped by 18.7% to 626 million yuan. 
In the face of such difficulties, P seems to become an important outlet for sports brands to break their own arms and save themselves. According to the 2012 annual report data of relevant companies, the six major sports brands in the country closed more than 4000 in 2012. 
 Anta is no exception. From 2011 to the end of 2012, there were 590 stores in Anta stores and sports life stores. As of June 30, 2013, 241 stores were closed. Ding Shizhong, chairman and chief executive of Anta group, said that by the end of this year, some 200 shops will be closed, and the number of Anta shops and sports life shops will be adjusted to 7600~7700. 
At the same time, Anta's stock also dropped from 687 million yuan at the end of 2012 to 576 million yuan in the middle of 2013. Zheng Jie, executive director and Anta brand director of Anta group, said at a press conference that after 9 months' efforts, the Group sales ratio has returned to normal level between 4.5~5. 
 but it is worth noting that the average inventory turnover days and the average receivable turnover days of Anta in the first half of the year increased. The former increased from 8 days to 58 days, while the latter increased from 35 days to 39 days. 
Xiong Xiaokun P, a light industry researcher at CIC, told reporters that although Anta's average inventory turnover days and trade receivable turnover days are improving, this does not mean that its inventory clearance results are low. 
 "the increase in the order volume in the first quarter of 2014 was closely related to Anta's de stocking results. Inventory clearance is on the one hand for on-line new products, on the other hand is to stabilize supply and marketing system. Only when dealers make profits and support, can Anta's performance improve. For the whole industry, the sportswear industry is still in an excess supply situation, and the industry will remain in a downturn in the short term. " Xiong Xiaokun said. 
 the growth rate of sideline industry is stable 
 compared with the main business downturn, Anta's children's sporting goods series, FILA brand products, e-commerce and overseas sales are all in a steady growth trend. Its total turnover in 2010 and 2011 increased by 109.1% and 58.89% respectively over the same period. 
 in the first half of 2013, these businesses increased by 62.7% compared with the same period last year, with a turnover of 569 million yuan, accounting for 16.9% of Anta's total turnover. 
 in the case of a large number of stores, the number of Anta children's products and FILA stores has gone up and down. The number of stores has reached 811 and 322 respectively, and Ding Shizhong said it will continue to open new stores. 
 the same situation also appeared in Li Ning Co .
In 2007, Lining earned the income of red double happiness, which has been increasing continuously in recent years. It increased from 206 million yuan in 2008 to 542 million yuan in 2012, and the proportion in Lining's overall business is also on the rise. 
 in the 2012 year of Lining's huge losses, only the brand of red double happiness gained 78 million 946 thousand yuan profit. 
Besides P, although the main business has been shrinking, sports brand has also found a new growth point in the business of children's clothing. The 2012 annual report shows that the turnover of children's clothing series increased by 97.7% to 370 million yuan, accounting for 7.5% of the total turnover, almost double compared with the previous year. 
 Xiong Xiaokun pointed out that the brutal expansion of the sports brand and a large number of shops have led to oversupply, intensified competition and declining performance. However, Anta's FILA business is aimed at other segments, and the competition is relatively weak. 
P, a clothing brand consultant who does not want to be named, also told reporters that because of the overall downturn of the clothing market, sportswear is also the hardest hit area and the competition is particularly fierce. Therefore, the domestic sports brands are expanding their business outside their main business. 
 "doing this not only reduces risks but also realizes diversified development. It is a good opportunity for sports brands to start industrial restructuring." The consultant said.