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

This year, more than half of this year, according to the latest data of the leading enterprises in the industry, sales of Lining, PEAK, Daphne, Daphne, 1000 degrees and so on in the first half of the year are now down, only BELLE has a slight increase of 0.5%. shoes The downturn in the industry is still continuing; unexpectedly, there is still a trend of growth in the counter trend. The results announced by the Pathfinder recently showed that its net profit grew by 63% in the first half of 2013. 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.

　 General performance decline in the first half

The domestic winter brand of sports shoes is still continuing, and the problems brought by low price promotion for the elimination of inventory are highlighted, and the performance of each brand in the first half of the year is worrying. The two quarter operating data released by the company 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.

Prior to this, PEAK sports has announced the first announcement that the first half of this year is expected to be unaudited net profit compared with the same period last year will be significantly reduced, the Board believes that the main reason for the decline in net profit is the first half of this year, the industry's extensive clean up library survival. 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.

Judging from the order meeting, XTEP announced in its recent announcement that the same store sales in the first quarter were flat compared with the same period, while the order volume in the fourth quarter of 2013 showed a 15% to 17% decline. 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%.

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.

　　 Pathfinder grew 63% against the market.

In the declining trend, the explorer who mainly engaged in outdoor shoes, clothes and so on turned out a beautiful transcript. According to the performance forecast of the explorer in the half year of 2013, the operating income in the expected period was 514 million yuan, up about 35%, and the net profit was 97 million yuan, up about 63% over the same period of the previous 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.

According to 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%, and 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.

　 Industry analysis

The export market shrinks, and famous brand competition has advantages.

"In the past, China exported 4 billion 500 million pairs of shoes, only 3 billion 500 million pairs last year." Guangdong Province Leatherwear Wang Jianxin, director of the association, told the new express reporter that since 2009, the domestic footwear industry has been affected by the financial crisis. In recent years, the economic environment has been sluggish, and the footwear industry is declining.

According to him, the export market has always accounted for about 70% of the domestic shoe industry sales, mainly in Europe and the United States and Japan. After the sudden market downturn, shoe companies are aware of the crisis and have to turn around and look at the domestic market. 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%.

With the rise of rents and labor costs, it is 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 transformation will undoubtedly take the lead. The brand enterprises with good reputation will gain greater development.

　　 Reporter visits

Terminal market discount

Inventory problem is already 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 cat and Saturday, 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%.

　 News link

Shoemaker "electric shock", some people are happy and worried.

At the beginning of last year, China's first outdoor brand Pathfinder built its own online shopping platform. So far, online shopping mall has undoubtedly opened up a blue sea for it. 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.

Huatai Securities analysts believe 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.

Shoe giant BELLE's "electric shock" trip is not so smooth. In the middle of 2011, the excellent purchase network was formally launched. With the abundant capital and supply background of BELLE, the online shopping mall was blocked. 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.

According to a person close to BELLE, at the beginning of the purchase, Xu Lei and Zhang Xiaojun were sent from Jingdong and VP, and Zhang Xuejun, who was sent by BELLE international, together with Xie Yunli, who was responsible for the procurement of goods and Taobao sales, had very strong management line-up. Now, only one person left behind the luxury management team has been returned. "The electricity business is very famous, but consumers know little about it." This is the evaluation of the excellent purchase network in the industry.