Sports Brand Collective "Shrink" Into The Field Of Outdoor Geometry?

Since the beginning of this year, many famous sports brands including 360, XTEP and PEAK have closed down retail outlets. Why did sports brands that had ever seen so many have shut down retail outlets?

　　 Collective contraction

The latest business data show that in the two quarter, 196 new stores were opened in the franchise stores, closing 439, and reducing 243 by net. In the first quarter of 2013, the total number of franchised retail outlets decreased by 13, including 149 new outlets and 162 closed stores. In March 31, 2013, the number of licensed retail outlets reached 8069. As of June 30, 2013, the total number of shops was 7826. According to the financial report, the number of stores in the end of 2012 was 8082.

Coincidentally, at the end of the first quarter of 2013, PEAK's retail outlets decreased by 125, and XTEP plans to close 100~200 more this year. According to the announcement, the total order volume of PEAK group in the second quarter of 2013 decreased by 20% to 30% compared with the same quarter in 2012. among shoes The magnitude of the class order decreased. clothing The amount of orders is significantly reduced, while the average wholesale price of products is zero growth. In addition, the latest data show that the order volume of Anta in the fourth quarter of 2013 will be 5% to 15% decline. XTEP's order volume dropped by about 15% to 17% in the fourth quarter of 2013. In addition, sales in the same store did not grow as expected. Anta's same store sales in the first quarter of 2013 were unchanged from the same period in 2012. PEAK's same store sales in the first quarter of this year were unchanged from the same period in 2012.

　　 Digestive inventory pressure

The industry generally believes that this year's domestic and international economic situation, this year's closing shop tide will not stop, at present, the industry is difficult to get out of the bottom in the short term. Insiders say that reducing the number of shops is not necessarily a bad thing. On the one hand, closing stores can reduce operating costs, reduce the inventory caused by excessive expansion, and on the other hand, re integrate channels.

Mr. Ding, senior management officer of a sporting goods company in Jinjiang, says that the pressure on inventory is at the head of distributors. If the company's performance continues to grow, dealers must continue to approve the goods. The inventory in the dealer's hands is not yet digested, and it will soon be faced with the pressure of the goods, which is fatal to the dealers. Therefore, closing the store is a decision for the company to be "long pain rather than short pain".

Mr. Ding said that some inefficient stores are not profitable but they are losing money, which is a drag on the company's overall performance. Therefore, companies choose to close down some inefficient stores, which can reduce the company's expenses and reduce operating costs; closing inefficient stores can effectively improve the company's performance and play an important role in reducing inventory. It can be seen as an internal shuffle of enterprises, and can eliminate poor experience stores and concentrate on developing quality stores.

This year, almost all local sporting goods companies in Fujian are working hard to digest inventory. A series of measures have been adopted, including the cancellation of a number of orders that have not yet been produced with the distributor agreement, resulting in a reduction of 23% in 2013 spring / summer orders. Meanwhile, at the spring and summer ordering meeting in 2013, the discount rate for wholesalers increased from 58% to 60%. In addition, retailers also provided retailers with a subsidy of about 203 million yuan to improve their display and refurbishment of shopping environments.

　　 Fighting for outdoor areas?

This year, Anta The store's flagship store has a brand-new poster, and the outdoor waterproof product has become an important element. In fact, at the same time, the major sports brands actively "save themselves" and expand to outdoor areas. Many sports brand stores specialised in "outdoor areas".

Although, for outdoor market business planning, Anta has not disclosed too much, but the intention of layout outdoor field is obvious. Xu Tengda, general manager of Fujian Tianlun Tian outdoor products Co., Ltd., said that although the market awareness of Anta outdoor series is not high, it is easier for consumers to accept the outdoor series of famous sports brands. In a few days, Anta outdoor series will become another sub brand independent operation.

Statistics from China Outdoor Business Alliance show that China's outdoor products market has entered an explosive growth period. Traditional sports brands, such as Adidas, Lining, Kappa and so on, have launched outdoor products one after another, and the transformation trend of sports products to outdoor products is more and more obvious. According to the interview, the price of shoes and shoes that are labeled "outdoor" is much higher than that of similar products. A pair of ordinary running shoes costs about 500 yuan, while professional outdoor shoes cost at least 1000 yuan.

During the interview, the reporter learned that there are also a number of veteran shoe and clothing enterprises are also making efforts to outdoor products business. Outdoor brands such as Lun Deng, Mu Lin Sen, Tian Lun Tian, lion brand, Lei speed and other outdoor brands are mostly shoes or sports shoes and clothing enterprises that have been in Fujian for many years. Mr. Lin, who served in a large sporting goods company, told reporters that the maturity of outdoor brands is much longer than that of ordinary sports brands. Fujian sporting goods companies need to spend money and energy to build good outdoor brands, and a longer cycle requires continuous capital to support them. In addition, the expansion of the scale of e-commerce will also cause a bigger impact on outdoor professional stores. Mr. Lin believes that, at present, outdoor products are an area that sports products enterprises try and explore for the time being. A branch product, after all, wants to get a share from the outdoor market is not easy.