Footwear Industry Still Depends On Brands To Get Rid Of The Haze.

< p > 2012, < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > clothing industry was spent in the winter. A lot of sports brand shops and huge inventory of the whole industry like a thorn deep into the a target= "_blank" href= "target=" > clothing industry. In 2013, half a year passed, and the matchmaker counted the annual performance data of some clothing enterprises. As a whole, the clothing industry has not got rid of the haze of the industry, but there are signs of recovery, but it is not yet obvious. The brands are still singing the pformation war.

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< p > keyword 1: Guan Dian < /p >.

By the end of June 30, 2013, Lining closed 410 stores, PEAK closed 289 stores, and 256 stores closed at 331 degrees. China's trend (kappa holders) closed 611 stores, Anta stores closed 241 stores, XTEP stores closed 75 stores... P

"Guan Dian" is still a sensitive word. According to the statistics of six a href= "http://www.91se91.com/news/index_c.asp" sports brands < /a > 2048 stores in the first half of the year, and Lining, Anta and others all said that the second half of the year's performance has turned around, but the store will continue.

Not only the sports brand, but also several men's clothing brands including seven wolves and nine herding Kings also closed nearly 400 stores in the first half of the year.

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< p > key words two: performance decline < /p >

< p > report shows that Lining lost 184 million yuan, PEAK and 331 net profit fell more than 60% compared with the same period last year. China's trend and Anta also fell 5% and 18% compared with the same period. Sports brand only outdoors brand Pathfinder performance red, net profit more than 60% growth, the number of stores also increased.

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< p > by the whole industry downturn, men's clothing business has also entered a trough since last year.

In addition to the growth of revenue and net profit of card slave Road, several other performances have declined in varying degrees. YOUNGOR has abandoned real estate, < a href= "http://www.91se91.com/news/" > garment industry < /a > net profit fell by 37%, and the expansion speed of each household has also declined significantly, and even begun to close. It seems that the growth of performance brought by expansion not only goes to a dead end in sports brand, but also has little effect in the field of traditional clothing brand.

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Compared to "P", casual wear Semir and a href= "http://www.91se91.com" > women wear brand "/a".

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< p > key words three: industry recovery? < /p >

< p > although most enterprises still continue to close shop tide and revenue decline, but through the Chinese newspaper can still see the past year's inventory results - the total number of stores is declining, some enterprises gross profit margin rebounded first, industry confidence is also recovering, sports brands have indicated that the most difficult time has passed.

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Xu Zhihua, CEO of PEAK P, said at the interim results conference that the company's net interest rate has improved from over 5% at the end of last year to 7.7% in the first half of this year.

Due to the optimization of channel inventory in the first half of the year, it is expected that stock prices will be reduced in the second half of the year. He expects net interest rates to continue to rise in the second half of this year.

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< p > Li Ning Co said that the average turnover period of channel inventory dropped from less than 9 months to 7 months, and total inventory dropped by more than 30%, and gross margin increased from 43.2% to 43.6%.

Lining, executive vice president Jin Zhenjun, said that the first phase of the group reform plan has been successfully completed, and that the inventory target has been completed by half. A lot of capital investment still needs time to reflect the book effect. The most difficult period of the group has passed.

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Ye P, senior vice president and executive director of XTEP, also told the media that he is optimistic that the industry will recover in the second half of this year, and that next year it will enter a normal and healthy state.

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< p > although there is a good signal in inventory, it is not so optimistic from a number of brand new season orders.

According to the associated business network reporter, 31st order 2013 winter orders will be reduced by about 17% compared to the same period, the order amount of XTEP international Q4 order meeting in 2013 declined by about 15%~17%, and 2014 Q1 orders recorded a decline in digits; while Anta sports 2013 Q4 orders also fell by 5%~15% compared to 2014, and Q1 orders in 2014 also had a single digit increase.

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< p > > a href= "http://www.91se91.com" > shoes and clothing industry < /a > commentator Ma Gang also said that inventory regression benign can not represent the industry recovery, "just as the TPG team gave Lining's diagnosis: the first step to inventory, the second step is to integrate supply chain, channel and marketing resources, and third steps to pform the business mode pformation".

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< p > keyword four: pformation < /p >

P can not be denied that pformation is forced and inevitable. Transformation is a difficult process, no matter whether it is deep tillage and market refinement.

After buying GXG this year, Semir took the agency of high-end children's clothing in Italy, and made enough gesture to enter the middle and high-end market. 9 Mu Wang was also exposed to the news of merger and acquisition < a href= "http://www.91se91.com" > high-end men's clothing < /a >.

The pformation of sports brand is more urgent than that.

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Lining P invested 1 billion 800 million yuan last year to start the "channel revival plan". Despite the great controversy over this plan, Lining has begun to move forward in the new direction under the leadership of executive vice president Jin Zhenjun. In addition to a series of actions such as eliminating inventory, improving operation structure, supply chain mode and product marketing mode, Lining has made the biggest change to the problem of excessive expansion of the channel and excessive inventory, which is to change the traditional operation mode and build a quick response mechanism of the supply chain, which is guided by retail. Therefore, Lining launched the first product after pformation for 60 days to try out this quick reaction mechanism, which is regarded as the action of Lining to develop "fast fashion sports".

Lining is still targeting young people, but because of the strategic mistakes made before the "90's" strategy, Lining has become more cautious. No matter "fast fashion sports" or "professional sports", people still can't see his specific direction for the time being.

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< p >, on the other hand, enterprises began to invest more in other fields.

The success of the Pathfinder is closely related to the choice of a subdivided category.

The market of outdoor brands and children's wear brands is still regarded as a "blue ocean".

Data show that in 2012, Anta children's clothing store increased from 632 in 2011 to 833, and it is estimated that by the end of 2013, this number will reach 950-1000.

XTEP plans to add 100-200 children's clothing stores to two or three line cities during the year.

As an early entry into the children's wear market, the existing a href= "http://www.91se91.com" > children's wear < /a > 1678 stores. Previously, Zhao Feng, director of the brand communication center of the 31st degree brand, once said, "at the end of this year, there will be 2000 breakthroughs in children's clothing stores". Of course, Lining is also developing their children's clothing stores and outdoor areas.

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< p > at present, the pformation of < a href= "http://www.91se91.com" > sports brand < /a > is adjusting around its own channels and market segments, while other enterprises are still trying to make many brands.

In addition, local clothing companies also face the squeeze from Zara, UNIQLO, and other foreign giants such as Nike and Adidas, especially for the two or three tier cities.

We hope that the signal of inventory improvement can bring confidence to the industry. We will wait and see what happens next.

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