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Sports Brand Performance Is Still Large.

2013/9/2 21:40:00 9

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Sports Brand Performance Inventory Quantity

recently, the famous sports brands such as XTEP and 360 degrees have been discounted. The frequent discount activities of the major sports brands will inevitably hurt them and indirectly lead to a sharp decline in their performance. XTEP made the lowest discount of 90 percent off to 50 percent off, and its business revenue in the first half of this year is the first decline in five years. Behind the frenzied sale of discount, it is also one of the reasons why the major sports brands in China are being heavily closed. 
Zhu Qinghua, a light industry researcher at CIC, told reporters that the performance of the major sports brands in China is not optimistic because the trend of China's macro-economy has not yet recovered. The sports apparel industry is closely related to the macro-economy and is hard to recover in advance. P Secondly, the major sports brands in the early stage of the horse racing enclosure, excessive expansion, for the current inventory has caused greater difficulties. 
Ding Shizhong, chairman of the board of directors of "P < > a href=" http://www.91se91.com/news/index_c.asp "> Anta < /a >, said that sporting goods brands generally solve the problem of overstock through discount, and the industry competition is further intensified. 
 > a href= "http://www.91se91.com/news/index_c.asp" > sports brand < /a > performance > /strong > /p >
 after all the major sports brands in China have experienced the process from extreme prosperity to extreme decline, what the major sports brands can do now is to try to recover the losses and control the decline of performance. However, after a substantial adjustment last year, its aftermath has not yet ended and the performance is declining. 
 data show that in the first half of this year, Anta achieved operating income of 3 billion 370 million yuan, down 14.4% compared to the same period last year, net profit of 626 million yuan, down 18.7% compared with the same period last year, XTEP's operating income was 2 billion 98 million yuan, down 19.5% compared to the same period last year, net profit was 340 million 900 thousand yuan, down 27.1% from the same period last year. Lining's operating income reached 2 billion 906 million yuan, down 24.6% compared to the same period last year. China's trend of business income was 563 million yuan, down 32.4% compared to the same period last year, net profit was 91 million 866 thousand yuan, down 5.4% compared to the same period last year. 
 in addition, < a href= "http://www.91se91.com/news/index_c.asp" > PEAK < /a > achieved operating income of 1 billion 173 million yuan, down 27.3% compared to the same period last year, and net profit was 89 million 900 thousand yuan, down 62.5% compared with the same period last year. Compared with PEAK's semi annual reports since 2010, its net profit fell the most in the first half of this year. According to the results of the report, the stock of clothing products in the first half of is larger than that of the footwear products. Therefore, the company offers special discount to distributors on clothing products, resulting in higher turnover in clothing products than in footwear products, and the proportion of clothing products in total turnover has increased. 
Net profit fell 65.5% in the first half of this year, and the highest in six major brands. P According to the China Daily, the turnover in the first half of this year decreased by 30.4% to 1 billion 998 million yuan, gross profit decreased by 36.3% to 780 million yuan, and net profit was 205 million yuan, down 65.5% compared to the same period last year. 
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"P >"! --EndFragment--, "explained that the company has cleaned up the retail channel and offered a substantial discount, which led to a weaker demand for new products and a sharp decline in the number of orders placed recently, resulting in a sharp decline in performance. 
 sports brand stock digestion is less than 10% .
After the rapid development of the domestic sports brand, the overdevelopment of the traditional wholesale mode of the whole industry has led to the high inventory in the industry at present, resulting in a sharp decline in its performance. P At present, sports brand stocks remain high. 
 from last year until the first half of this year, the main task of the six major sports brands is to digest inventory. By the end of last year, China's movement, 31st, Anta, PEAK, XTEP, Lining and other 6 sports brand inventories totaled 3 billion 293 million yuan, by June this year, 6 sports brand inventories only dropped 8.02%, to 3 billion 29 million yuan. This shows that in the first half of this year, fewer than 10% of the major brands were reduced. 
 some analysts believe that at present, several major sports brands are not competing for a better performance to some extent. Rather, they are going to inventory capacity, who will first clean up the stock to a reasonable level, so that the channel can be revitalized and who will be the first to recover in this low tide. Although the stocks of major sports brands remain high, many companies have told reporters that inventory has improved and that the company's performance is expected to recover. 
 data show that as of June 30, 2013, the average turnover period of Lining channel inventory dropped from nine months to seven months, and total inventory dropped by more than 30%. At present, Li Ning Co is trying to solve the problems of early overexpansion by optimizing the sales network. 
 in addition, Anta inventory dropped from 687 million yuan at the end of 2012 to 576 million yuan in the middle of 2013. Ding Shizhong, chairman of Anta's board of directors, told the media that Anta will control the quantity of orders, and use e-commerce channels, factory stores and discount stores to help clean up the off-season stocks. Anta's inventory has been almost cleaned up. 
 PEAK claims that it will continue to narrow its channels by closing retail outlets while clearing inventory at a low price strategy. PEAK CEO Xu Zhihua [micro-blog] said in its interim results conference that the net interest rate of the company has improved from 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, the inventory pressure in the second half of the year is expected to decrease, and net interest rates in the second half of this year will continue to rise. 
 although many companies have told reporters that the inventory pressure has been significantly reduced, it only takes time to digest, but how long it takes to digest inventory is unknown. 
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 < --EndFragment-- > Zhu Qinghua analysis. Due to the rapid expansion of sports brand in the past few years, most companies have generated a large number of stocks. When these stocks can reach a reasonable level depends on the economic development. "If China's macroeconomic trend is able to pick up in the past two years, and the level of consumer income rises, the speed of sports brand inventory will accelerate, and within two years, it can basically get out of the high inventory level, otherwise it will take three to five years." 
 most companies are optimistic about the prospect of sports brand /p >
 although in the first half of 2013, the performance of all major sports brands in China was overwhelming, most companies expressed optimism to reporters about the future of the industry. 
 Li Ning Co believes that in the first half of 2013, major enterprises in the industry took measures to solve the problem of overcapacity and declining profitability. It is expected that this situation will continue in the second half of this year. "We believe that Lining has a successful plan. The downturn in the industry does not mean that all brands will fail. We will seize the opportunity to give full play to the potential of the company." Lining responded to reporters in this way. 
 it is noteworthy that the performance of sports brands has already reached bottom and rebounded. Taking Lining as an example, the gross profit margin in the first half of this year rose from 43.2% in the same period last year to 43.6% in the period, an increase of 0.4% over the same period last year, and more than 90% of dealers participated in the channel revival plan, and the average turnover period decreased significantly. 
In addition, China's gross margin fell by 2.1% to 48.1% in the first half of this year, but the gross margin of KAPPA business in the Chinese region improved by 0.5% to 54.4% over the same period last year. 
 Ding Shizhong said that at present, Anta's new stores have increased by 20%, and the monthly sales rate has increased by 10% annually. Now that the inventory problem has been solved, the company's goal is to resume growth in the same store sales this year, and strive for growth in all aspects next year. Anta is confident that it will become the first enterprise to go out of the bottom. 
 Zhu Qinghua believes that the sports brand has basically completed the layout of the whole country based on the early development foundation, and the future development prospect is better. At present, the profit margins are squeezed due to the low market demand and high inventory prices. When market demand improves and the economic situation improves, the sports brand will regain its former vitality. 
 for the future of sports brand, Li Ning Co said that in the long run, we still have confidence in the growth potential of China's sporting goods industry. The company firmly believes that China's sustained and rapid urbanization process, the increase of disposable income of residents, the consumer demand for better products and brands, the rising price of consumer goods and the participation of sports activities will provide more space for the development of China's sporting goods industry.