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Interpretation Of The Six Major Sporting Goods Listed In Shoe Companies In 2013

2013/9/6 14:55:00 68

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Footwear Industry Footwear Industry Sporting Goods Sports Shoes

recently, the major listings < a href= "http://www.91se91.com/" target= "_blank" > shoes < /a > enterprises have released the interim performance report for the first half of 2013.

As the economy continues to slow down, consumer confidence declines, new retail channels divert consumer groups and many other factors, the industry is still not out of the doldrums, especially the sports brand, "going out of stock" and "closing shop tide" is still the main theme, to fully recover, but also through a longer period of adjustment.

women's shoes, < a href= "http://www.91se91.com/news/index_c.asp" > leather shoes < /a > outdoor industries and other industries are different.

In addition to the 100 million, BELLE, Daphne, and Saturday's three major women's shoes brand revenue has increased. However, net profit has declined to varying degrees.

AOKANG's revenue and net profit fell by two times, obviously being dragged down by the strategic pformation of joining the direct battalion.

Pathfinder will usher in a significant increase in revenue and net profit, and the results in the e-commerce channel are attracting more attention.

Xiaobian compiled the interim results report issued by footwear related listed companies as of August 31st, and explained the main business data together with you, looking forward to the future trend of the industry.

six major sporting goods interpretation:

- both revenue and net profit have fallen sharply. The industry recovery is still uncertain.

up to now, the six major a href= "http://www.91se91.com/news/" sports brands, including Lining, Anta, XTEP, 360 degrees, PEAK and China, have all handed in the "half report card" this year.

From the earnings report, we can see that in the first half of the year, the sporting goods industry is still in the inventory stage, but the downturn is improving. The industry is expected to recover at the end of the year, but the situation is still uncertain.

both revenue and net profit have no exception.

In August 23rd, XTEP International released half yearly results: as at the end of June, the total revenue was 2 billion 98 million yuan, a decrease of about 19.5% compared with the same period last year, and net profit of 340 million 900 thousand yuan, down 27.1% on average.

Lining, who first announced half a year's performance in the < a href= "http://www.91se91.com" > sports goods industry < /a >, has a turnover of 2 billion 906 million yuan in the first half, a decrease of 24.6% over the same period last year, a net loss of 184 million yuan, and a profit of 44 million 294 thousand yuan in the same period last year.

Anta, which has already taken the lead in China's first sports brand, has a turnover of 3 billion 367 million yuan in the first half of 2013, a decrease of 14.4% compared with the same period last year, and a net profit of 626 million yuan, down 18.7% compared with the same period last year. < A href= "http://www.91se91.com" > PEAK sports < /a > achieved a turnover of 1 billion 170 million yuan in the first half of the year, a decrease of 27.3% compared with the same period last year, a net profit of 89 million 900 thousand yuan, a substantial retrogression of 62.5%, a decrease of 30.4% to 1 billion 998 million 200 thousand yuan in the first half of the year, a decrease of 52.5% to 52.5% yuan in net profit, and a decrease in profits from shareholders to RMB yuan.

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the six major sports brands, there has been a sharp decline in revenue and net profit, without exception.

For the decline in turnover and net profit, the 31st degree explained that the main reason for the decline in turnover and net profit was that the group had a big discount to clean up the retail channel inventory, which reduced the demand for new products by distributors. < a href= "http://www.91se91.com/" target= "_blank" > clothing < /a > and footwear products orders decreased, and the average selling price of products dropped.

XTEP also said that the decline in group revenues was due in part to the active control of the order quantity of its retailers. The slight decline in profit margins was mainly due to the increase in the wholesale discount rate from 60% to 62% since January 2013.

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strong > "Guan Dian Chao" has not ended but has slowed down. Channel adjustment has continued to deepen

for sports brand, 2012 was a tragic year.

Facing the vigorous "destock" campaign, closing shop tides swept the whole industry.

According to the 2012 annual report data of relevant companies, the six major sports brands in the country closed more than 4000 in 2012.

Since last year, a href= "http://www.91se91.com" > sports brand < /a > has been pformed into management ideas and pformation and integration of channel terminals.

analyst said in the research report that after the industry entered the mature period, the growth drive brought by the large-scale opening of stores gradually weakened.

The growth of sporting goods performance will ultimately depend on the improvement of single store efficiency.

Sporting goods brands have begun to integrate existing stores, shut down single business shops with poor performance, and upgrade and upgrade the image of flagship stores.

2012, mainstream sporting goods brands have adjusted and closed stores, and in the first half of this year, the channel adjustment "closing shop tide" is still continuing.

Half a year, regular shops, flagship stores, factory shops and discount shops totaled 6024, a decrease of 410 from the end of last year, while Anta stores and sports life shops decreased from 241 to 7834 in the 8075 households at the end of 2012. < a href= "http://www.91se91.com" > children's sports goods < /a > shops were reduced from 22 to 811; 361 adult sports wear retail outlets were 7826, less than 2012 at the end of the year; the number of PEAK retail outlets decreased from 1 to 10; the number of retail outlets of XTEP remained relatively stable, and the number of retail outlets was only reduced. half year report shows that Lining is on this year.

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from the above data, we can see that compared to 2012, the momentum of "closing shop tides" has been greatly weakened this year.

In sports marketing experts, the key Road Sports Consulting Co., Ltd. CEO Zhang Qing seems that the previous and the current customs shop, there are essential differences.

"Previously, it was a passive shop, but now it is the initiative of enterprises to close stores to optimize the benefits of stores.

This is an optimistic signal. "

It is estimated that the channel adjustment will continue to deepen in the second half of the year, but the number of stores will be relatively stable, and the number of outlets will be further reduced compared with the same period last year.

inventory level gradually returns to reasonable inventory clearance will continue for a period of time

XTEP said in its semi annual report that the sale and control discount strategy has been effective since the beginning of this year, and the overall business condition has been slightly improved after market integration in the past two years.

In the first half of the year, the inventory of the six major brands decreased compared with the end of last year.

Lining's inventory was 841 million yuan, as compared with the end of last year, 79 million yuan in June 30th. The stock of Anta was 576 million yuan, which was 110 million yuan lower than the end of last year; PEAK's inventory was 340 million yuan, which was reduced by 46 million yuan compared with the end of last year; the inventory of P was 440 million yuan, which was reduced by 21 million yuan compared with the end of last year; XTEP's stock amount was 596 million, which was 104 million 900 thousand less than that of last year, and increased by 13 million at the end of last year.

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The inventory problem of industry http://www.91se91.com href= > sports goods < /a > has not yet been solved, so the uncertainty of the industry is the consensus of the industry.

The semi annual reports of the six companies show that the first half of this year is the inventory phase of the industry, and the future inventory clearance will continue for some time.

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Li Ning Co said that in view of the current inventory problems, it will take quick and effective measures to clean up inventory outside the conventional channels, including establishing special stores in the blank market, establishing effective overseas sales channels, establishing cooperative relationship with all channels such as van Kee pin and vip.com, and so on, so as to effectively clean up inventory.

In the first half of this year, the old stock has been greatly reduced. The company expects that the inventory level of the group and channel will return to a reasonable state in the second half of the year.

Ding Shizhong, chairman of Anta's board of directors, told the media that on the one hand, Anta will control the quantity of orders, and on the other hand, use e-commerce channels, factory stores and discount stores to help clean up the over season stocks.

signs of recovery. Retail pformation has achieved results

although the industry is still in the doldrums, there are some bright spots in the semi annual report published. For example, the first quarter data of Anta 2014 in the first quarter was the first positive growth since the 2012 third quarter, and it is the growth of high digits. PEAK's net profit has rebounded for the first time in the past year, which has increased by 28% over the second half of last year.

Anta said in its semi annual report that earlier, it had guided the retail culture in the company, established the enterprise culture and values that match the retail mode, and established a consumer oriented retail management system and an evaluation system for retail companies's operational efficiency. It took various important retail indicators as the most important criterion to measure the efficiency of commodity management and measured the company's operational efficiency.

PEAK also proposed to pform from the traditional wholesale enterprise to the retail enterprise, through the sale area segmentation, the vertical reform of the sales agency, and encourage distributors and retail outlets operators to set up larger retail outlets and direct outlets.

The number of PEAK distributors has increased from 50 in late 2011 to 63 at the end of June 2013, an increase of 26%.

At the same time, the average area of PEAK's single retail outlets increased from 79.1 square meters in late 2011 to 88.6 square meters in June 30, 2013, and the terminal business area increased by 12%.

XTEP also installed an immediate monitoring and distribution resource planning system in 80% shops, so that the group can monitor the inventory level of the retail terminal accurately and quickly and check the product sales rate.

Lining's "good news" came from the same period last year, rising from 43.2% to 43.6% over the same period last year, up 0.4 percentage points from the same period last year.

The reason is that the performance of new products has improved significantly, and the gross profit margin has been improved.

At the same time, a large number of old products are cleaned up, and the corresponding inventory provision is returned with the clearance of old products.

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> a href= "http://www.91se91.com" > Lining < /a > China Daily reported that over 90% of the dealers had participated in the channel revival plan in the first half of this year, and the average turnover period of the channel inventory dropped significantly, from the highest peak to 9 months or less than 7 months.

According to JP Morgan's report, Lining's channel inventory has been less than seven months, close to the company's defined health level (6 months), and the channel structure has been healthier than before.

The road of long recovery is uncertain in the future.

although the future of Anta, Lining and other brands can be expected, but for the domestic sports brand industry, the road of recovery is still uncertain.

Ding Shizhong said, for Anta, the worst time has passed, and is confident that it can become the first time to go out of the bottom of the company.

Jin Zhenjun said that in the second half of the year, Lining will no longer have negative cash flow problems, and large inventory problems will no longer exist.

The channel revival plan, which began at the end of 2012, has been completed by 50%. Lining has gone through the hardest part.

PEAK sports CEO Xu Zhihua also said: "with the withdrawal of many small brands, as well as the stock of large brands to a normal level, the sporting goods industry has a great opportunity to rebound in the latter part of this year."

Deutsche Bank reported that orders for a href= "http://www.91se91.com" > Anta < /a > in the first quarter of 2014 resumed growth, reflecting that the market contraction may have ended, believing that the growth of Anta orders will continue and the expected compound annual growth rate of five years will reach 10%-12%.

Lining is expected to follow a similar rally and expects quarterly sales and year-on-year growth in the second half.

"now is better than expected, and signs of improvement are more obvious."

"I am cautiously optimistic about the industry. I believe that in the first half of next year, some brands will take the lead in getting out of the predicament and others will sink," said CEO Zhang Qing, a sports marketing expert and a key sports consulting company.

It is impossible for the market to have so many sports brands.

Retail pformation has become a turning point in the industry. The stronger the stronger, the weaker is eliminated.

The famous shoe and clothing brand observation commentator Ma Gang believes that it is too early to say that the sports industry will start to recover.

"In fact, stocks are beginning to return to good health, but this can not be equated with the recovery of the industry. Adjustment and pformation are still continuing, and future challenges are still there.

14Q1 orders for several major sports brands have been booked. Only Anta orders will resume growth, and orders for brands such as XTEP and 31st degree are still not ideal. The prospect of overall recovery is still uncertain.

for the uneven development of the whole industry, for many enterprises that have not yet undergone pformation and pformation, their recovery is still long.