Sports Brand Moving To Outdoor Market, Outdoor Industry Competition Intensified

< p > in front of a shopping mall shop in Beijing, although the eyes are full of discount, consumers are still very few. Other outdoor or sports a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > sellers also do.

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< p > according to the semi annual report, in the first half of 2013, the Pathfinder's operating income was 514 million yuan, an increase of 35.29% over the same period, with a net profit of 97 million yuan, an increase of 63.12% over the same period last year.

But at the same time, the company also showed signs of high inventory of sports brand.

In 2013, a quarterly report showed that the inventories of the Pathfinder were 254 million yuan, up 55.8% from the beginning of the year, and by the end of June 2013, the inventories of the Pathfinder dropped to 207 million yuan, but still increased 26.25% compared with the beginning of the year.

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< p > < strong > and under the attack of high inventory, Pathfinder began the road of pformation.

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< p > < strong > sports industry suffers from high inventory problems: < /strong > /p >

< p > because of large inventory, from 2012 to the first half of 2013, the main task of China's six major sports brands is to digest inventory.

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< p > because of high inventory, the major sports brands are frequently discounted, which indirectly leads to a sharp decline in performance.

The first half of 2013, Anta, Lining, XTEP, 31st degree, PEAK, China's trend of operating income and net profit both declined year-on-year.

At the same time, the major sports brands in China are also beginning to close.

Media reported that in the first half of 2013, Anta, Lining, XTEP, 31st degree, PEAK and China moved six major brands, closing up 2249 stores.

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< p > apart from the "passive" way to reduce inventory, the major sports brands also take the initiative to save themselves and begin to expand into the outdoor areas.

Traditional sports brands such as Adidas, Lining and Kappa have launched outdoor products series, and the pformation trend of sports products to outdoor products is more and more obvious.

Reporters found in some stores that some clothing brands of some sports brands and < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a "also marked" waterproof "," breathable "and other outdoor products unique labels.

According to the reporter's observation, the price of shoes and clothing which are generally labeled outdoor labels is nearly twice as high as that of ordinary similar products.

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(P) terminal consumption continues to be sluggish and domestic and foreign famous sports brands have been fighting for outdoor products market under the background of recession, which has directly led to the intensification of competition in the outdoor industry.

According to the 2012 annual survey report of China outdoor products market provided by COCA, the number of outdoor brands in China has reached 823 in 2012, an increase of 14.78% over the same period in 2011, and the outdoor products industry is facing more intense market competition.

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Less than P, as one of the leading domestic outdoor industries, the Pathfinder has slowed down despite its two digit growth.

At the same time, the Pathfinder also quietly appeared the clue of high inventory.

2013 semi annual report shows that the inventor inventory reached 207 million yuan, an increase of 26.25% over the beginning of the year.

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< p > not only that, but other financial data of the Pathfinder are also of concern.

In the first half of 2013, the balance of receivables increased by 2031.94%, while the other receivables balance increased by 116.98%.

The substantial increase in receivables also made the net cash outflow of the company's operating activities in the first half of 2013 outflow 142 million yuan, an increase of 112 million yuan over the same period last year, and the cash flow situation has deteriorated.

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< p > analysis shows that at present, restricted by outdoor facilities, facilities and consumption capacity, the consumption of outdoor products in China is mainly concentrated in basic outdoor sports wear such as hiking, mountaineering, photography and fishing. Outdoor equipment consumption such as camping, raven camping, etc. is relatively low.

At present, some outdoor brands are simply running horses, with similar brand positioning and similar product styles.

At present, the potential market of outdoors in China is large, but the high-end purchasing power is insufficient. Overcapacity has also become a hidden worry for the industry.

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< p > < strong > online performance is not up to expectations < /strong > < /p >.

< p > in fact, Pathfinder is also aware of the problems caused by inventory. This year, < a href= "http://sjfzxm.com/news/index_f.asp" > Pathfinder < /a > will sell off season goods mainly through discount stores.

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"P" not only that, the Pathfinder has begun a new attempt, but the electricity supplier has become the main force for the Pathfinder to digest the inventory, and the discount for the over season products will be promoted.

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< p > according to the semi annual report of Pathfinder, its growth in e-commerce in the first half of 2013 has increased rapidly, and the electricity business revenue has reached 71 million yuan, a 205.62% increase over the same period last year.

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< p > but for enterprises accustomed to traditional sales mode, the layout of the Internet is not just as simple as opening a shop.

The online brand arkanno, who was highly regarded by the Pathfinder, was also unsuccessful and did not achieve the expected results.

In the first half of 2013, arkeno lost 1 million 35 thousand and 600 yuan.

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The first electric shock operation of the pathfinder was temporarily frustrated, so the company launched other attempts to build the company into an integrated service platform for the outdoor industry. P

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< p > August 14th, the Pathfinder announced that it intends to subscribe to 40 million new shares issued by Asiatravel with its own funds.

After the completion of the subscription, the Pathfinder will hold a 14.15% stake in Asiatravel company and will become the largest shareholder of the company's single shareholding.

This may also mean that the Pathfinder has taken an important step in its pformation.

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< p > Asiatravel was founded in 1999 and is headquartered in Singapore.

The company's business entities are mainly distributed in 17 countries in the Asia Pacific and the Middle East. The main business is providing integrated travel management services such as air tickets booking, hotel reservations and scenic spots booking by combining online and offline. It is a three in one online tourism platform that combines Hotel, air ticket and instant booking confirmation of tourist attractions.

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< p > however, according to public information, Asiatravel's performance in recent years seems to go from bad to worse. Net profit from 2008 to 2012 is 5 million 500 thousand new yuan, 5 million 500 thousand new yuan, 1 million 600 thousand new yuan, -160 10000 yuan and -380 million yuan respectively.

It is estimated that Asiatravel will turn around after 2014.

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< p > some analysts say that the intention of the acquisition is obvious, but the pformation of traditional industries is not a matter of opening an online store or acquiring a on-line company. This requires the support of the whole backstage technology and personnel, especially the Internet thinking mode, which is a common problem encountered in the pformation of traditional industries.

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