It'S Still Too Early For Sporting Goods To Worry About Half The Recovery.

< p > recently, there has been a wave of rise in the share of sporting goods stocks. The Lining [1.57%] charge has risen 9.24% in the past and rose 2.72% again, reaching a 8 month high. At the same time, Anta, PEAK and XTEP international [4.10%] have increased to varying degrees.

Some experts pointed out that after the previous series of adjustment, the worst period of sports brand has passed, the stock began to improve, the confidence in order began to resume, and wholesale to retail was promoted orderly.

There are also analysts that attribute the collective rise of this wave of sporting goods stock to the new motivation brought by technological innovation to the enterprise.

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< p > < strong > technological innovation brings new vitality to enterprises < /strong > < /p >

< p > sports brand is experiencing a cold winter and has become the consensus of the industry.

Recently, the collective rally of sports brands has attracted considerable attention from the industry.

According to sina finance, foreign brokerages are more optimistic about UBS. They believe that Lining has recently launched a campaign similar to Nike's Flyknit technology. A target= "_blank" href= "http://www.91se91.com/" > shoes "/a" products, pricing is more competitive than Nike. Therefore, Lining is still the preferred investment for sporting goods shares, maintaining a "buy" rating, with a target price unchanged at 9 yuan.

This has played an important role in promoting the price rise of sporting goods.

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< p > it is learnt that due to the homogenization of products and even the tendency of homogenization of business models, sports brands began to enter the industrial downturn after rapid expansion in previous years.

While clearing inventory and adjusting structure, many sports brands began to seek new breakthroughs through technological innovation.

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Lining P launched this year's special edition of Wade's all star and ultra light series tenth generation running shoes.

It is reported that the tenth generation of ultra light running shoes is characterized by the use of new technology materials carbon fiber, the use of new materials to increase the toughness of running, so loved by many runners.

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< p > PEAK did not dare to lag behind. It also launched Parke TP9's new season boots.

Gradient dual energy technology is the biggest highlight of this shoe. The technology is jointly developed by PEAK research and development center of Beijing and international biomechanical research institute. It is more humanized than previous shoe technology concepts, and can be designed according to speed and bouncing athletes.

PEAK CEO Xu Zhihua said that for the sports brand, the future competition will be the competition of R & D design capability.

Only by constantly developing innovative technology and innovative products can the brand be more vigorous and competitive.

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"P" Nike unveiled a new running shoes with new NIKENITE technology at the press conference held in New York recently. The vamp adopts the technology of computerized flat knitting machine < a target= "_blank" href= "http://www.91se91.com/" > textile "/a" technology. At present, only one manufacturer in China can achieve this, which ensures the scarcity of knitted integrated upper.

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< p > the introduction of related new products will undoubtedly bring new highlights to the sports brand consumer market.

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< p > < strong > industry recovery is still too early. < /strong > /p >

< p > there are also analysts who point out that product technology innovation is the driving force of stock rising, but the overall recovery of the industry is also an important reason for the collective market.

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< p > in the shoe and garment industry independent commentator Ma Gang, it seems that the mid term performance reports released by the enterprises show that the operation of each brand is half of the joy and sorrow of the.

But the sports brand has gone through the worst period, the stock has started to improve, the order confidence has begun to recover, and the wholesale pfer to retail has been orderly.

For example, the stock of Anta decreased by 110 million compared with the same period last year, and the order volume in the first quarter of 2014 was higher than that in the same period in 2013, while Lining's inventory decreased by 60 million compared with the same period last year, and announced that its change plan has been initially effective. Its earnings report shows that Lining's gross margin has increased slightly.

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< p > but Ma Gang pointed out that although the "a href=" http://www.91se91.com "sports goods < /a" industry appeared good signs, but if the sporting goods industry began to recover, it is too early.

Stock starts to return to benign, but this can not be equated with the recovery of the industry. Adjustment and pformation are still continuing, and future challenges are still there.

At present, the sports brand from the quagmire of inventory is just a comma, just as the TPG team introduced to Lining's diagnosis: the first step is to inventory, the second step is to integrate supply chain, channel and marketing resources, and the third step is to pform the business mode.

Each enterprise is at different stages, and there are differences in the means adopted. However, innovation is the foundation for enterprises to go out of the trough and seek long-term development.

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