The Sports Goods Industry Is Getting Warmer And The Market Structure Is Changing.

< p > < strong > the worst period has passed. < /strong > /p >

< p > since the second half of 2013, the overall trend of the share price of the six major listed companies in Hong Kong a href= "http://www.91se91.com/news/index_f.asp" > sports goods < /a > is a slight upward trend.

Among them, Anta sports performance is the most prominent.

In June this year, the company's share price was still around 6 Hong Kong dollars per share, and then began to rise slightly, until the beginning of October, breaking through the two figure per share, and the industry did not have an overall a href= "http://www.91se91.com/news/index_cj.asp" > crisis < /a > 2011.

As of December 16th, the company's share price is still far ahead of its peers, closing at HK $9.79 per share.

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< p > capital market is once again in favor of the sporting goods industry, which is closely related to the signal that the industry is releasing a rebound.

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< p > Anta sports released the second quarter 2014 order meeting data show that the amount of the company's annual orders have increased the number of units.

And stressed that this steady upward trend has lasted for two quarters, further indicating that Anta may have come out of the low tide.

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< p > PEAK sports also said that the total order volume in the second quarter of next year will be higher than the actual sales in the same quarter this year.

It is also believed that due to the improvement of inventory level and profitability, the company's future recovery will be mild.

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< p > the Li Ning Co also believes that the market has improved.

At the 2013 China news conference, Lining, executive vice president and CEO Jin Zhenjun, said that since the implementation of the change plan, Lining's first stage goal has been completed, and many business progress shows that Lining has gone through a low ebb.

Although many investments still need time to reflect the book efficiency, most of the dealers' cash flow and sales capabilities have improved. Lining's most difficult period has passed.

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< p > despite the fact that XTEP International's order conference data in the second quarter of 2014 still did not grow, the decline has shown a narrowing in the three quarter.

XTEP International believes that this shows that the confidence of the distribution channel to the company is gradually improving.

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Han Ye, director of public relations of P & amp; 31 (China) Co., Ltd., in an interview with the China Commercial Daily, said that in the past three quarters, the data of every quarter were continuously improving, and the growth rate of the same store in each quarter was higher than that in the previous quarter, indicating that the 31st degree is experiencing a gradual process of warming up.

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< p > looking back at the industry's holistic crisis of this outbreak, Zhang Tao, vice president of Anta, told reporters that it was caused by many reasons.

On the one hand, the sporting goods industry is closely related to the macro economy. When the macro-economic development is slowing down, the sports products industry will be affected more naturally.

On the other hand, the brutal expansion of sporting goods industry in the past few years has left many problems such as homogenization of products, services and business models.

Of course, there are also factors that increase the cost of manpower and rents.

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< p > "this is not a bad thing."

Zhang Tao thinks.

He said that through the adjustment of the industry, some enterprises with poor management could be eliminated, and the resources should be concentrated on the enterprises with real strength to bring the scale effect into play. This will not only help improve the maturity of the industry, but also help the long-term development of the industry.

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< p > in the key road sports consulting company CEO Zhang Qing, Anta sporting goods industry leader, because of the lead in the reform, the whole has begun to develop towards the right direction.

But the industry in the two or three echelon of enterprises, now can not see signs of improvement, after all, they are slower than the first tier.

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< p > Han Ye further judged that after the trough, no matter which company could return to the same period of two digit growth in a short time, however, the sporting goods industry, now moving from "winter" to "spring", has already seen hope.

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< p > < strong > benefit from < a href= "http://www.91se91.com/news/index_cj.asp" > business mode < /a > change < /strong > /p >

< p >, then what measures have been taken by the leaders of the sporting goods industry to take the lead in achieving a rebound? < /p >

< p > "changing the business mode is the biggest change in Anta in this industry adjustment."

Zhang Tao said in an interview with the China Commercial Daily reporter.

He said that in the industry adjustment period, Anta found that the traditional "brand + wholesale" business model has great limitations, it is difficult to meet consumer demand for escalating consumption.

To this end, at the beginning of this year, Anta began to try to pform into "retail oriented".

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This pformation is mainly reflected in three aspects. First, within the company, Anta began to take retail culture as its guide, set up the enterprise culture and values that match the retail mode, build a consumer oriented retail management system and retail companies operational efficiency evaluation system, and take various retail indicators as an important criterion for measuring the efficiency of commodity management. Secondly, in product development, it constantly penetrated to the market terminals, and enhanced the understanding of market demand by strengthening communication with consumers, so as to develop and sell the products of consumer Zhen Zhengxi's love.

Finally, it is more flat in terms of organizational structure and streamlined the competitiveness of terminal stores and retailers.

Zhang Tao further said.

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< p > it is worth noticing that to abandon wholesale mode and choose retail orientation is not only a Anta, but also a Li Ning Co.

Li Ning Co said that from the perspective of the industry development law, the overreliance on wholesale operation mode in the past has been difficult to continue, no longer suitable for the future requirements of the industry, and the pformation to a retail oriented business mode is inevitable.

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< p > for this reason, Li Ning Co is changing its business mode.

Li Ning Co said that since the beginning of this year, Lining has begun to pform the retail business mode characterized by "guided order + quick replenishment + quick response", which not only improves the dealer's order guidance and goods arrangement, but also meets the needs of consumers in time.

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Under this background, Li Ning Co began to refocus its core business, namely, sporting goods business, focusing on the core market, that is, the domestic market, focusing on the core brand, that is, the Lining brand.

In order to achieve the goal, Li Ning Co has launched three stages of reform plan.

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< p > Li Ning Co said that the first phase of Lining's recent changes aimed at improving the efficiency and profitability of the channel and cleaning up the inventory of the channel has been completed. The pformation has entered the second stage of the implementation in depth, mainly focusing on improving the supply chain, marketing and product planning mode, establishing a retail oriented business mode, creating more first-class products and customer experience, thus consolidating Lining's position as the leading brand in the sporting goods industry.

The next stage of change is to ensure that Li Ning Co has the right business model in the next 1 to 3 years to achieve the goal of improving profit structure and channel, retail efficiency and cash and return on investment.

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Less than P, the changing Li Ning Co began to focus on Lining, who is over 50 years old.

At present, Lining comes to the company almost 9 o'clock every morning and starts a busy life all day. His main job is to maintain and develop relations with the government, banks, sports teams and media.

At the same time, he actively participates in weekly operation meetings and conducts regular business reviews to fully grasp the progress of the reform.

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"P > < strong > to make minor mistakes in the period of adjustment is progress < /strong > < /p >

"P", however, although the sporting goods industry leaders are trying to change the adjustment, but the wave of industry has rewritten the market pattern, Anta sports, which has been playing the role of the chaser, has realized the curve overtaking.

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< p > public information shows that when the sporting goods industry was at its peak in 2011, the turnover created by Anta was 8 billion 905 million yuan, and Lining's performance was 8 billion 929 million yuan. Anta's position in the industry is still "the second child".

However, in 2012, the market structure, which had been maintained for many years, was completely overturned. Anta first surpassed the industry's "big brother" Lining, winning the first prize of the industry with a performance of 7 billion 623 million yuan, while Lining's sales volume was only 6 billion 739 million yuan.

In the first half of this year, Anta continued to lead the industry, keeping the lead in Lining with a record of 3 billion 367 million yuan.

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< p > in addition, from the perspective of the market value of the company, as of December 16th, the market value of Anta was HK $24 billion 429 million, which was 167% higher than that of Lining's HK $9 billion 134 million, and the market share of bit pace international, PEAK sports, 31st degree, and China trend were higher than that of Hong Kong Equity listed companies.

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Zhang Tao, vice president of Anta, said in an interview with the China Commercial Daily reporter that in the adjustment period of the industry, two aspects of the enterprise are tested, one is the strategic direction of the enterprise, and the other is the executive power of the P.

The reason why Anta can achieve its success in the industry adjustment period is also due to these two factors.

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"P >" first, we have chosen the right direction, including retail oriented pformation and brand positioning.

Only in the right direction can we make fewer mistakes.

Especially in the special period of adjustment, it is progress to make fewer mistakes.

Secondly, we have strong executive power and strong executive power is an important factor to ensure that the instruction of the management can be effectively pmitted and implemented. Whether it is inside the company, or our distributors and terminal retail stores, it is well executed the instructions issued by Anta headquarters.

These are the important reasons why Anta can walk faster and walk more steadily. "

Zhang Tao further analyzed.

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< p > "more than Lining and Anta have been taking a steady and steady strategy."

Zhang Qing thinks.

He said that Anta has always been moving forward according to its own rhythm, and has a relatively stable strategy in terms of channels, products, pricing and so on.

But on the contrary, Lining, who is the first local sporting goods brand, has been trying to pform into the world. But in the process of implementation, there have been some strategic mistakes, which have encountered great challenges and hurt the strength.

Facing the tide of industrial adjustment, the gliding rate is much higher than that of Anta. Catching up is inevitable.

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< p > this can also be reflected in the profitability of the two companies. Although in the three years from 2009 to 2011, Lining still played the role of "big brother" in the industry, and its turnover ranked first in the industry.

But in terms of profitability, it is not as good as Anta.

From 2009 to 2011, the earnings of the two companies showed that Anta's operating profit was 1 billion 394 million yuan, 1 billion 737 million yuan and 2 billion 11 million yuan respectively, while the corresponding figures of Lining were only 1 billion 342 million yuan, 1 billion 547 million yuan and 631 million yuan.

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< p > however, although the "a href=" http://www.91se91.com/news/index_c.asp "market pattern < /a > has been rewritten, the leading sheep are also trying to lead the sporting goods industry to pick up, but the number of stores that used to simply compete with each other has gone forever.

Zhang Tao believes that the future competition of the industry is no longer simply the number of stores, but the comprehensive competition including sales and efficiency of the same store. Only by improving the overall quality can the enterprise develop better.

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