Brand Sporting Goods Industry Picked Up And Accelerated

　　 The worst and the worst is over.

Since the second half of 2013, Sports goods The overall trend of the stock price of the six major Hong Kong listed companies is slightly upward. Among them, Anta sports performance is the most prominent. In June this year, the company's share price remained around HK $6 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 crisis in 2011. As of December 16th, the company's share price is still far ahead of its peers, closing at HK $9.79 per share.

The renewed favour of the capital market for the sporting goods industry is closely related to the signal that the industry is releasing a rebound.

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.

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.

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.

Despite the fact that XTEP International's order data for 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.

Han Ye, director of public relations, 360 degree (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.

Looking back at this industry's holistic crisis, Anta vice president Zhang Tao 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.

"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.

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.

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

　　 Benefit from management model change

So what measures have been taken by the leaders of the sporting goods industry to take the lead?

"Changing the business model 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 transform into "retail oriented".

This transformation 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, set up a consumer oriented retail management system and retail companies's operation 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 terminal, and enhanced the understanding of market demand by strengthening communication with consumers, so as to develop and sell products that consumers really loved. Finally, it is more flat in terms of organizational structure and streamlined the competitiveness of terminal stores and retailers. Zhang Tao further said.

　 Li Ning Co From the perspective of the law of industry development, it has been difficult to continue to rely on wholesale operation mode in the past. It is no longer suitable for the future requirements of the industry, and it is inevitable to transform to a retail oriented business mode. It is worth noting that to abandon wholesale mode and choose retail orientation is not only a Anta, but also a Li Ning Co.