Anta, Lining And Other Sports Brand Revenue Declined Amoeba Business Model To Save Inventory Problem

According to the data, including Anta The half year reports of several sports brands, including Lining, came out one after another: Anta's revenue was 3 billion 370 million yuan, down 14.4% compared to the same period last year; Lining's revenue in the first half of the year was 2 billion 900 million yuan, down 24.6% compared to the same period last year. Anta's battalion fell back to its level in 2010. Lining It even fell back to 2008. After nearly 20 years of rapid growth, the good days of domestic sports brands have finally come to the top.

Lining as localization Sports brand In the past two years, the leader has been forced to close nearly 1000 Direct stores. The market has shrunk, resulting in a backlog of inventory and a direct loss of 2 billion yuan. This huge hole is still spreading. In order to save this runaway situation, Lining returned to save the Li Ning Co.

For China's localized sports brand, it is actually a very important time node at the moment. After experiencing the trough of the past 3 years, there are two problems that sports brands need to consider: one is why the market will shrink so severely and how to reduce it. Inventory product Press two? What should we do next?

　　 Sports market The decline is actually a change in the consumption habits of Chinese consumers.

In the past 20 years, sports brand has been carrying the function of fashion dress. In other words, a lot of local consumers are buying sportswear not only for sports but for everyday wear. In the face of changes in other international brands' daily clothing, there is a strong market shock, to a certain extent, the decline of the market. If we do not perceive the trend of the market, it is easy to have a backlog of market stocks, which is also the last straw to crush the Li Ning Co.

In addition, the rigid ordering model of sports brands must forecast the demand of the market next year. But in the face of the rapidly changing terminal market, such prediction is very risky and uncertain.

Therefore, localization of sports brand sensitivity to the market is the primary factor to reduce inventory. Amoeba operating The market trend has always maintained a very sensitive state, and can quickly respond to market measures and tools. It is the core value of responsibility to the people to minimize cost. The sales department is the key department in charge of marketing. If there is no clear responsibility, the backlog will become a "three no matter" zone, which can not guarantee the sound assets of the company.

In Amoeba's organizational structure, a clear division of labor, responsibility to the Department, effectively curb disorderly inventory. The manufacturing department delivers the product to the sales department after the production is completed, and all the remaining inventory is sold to the sales department. The sales department will minimize the inventory, strictly analyze the market risk and predict the sales volume and price trend, and make reasonable orders to the company's manufacturing department. If the sales department's sales forecast and price forecast deviate, and the inventory is overloaded, the sales department will do the final disposal.

In the future, localization brand still has a long way to go. What should be concerned is how to make the production mode respond to market changes quickly and agility. The operation of Amiba, represented by idea + abacus, is returning to the origin of operation in a regressive posture. With zero inventory, high yield, close to the market as the management principle, it will provide an efficient operation mode for the localization sports enterprises, get rid of the "nightmare" of inventory backlog, and plan for the next step with ease.