Sports Brand Speeds Up Diversified Spanformation, And Shops Are Slowing Down.

2014/3/25 9:39:00 19

??? 日本語 Fran?ais English 中文

after having experienced the radical expansion of the past, < a href= "http://www.91se91.com/news/index_s.asp" > sports brand < /a > has been shrouded in the shadow of high storage in recent years. Recently, the six major sports brands in China have issued annual reports, and most of them are still negative. Among them, the net profit of China's trend was 19%, while the other five big brands continued to decline in revenue and net profit. The net profit of 31st degree was the most significant, reaching 70.1%. 
 reporter noted that compared to the situation that thousands of stores were closed in 2012, the overall rhythm of sports brands in 2013 slowed down, especially in the second half of the year. At the same time, in order to cope with the difficulties of the industry, the diversified spanformation of major brands is accelerating, and the effect is beginning to show. 
 slowing down of shop closing 
 the above six major brands annual reports show that the overall decline in performance has slowed down. Among them, Anta sports 2013 operating income and net profit fell 4.5%, 3.2% respectively. Lining's net profit, though losing 392 million yuan, has narrowed compared with a loss of 1 billion 979 million yuan in the same period last year. 
 for sports brand, the direct performance of weak performance is a large number of shops. Compared with the closing shop tide in 2012, the number of major brand outlets in 2013 was generally controlled within 1000, of which 826 of China's trend stores were the first, while XTEP international stores were relatively few, accounting for 150. 
 according to the statistics of journalists, most sports brands were curbed in the second half of 2013, and slowed down compared with the first half of the year. China's trend 2013 closed 611 stores in the first half of the year, and closed 215 stores in the second half. Lining, PEAK and Anta also dropped significantly in the second half of the year. Of the above brands, only 360 degrees accelerated in the second half of 2013, reaching 527, far higher than the 256 in the first half. 
 > a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > service industry observer Ma Gang said that the sports industry's high inventory situation has gradually improved, and the number of companies that adjust faster pace has gradually declined. In general, the rapid decline of the industry has been curbed and the decline has slowed down. 
 but the industry is still too early to speak. The annual reports of all brands indicate that the tide of closing shop will continue. He Ruibo, chief financial officer of XTEP, recently said that he intends to close 100 ~200 stores this year, mainly in Hunan and Anhui, and so on. The company will continue to integrate channels in areas with low operational efficiency and grasp the opportunities of other peers to shop, placing XTEP shops in the prime locations of some cities. 
 data disclosure shows that XTEP's first order 15%~20% will decline in the first half of 2014, and is expected to continue in the second half of the year. He Ruibo said XTEP's active control of orders would help prevent the deterioration of inventory at retail level. It is expected that the mainland China sporting goods market will be completed by the end of this year, and it is expected that sales will drop to fourth in the first quarter of this year, but there will still be negative growth throughout the year. 
Lining, executive vice chairman and acting chief executive officer of P, said at the performance meeting that the weaker sales partners still had a slight impact on the company's losses this year, and about 10% of its inventory was still difficult to clean up. "Jin Zhenjun" 
 spanformation effect .
 Ding Shizhong, chairman and chief executive officer of Anta sports board, said that although the problem of overstock and sharp reduction in the industry has not yet been solved, Anta sports is carrying out a "retail oriented" spanformation, and its future orders will continue to grow and enter the recovery stage. According to company data, the number of orders increased in the first three quarters of 2014. 
 according to the introduction, the sports industry has been overstaffed in the past, causing high inventory. Anta launched a business model spanformation last year to achieve the overall vertical responsibility system for category leaders from product planning to terminal sales to improve management efficiency and efficiency. 
 Ma Gang believes that Anta has achieved positive growth in orders, and has realized the revival of channels through improving the operation efficiency. The next step is to achieve positive growth in performance as soon as possible. 
Similar to Anta P, Lining also focuses on channel adjustment and efficiency improvement. Jin Zhenjun stressed: "the most important thing for Lining now is to build brand rather than income growth, because the enterprise is in spanition." Jin Zhenjun introduced that Lining focused on basketball, running, badminton, training and sports life, the five core sports categories, non core brands or stripped. 
While P is adjusting the channel, brands are speeding up the pace of diversification. Since last year, a number of sports brands have accelerated their efforts in the market for children. By the end of last year, XTEP had about 300 retail outlets selling "XTEP children" products, an increase of 150 over 2012. Anta's children's stores reached 881 in 2013, an increase of 48 over 2012. 
 from the statistical data, children's products have thickened the performance of related companies. In 2013, < a href= "http://www.91se91.com/news/index_f.asp" > XTEP < /a > operating income and gross profit margin decreased mainly in sports products, other products such as children's income increased by 114.9% in 2013, and gross profit margin increased by 1.4% over the same period last year. According to the 31st degree data, the proportion of children's clothing product income increased to 11.7% in 2013.