Sports Brand Reshuffle Soon, Industry Rebound Trend Is Obvious

< p > < strong > 6 companies inventory 3 billion 100 million yuan < /strong > < /p >.

< p > after 2012, the six major sports brands in China were injured due to high inventory. Even after digestion in 2013, the stock of 6 companies was not yet digested.

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< p > according to the statistics of reporters, in 2013, the inventory of six major sports brands in China, Lining, Anta, PEAK, 31st degree, China trend and XTEP, were 942 million yuan, 689 million yuan, 366 million yuan, 409 million yuan, 183 million yuan and 537 million yuan respectively.

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< p > Lining's stock occupies the first place, which is closely related to Lining's early expansion.

The annual report shows that in 2013, Lining realized a 5 billion 824 million yuan income, down 12.8% compared with the same period last year, and net profit loss of 390 million yuan, compared with the 1 billion 979 million yuan loss amount in 2012, the deficit area narrowed by 80.2%.

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< p > for the reasons of performance losses, Lining, acting chief executive officer Jin Zhenjun, said that the first company invested some funds in dealing with the problematic distributors. Two, last year, the company invested about 600 million yuan in new business and marketing promotion.

A person close to Lining has said that most of Lining's dealers have completed the clearance process, and some are handling the inventory.

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Similarly, < a href= "http://www.91se91.com/news/index_c.asp" > Anta < /a > chairman of the board and CEO Ding Shizhong also publicly stated that we basically cleared up the inventory in 2013. We can say that the most difficult period of clothing industry since 2012 has passed.

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< p > however, Anta has doubts about the inventory problem of the industry. The company believes that some enterprises still have inventory problems, and the homogenization of brands and products has not been fundamentally resolved in the current round of industry adjustment.

Sporting goods industry is still facing great challenges.

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< p > < strong > industry < a href= "http://www.91se91.com/news/index_c.asp" > shuffle < /a > soon "/strong > /p".

According to the annual reports disclosed by major brands, in 2013, the performance of the other 5 companies has not yet increased except for the net profit growth of China's trend, and the performance of the other companies has dropped by nearly 70% in the year of P.

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< p > although sports brand performance is not ideal, but analysts pointed out that careful analysis of the various earnings reports can be found that each brand's 2014 order order has shown signs of bottoming out, which is also one of the most important data for the industry to measure the performance of enterprises and the industry's warmer.

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< p > data show that Anta's three consecutive quarter of 2014 orders showed positive growth, XTEP and 31st orders narrowed, PEAK's double-digit growth in the third quarter.

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< p > however, the above analysts pointed out that the industry rebound does not mean that the adjustment of the industry has ended. The concentration of China's sporting goods industry is relatively low. The rise in orders of some enterprises can not conceal the fact that the second tier and three line brands are still struggling.

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< p > it is understood that there are nearly 30 well-known sports brands in the Chinese market in competition, together with unknown brands, hundreds of sports brands compete for the market.

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< p > for this reason, Anta vice president Zhang Tao once said at the industry conference that the industry concentration degree was improved, and a few excellent enterprises occupied most of the market share. This is the process that the industry must go through when it becomes mature.

With the deepening of industry adjustment, good enterprises will be better. Some enterprises without core competitiveness will be eliminated.

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< p > < strong > industry recovery > /strong > /p >

< p > at present, the domestic sports brand industry pattern has already appeared the obvious change.

From the annual reports released by the major sports brands, Anta's turnover in 2013 was 1 billion 500 million yuan more than that of Lining. At the same time, Anta achieved more net profit than Lining, XTEP, PEAK, and 331 degree four companies.

This shows that Anta has benefited greatly from this great change in the industry.

It is worth noting that in the financial market, Anta's market capitalization exceeds that of Lining, XTEP, PEAK, and 31st four.

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< p > "Anta can surpass its competitors in the adjustment period of the industry and stabilize the industry first, because Anta is willing to innovate and dare to pform."

An industry expert said that after the current round of adjustment in the sporting goods industry, the scale of competition and the number of shops will become a history. In the future, the sporting goods industry will enter a period of innovation.

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< p > Anta believes that the popularity of sports is getting higher and higher, the economy is developing constantly, and the national income is also getting higher and higher. These are very good.

Ding Shizhong, chairman and CEO of Anta sports director, also said: "the sporting goods industry will always be a sunrise industry."

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< p > < < a href= > http://www.91se91.com/news/index_c.asp > sports goods industry < /a > the future of PEAK sports CEO Xu Zhihua has publicly stated that the winter of sporting goods market has passed and is accelerating.

While the net profit in the past two earnings cycles has increased significantly, PEAK's second quarter and third quarter 2014 orders continue to grow, indicating that the industry is getting stronger and stronger.

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< p > Anta believes that with the deepening of the pformation of the retail industry, Anta's performance will be better and better.

When to return to 2011, we need to look at the overall economic environment and market environment.

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< p > however, both Lining and Anta are worried about the current homogenization of the industry. They believe that the key issue that the major brands need to solve in the future is the homogenization of brands and products.

To this end, Lining continued to play science and technology cards, the introduction of "Li Ningyun", Anta also introduced such as soft columns and other unique technology products.

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< p > Where will the difference of the major sports brands go? It is impossible to say at the moment that only through market tests can we see who will come to the end.

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