Sports Brand To Establish Sewer System, Electricity Supplier Business To Be Adjusted

After the announcement of last year's P report, many sports brands have indicated that inventory pressure has become smaller, while some brands have revealed in the process of communication with reporters that the change of brand inventory has directly affected the layout of the company's e-commerce business, including the direct weakening of the electricity supplier sector and the departure of managers. Of course, there is a positive side, with new brands to focus on the layout of the business channel, fully separate operation.

< /p >

< p > < strong > first look at the different inventory numbers of A\B two groups: < /strong > /p >

< p > strong > A: brand stock is still high, < /strong > /p >

< p > 2011 inventory status: Lining's inventory at the end of 2011 was 1 billion 130 million yuan, Anta's inventory at the end of 2011 was 620 million yuan, and XTEP's inventory was 670 million yuan at the end of 2011.

< /p >

< p > 2012 inventory status: Lining at the end of 2012, the stock amount was 920 million yuan, Anta increased to 690 million yuan at the end of 2012, and XTEP 580 million yuan at the end of 2012.

< /p >

< p > 2013 inventory status: in 2013, the inventory of six major domestic sports brands Lining, Anta, PEAK, 31st degree, China trend and XTEP were 942 million yuan (the same below), 689 million yuan, 366 million yuan, 409 million yuan, 183 million yuan and 537 million yuan respectively.

It's about 3 billion 126 million yuan.

< /p >

< p > < strong > B: China has a sharp decline in inventory, < /strong > /p >

In 2011, China completed the purchase price of 1 billion 450 million yuan in repurchase tag, and repromoted the products through factory stores and e-commerce. P

< /p >

< p > 2012, the trend of China said in the annual report that the company digested the stock of the tag price of about 1 billion 300 million yuan as planned, but the company's inventory in 2012 was still 287 million yuan.

< /p >

< p > 2013, according to publicly available data, China's inventory remained 183 million yuan.

< /p >

< p > < strong > what will be brought about by inventory change and change? < /strong > < /p >

< p > the above two sets of A\B numbers reflect the digestion of product inventory in the past few years in part < a href= "http://www.91se91.com/news/index_c.asp" > sports brand /a >

< /p >

< p > actually, the whole industry adjustment and self rescue that started in the second half of 2011 and has continued to date is the first thing to do.

The "channel revival plan" proposed by Lining at the end of 2012 belongs to this category.

< /p >

< p > although Lining, Anta and other sports brands have said that the stock has gradually approached the benign range, but the published financial figures show that the situation is still grim.

< /p >

< p > there are also some sporting goods insiders who say that the homogenization of brands and products has not been fundamentally resolved in the current round of industry adjustment, and the sporting goods industry is still facing great challenges.

< /p >

< p > inventory pressure is still relatively large, most of the brands have not changed much. They are still digesting by four main means: the proliferation of e-commerce channels, placing products on various electronic business platforms, increasing the discount of products under the offline and online stores, working closely with the tail cargo channel, and closing down some offline discount stores.

< /p >

Less than P, Brand Company will face big changes for stocks such as trend company.

According to different companies' different understanding and positioning of the electricity supplier business, they are mainly divided into two categories: A\B < /p >

< p > < strong > class A: weakening the weight of the electric power department and abolish the electric power personnel < /strong > /p >

"P" is not a minority of such companies. The reporter has come to the true idea of some brands: "within the group, the electricity supplier is defined as the" sewer ", and the main task is to clean up the inventory formed by the group's excess production.

< /p >

"P", "let's not see that we are dealing with a small brand of e-commerce channels, but the salary is poor. The whole department is totally ignored in the group. Our managers are holding about $10000 monthly salary."

A certain line has a large number of retail outlets of a brand electric business person in charge told reporters.

< /p >

< p > earlier, the reporter also contacted Gu Haolan, general manager of the former kappa electric supplier. Gu Hao Lan also mentioned that many brand groups were not clear enough about the location of the electricity supplier, and the sales mode of "clearing the electricity supplier" has quickly come to the end.

< /p >

< p > strong > B: expand the original advantage of online new product or operation < /strong > /p >

< p > the original Kappa electric business person in charge believed that the low price promotion pattern is not healthy, the on-line can make the new category attempt.

Even though the inventory has basically been cleared, there is another important thing to do on the line, taking over the offline inventory of TOP10 sales to digest online.

< /p >

< p > TOP10 products show that consumers are very welcome, and online consumption records can take part in this product, and there will still be a lot of market.

< /p >

< p > some brands begin to redefine the channel characteristics of e-commerce, and even launch new brand exclusive channels according to the age, consumption habits and aesthetic standards of Internet users.

< /p >

< p > there are many typical examples in non sports brands: YISHION launches "A21", porcelain muscle promotes "free breathing", and rolls home textile introduces LOVO electric business brand.

The "free breathing" of porcelain muscle is located in all the sales outlets of WeChat, including micro mall, micro shopping and micro shops.

< /p >

< p > < a href= "http://www.91se91.com/news/index_c.asp" > "power Ba" < /a > has been doing two things after carrying out the electricity supplier business: first, cleaning up the stock, and two is preparing for the on-line CNCN of the e-commerce sub brand.

< /p >

In fact, journalists have intercepted news from famous sports brands both at home and abroad. There are already network exclusive brands operating in low profile, and the strategies of these brands are basically not related to the existing brands. The main market is also more subdivided or professional, in order to bypass these sports areas to the monopoly of big brands through P.

It is understood that some have laid Tmall, Jingdong and other channels.

< /p >

< p > < strong > < a > href= < http://www.91se91.com/news/index_c.asp > inventory < /a > knowledge /strong > /p >

< p > inventory is not the lower the better, for sports goods, a certain amount of stock (stock) is the necessary support for sales.

< /p >

< p > industry insiders say: the reasonable scope of inventory is generally 20% to 30% of the sales volume of the season, and the risk level is greater than 50%.

< /p >

< p > the main inventory of sports goods industry is concentrated in the channel, and the pressure on the channel business is much greater than that of the brand.

This can also be verified from the phenomenon of branding through wholesale mode to channel traders.

< /p >

< p > in theory, inventory is a dynamic concept. It is not appropriate to measure the inventory of the industry at the end of the year.

The inventory turnover days [365/ (sales cost / average stock amount)] is more reasonable.

It measures the average state of inventory in the whole accounting period.

< /p >

< p > < strong > industry bottom rebound < /strong > /p >

< p > in the statistics of relevant agencies, Lining, Anta, XTEP, 31st degree, PEAK and China are six major sports brands, which have already moved to the customs store. Last year, there were more than 3000 outlets in total. Among them, PEAK and Lining had more than 1000 stores in 2012.

< /p >

< p > aside from the above inventory, the performance of major sports brands has begun to show a gradual recovery trend.

Analysis of the industry, the current sports brand enterprises have entered the bottom rebound period, the industry is expected to pick up.

< /p >