Analysis Of The Distance Between The Six Major Domestic Sports Brands From The Real Recovery

< p > < strong > only one a href= "http://www.91se91.com/news/index_c.asp" > net profit < /a > rising, the rest is not falling, namely loss "/strong > /p".

< p > according to the data provided by the enterprise annual report, compared with the operating conditions in 2012, the trend of net profit in the six enterprises only increased.

Among the remaining big brands, Lining still continued the deficit in 2012, with a loss of 390 million, while the net profit decline of 331, XTEP and PEAK reached 70%, 25% and 21% respectively.

Some media commented that the Beijing Olympic Games brought the dividends to the sports brand in 2010, and the cold winter of the domestic sports brands began. This cold current has not yet subsided.

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< p > look at the turnover of the six brands last year, without exception, a decrease compared with 2012.

The biggest drop is 360 degrees, reaching 27.6%.

What is worth mentioning is that although China's revenue has declined by 20.2%, its net profit has increased by about 19%, which is the best among the six largest brands.

The other four brands that are in a profit state have to accept the double decline of net profit.

Li Ning Co lost 390 million yuan last year, although it narrowed by 80.2% compared to the 1 billion 979 million yuan loss in 2012, it has yet to turn a profit.

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< p > < strong > six big brands have stock of 31 billion and 5 brands, with over 2000 stores, < /strong > < /p >

< p > according to statistics, as of the end of 2013, the total inventory of the six major a href= "http://www.91se91.com/news/index_c.asp" sports brands < /a > Lining, Anta, PEAK, 31st degree, China trend and XTEP reached 3 billion 100 million.

Historical data show that by the end of 2011, the total inventory of the six major brands was 3 billion 699 million yuan, rising to 3 billion 721 million yuan by mid 2012.

We can see that inventory problems caused by overcapacity, vicious competition and other problems have been alleviated a little.

But insiders pointed out that the problem of homogenization of brands and products has not been fundamentally resolved in the current round of industry adjustment.

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< p > for the inventory problem, enterprises often deal with the problem of low price. In recent two years, consumers feel that it is obvious: a large number of Chinese cabbage sports shoes are placed in the float car for people to choose.

But the industry also has great concerns about this practice.

Such a low price strategy will undoubtedly give consumers a sense of cheap products, and the shrinkage of brand value is often hard to avoid.

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< p > in order to reform channels and digest inventory, the trend of domestic sports brand "breaking arm for survival" keeps closing.

In addition to the unknown number of stores in China, Lining, Anta, PEAK, 31st degree and XTEP closed more than 2000 stores last year, of which 360 degrees and Lining stores were the largest, with 783 and 519 respectively.

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< p > < strong > the industry generally believes that the industry is beginning to warm up < /strong > < /p >

< p > although the "cold winter" has not yet passed, many people in the industry have already smelled the smell of spring.

In 2014, Anta showed a positive growth in three consecutive quarterly orders, while XTEP, 31st a href= "http://www.91se91.com/news/index_c.asp" > orders < /a > narrowed; PEAK achieved double-digit growth in the third quarter.

For the inventory problem, Lining and Anta both publicly stated that the inventory problem was basically solved. The number of stores that PEAK and Lining had closed in 2012 were lower than those in 2012.

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< p > based on the above signs, there are comments that the adjustment of domestic sports brands has stabilized, and the industry generally believes that the industry is beginning to pick up.

But the domestic sports brands are facing the competitive pressure of Nike, Adidas, new brun and other international brands. The comparison between themselves and their counterparts can not be divorced from the whole environment.

According to incomplete statistics, there are nearly 30 brands in the hundreds of sports brands in the Chinese market.

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