Sports Brand Is Coming Out Of The Low Tide Of "Child Clothing Fever".

< p > "in the fourth quarter, the order volume recorded an increase in the number of units per unit and recorded a steady increase in four consecutive quarters."

Last week, Anta announced information on the 2014 fourth order meeting.

Therefore, Anta may have been out of the low tide.

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< p > after two years of consolidation, the sporting goods industry seems to have rebounded from the bottom of the valley, but there are obvious differences between the brands.

In this round of adjustment, the sporting goods industry has gone from single to diversified operation, including 361, Anta and other brands are betting on children's wear. However, some people have pointed out that < a href= "http://sjfzxm.com/news/index_s.asp" > children's wear > /a > fashion changes are faster than sports clothes.

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< p > < strong > store expansion or extension from /strong to < /p >

< p > reporters learned from the annual reports of 5 sporting goods brands such as Anta and Lining in 2013 that no matter whether they were revenues or net profits, they did not stop the decline in 2013.

In terms of revenue, XTEP and 361 fell by more than 20%, while Lining and PEAK fell 12.8% and 10% respectively. Even the biggest Anta now lost 4.5% of its revenue in 2013.

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< p > however, this trend has seen signs of warming up in the last half of last year.

Anta began to record positive numbers from orders in the first quarter.

PEAK's orders from the two quarter will start to grow.

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< p > the growth of orders began to be reflected in the performance reports of the major brands in the first quarter of this year.

Anta, XTEP, 361 and PEAK all grew in the same store in the first quarter of this year.

Among them, the performance of < a href= "http://sjfzxm.com/news/index_s.asp" > Anta < /a > is the most obvious, and the growth rate of same store sales is in the number of units.

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< p > in addition, with the recent announcement of the fourth quarter ordering of major brands, this sign of bottoming out is even more obvious.

Among them, PEAK said the fourth quarter of the order will increase by 10%-20%; the growth rate of 361 will be 8%.

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< p > although Lining published the relevant data this year, it mentioned in the 2013 annual report that in 2013, there were 4989 franchised retail stores (5803 in 2012), 926 outlets (631 in 2012), 5915 total stores, and 519 less than 2012.

However, the sales of franchised dealers accounted for only 64.7%, and the proportion of direct sales increased to 32.6%, accounting for only 22% in 2012.

"In 2014, the expansion of Direct stores will accelerate the business foundation of major cities and markets more balanced and stable."

Lining said.

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< p > in fact, after last year's continuous pformation to inventory, closing no profitable stores, and channeled from wholesale to direct adjustment, some enterprises' expansion this year will continue to expand from last year's shrinking stores.

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< p > reporter learned from Anta's 2013 annual report that Anta expects that the number of FILA stores in Anta stores and children's sporting goods stores this year will be 7700 -7800, 900-1000 and 450-500.

In 2013, the figure was 7757, 881 and 418.

In addition, XTEP expects that its number of stores will remain at 7300-7400 before the end of 2014, which is flat with its stores in 2013.

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< p > < strong > "children's clothing fever" can take the initiative in one aspect: < /strong > < /p >

< p > with the introduction of the policy of the state's opening of two children, the market for children's clothing has been magnified indefinitely.

At the 2014 Guangzhou children's wear Expo conference site, Zhang Qinghui, vice president of the China Fashion Designers Association, revealed that China's clothing consumption increased by 13% last year. The growth rate of Japan and the European Union was only 0.5% and 1.3%. Compared to these mature markets, China's clothing market still has potential for development.

The Chinese market now has 300 million children, and children's clothing market has great potential for development in the future.

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< p > reporters learned that Anta launched the children's sporting goods series in 2008, and the 361 began in 2010.

But now children's clothing coincide with the sporting goods giants as a new growth point of performance.

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< p > reporter saw from Anta's annual report data last year, although Anta's overall stores in 2013 showed a shrinking trend, but children's wear increased by 48 in 2013 to 833, and in 2014, Anta was ready to expand its children's clothing stores to 900-1000.

XTEP also revealed in the annual report that this year will expand the pace of expanding the XTEP children series. It is estimated that there will be 350 sales outlets in two to four cities in China before the end of 2014.

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Less than P, just 361 hours after reporters interviewed in August last year, the number of stores they provided to reporters was 1678, but as of the end of March, the number of stores has soared to 1893.

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< p > "sporting goods brand competition is white hot. Under the background of the big adjustment of the industry, these brands of children's wear are also related to adult sportswear."

At the Guangzhou children's Fair held last week, Dai Zhijian, President of the Guangdong Provincial Association of pregnant and infant supplies, analyzed the "child involvement fever" of the sporting goods giant in an interview with a reporter in Nandu.

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< p > Dai Zhijian pointed out that we should be vigilant that expectations are higher than the actual market conditions.

"Children's clothing changes faster than sports clothes."

Dai Zhijian said.

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< p > in fact, the fierce competition of children's clothing market is hidden under the water.

Reporters learned that in September of this year, the "a href=" http://sjfzxm.com/news/index_s.asp "Guangzhou children's fair" /a "was launched in Guangzhou.

Most of the children's clothing brands started in the first tier cities have begun to aim at the two or three line cities, and the children's clothing market is about to rush ahead.

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Li Changlun, general manager of T100, a high-end children's wear brand, said that the Chinese children's clothing market is concentrated in the low end competition and the homogenization competition is more serious, which requires the brand to have a unique positioning and aspirations. P

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