The Added Value Of China'S Sporting Goods Industry Will Break 200 Billion Points

< p > here, the world's < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > a target= "_blank" href= "_blank" > shoes "< > hat net" Xiaobian "to introduce that China's sporting goods industry added value will break the 200 billion mark.

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After the "golden ten years" of double-digit growth every year, the overall growth rate of the sports goods industry has dropped significantly in the past 3 years. < p >

In a white paper on the development of China's sporting goods industry in 2013, produced by the China Sporting Goods Federation, it was mentioned that the value added of China's sporting goods industry last year broke through the 200 billion yuan mark to a new high of 208 billion 700 million yuan for the first time, but the industry's growth rate has been below double-digit for third consecutive years, up only 7.8% from the same period last year.

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< p > over the past year, many sporting goods stocks have shown only general performances, such as 360 degrees, XTEP international, and Lining's growth. Only Anta sports and PEAK sports have recorded an increase, and their share prices have risen by 60% and 50% respectively.

In fact, the income of Anta, the industry leader in the past two years, has declined along with the downturn of the industry. However, the signs of its performance recovery are notable. Last year, net profit dropped slightly from 3.2% to 1 billion 315 million yuan, but gross profit margin rose to 41.7%, which is the result of strengthening supply chain management and product development.

PEAK has made a spokesperson for the star to enhance its brand image and its performance has also outperformed its peers.

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< p > > a href= "http://www.91se91.com/news/index_s.asp" > sports goods < /a > Related Research Report 2014-2018 years, China's pension industry market depth research and Development Trend Prediction Research Report < /p >

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The sporting goods industry has always been worried about the stock market problem most than P.

In the early years, the industry expanded too fast, and the consumers' demand for products shifted to individuation, resulting in backlog of inventory, the number of days of inventory turnover and the number of receivable turnover days.

For example, in 2010, Lining had only 52 days of inventory turnover, and then increased to 104 days in 3 consecutive years, which was much higher than that in the same industry. The number of receivable turnover days also rose from 52 days to 108 days in 2012, and fell slightly to 89 days last year.

Fortunately, after two or three years of inventory digestion, the industry has finally confirmed the recovery. Many companies have good news after ordering the meeting in the fourth quarter of this year.

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< p > < strong > increasing interaction with distributors < /strong > < /p >

"P > Anta's order for winter will record a double-digit increase in the number of orders, breaking through the first 3 quarters of the unit growth, and resumed growth in the 4 quarter.

In the first quarter, the number of units sold in the same store increased year by year, showing an increase in the second quarter.

In addition, the wholesale discounts for the 31st order winter order increased from 63% to 65%. The same store sales in the first quarter increased by 1.8%, a positive omen in the year and a 252 reduction in the number of stores, which reduced the franchise retail outlets to 7047.

The order amount of XTEP winter order meeting was further improved. At present, inventory has been restored to about 4.5 months to 5 months' inventory sales ratio.

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< p > the decline of the sporting goods industry stems from excessive expansion and also because the business mode can not be closely related to consumers.

In the past, the business mode of sporting goods enterprises in the mainland had little interaction with distributors. After wholesale goods were sold to dealers, they did not have to care about distributors' sales, sales of various products, and consumers' feedback.

Enterprises only strive to build brands, strive for signing various competitions, sign sports star spokesmen, make the brand recognized by dealers, can expand rapidly, but this way makes products and consumers' needs out of touch.

Many enterprises are also aware of this problem.

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< p > Barclays research report revealed that Lining held a strategic day in Beijing recently, convinced that the group has the determination to reform, and the new strategy can speed up the market's response rate to the future ordering and replenishment.

The bank expects that after adopting the new business model, the inventory level will be reduced, retailers will respond faster and provide more suitable products and services to customers.

The traditional 6 month order will be held weekly. Replenishment and regular orders will increase.

Over time, reform will have a financial impact.

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< p > compared with Lining, Anta was an early adopter of retail oriented measures, including streamlining distribution structure, monitoring retail sales performance, improving inventory management, and analyzing real-time sales data to provide retailers with more accurate sales directions in response to market trends.

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< p > < strong > XTEP valuation increases space > /strong > /p >

Besides P, there are several sporting goods companies that have released the sales data of the order and the same store. The trend is that the worst period of the sporting goods industry in the mainland has passed, and XTEP is one of the stocks with the bottom signs of the Anta.

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< p > XTEP chairman Ding Shuibo pointed out that this year will be the "turning year" of the group, and the group will not substantially close its stores. By the end of the year, it will remain between 7300 and 7400.

In fact, even if last year's performance is still retrogressive, the recent signs that some indicators have stabilized or rebounded may seem to preview XTEP's chances of getting out of trouble.

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< p > the sales of the fourth quarter of 2014, "a href=" http://www.91se91.com/news/index_f.asp ">" /a > ", which was released at the end of March, was recorded in the 5 quarter of 2014. According to the wholesale value, the order volume of the order has been down, which is flat compared with the same period last year. In the first quarter of this year, the sales volume of the same store also increased. The inventory of the distribution channel gradually returned to a more healthy level, and the inventory sales ratio was about 4.5 months to 5 months, but whether it represents sales recovery remains to be verified.

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