XTEP Expands Its Shop And Says The Worst Is Over.

< p > < strong > industry channel is king mode urgently to be pformed < /strong > < /p >

< p > a financial crisis has made sports brand a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > brand industry encountered cold winter, industry problems emerge in endlessly, high inventory and price competition lead to decline in industry profits, shops rents and labor costs rise more difficult for the industry.

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< p > in recent years, the industry has staged a collective shutdown.

Data show that Lining, Anta, XTEP, 31st degree, PEAK and China are the top six brands with over 3000 stores.

According to the annual report, as of December 31, 2013, the number of shops in Lining regular stores, flagship stores, factory stores and discount stores was 5915, a decrease of 519 compared with a year ago.

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< p > this year, the closing shop tide has slowed down, and even < a href= "http://www.91se91.com/news/index_s.asp" > Enterprise < /a > a big trend against market expansion.

In May 31st, XTEP Asia's largest sports fashion experience shop opened.

This is also interpreted by the market as a signal for revival of the industry.

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< p > for this, Ding Shuibo stressed that unlike before, the opening of this shop is mainly about experience.

In his view, after the baptism of this crisis, the enterprise development mode shifted from the wholesale "channel mode" to the retail oriented "experience mode", paying more attention to the shopping experience brought by the terminal store to customers.

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At the same time, he confidently believes that this is a new start in the whole country and can promote a new round of operation mode in the P industry.

The golden period of extensive development of sporting goods enterprises has passed. Enterprises must pform from the original horse racing enclosure and the original wholesale mode to a consumer oriented "experiential consumption" mode, from wholesalers to retailers.

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Less than P, however, he also said that unlike the previous expansion of the industry, the expansion of the future scale will not be based on quantity, with more than a dozen or twenty a year, "the most, but not necessarily the best efficiency."

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< p > < strong > terminal storage days less than 5 months < /strong > < /p >

< p > < < a href= > http://www.91se91.com/news/index_h.asp > > Sports > /a > the worst period of the goods is over. Why do you open shop at this time, Ding Shuibo explains so.

First, through the efforts of the group over the past 2 years, most of the inventory has been successfully digested. Secondly, sales discount is on the rise, and the franchisee is on the rise, which shows that the confidence of the market is rising; thirdly, the industry profits are rising.

Therefore, he believes that "this year is a turning point in group business".

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< p > in fact, this year, the sporting goods industry is showing signs of recovery. Several major sports brands have released third operational briefs and the performance of orders in the second quarter of 2014.

From the published data, orders and sales have improved significantly.

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< p > earlier, He Ruibo, chief financial officer of XTEP, said that the number of terminal stocks last year reached 4.5 months to 5 months, approaching 4 months of normal level, and estimated that the number of stocks will continue to improve.

XTEP also said that the brand in the first quarter of 2014 had a half day unit sales growth in the first quarter, and the first quarter and the second quarter also appeared in the supplementary form.

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< p > at XTEP's fourth quarter ordering conference in 2014, Ding Shuibo said that the market demand existed and the annual orders would not decline. The gross margin would be maintained at 40% to 41% level this year, and the sales of terminal products had narrowed from 40 percent off to 7 to 20 percent off. It is expected that the discount will remain at this level in 2015.

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< p > < strong > electricity supplier, world cup material pull growth < /strong > /p >

P, the rise of the electricity supplier industry and this year's World Cup event will be the driving force behind the recovery of the industry.

Ding Shuibo told Sohu securities that the company's operating income increased by about 30% during the 2008 Olympic Games. Therefore, this year's World Cup event will also bring growth to the company's performance.

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P > XTEP's 2013 annual report showed that the company's revenue was down 21.7% year on year, and net profit was down 25.2% year on year.

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< p > for this year's new products, Ding Shuibo said running series is the highlight, and the football series is also growing.

At present, the world cup is an important advantage for XTEP. XTEP's soccer series is mainly campus series, which is biased towards fashion.

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Less than P, e-commerce accounts for only 1% of the total electricity business. However, he said that there will be a significant increase in the next three years. XTEP will implement the strategy of "full channel and full channel", providing online products for special purposes, and cooperate with Jingdong, Tmall, Dangdang and so on.

And this experience shop will also become the demonstration point of enterprise O2O.

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