The Net Profit Of The Mid Autumn Festival Has Narrowed Down, And The Industry Recovery Is Clear.

< p > report < a href= "http://sjfzxm.com/news/index_f.asp" > < < /a > > the company achieved sales income of 995 million yuan, down 19.04% compared with the same period last year, net profit 164 million yuan, down 5.77% compared with the same period last year.

The company's orders for spring and summer in 2014 dropped by about 12.54%, and the relevant person in charge of the company told the great wisdom News Agency (WeChat: DZH_news) that the company's income generally had little difference from the order meeting data, and also had a bearing on the delivery rhythm.

Judging from the annual order data, we plan to achieve sales revenue of 2 billion 222 million yuan this year, down 7.61% from the same period last year.

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< p > it is worth mentioning that the company maintained a relatively stable net profit mainly through internal meticulous management and cost control measures.

Sales cost decreased by more than 4600.

Semi annual report shows that the advertising cost of the company during the reporting period has been reduced compared with the previous year, aiming to locate the target group accurately, reducing the more expensive "air advertisement" and increasing the relatively low price of "ground advertising".

In addition, because of the new store opening at the terminal stores, the brand promotion fee that dealers support will be reduced.

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< p > > a href= "http://sjfzxm.com/news/index_f.asp" > "noble bird" /a > national strategic store construction project has not yet been put into practice. The project will invest 552 million yuan, mainly for purchasing and leasing strategic stores in the first and second tier cities.

The company said it was cautious about opening stores, and this year mainly focused on shop adjustment, and some inefficient shops were closed in the first half of the year.

The year-end terminal plan reduced by 100-150.

Last year, the company opened 567 new retail outlets and closed 407 retail terminals.

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The company will hold the spring and summer ordering meeting in 2015, according to the company's understanding, the current inventory level of dealers has tended to be benign, and terminal discounts have been rising since the end of last year, and the company's revenue is expected to grow positively next year, P said.

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< p > for the development of the outside business which is more concerned about, the company said that the establishment of an e-commerce center, the current authorized part of the distributor to conduct online business layout, and actively try O2O mode.

Insiders pointed out that the company's products average price of 200 yuan, cost-effective, very suitable for online sales.

Company executives said that at present, the company did not directly operate the electricity supplier business, but with Fujian's agents to operate, accumulate experience, mainly sell inventory, the future choice of development online dedicated contributions, grab the share of the line, while reducing the impact on the line.

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< p > sports shoes and clothing industry leader Anta sports took the lead in the first half of the year, earning 4 billion 120 million, an increase of 22.4% over the same period, with a profit of 800 million, an increase of 28.3% over the same period last year.

The order volume of the company in third, four seasons and the first quarter of next year has been recorded high unit number, low double-digit, double-digit increase, gross profit margin, same store data and so on.

The industry believes that Anta, as the industry leader, wants to be China's "Nike" and has a relatively fast response to the industry.

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< p > compared to < a href= "http://sjfzxm.com/news/index_f.asp > > Anta < /a >, the" noble bird "is located in the three or four line city and sports leisure area. The influence of the fluctuation of the industry cycle on the company is lagging behind. The company says that the company has adjusted from last year until the end of next year. If the next two orders will show confidence recovery, the adjustment will be over.

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< p > according to the business data released by Hong Kong Sports shoes and clothing enterprises, the order volume of Anta sports, PEAK sports (01968.HK) and 01361.HK (fourth) will increase. PEAK will double digit growth in the first quarter of next year, and the order of XTEP International (01368.HK) will continue to improve. The order volume in the fourth quarter is flat.

The industry has gradually bottomed out, showing a rebound trend, confidence has obviously recovered.

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At present, the terminal sales performance of P is getting better, but the specific strategies and adjustment time of each company are different.

Lining (02331.HK) recently reported a loss of over 550 million yuan in the first half of the year, far below market expectations.

Credit Suisse research pointed out that the core loss of more than 300 million yuan is attributable to the promotion and direct retail costs, resulting in high operating costs. The profitability of the company will continue to face cost pressures, and it will be difficult to improve in the short term.

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"P", according to the introduction of the reform plan launched by Li Ning Co in July 2012, the initial investment including direct network expansion and core sports marketing resources investment, efforts to clean up the channel inventory, reduce the wholesale sales of new products, and the performance of the pressure.

The board of Directors believes that the change plan will take time to achieve financial benefits, so that the company can gradually release all its profit potential and achieve long-term sustainable development.

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