How Much Joy And Sorrow Are There In The Performance Of Chinese Sports Brands?

< p > > the world's < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > a target= "_blank" href= "_blank" > shoes "< hat > net" Xiaobian to introduce the Chinese sports brand in the news is mixed, PEAK development optimistic, Lining decline is difficult.

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< p > over the past ten years, the sporting goods industry has been the gold for ten years. During this period, China's sporting goods industry maintained a high growth rate of 30% to 50% per year.

The rapid expansion of the Chinese market has made Anta, Lining, PEAK, Hongxing Erke, 360 degrees, XTEP and a number of local sporting goods brands.

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< p > PEAK (expand location information) sports midday drying out interim results. In the first half of this year, the company achieved a turnover of 1 billion 291 million yuan, an increase of 10.07% over the same period last year, and realized a net profit of 121 million yuan, an increase of 34.59% over the same period last year.

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< p > the company said that the sporting goods industry in China reversed the downward trend in the past two years in the first half of 2014. At the same time, due to structural adjustment, the concentration of sports goods industry has increased, which will benefit the growth of the existing brand market share.

In view of this, the company is optimistic about the future development of the sporting goods industry.

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< p > for future development, PEAK said that the company's business focus will continue to be put into two or three line cities, and will continue to focus on basketball, running and tennis, but the company will continue to expand its business scope and expand its current product range, such as outdoor products and children's wear.

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< p > another outdoor sports brand Pathfinder (expanded location information) also said in its performance forecast that the company's revenue in the first half of this year will reach 622 million yuan, up by 21% over the same period last year, and net profit is expected to reach 123 million yuan, up by 27% over the same period last year.

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< p > for the growth of performance, Pathfinder said that in the first half of 2014, the company officially launched the "goods + services" strategy of Internet pformation, paying more attention to the interaction and integration of resources under the O2O online and offline. The company's profitability continued to increase, and net profit growth was higher than that of revenue growth.

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< p > but some are happy and others are worried.

For Lining, who used to be the vane of sporting goods in China, the company has not yet got rid of the declining trend of continuous losses.

In the same period yesterday, Lining released the interim results report. Due to the increase of new retail sales and the expansion of the company's self expanding retail store network, the company achieved 3 billion 137 million yuan in the first half of this year, an increase of 8% over the same period last year, but the loss reached 586 million yuan, which was higher than the full year loss in 2013.

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< p > specifically, in the case of < a href= "http://www.91se91.com/news/index_c.asp" > brand < /a > and product category, the core brand Lining income of the company accounted for 85.2% of the total revenue of the company, reaching 2 billion 674 million yuan, up 8.8% from the same period last year.

But a lot of inventory, bad debt provision and manpower costs still drag on Lining's performance.

Data show that as of the end of June, Lining inventory increased from 942 million yuan at the end of last year to the current 1 billion 89 million yuan; the total provision for bad debts was 683 million yuan, an increase from 591 million yuan at the end of last year; in terms of human cost, there were 3834 employees in Lining in the first half of the year, 242 more than 3592 at the end of 2013.

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Less than P has also suffered from declining performance, as well as this year's listing of "precious birds".

From 1 to June this year, the revenue of the precious birds was 995 million yuan, down 19.04% compared with the same period last year. Net profit was 164 million yuan, down 5.77% from the same period last year.

For the decline in performance, the company said that because the company is mainly located in the three or four line cities and sports and leisure areas, compared with other industries in the same industry, the impact of the industry cycle on the company has a certain lag.

The company admits that the retail terminal is still facing some pressure on inventory and operational pressure due to the weak domestic demand, the industry downturn and the growth of store operating costs.

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< p > data show that the past ten years are ten years of gold in the sporting goods industry. During this period, China's sporting goods industry maintained a high growth rate of 30% to 50% per year.

The rapid expansion of the Chinese market has made Anta, Lining, PEAK, Hongxing Erke, 360 degrees, XTEP and a number of local sporting goods brands.

However, from 2011, the good days of sporting goods industry are gone forever. The whole industry collectively fell into a vicious circle of declining performance, cleaning up Gao Kucun and continuing to close stores. The total number of sports brands such as Lining, Anta, PEAK, 31st degree, XTEP and so on was at least over 3000.

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< p > industry researchers believe that domestic a href= "http://www.91se91.com/news/index_c.asp" > sports brand < /a > it will take some time for the industry to pick up. From the semi annual report of industry vane Lining, it seems that the sporting goods industry in China is still hard to get rid of the decline in 2014.

But there are also market participants anticipation, from the market order situation, the second half of 2013, sports brand has begun to rebound.

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