Jinjiang Closed Shop For More Than Two Years.

Since July and August, Jinjiang The earnings season of listed companies is expected to arrive. And over the past two years or so, the number of reported earnings has become more and more embarrassing.

In August 12th, 00953.HK issued a profit warning: "due to the decline in domestic sales, the loss is expected to expand in the first half of the year. Gross profit margin fell from 28% at the end of June to 21.5% this year.

At the same time, the strategy of store contraction is still pervaded in the industry. The authorized retail outlets of PEAK in China have also decreased slightly compared with that in 2013, and the number of stores in the other major sportswear brands has basically maintained a slight increase. Only Anta's recent performance loss figures made the industry see a slight turnaround.

In the clothing industry of Fujian and even the entire Chinese garment industry, Quanzhou Jinjiang sportswear has always been the most famous and sportswear. Jinjiang, whose population is only about 2 million and belongs to the three line county-level cities in Quanzhou, has emerged in the three or four line regional market hegemony, including Anta sports (HK:02020), XTEP International (HK:01368), HK:01361 (31st degree) (HK:01361), PEAK sports (HK:01968), Meck International (HK:00953), and NASDAQ:EDS (NASDAQ:EDS) and a number of listed companies such as Hongxing Erke, del Hui and Jordan.

3 years of industrial crisis and internal consumption competition, evolved several types of different styles of Jinjiang Department "self rescue train of thought".

"To grow into an international brand, the comprehensive overseas product, marketing, talent and supply chain is very important. At present, Jinjiang's preparations and experience in this regard are not enough. Ma Gang, a well-known independent critic of the domestic sports industry, said, "however, the last round of industry reshuffle has greatly promoted and improved the management mode and operation level of local sports brands. We can see that some brands have begun to try overseas products."

In the Department of Jinjiang, Anta and XTEP split the top two industries in HK $38 billion 200 million and HK $7 billion 600 million. In this long round of inventory crisis and industry shuffling, the two self rescue mode has also become an important reference for other Jinjiang Department "second tier" members.

In August 6th, Anta group released its mid term performance report in 2014, where turnover increased by 22.4% to RMB 4 billion 120 million yuan, and gross margin increased 4 percentage points to 45.1%, making executives excited. Ding Shizhong, chairman and chief executive officer of Anta's board of directors, bluntly said: "the first half performance far exceeded the market expectations." (previous) 24 consecutive months of decline in performance, so that the entire team is facing unprecedented challenges. We should be proud of our initiative to resist pressure and transform retail business successfully. "

Specifically, as of the reporting period, there were 7701 stores, including 987 children's sporting goods stores, and 441 FILA stores in mainland China, Hongkong and Macao. Anta has also been the first sporting goods brand in the domestic market share of sports footwear products for thirteenth consecutive years.

Anta's self rescue from the crisis represents the transformation of Jinjiang's many enterprises in terms of revenue and expenditure, inventory clearance and efficiency improvement.

Ding Shizhong admitted that in the past few years, China's sporting goods industry has faced problems such as low threshold, blurred brand image, lack of product differentiation, excessive expansion of shops and poor inventory management. "Industry participants are making efforts to revitalization, including controlling future orders, closing inefficient stores, launching popular products, reforming retail channels and improving operations. The pace of recovery of different brands is different. The speed of recovery depends on their basic conditions, competitive advantages, and innovation and execution capabilities."

In May, Ding Shuibo, chief executive of XTEP (China) Limited, predicted that the worst time had passed. The gross margin level of the company will remain between 40%~41% in 2014. The discount of terminal products has also narrowed to seven to twenty percent off from the previous forty percent off, and hopes that the electricity business can increase significantly in the next three years.

However, XTEP's total revenue dropped by 21.7% in 2013, and its net profit shrank from 25.2% to 606 million yuan. In the past two years, despite the efforts to clean up stocks and raise turnover rates, the company has launched the fashion brand "THEIA". The company has announced the launch of 120 "THEIA" brand self operated stores in 2013, though this category is the main battlefield of BELLE, Daphne and other mature brands.

Moreover, in order to seek profit support, XTEP group has entered the real estate sector in recent years. The XTEP group and the Fujian Jialong group, which is also a Fujian businessman, are deeply co - operative. The XTEP real estate forum was established in Bengbu, Liaoning, Shenyang, Fujian, Xiamen and Quanzhou in Anhui. Ma Gang said that the transfer of funds is the confidence index of the management of the company's main business, and the incentives for XTEP to make women's shoes and real estate business deserve our attention.

Compared with the dormant revival of the two leading companies, the rest of the sportswear brands are still at a low point of operation.

Merck international revealed that the number of shops in the group distributor network has been further reduced from about 562 at the end of last year to 408 at the end of June this year. The group had to reduce distributors' bulk sales orders to avoid accumulation of inventory in distribution channels. Today, the company's share price is only HK $0.38, and its market value is less than HK $450 million.

The data released by PEAK and 31st order will be slightly better than that of Meck international. The total order volume (calculated at wholesale price) in the first quarter of 2015 has increased by about 10%. The top tier brands such as Nike and Adidas occupy the second tier market. There are cross border competitions between Lining and China, and new and old rivals such as UNIQLO. The once booming Jinjiang sporting goods industry is coming to the watershed.

For a long time, the highly homogeneous competition of sportswear and articles in Jinjiang has been repeatedly challenged. This industry crisis has been amplified again, and the phenomenon of fast fashion brand crossover catering market has been exacerbated. Ma Gang said: "whether it is UNIQLO, Decathlon or H&M, it has robbed consumers of local clothing. All these brands will affect the pan sports consumer group.

Ma Gang, frankly speaking, the brand of 360 degrees and PEAK are attacked by the brands such as Anta, XTEP, and "Jordan" and "noble bird", and so on. These brands are challenged in the terminal market, which makes 360 degrees have to force children's clothing, PEAK develops overseas and trains new growth direction. The future of these enterprises depends directly on the contribution of new growth directions to major revenue businesses.