Sportswear Industry Continues To Tide Over Stores

Although the orders for several major sports apparel companies have generally picked up this year, Anta and other semi annual reports have also picked up signs. But recently, the news of the departure of Jin Zhenjun, the acting president of the domestic sports brand leader Lining, once again proves that the momentum of the sports apparel industry is still far from enough. In Kunming's major business circles, sports brand is still increasing efforts to inventory, some sports brands have even begun to shrink the front line.

Sportswear began to fall into the mire of decline in performance since 2012. Even last year, the whole industry set off a wave of shop closes. After more than two years of poor performance and close shop, the performance of sportswear listed companies is not dull. In the first half of this year, Anta sports turnover increased by 22.4% year-on-year, net profit increased by 28.3% year-on-year, PEAK sports increased 10.1% in the first half of the year, net profit increased 34.64% compared to the same period last year, turnover increased 4.6% in the first half of the year, and net profit increased 28.3% over the same period last year.

In addition, the 2015 spring and summer ordering results released by the 31st degree group also showed that the wholesale sales volume of the group increased by nearly 11% compared with that of the same quarter last year. Sales of footwear products increased, clothing sales remained flat, and the average selling price of children's clothing improved.

But the overall rebound in the revenues of the three listed companies does not mean that the sporting goods industry has been fully recovered. Zhang Qingceng, a sports marketing expert, said publicly that "the performance of sports apparel listed companies is only a result of individual enterprises. The capacity of the whole industry is still surplus, and more enterprises will be eliminated next."

Take Lining, a leading domestic sports brand leader, for example, the 2014 semi annual report released shows that net profit loss has been widened to 586 million yuan over the 162 million yuan loss in the same period last year. This loss amount even exceeds the 392 million yuan of last year.

It is worth mentioning that whether the growth of performance or not, behind the major sports brands are still shrinking stores. Lining only closed 244 stores in half a year, of which 108 were on South market. In addition, the number of stores in Anta decreased by 56 in the first half of this year, while PEAK decreased by 333.

Moreover, the movement of sports brand has also spread to the casual clothing industry. A few days ago, Giordano's three quarterly report said its third quarter closed 74 retail outlets, including 63 in the mainland of China. And Metersbonwe and JEANSWEST belong to Asahi group. Baleno The old casual clothing enterprises such as the parent company, such as Germany Yongjia, began to "shrink" as early as last year. And in the three quarterly report, revenue and net profit both fell, seven wolves recently began to fight consumer retail. Seven wolves announced on the evening of 19, the company intends to cooperate with Shanghai Hongzhang Cci Capital Ltd (hereinafter referred to as "Hongzhang capital") to launch the domestic RMB fund - Shanghai Hua Shang Hong chapter consumer investment center (limited partnership) (tentatively named by business registration), investing in large and medium-sized enterprises of domestic consumption and retail.

In the Kunming market, Guan Dian Signs are also evident. "In the past, apart from several major business circles in the city, sports brands are mainly gathered, and many other main streets can also be seen everywhere. Wu Qiang, a former Anta franchisee, told this reporter that "a large part of these shops are franchisees, but many of them began to quit last year. It's hard to find streets in Kunming now. Sports brand Traces. "

"Sports brand development in Kunming is best in 2005 -2008, especially in the past few years Anta has developed very rapidly. But sales have declined since 2008, especially last year, and many franchisees have already withdrawn. Mr. Wu introduced the way.