Sports Shoes And Clothing Industry Is In The Mire.

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 the major business circles of Kunming, sports brand Efforts are still being made to stock up, and some sports brands have even begun to shrink their fronts.

　　 Customs shop spread to leisure clothing trade

　　 Gym shoes Since 2012, clothing has begun to fall into the mire of decline in performance. Even last year, the whole industry started a wave of shops. After more than two years of poor performance and close shop, the performance of sports apparel 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, JEANSWEST's sunrise group, Baleno parent company, Germany, Yongjia and other old casual clothing enterprises as early as last year, has begun to "shrink". 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.

On the Kunming market, the signs of closing shop are also very obvious. "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 is hard to find traces of sports brands in Kunming streets. "

"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.

　 The homogenization mode of supply has not changed.

While sports brands are closing stores, they are still stepping up efforts to inventory. The small Simon business circle in Kunming is almost the sphere of influence of sports brands, dynamic music, clapping, hard calling. Almost become the main way to attract customers in this business circle. But in contrast to the bustling atmosphere, customers in twos and threes in the store.

According to the reporter's field visits, most of the discount products of franchised stores are in previous years, and the discount rate is more than 50 percent off. In some sports brand factory stores, the discount has been far below half off, such as Nike factory shop, has played 3 slogans.

In the Lining store with four storeys on Nanping Street, the slogan of "let go, buy and buy" can be seen everywhere. As a sponsor of CBA, Lining also launched the promotional activities of "CBA20 anniversary". Among them, there are 40 percent off pieces and two pieces of autumn clothes 50 percent off, two new pieces of winter products 12% off, and 3 products on the three or four floor.

In a shopping mall in the lot, XTEP also launched a 2-7 discount of the total merchandise, while the discount of international brands Nike, Adidas, Puma and CONVERSE also reduced to around 60 percent off.

A more obvious fact is that the price war has quietly started. Like Anta and XTEP, new products have been added to the promotion war. XTEP launched a new winter product of 15% off, two, 25% off, VIP enjoy 10 percent off discount, while Anta in addition to winter new products 12% off, once changed the strategy of children's wear series also launched 12% off discount.

"Children's clothing will not be discounted during the last season. Now children's clothing products are also involved in sales promotion." A salesperson in Anta store said.

In addition, although Anta, PEAK, 31st degree performance has improved, but Wu Qiang believes that in the context of closing shop tide, the sports apparel industry still needs time to pick up. "Anta, PEAK, and 31st is not the result of its sales, but more from its efforts to cut costs from the closing line, while the sports apparel industry is still overcapacity. This can be seen from Lining. Because Lining is a leading domestic enterprise, it can not only gain profits simply by controlling costs, because this is not a fundamental problem, the fundamental problem lies in the transformation of channels and product innovation. From Lining's semi annual report this year, we can see that its operating income is actually increasing, but its distribution expenses and administrative expenses are increasing substantially. The increase in distribution expenses was mainly due to the continuous promotion of Direct stores in the first half of this year. From Lining's report, it can be found that compared with December 31, 2013 to June 30, 2014, the number of dealer shops dropped by 337 to 4552, while the number of outlets increased by 193 to 1119.

Zhang Qing also believes that the industry is too optimistic. "At present, the industry is still in excess of capacity and supply." Moreover, the supply of the industry is still homogenized, and the demand of consumers tends to be diversified. "Only changes in the supply mode of industry homogenization can really satisfy the needs of consumers. In the future, more enterprises will be eliminated in the whole industry."