Lining And Anta Had Broken Their Arms Ahead Of Time Several Years Ago.

In fact, compared with Giordano and other leisure brands and the seven pack wolves, the Chinese sports brand represented by Anta, PEAK and 361 has gone through the baptism of the tide of shopping in advance a few years ago.

Beginning in 2012, under the influence of excessive inventory, the domestic sports brands began to lose weight and spend the winter in winter, and from the previous open shop war to the "closed shop competition".

Lining, Anta, XTEP, 361, PEAK and other sports brands are close to 3000 stores, of which PEAK and Lining have reached 1000 stores in 2012.

After entering the 2013, the closing trend of local sports brands has not subsided.

According to the results of listed companies, as of the end of last year, the number of authorized retail outlets of PEAK has decreased by 471.

And the scale of PEAK's stores is not the largest. Last year, the number of 361 outlets has reached 783.

In addition, last year, Anta also shut down 318 stores.

According to Beiqing Bao reporter, most of the sports brands in China come from Fujian. Almost the same product mode and marketing strategy also make these brands basically like a "fellow townsman".

"Serious lack of product homogenization competition is once the biggest weakness of China's sports brand. Once the oversupply of industrial products leads to serious inventory pressure, the first thing to react is the exclusive store system."

A sales official familiar with the sporting goods industry said that many domestic sports brand franchisees are adopting the mode of commitment sales. Once the market demand is weakened, the manufacturers are constantly pressing goods, resulting in the breakage of the store funds.

The most obvious example is that last year, many Chinese sports brands came up with the phenomenon of "discount". Many brands were 80 percent off and 70 percent off.

He said that such stores are basically joined by the family as a unit. Once the business is lost, a family will be put to death, so they will lose money to maintain cash flow if they do not sell urgent red eye.

"The reason why they do this is to see who can carry it to the end, and the last ones may not fall.

But this way is like drinking poison to quench thirst, and many stores end up losing money after losing money.

A salesperson of a sports brand in Fujian told the Beiqing Bao reporter that in the past few years, when the sports brand clothing sales were the hottest, manufacturers in order to maximize market share, the coverage rate was often regarded as the first assessment index, and all of them scrambled to adopt the sweeping shop mode, resulting in a large number of products.

Brand stores run close to the door, making the competition even more tragic.

Today, when the market demand is declining, the consequences of this model begin to appear. "This is also the hidden danger of the biggest commercial real estate bubble in previous years," the person said.

In fact,

Close to each other,

There are also commercial templates in foreign countries, among which successful business examples are many, but the key to Chinese sports brands is homogenization.

However, judging from the current situation, these sports brands have seen relatively healthy performance after closing stores.

Taking Anta listed in Hongkong as an example, the Beiqing Bao reporter saw that in the first half of this year, the turnover increased by 22.4% over the first half of this year, and the net profit increased by 28.3% over the same period last year.

And the company expects that the number of Anta stores will remain between 7700 and 7800 this year, and there will be no further reduction.

PEAK's turnover increased 10.1% in the first half of this year, and its net profit increased by 34.64% over the same period last year.

In the first half of 361, turnover increased by 4.6% compared to the same period last year, and net profit increased 28.3% year-on-year.

These brands still have some bright colors in the slump of the domestic garment industry.

But it is worth noting that, despite the previous two years of Customs shop, the number of major sports brands in China is slightly better now.

However, Anta sports has not been optimistic about its industry prospects in its announcement recently. "Although the inventory level and price reduction activities of the domestic sporting goods industry have been gradually improved, the overall lack of product differentiation and fierce competition among the industry make the industry still uncertain."