Sports Shoes And Clothing Industry Is Still In The Adjustment Period.

　　 Sports footwear industry Still in the adjustment period, the sports apparel industry has greatly overdrawn the future space after ten years of substantial growth, and the industry reshuffle is imminent. In terms of industry, the domestic garment industry in recent years is in a depressed situation, whether it is business or consumers. In particular, sportswear enterprises were plunged into a stock crisis earlier, and the expansion of the channel slowed down sharply.

After more than two years of poor performance and close shop tide, although some enterprises' turnover and net profit are showing signs of warming, Zhang Qingceng, a sports marketing expert, said publicly that "the performance of sports apparel listed companies is only a small number of individual enterprises, and the whole industry is still overcapacity, and more enterprises will be eliminated after that."

It is understood that in the second tier market, Adidas The position of old brand sports brands such as Nike is being replaced by fast fashion. At the same time, Under Armour, New Balance and other new sports brands have become the new favorite of consumers. What is more noteworthy is that the trend of specialization in sports products consumption is obvious, such as Adidas and Nike, which are big and full of sports, are being grabbed by consumers in fast fashion and niche sports.

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 Anta stores dropped by 56 in the first half of this year, while PEAK dropped 333 more.

More Than This, Sports brand The closing shop trend 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. On the eve of the launch of the listing, the company announced its first annual report after April 8th. The net profit fell by nearly 20%, ending the previous three years of growth miracle. "Expensive bird financing for the listing, pre expansion to channel pressure, and desperately production." Quanzhou a sports brand listed company sales management personage told reporters.

In the downturn of the industry, the performance decline is inevitable because of the impulse expansion. The debt burden of the initial expansion, which allowed the birds to raise 880 million yuan in IPO, immediately began to issue 800 million yuan, so as to extend the short-term borrowing pressure by borrowing new and old. We hope to develop and expand with the help of the capital market, but there are many embarrassments and uncertainties in the second line brand.

The annual report shows that the market revenue of the seven major regional markets has declined, with the largest drop in the economically developed Southern China and East China, down 36.92% and 19.74% respectively from the previous year.

While the revenue of the expensive bird is declining, the number of stores is increasing. Data show that in 2013, the number of birds stores increased by 160 to 5560, which means that the efficiency of the store is decreasing, and it is possible to turn off the inefficient stores and reverse the growth trend in the future. It is understood that last year, the control of the number of stores increased, mainly focused on strengthening the existing store operation management.

In 2010, the precious birds in Xiamen city of Fujian province began to prepare for the listing plan. In those days, they spent 760 thousand yuan on IPO. In 2011, this expenditure soared more than 5 times, reaching 4 million 870 thousand yuan. After putting in more than 5 million yuan, the first application of noble bird was approved in May 2012, but it still paid 3 million 500 thousand yuan for that year. Later, due to market reasons, the release of the noble bird has not yet been launched. It spent another 720 thousand yuan in the first half of last year. The total cost of IPO in the past four years has reached 9 million 840 thousand yuan. There is a contradiction between the brand positioning and the development mode. Despite the "Jinjiang model" aura, after the Jordan sports, it becomes the second sport brand to sprint A shares. But with the increasing competition in the domestic market and its ambiguous position, whether the company can encirclement the A share market is really a sweat.

In contrast to the "brothers" who also came from Jinjiang, such as Anta, XTEP, 361, Hongxing Erke, and even Jordan sports, the layout of "noble birds" seems to exist only in "less developed areas".

You also admit that the number of retail outlets has increased from 1847 at the end of 2009 to 5067 at the end of 2011, but by the end of 2011, 90.03% of the company's marketing networks were distributed in two or three and four tier cities, while those located in the first tier cities only accounted for 9.97%.

There is a contradiction between the positioning of the brand and the future development mode.

Like many other enterprises in Jinjiang, the main selling mode of expensive birds is direct sales and distribution. A business person in Jinjiang said, "if the brand of the two or three line is made according to the dealer's mode, the distribution will increase, and the pressure of the company's operation will also decrease."

The reporter learned that there were 381.41 stores and 52.14 distributors' stores in 2010, and by 2011, the number of outlets had risen to 410.39, with 58.05 distributors. According to the "noble bird", the company intends to use the fund-raising fund to develop the domestic first tier city market, and set up 60 strategic stores nationwide, that is, Direct stores. This means that the "ambition" of the birds in the store seems to be expanding.

"Direct stores are more suitable for high-end brands." Guirenniao It can develop towards high-end brands, but the cost of spanformation will be great. " The above Jinjiang business people say, on the one hand, the birds emphasize the "civilian character" of the company, on the other hand, they are doing "high-end" planning, and how to develop is unknown.