China'S Six Major Sports Brands Are Playing High Inventory Competition.

A so-called high risk inventory is like a malignant tumor that will infect the normal operation of the entire enterprise, leading to a slowdown in the growth rate of the whole industry.

Media Express

Xinhua Finance and Economics: if the stock is overloaded at present shoes Take it out and sell it for fear that it will be sold out in three years.

Fujian Daily: inventory in the industry is a very normal phenomenon. Generally speaking, 10%-20%'s inventory is regarded as safe stock. But more data show that the majority of shoe enterprises inventory backlog index has been significantly higher than this figure.

Urban express: blind expansion, hidden dangers, homogenization of products, close prices, growth of industries restricted by the limit of growth of channels, and inflation of economic environment and decline of purchasing power, etc., resulting in problems of high inventory.

Data survey

Taking a look at the whole shoe market in China, whether it is sports shoes or women's shoes or men's shoes industry, they are inevitably subjected to a high degree of inventory crisis, especially in the field of sports shoes. With the strong expansion of major sports brand stores in recent years and the unreasonable expansion of product lines, the high inventory of the sports shoes industry has always been the focus of discussion in the industry. Below are some data obtained by the author from relevant departments:

The way to crack

High inventory is the last straw to crush the camel, or is the spanformation and upgrading of enterprises? Catalyzer Facing the increasingly complicated market situation, 2012, the signals released by high inventory make the industry sigh. No one knows what the future will be like, but finding Noah's Ark for swimming is on the agenda. Perhaps this ark is an electric business, or else, let's see how the market stands.

Discount sales promotion: discount is a traditional practice of shoe enterprises going stock, which can bring the peak of short-term sales. But if it is excessive or unreasonable, it will damage the value of the brand. Therefore, when deciding the discount plan, enterprises must use their brains and avoid playing only "discount" cards, so as not to affect other consumers' loyalty to buy the same products at the original price. Or, we can provide certain value-added services to the products purchased at the original price, such as no cleaning, etc., and we can try to combine the old products with the new products to promote consumption.

Business channel: another way to go stock is to let businesses hate hate business channels. Without bottom line price war, enterprises sometimes have to push goods at close to zero profits, thus becoming an inevitable move to "break the tail and survive". After all, a lot of traditional shoe enterprises do business, but they are not to build network brand, but to increase a channel to go. If the control is not good, the electricity supplier channel will be more likely to cause inventory.

Wholesale channels: the wholesale and retail way is a channel mode commonly used by foreign shoe enterprises, which can sell a lot of tail products, and then get the corresponding profits. But this way also exists in some restrictive nature objectively, not every enterprise is suitable.

Direct battalion mode: a certain proportion of Direct stores is a safe passageway for enterprises, but it should also be considered in terms of the capital of enterprises. For example, the purchasing power of a region is only 20 million, but 30 million of the goods are produced, so how can consumers buy the surplus 10 million? We still need to control the source of production and manufacturing, such as reducing the homogenization of products and not too dense regional channels.

In the long run, shoe enterprises must solve the inventory problem, reduce the homogenization competition, strengthen product design innovation, and establish an effective inventory control system. Changing the old fixed order mode, adopting a more flexible supply chain, adjusting the orders that have not been delivered in time according to the market situation, so that the production products can match the market demand more. In this regard, Lining, Anta, XTEP and other sports brands are the most outstanding.

Brand view

Lining: we will focus on cleaning up the inventory level at the retail end, controlling the speed of new stores and closing inefficient outlets. We hope that the retail end's goal will reach an average of 24% off. In the short term, we will consolidate the existing market before the international brand has yet to enter. In the medium and long term, we will focus on brand innovation and segmentation and find our own positioning.

PEAK: we will further optimize and adjust the structure of retail outlets, open large stores and close stores, further enhance the average sales area of retail outlets, and continue to focus on expanding retail outlets in China's two or three tier cities.

Anta: this year, the pace of store expansion will slow down, and plans to add 220 stores, 229 fewer than the previous year. In order to control inventory, we should adopt a more flexible arrangement to adjust the orders which have not yet been produced and shipped. The order volume of the annual order will be recorded in a high unit of several hundred points.

31st degree: increased competition from international brands will continue to optimize the brand image and ensure product quality through innovation and research. The number of shops opened in.2012 has been adjusted to 600, compared to 602 last year.

XTEP: this year's opening strategy will not focus on new stores, but will optimize existing stores to increase sales in the same stores.

China's trend: closing stores with unreasonable distribution and poor profitability, optimizing the layout of sales channels, effectively improving the overall sales efficiency and the profitability of dealers, and using online sales to speed up the digestion of inventory. Expert message

Expert message

Dong Xinda, vice president of racket shoes net: facing the phenomenon of high inventory in the industry, after years of integration, the shoe net has built up a unique supply chain system with zero inventory, relying on the industrial advantages of Jinjiang, China's shoe capital, with high efficiency and controllable risk.

PEAK CEO Xu Zhihua: at present, PEAK retail terminal inventory is about 1 months, dealer inventory is 5 to 6 months, the whole about 6 months. That is to say, half a year's inventory backlog is directly related to the internal strength and confidence of distributors.

Ding Shizhong, chairman of Anta's board of directors: at present, individual enterprises still have huge inventory pressure, mainly due to the continued accumulation in the past few years. In the next six months to 1 years, the industry is still full of challenges. We hope that the order can be flat this year and believe that the situation will improve in the second half of the year. ###NextPage###

He Ruibo, chief financial officer of XTEP, can control inventory problems by lowering the order and slowing down the opening of stores. In the future, there will be no need to repurchase the stock, nor will it substantially close the store. After the inventory is digested, business will resume in the second half of this year.

Conclusion

High inventory is a common problem in shoemaking enterprises, and is also a fatal injury to shoemaking enterprises. Under the pressure of high storage, brand image is not so important. How to digest inventory and obtain capital flow is the primary problem. The market was in a radical expansion in the last few years. Footwear brand Enterprises have been "horse race" to seize the site. Today, the market has begun to "moderate", enterprises can no longer rely on "volume" and should take the initiative to change the business model, only in a more robust and meticulous way to process control, in order to break through the bottleneck of the current high inventory industry.