Sports Brand Warmer Industry Shuffle Acceleration

Recently, the Hong Kong stock textile and garment sector has entered the intensive publication period of the annual report, and the listed companies from Quanzhou have received frequent reports.

Anta sports first announced its performance in 2014. Data show that its operating income was 8 billion 923 million yuan, a record high, an increase of 22.5% compared with 2013, and net profit increased 29.3% to 1 billion 700 million yuan compared with 2013.

On the same day, Anta also released the three quarter 2015 order conference data, which continues to grow.

Ding Shizhong, who has not entered the public view for a long time at the performance press conference, is also present. He smiles with a thumbs up photo with members of the board.

360 degrees, PEAK, xunxing and HOSA also released performance reports one after another, with double growth in net profit and a signal of recovery in the industry.

Since 2012, the performance of the sports sector has started to decline. After experiencing a series of strikes, such as high inventories, large scale closes and sharp decline in performance, the domestic sports brands gradually adjusted their business philosophy, especially in October last year, the State Council issued some opinions on accelerating sports industry development to promote sports consumption, so that the market atmosphere continued to improve.

In the past few years, the main reason for the poor performance of domestic sporting goods companies is that the old agency system has been unable to adapt to the market. This mode is slow to respond to the market and does not meet the requirements of market pformation in the new era.

In fact, these two years, no matter PEAK, XTEP, or 31st degree, are trying to pform from wholesale mode to retail orientation.

The core of retail oriented pformation is rapid collection.

Feedback opinions, develop products that are welcomed by the market, make flexible inventory, keep inventory level stable and prevent inventory backlog.

In order to achieve pformation,

Agents everywhere are controlled through equity participation, holding, merger and acquisition.

It emphasizes the opening of retail stores, rather than the two or three wholesale. In the intermediate level, the training of retailers and the adjustment mechanism of ordering will be adjusted; and then upstream, in the production process, we should do everything possible to improve the ability of quick replenishment.

Anta is also one of the fastest growing retail channels.

According to media reports, even if the "eleven" long vacation, Anta's top management team will also visit the shops everywhere.

In 2013, Anta completed the retail channel reform.

In addition to channel reform, diversification is also an important factor for enterprises to achieve growth in performance.

In 2014, the number of authorized retail outlets increased from 1858 last year to 2142, making it the key to increase revenue by nearly 90%.

The domestic listing of "noble birds" also took an important step last year, with 240 million injection of Tiger Park Sports, to create a multi format sports industrialization company.

However, we should also see that after several years of overall sales slumping, the sports brand has taken some corresponding countermeasures on the basis of the existing "plate", plus the changes in the external environment. A slight improvement in the business situation is indeed a gratifying phenomenon, but some brands that lack clear positioning are still unable to get rid of the crisis for a time.

In the next few years, the sportswear industry will continue to integrate and enter the era of big head.

Companies that have more powerful resources to invest in brand building and research and development will gain market share, and small businesses that face labor shortages and low production efficiency will be disadvantaged, and industry shuffling will inevitably accelerate.