Lining: Channel Revival Plan Digestion Inventory

In 2014, China's sporting goods industry seemed to be showing signs of haze.

In March, Lining announced the results for the whole year of 2013. Although sales revenue has declined, the deficit has narrowed.

In particular, since the company is committed to cleaning up inventory, the old inventory problem has been solved, and the overall inventory level has dropped further than last year.

This is thanks to the channel revival plan established by Lining.

According to the publicly disclosed data and data, Lining has performed well in the clearance of channel inventory, and the inventory structure has been optimized.

After the integration of major stores, gross margins and operating efficiency have improved significantly over the past few years, and sales of new products continued double-digit growth this year.

In 2013,

At the same time, the two changes in business adjustment and establishment of retail business platform have increased the number of self run shops and regular shops, optimized the new product mix and closed down inefficient shops while clearing inventory.

In the past 10 years, China's sporting goods enterprises have basically adopted "

"Because the external environment is good, for sporting goods companies, it is necessary to vigorously build brands, sign various sports resources, sign sports star spokesmen, and the brand is recognized by dealers, so they can quickly open stores and expand channels.

The core of "brand + wholesale" mode is

The brand of the enterprise is made up, and then the goods are wholesale to the distributors. As to whether the goods are sold to consumers in the end, how are they sold to consumers and consumers have feedback?

However, whether the product is really popular among consumers or not, brand dealers and dealers have no idea.

Moreover, the "brand + wholesale" mode adopts the fixed order mode, the dealer orders the goods at the order meeting, and the brand dealer gives the goods to the dealer, and the whole business activity is over.

Even in the actual sales process, there is no way to adjust flexibly for a particular product, especially for a particular product.

The sale of special salable products is gone, dealers can not replenish goods, especially products that are not well sold can only become inventories, stacked in warehouses, many dealers have no means nor have the ability to sell places in a certain place, but the goods that may be salable in other places are p regional dispatching.

In fact, Lining and other first-line sports brands recognize the drawbacks of the wholesale mode.

As a result, Lining established the channel revival plan, launched the strategy of "small batch and multi SKU" on the product, and introduced a new business mode combining "guided order + quick replenishment + quick response", which improved the dealer's order guidance and goods arrangement.