Dalian Market, Anta Lining Or Because Of Pressure, Shut Down Shop

With the increase of market pressure,

There must be a special strategy.

Recently, there are reports that Dalian's market, Lining, Anta and other domestic sporting goods brand stores continue to shut down.

In this regard, the industry has expressed concern: once the rapid expansion of the

Has Anta and other domestic sporting goods brands really encountered Waterloo in the Dalian market? Insiders say that at present, some domestic sporting goods brand stores are under great pressure. In the background of market downturn, selective shutting down stores and shrinking front lines seem to be the inevitable choice for them to keep profits.

Lining store

Recently, the reporter told Lining, Dalian branch of Yuet Ao sporting goods sales Co., Ltd., which is responsible for the visit to Dalian. In 2011, the company had more than 60 stores in Dalian, but now it has returned to more than 50 in 2011.

"Closing a few stores, mainly because of business problems, single stores failed to achieve the desired results, so they closed down, this is a proactive adjustment."

Changli said.

Another evidence

Guo Peng, the head of Dalian branch, said that at present, Anta has 38 direct outlets in Dalian, and if added, the total number should be more than 50.

The result of Baidu's enquiry showed that Anta had 59 stores in Dalian.

"Liujia bridge and Liuzhou Liuzhou and other places Anta stores shut down, in fact, just" move site ", these closed shops are due to the expiration of renting, some because of their high rent, so turn off the profit is not ideal stores, is to open a better shop.

Data show that at the end of 2011, Lining's product inventory ratio increased by 200 million yuan, while Li Ning Co's 2011 operating income fell by 5.8% compared with the same period last year, and net profit dropped by 65.2% over the same period last year.

"In the past one or two years, most domestic sporting goods companies have relatively large stocks. After the blowout year of the 2008 Beijing Olympic Games, the development of some sporting goods brands encountered a bottleneck period."

Lining, Anta and others are looking for business opportunities in this year's London Olympic Games, hoping to break through the bottleneck, an industry source in Dalian said.

The Dalian market is just a microcosm. For Lining, this year is probably a stressful year.