Jinjiang Shoe Enterprises Are Facing Challenges And Sports Brands Entering A Period Of Deep Adjustment.

< p > in Jinjiang, even a leading brand like Anta is not thinking about expansion now, but how to "defend the rivers and mountains".

At the Anta factory store beside Anta headquarters in Chi shop, you can see a row of T-shirts with a price of less than twenty or thirty yuan per door, and only 50 yuan and a pair of sports are less than a target= "_blank" href= "http://www.91se91.com/" > shoes < /a >

Walking in a lot of shoes Chen Dai Town, can be seen everywhere sports brand hits 9 yuan or the lowest 90 percent off, 80 percent off signs to attract customers.

< /p >

< p > in the downward cycle of the domestic sporting goods industry, Anta suffered its first decline in 2012 since its listing in 2007.

A few days ago, Anta sports announced its 2012 annual report. The report shows that in 2012, the company's operating income was 7 billion 623 million yuan, and its net profit was 1 billion 359 million yuan, down 14.4% and 21.5% compared with the same period last year.

< /p >

For the first time in 5 years since the listing of P, Anta has declined for the first time. From the annual report of Anta, increasing inventory and continuing closing are still the main problems facing Anta.

The annual report shows that Anta inventories increased by 11.17% from 618 million yuan in 2011 to 687 million yuan, accounts receivable 1 billion 370 million yuan, average inventory turnover days increased 13 days to 51 days, accounts receivable turnover days increased 8 days to 34 days.

< /p >

"P" in view of the stock issue, Anta's executive director and chief operating officer Lai Shixian said at the performance conference that the company's inventory fell by about 90 million yuan in 2012, mainly to support individual dealers and to adjust orders.

Stores, Anta sports last year, the number of stores decreased by 590, but children's sporting goods stores increased by 99 to 833, while Anta also said that this year will continue to reduce 475 ~575 stores.

< /p >

In 2010, Anta made a net profit of 1 billion 551 million yuan (P).

In 2011, a number of shoe companies, including Anta, were pointing to the "Wan shop plan".

Anta is the first a target= "_blank" href= "http://www.91se91.com/" > clothing /a enterprise.

A dealer familiar with Anta's distribution mode said that the most direct way to speed up product market share is to run more stores.

< /p >

Last Saturday, at Anta headquarters in Chi Dian Town, Jinjiang, the reporter interviewed Ding Zhimin, assistant manager and assistant manager of Anta sports strategy management center.

Now, when we mention Anta's "Wan Dian plan" again, Anta's attitude has been understated.

Ding Zhimin said: "now the industry is in a downward cycle.

For Anta, it is more important to enhance the efficiency of single store and optimize the channel than to open stores and expand the scale of stores. It will not be entangled in the number of stores.

< /p >

< p > Xu Zhenkun, general manager of Fujian Cheng an shoes industry, said that under the influence of financial crisis and domestic demand, domestic a target= "_blank" href= "http://www.91se91.com/" > clothing "/a" brand growth slowed down, and the era of sales growth by relying on big stores has ended.

< /p >