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Stock Disposal Is Near The End Of The Sports Goods Industry Inventory Has Bottomed Out?

2013/6/3 20:20:00 64

Sporting Goods Industry Sporting Goods Supplies Industry

In the past one and a half years, the negative news of sports brand is always in flux: the ceiling of performance growth, the sinking of international giants, the crisis of closing stores, the ineffective marketing, the sharp increase in costs, and the inventory crisis.

behind this series of crises, as long as we talk about sports goods industry, the market will think of sports goods inventory worries and stock pressure.

Below P, the market seems to fail to see a turning point in the sports industry.

In May 30th, at the first China sporting goods summit held by the State General Administration of sports and the China Sporting Goods Industry Federation, Lining, chairman of the Li Ning Co listed in the Hong Kong stock market, Anta sports President Ding Shizhong and XTEP International President Ding Shuibo sat together to discuss the development of inventory, channel reform, differentiation and other industries. It is worth noting that Ding Shizhong and Ding Shuibo have indicated that the inventory of the company has been cleaned up almost.

In the face of international brand competition, three industry chiefs said they would "warm up together".

inventory disposal is coming to an end.

inventory of sporting goods industry has bottomed out in the second half of the year

Less than p days ago, the hot topic in the circle was Lining's shortage.

It is reported that 2013 Chengdu Fortune Global Forum has several group purchase orders, only to find other sellers. Customers originally planned to buy Lining products, and the result was not available.

Besides Chengdu, there was news that Lining was also out of stock in Wuhan, and the shelves of factory shops were empty.

The industry has speculated that Lining stock has basically cleared up.

coincidentally, in the summit forum, Ding Shizhong also clearly stated, "we have a good news is that the inventory is almost processed."

At the same time, Ding Shuibo also revealed, "inventory handling is very good, according to the plan at that time, almost."

inventory problem is one of the sensitive problems of several major sports brand listed companies. Through inventory changes, investors can directly understand the company's operating conditions, and at the same time affect the stock price trend.

The inventory of sporting goods industry has been cleaned up in the past year. Has the stock index in the market returned to its normal level?

P, a reporter who approached a Anta closer, said that "several companies have stepped up their efforts to sell their stores and sell their products. They have also been able to digest inventory through online channels and sell them to the Middle East and Africa through packaged forms. At present, stocks have basically disappeared."

through the above way of cleaning up inventory, although the inventory index of various companies has declined, the above close to Anta people also said that cleaning up inventory is only a temporary solution. If the sales mode of several companies does not change, the inventory problem will still be repeated next year.

According to the earnings data of major companies, Lining's inventory at the end of 2011 was 1 billion 130 million yuan, and the inventory at the end of 2012 was 920 million yuan.

Anta's inventory at the end of 2011 was 620 million yuan, up to 690 million yuan in December 31, 2012, and 670 million yuan at the end of 2011 in December 31, 2012, and 580 million yuan at the end of 2012.

Among them, Lining's operating income fell 2 billion 200 million yuan to 6 billion 700 million yuan, Anta's revenue fell 1 billion 300 million to 7 billion 600 million yuan, XTEP's Micro growth of 5 billion 550 million yuan.

at present, in order to cooperate with inventory clearance, the three major Brand Company have been closed down. Incomplete statistics show that Lining closed 1821 stores last year, Anta closed nearly 600 stores, and XTEP closed nearly 100 stores.

In terms of discount, the discount rate of the three companies even hit 70 percent off.

While P will continue this year, analysts say Anta's main brand is expected to close about 6.5% of its retail stores in 2013.

In the case of continuing to close the store, unless the dealer stock continues to be increased, the 2014 order, which is only driven by the same store growth, will be difficult to increase.

inventory is closely related to the growth of performance. How to balance it becomes one of the most important subjects of the three industry chiefs.

At present, the channel reform of the three companies is in the throes of pain. Insiders predict that it will be difficult to get out of the reform pains as of 2015.

calling for healthy competition /p >

Less than P, competition between Nike and Adidas, a powerful international giant, worries the market that its channel sink brings pressure to domestic brands.

When the industry entered the cold winter, three sports brand bigwigs expressed the need to "hug and warm".

"one can not compete with international brands. We can still lock together."

Ding Shizhong made it clear why Baotuan, the size of the domestic enterprises is too small to add up to the whole scale, in fact, there is no Nike 1/10.

Competition is not only peer competition, but also scale competition.

The first competitive goal of tug of arms competition is, first of all, how to lock up the 1 billion 300 million domestic population and not lose it, so as to establish a healthy competition.

Why the whole industry is developing in Jinjiang is very important.

"in particular, there should be a basic rule of game.

For example, during the National Games in Nanjing, the director group asked for a group of sports clothes.

I said it was wrong. The National Games were sponsored by water waves. I gave him the water wave. There are many things like this.

It is important to establish a benign mechanism and shape our brand status. "

Ding Shuibo P said in an interview, "I am the president of Quanzhou, and Ding Shizhong is the president of Jinjiang. We will often communicate with each other, and we will promote each other in healthy competition.

I believe that the industry can be more benign through the development of Baotuan.

"P >, as an industry veteran, Lining clearly pointed out that" I very much agree with Ding Zonghe's views that industry development needs everyone's efforts.

It is very important that we can create some information, skills and viewpoints that we can share in our efforts.

Since the biggest value of market economy is free competition, competition is inevitable, but there is a need to respect each other in competition. This is the consensus of the industry.

on how to compete well, Lining said, "what we are facing now is the adjustment of the whole industry, so our enterprises adjust according to their genes and market opportunities."

The biggest problem is industry, not just businesses.

The biggest problem is the rapid development of the past, the homogenization of products, and the homogenization of the entire business model.

He said, "the demand for subdivision has begun to emerge."

according to the insiders, benign competition means that before everyone followed Nike's wholesale mode, the major brands began to develop in the direction of direct store mode.

Behind the "P" three industry leaders, "hold together and warm up", on the one hand, between the five major sports brands, apart from competition, they began to think more about healthy competition. On the other hand, it was a signal that small and medium-sized sports goods companies began to integrate.

according to the 2012 white paper on the development of China's sporting goods industry, one of the most important trends is the intensity of industry shuffling, and the brand concentration has begun to improve.

UTA President Yang Dayun pointed out: "I think China's future sports industry, although there are thousands of homes, but the future may survive in China's local brands will not exceed 6~7's."