After Two Years Of Severe Cold, The Domestic Sporting Goods Industry Will Usher In Spring.

< p > despite the chill of the industry, the number of representative a href= "http://www.91se91.com/news/index_c.asp" > domestic sports goods < /a > entered the 2014. The number of orders in the second quarter of 2014 increased year by year.

This is a signal for the overall recovery of the industry.

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< p > < strong > industry nightmare < /strong > /p >

< p > before and after 2012, the domestic sporting goods industry, which has been growing at a high speed, has experienced the biggest performance decline in the past 10 years. Lining, Anta, PEAK, XTEP, 361 degree and China Trends and other 6 listed companies representing the vane of domestic sports products, the annual performance and net profit have dropped sharply. The old industry boss Lining has suffered serious losses.

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"P" homogeneous products and limited domestic market make many brands difficult to manage. Many brands have experienced the rapid expansion from 2008 to 2009 and suffered fierce competition in 2011. All enterprises have been caught in the embarrassing situation of declining market share and daily inventory.

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< p > < strong > inventory has achieved initial results < /strong > < /p >

< p > in order to reverse the situation, enterprises have discounted and closed shop to clean up inventory.

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< p > data show that Lining, PEAK, XTEP and several other "a href=" http://www.91se91.com/news/index_f.asp "sports brand < /a" closed 4000 to 5000 stores in 2012.

In the first half of 2013, the number of Lining, Anta, PEAK, 361 degree, XTEP's 5 major brands closed up to 2249.

The total number of stores in China has decreased by 611, and is the largest in 6 sports brands.

Closely followed by 361 degrees, the total number of stores 601.

The three quarter operating data released at 361 degrees showed that the number of outlets in the second half of 2013 was 443.

Another Hongkong listed sporting goods brand Merck international distribution shop decreased from about 1197 at the end of 2012 to about 562 at the end of last year.

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< p > the problem of high inventory that plagued the whole industry has been alleviated.

According to data from last year's semi annual report, the inventory of Anta finished products dropped from 503 million yuan at the end of 2012 to 367 million yuan in June 30, 2013, and the inventory of Lining finished products dropped from 1 billion 419 million yuan at the end of 2012 to 1 billion 232 million yuan in June 30, 2013. PEAK, as of June 30th last year, inventories of its finished products were 183 million yuan, down 27.38% from the previous year.

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When p entered 2014, enterprises said that the adjustment of channel and product strategy that started in 2011 has brought inventory back to a healthy level.

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The new sports goods price increase in 2014 P also confirms this phenomenon.

Lining, Anta, XTEP, PEAK and 361 degree all announced the news that sports shoes and clothes will rise another price by one to 20% at the order meeting.

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< p > the sports products industry analysis report shows that the price of sporting goods has a certain relationship with the growth of orders and the pressure of inventory pressure.

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< p > < strong > warming signs < /strong > < /p >

< p > Anta first announced the increase in the number of orders in the one or two quarter of 2014 to achieve positive unit numbers, and the third quarter order will show that orders growth is still strong. After Lining implemented the channel revival plan, the absolute inventory in the first half of 2013 dropped by about 30%, and the sales growth of self shop and salesmen in the same store increased by 24% and 4% compared with that of the non retail business respectively. The total order volume of PEAK sports released in the second quarter of 2014 was higher than that of 2013 a href= "http://www.91se91.com/news/index_s.asp" > Sales < /a > in 2013, and the order decline of XTEP international order company also narrowed for three consecutive quarters.

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< p > "sales rebounded and the order volume increased obviously in the three quarter of 2014." there are indications that the sports brand enterprises have entered the end of inventory, and the industry is expected to fully recover.

CIC consultant light industry researcher Zhu Qinghua told our reporter.

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< p > PEAK sports CEO Xu Zhihua is also optimistic that this year will be the year of PEAK's recovery.

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< p > Qilu International believes that the order of new products of sporting goods companies is expected to increase as the inventory of old products gradually cleared up. "The worst time for the industry has passed, and the inflection point is coming."

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< p > < strong > "deep ploughing" market < /strong > /p >

< p > "China's sports brands generally locate at the low end, such as Anta, XTEP and so on.

If we want to go out of our own exclusive development path, first of all, we should strengthen the channel expansion of the three or four line cities; secondly, we should take the development path of linking up the line, the online and the offline, and finally, we should develop the characteristic and avoid homogenization competition.

Zhu Qinghua told our reporter.

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< p > first, market segmentation.

At 361 degrees, a multi brand strategy was adopted. At the same time keeping the 361 degree movement, 361 degrees children's clothing and 361 degrees were opened.

It is said that the three brands are different and complementary, covering a wide range, and basically meet the needs of a family for sports fashion clothes.

Anta's multi brand road began to buy Italy brand Fila China Trademark and operation business 4 years ago, and the high growth of outdoor sports market made Anta see a "blue ocean".

After launching the brand Xtep1+1 of children's clothing, XTEP also launched the sub brand Xtop, which mainly competed for the mainland's two or three line city casual wear market.

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< p > with the growing maturity of domestic consumers and the subdivision trend of sports industry, the old road of "sports brand" title selling "casual wear" has already come to an end, and sports brands have begun to focus on a smaller sub category.

Such as Anta frequently signed NBA stars, launched signature shoes to clear the positioning of basketball equipment; Lining also from this previously unclear "90" positioning back to professional basketball field.

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< p > overseas development continues to exert strength.

Xu Jingnan, chairman of PEAK group, said PEAK has confidence in further increasing international investment.

According to the 2013 China Daily, although the marketing of PEAK has declined, the overseas market revenue has increased.

PEAK's overseas market revenue has accounted for 14.8% of total revenue, up from 13.4% at the end of 2012, consolidating the first status of China's sports brand overseas sales.

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< p > for the new international marketing offensive in 2014, PEAK put forward the "three hundred goals". The first "100" is to complete the registration of 100 countries. At present, PEAK has completed the trademark registration in more than 160 countries of the world. The other "hundred" is selling PEAK products in 100 countries and regions. This goal will be achieved in the next three years; the last one is ten yuan in sales of 10 billion yuan.

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< p > < strong > directly facing the industry downturn and enterprise malpractice < /strong > < /p >

< p > when all the people eagerly look forward to the sports brand going out of the severe winter to usher in the warm spring, three companies issued a profit warning this month, but they poured cold water on this judgment.

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P > fleck international, 361 degrees and Meck international have issued a profit warning for annual performance, predicting annual performance or greater losses by the end of December last year.

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< p > > a href= "http://www.91se91.com" > shoes and clothes < /a > industry researcher Ma Gang has told our reporter that "for clothing enterprises, the old routines such as crazy shop and Bo eyeball marketing can no longer stimulate the performance of garment enterprises, and the new growth will be achieved through the acquisition of other brands or channels, and deep integration with the Internet."

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< p > industry insiders say that the declining trend of sporting goods enterprises that have not yet been successfully pformed in the past one or two years may continue, and perhaps they should face up to the downturn of the industry and the disadvantages of enterprises. They are determined to change their business models and implement a clearer brand positioning for the market segments.

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