Sports Brand Continues To Encounter Cold Current, Many Stores Shut Down

Sports brands, which are tortured by inventory, will continue to linger in the doldrums this year, P.

Up to now, Anta, XTEP, PEAK and 361 degree have released their earnings report last year, and both of them are common performance.

The industry believes that last year's inventory clearance has seen a significant effect, but it does not mean that the sports industry has come to a warmer period. "Stimulating consumer demand for sports goods and increasing the volume of purchases can guide the industry to really warm up. At the same time, when sports brands clean up their inventory, outdoor brands and fast fashion have been" hatching nests ", which also increases the difficulty of sports brands recapture the market.

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Last year's earnings report < p > 361 showed that turnover decreased by 27.6% to 3 billion 580 million yuan, the lowest level in four years, and net profit fell 70.1% to 211 million yuan.

Anta, XTEP and PEAK, which have already released their earnings, have seen a double drop in profits and profits.

PEAK's revenue last year was 2 billion 612 million 900 thousand yuan, down 10% from the same period last year, and its net profit was 244 million yuan, down 31.3% compared to the same period last year.

XTEP's total revenue last year was 4 billion 343 million 100 thousand yuan, down 21.7% compared to the same period last year. Net profit was 606 million yuan, down 25.22% compared to the same period last year.

Anta is the lowest brand in the world. Its turnover decreased by 4.5% to 7 billion 281 million 300 thousand yuan, and net profit fell 3.2% to 1 billion 314 million yuan over the same period.

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< p > behind the decline of both revenue and net profit is a series of "self rescue" actions to clean up inventory, such as discounts, closing stores, reforming orders, controlling orders, etc.

Last year, Anta, XTEP, PEAK and 361 degree stores closed 318, 150, 471 and 783 respectively.

The number of stores in the brand is expected to continue to decrease this year, but the slowdown has slowed down.

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Ding Huihuang, chairman of the board of directors, "P > 361 degrees, said that the industry has made great efforts to clean up excess inventories and reduce the number of retail outlets. The sports apparel industry has shown signs of recovery at the end of last year.

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< p > Anta said that in the first three quarters of 2014, the number of orders increased and the number of units increased, and the company's performance began to recover.

"After a year of self help, the sports brand has been able to gain a foothold, but at the moment, it is still mainly defensive.

The industry still stays in the clearance of channel inventory as the goal, and in order to increase wholesale discounts, subsidies and other ways to attract stable dealers.

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< p > a sports industry watchdog believes that most sports brands ignore the fact that consumers' demand for sporting goods is reduced.

"Only when consumers are exposed to sports can sports products be consumed. Sports brands should start with stimulating the enthusiasm of consumers to stimulate the demand for sports products and increase their purchases."

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