Looking At The Current Situation Of Sports Clothing Industry From Lining'S Anta

< p > the profit dropped by 22.99% from the medium term to 40% last year, while the a href= "http://sjfzxm.com/news/index_x.asp" > 360 degree < /a "represents the declining and declining trend of the sports industry last year.

On the evening of 18, the announcement of "profit early-warning" was released at the HKEx at 31st degree, and the group's after tax profits last year would be about 40% down compared with the same period in 2011.

In fact, the 40% decline is not a particularly exaggerated figure for the industry as a whole.

Reporters looking for other sports brand performance reports found that Lining's mid term performance has shrunk by 80% over the past year, and China's performance has dropped by nearly 60% in the past year.

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< p > < strong > 31, the performance fell by 40%, < /strong > /p >

< p > 31st degree management said that the sharp reduction in profits was mainly due to the continuous challenges of China sports a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > industry.

The announcement said that because industry inventories and retail discounts continued at a high level of pressure, the performance of the whole industry in 2012 years continued to be affected by fierce competition, resulting in a decrease in overall sales and gross profit margins, and sales costs increased over the same period in 2011.

In contrast, Adidas's performance seems quite good. Its CEO said in a media interview a few days ago that its sales in 2012 will reach a record 14 billion 500 million euros.

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< p > last year's interim results show that the six major brands include Lining, China trends, Anta, XTEP, 31st degree and PEAK, with a total inventory of 3 billion 721 million yuan, compared with the total inventory of 3 billion 699 million yuan at the end of last year, and continued to grow.

In the six big brands, the inventory of 321% and trend decreased, but PEAK's stock increased by 25.65% compared with the end of last year.

The reduction of orders due to large inventory has become the theme of this year.

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< p > < strong > > a href= "http://sjfzxm.com/news/index_c.asp" > sports brand < /a > discount and closing shop < /strong > /p >

< p > in order to digest high inventory, sports brand not only set off a discount in various places, but also kept closing stores.

Li Ning Co reported in August last year that in the first half of last year, the total number of stores closed 1200, and the proportion of Customs stores was 15%. In September, it closed the only Hongkong branch.

By the end of September 2012, the number of authorized retail outlets of PEAK in China was 6739, a decrease of 1067 compared to the end of 2011.

Kappa closed 569 stores in the first half of last year and expects net profit to drop by around 40%~50%.

A target= "_blank" href= "//www.sjfzxm.com/" > dress < /a > now, the total number of stores is about 5200, and the number of new shops and stores in the second half is quite the same.

In fact, Anta, 31st degree and other companies in the 2011 Annual Report have expressed the desire to adopt prudent shop strategy, decided to adjust the opening speed of 2012.

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< p > < strong > multiple efforts to inventory < /strong > < /p >

< p > reporters found that many brands faced with high inventories by developing electricity suppliers, or opening more factory stores and discount stores to clean up the post season stocks.

In the interim report of XTEP group, it is pointed out that retailers' orders and new store plans should be handled with a view to reducing potential risks such as overstock and large discounts.

More factory stores and discount stores will be set up to clean up the after season stocks.

The annual report of 31st degree also shows that the key to expand e-commerce is through the independent third party agent, selling Taobao a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > products.

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< p > consumers say they do not buy without discount.

Poor performance and high inventory pressure, the domestic sports brands want to use discount sales to buy people's hearts, but the results seem to be mediocre.

Industry analysts point out that consumers are often not buying the result of competing discounts.

"Sports brand can raise price performance by reducing prices, and when competitors are also reducing prices, the improvement of cost performance can not be realized, and it also damages the brand value and leads to a vicious circle."

Some analysts also pointed out that online sales as a "sewer" to digest inventory will also affect the brand image. The online development of garment enterprises will be narrower and narrower.

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