It Is Imperative For The Sporting Goods Industry To Enter The Shuffling Period And Bid Farewell To Extensive Growth.

< p > the local sports brand encountered "a target=" _blank "href=" //www.sjfzxm.com/ "clothing" /a "industry's inventory year and closing shop tide in 2012.

In 2013, the adjustment of enterprises and the reshuffle of the industry were beyond doubt.

The latest statistics of China National Business Information Center show that in 2012, the sales volume of clothing sales of hundreds of key large retail enterprises increased by 2% over the same period last year, and the growth rate slowed down 2.9 percentage points over the same period last year, the lowest growth rate in nearly ten years.

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< p > < strong > frequency achieves the lowest record < /strong > < /p >.

The annual results of 2012, released by the local sports brand PEAK (exclusive store) sports in March 11th noon, showed that PEAK's turnover last year was 2 billion 903 million yuan (RMB, the same below), a decrease of about 37.5% compared with 4 billion 647 million yuan in 2011, and the profit attributable to shareholders was 311 million yuan, down by 60.1% compared with the same period last year, while the net profit margin was only 10.7%, falling to the lowest level since 2008. The total profit of PEAK was 60.1%.

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Anta's sales volume and net profit in 2012 were only 7 billion 622 million yuan and 1 billion 358 million yuan, down 14.4% and 21.5% compared with 2011, which is also the first time that Anta has been listed for five years. The net profit of last year's net profit is only 715 million yuan, down 38% from the same period last year. Lining also welcomed the first loss since listing for eight years in 2012.

Domestic sporting goods companies frequently refresh their lowest record since listing.

In addition, the average turnover days of PEAK, Anta and 331 degrees increased from 49 days, 38 days and 40 days in 2011 to 80, 51 and 56 days last year.

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

The Li Ning Co reported in August last year that the total number of outlets closes 1200 in the first half of last year, which closed 15% stores in August, and the number of retail outlets authorized by PEAK in September was 6739, which was 1067 lower than that at the end of 2011. Kappa closed 569 stores in the first half of last year, and expected net profit to drop by about 40%~50%. The us a target= "_blank" href= "//www.sjfzxm.com/" > clothing "/a" (12.76,0.07,0.55%) currently has about 5200 stores, and the number of new shops and outlets in the second half is quite the same.

Anta, XTEP, 361 and so on have been shutting down franchised stores in a large scale to reduce their expenses. According to incomplete statistics, the total number of sports brands in 2012 is at least over 3000.

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"P", after closing more than 3000 stores, the 6 major brands that do not have a better position may continue to close a wide closure this year, and XTEP's chief financial officer, He Ruibo, says it will close 100 to 200 this year on the basis of closing the store from 80 to 100 last year.

Anta expects the total number of stores to be 7500 to 7600 this year, referring to the 8075 Anta stores last year, which means Anta will continue to reduce 475 to 575 stores this year.

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Less than P, not only local brands are sleeping hard, but international sports brands are also unable to fathom the current Chinese market.

In February, Puma, a sports brand in Germany, announced that it would close more than 90 unprofitable stores in the Chinese market.

Even Nike has encountered problems in the Chinese market.

Unlike many international brands, Nike's global market revenue has increased, while the Chinese market has shrunk.

According to Nike's 2013 Quarter Fiscal second quarter earnings, the Greater China region's revenue fell 11% to 577 million dollars, while global revenue grew 7% to 5 billion 960 million US dollars.

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< p > < strong > take advantage of oneself, < /strong > < /p >

< p > in fact, in recent years, the extensive expansion of domestic brands has led to a concentrated outbreak of backlog problems, and the spread of the closing tide. The data of comprehensive sales decline indicate that the shortage of market demand has led to the increasing pressure on the whole industry inventory.

After experiencing a new round of high speed shop opening after 2008, the homogenization of sports brands is too serious, and the industry competition is extremely fierce.

Fashion Critic Ma Gang told reporters that under the pressure of the capital market, some brands of clothing pursued speed, shop opening and production speed increased significantly, but the average efficiency of their single store declined, resulting in an increase in inventory.

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< p > a investment bank personage disclosed to reporters: "these sports brands have made a higher price earnings ratio in order to attack the listing, so they are willing to open stores at the expense of the original capital. Now the store is just a helpless expression of being kidnapped by the capital market.

"In the semi annual report of 2012, the number of stores in the six major sports brands is still an alarming volume: Anta 7807, Lining 7303, 331 8050, XTEP 7603, PEAK 7059, while China has 2550 trends.

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< p > an anonymous industry insider said, "at present, the adjustment of major brands is not yet in place, and the strength of closing stores is still not enough.

"Before a sports brand goes public, 4 or 5 stores of the brand can be seen on a street in a three line city.

This phenomenon is crazy on every sports brand.

"In fact, the logic behind this is very clear. These retail enterprises are listed in Hong Kong. The final issue price earnings ratio is actually based on the number of stores in the enterprise. The more the number of stores you have, the higher the price earnings ratio will be issued.

Before listing, these brands crazily "add fat" is also to get a good return.

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< p > experts point out that there are several reasons for the decadence of China's local sports brands: first, environmental factors, domestic and foreign trade downturn, and shrinking market demand; two, the blind expansion of the early stage and the excessive market volume; three, the decline of the store performance of the sporting goods brand distributors and terminal channel operators under the continuous promotion of store rentals and manpower costs; meanwhile, the impact of discount stores and e-commerce also leads to the more difficult operation of the physical retail terminals.

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