Sports Brand Market Downturn Or Will Lead To Press Pressure

< p > strong > market downturn, the effect of industrial pformation is not obvious < /strong > /p >

< p > recently, PEAK sports issued a profit warning, saying that net profit in the first half of this year will decrease significantly.

In addition, Lining, Anta and so on also indicated that the first half of the year's performance has slipped, and from the sports brand's order situation this year, almost all showed a downward trend.

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< p > PEAK sports announced a profit warning. It is expected that by the end of June 30th this year, the unaudited consolidated net profit of 6 months will be significantly reduced compared with the same period last year.

PEAK said it was mainly due to extensive inventory clearance activities and weak economic conditions in the first half of this year, which had a negative impact on the group's demand for new products.

In 2012, PEAK realized net profit of 310 million yuan, down more than 60% compared with the same period last year, and closed 1323 stores. In the first quarter of this year, PEAK continued to close 125 stores.

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< p > in addition, Li Ning Co executive chairman Lining also said that the company's performance in the first half of the year is still under pressure, and the company is making great efforts to change it, hoping to reverse losses in two to three years.

Anta, XTEP and so on have not produced relevant data, but from this year's major sports brand order meeting situation, there is also a collective decline, Anta, XTEP and other brands year-round orders will drop by an average of about 20%.

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< p > Zhuo Chuang information < a target= "_blank" href= "//www.sjfzxm.com/" > textile < /a > a target= "_blank" href= "_blank" > clothing industry analyst Sun Liwu analysis shows that this year, the brand is less than 10%.

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< p > < strong > high storage performance is less than /strong > /p >

< p > the high storage and haze of the domestic sports apparel industry is still not dispersed.

Li Ning Co executive chairman Lining also said that the company's performance in the first half of the year is still under pressure.

The 361 degree announcement indicates that the first half of this year's performance will also be significantly affected by a major decline in the first quarter results.

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< p > industry insiders say that high inventory has always been a "stubborn disease" in the textile and garment industry, especially sports and leisure brands.

Therefore, going stock has always been a commonplace topic for clothing brands. Most of the enterprises' solutions are discounted promotions, though to a certain extent, they can relieve pressure, but enterprises themselves will also suffer from the loss of profits.

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< p > "the orders will be greatly reduced, and the increase in production costs and competition will result in a decline in gross margin."

The 361 degree interpretation of the decline in the company's operating performance also confirms the above point of view in the industry.

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< p > a few days ago, CIC released the 2013 semi annual performance preview report showing that the growth rate of < a target= "_blank" href= "//www.sjfzxm.com/" > brand clothing < /a > was generally low in the first half of this year, or even a large negative growth.

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< p > for the poor performance of the brand clothing, the report thinks that the main reason is that the retail terminal is weak and the franchisee's confidence is generally low.

In the second half of the year, the industry outlook is still not optimistic, and the growth of company performance in the second half of this year may be slower than the first half.

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< p > the industry believes that the movement of sports brands and the decline of their performance are related not only to the competition of the market itself, but also to the change of population.

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< p > according to research and analysis, from 2004 to 2016, the number of 20-29 year olds and 40-65 year olds is increasing gradually. Such demographic changes will have a direct impact on the consumer goods industry. 12.

Statistics show that in 2012, the scale of China's apparel online shopping market reached 305 billion yuan, an increase of 49.9% over the same period last year.

The consumption interest of "post-90s" has obviously shifted from physical stores to online shopping, but the loss of tourists in physical stores has naturally increased the operating pressure of these brands.

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< p > "at present, the whole industry is in the middle stage after the inventory goes out, and the whole industry will have a big improvement. It will take at least two years."

Sun Liwu, an analyst with the information cotton textile industry, said.

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