In 2014, the domestic sportswear industry may usher in an overall recovery
2021-03-11 11:22:52
In 2014, the domestic sporting goods industry may usher in an overall recovery date: 2014-04-11 14:53
Although the chill of the industry has not disappeared, as 2014 entered the year, a number of representative domestic sportswear companies achieved a year-on-year increase in orders in the second quarter of 2014. This is a sign of an overall recovery in the industry.
Industry nightmares The domestic sports goods industry, which has been growing at a high speed around 2012, has suffered the biggest decline in performance in the past 10 years. Li Ning, Anta, Peak, Xtep, 361 and China Dongxiang have listed six Hong Kong-listed companies representing domestic sporting goods. Both annual results and net profit have fallen sharply. The original industry leader, Li Ning, has suffered a serious loss. All sporting goods companies have staged a nightmare for a collective closing shop.
Homogeneous products and a limited domestic market have made many brands difficult to manage. After experiencing high-speed expansion from 2008 to 2009, many brands encountered fierce competition in 2011, and all companies have fallen into a market share decline and inventory in the sky. The embarrassing situation.
Destocking has achieved initial results In order to reverse the situation, companies have discounted, closed stores, and cleared inventory.
According to statistics, several sports brands such as Li Ning, Peak and Xtep closed 4,000 to 5,000 stores in 2012. In the first half of 2013, the total number of stores closed by Li Ning, Anta, Peak, 361, and Xtep was as high as 2,249. In addition, the number of overall stores in China has decreased by 611, which is the largest number of closed stores among the six sports brands. Followed by 361, the total number of stores closed 601. The 361 announced third-quarter operating data shows that in the second half of 2013, the number of stores closed was 443. The number of other Hong Kong-listed sporting goods brands, Meike International Distribution Stores, decreased from approximately 1,197 at the end of 2012 to approximately 562 at the end of last year.
The high inventory problem that has plagued the entire industry has been alleviated. According to data from the semi-annual report last year, the inventory of Anta's finished products decreased from 503 million yuan at the end of 2012 to 367 million yuan at June 30, 2013; inventory of Li Ning's finished products decreased from 1.419 billion yuan at the end of 2012 to June 2013. In the case of Peak, as of June 30 last year, the inventory of its finished products was 183 million yuan, a decrease of 27.38% from the end of the previous year.
At the time of entering into 2014, companies stated that the channel and product strategy adjustments that began in 2011 have restored inventory to a healthy level.
The increase in the prices of new sporting goods in 2014 also confirms this phenomenon. Li Ning, Anta, Xtep, Peak and 361 all announced that the prices of sports shoes and clothes will once again increase by 10% to 20%.
The strong prices of sporting goods have a certain relationship with the growth of orders and relief of inventories, and have shown signs of recovery in the sporting goods industry.
Signs of improvement ANTA took the lead to announce the positive growth of orders in the first and second quarter of 2014, and orders for the third quarter of 2014 showed that orders growth was still strong; after Li Ning implemented the channel renewal plan, absolute inventory declined year-on-year in the first half of 2013. About 30%, the same-store sales growth of self-operated stores and dealers increased by 24% and 4% year-on-year as compared to the non-retail business model; Peak Sports announced the total amount of order orders for the second quarter of 2014 compared with the same quarter sales in 2013. Achieving higher growth; Xtep International Orders' orders decline also narrowed sales prices in three consecutive quarters, and signs of order volume growth in the quarterly orders meeting in 2014 showed that sports brands have entered the end of inventory and the industry is expected to be comprehensive. Warmer. Zhu Qingyu, a light industry researcher at China Investment Advisors, told this reporter.
Peak Sports CEO Zhihua Xu also optimistically predicted that this year will be Peak's recovery year.
Qilu International believes that with the gradual clearing of the inventory of old products, orders for new products from various sporting goods companies are expected to grow. The industry’s worst time has passed, and the turning point of growth is coming.
Deeply cultivating the market China's sports brands are generally positioned at the low end, such as Anta, Xtep and so on. To get out of the development path of its own exclusive advantages, first of all, it should strengthen the expansion of channels in third- and fourth-tier cities; second, take the development path of online-offline linkage; finally, carry out characteristic development to avoid homogenous competition. Zhu Qingtao told this reporter.
The first is the market segment. 361 adopted a multi-brand strategy. While retaining the 361 campaign, it has successively opened up 361 children's wear and 361 Shang. Allegedly, the three brands have their own differences, complement each other, and have a wide coverage. They can basically meet the shopping needs of a family for sports fashion apparel. Anta’s multi-brand road began four years ago with the acquisition of the Italian brand Fila China’s trademark rights and operations; the high growth of the outdoor sports market has allowed Anta to see a blue ocean. After Xtep1+1 was launched, Xtep also launched a sub-brand called Xtop, which competed mainly for the casual wear market in the second and third-tier cities in the Mainland.
With the gradual maturity of domestic consumers and the subdivided trend of the sports industry, the old road of domestic sports companies that used to sell sports brand titles to sell casual clothes has come to an end. Sports brands have begun to focus on a more subtle industry subcategory. For example, Anta signed NBA stars frequently and launched signature sports shoes to clarify the positioning of basketball sports equipment; Li Ning also returned to the professional basketball field after the 90th position that was not clear before.
Overseas expansion continues to develop. Peak Group Chairman Xu Jingnan said that he is confident that the internationalization of the company will be further increased. The mid-2013 report shows that although Peak's marketing in China has declined, the overseas market's operating revenue has increased. Peak overseas market revenue accounted for 14.8% of total revenue, up from 13.4% at the end of 2012, consolidating China's sports brand's overseas sales top position.
For the new offensive of international marketing in 2014, Peak proposed three hundred goals. The first one is to complete the registration of 100 countries. Currently, Peak has already completed trademark registration in more than 160 countries around the world; another hundred is in 100 countries. And in the region, sales of Peak's products will achieve this goal in the next three years; the last one hundred years will sell 10 billion yuan.
Facing industry downturns and corporate maladies As everyone expects sports brands to come out of harsh winter and welcome the warm spring, three consecutive companies issued profit warnings this month and poured a cold water on this judgment.
Flickr International, 361 and Meike International successively issued earnings warnings for their annual results. It is predicted that as of the end of December of last year, the annual results may have been more depleted year by year.
Ma Gang, a researcher in the shoe and clothing industry, told this reporter earlier that for clothing companies, the old routines such as frenzied shop opening and Bo eyeball marketing can no longer stimulate the performance of apparel companies. New growth will be achieved through acquisitions. New business models such as brands or channels and deep integration with the Internet are realized.
According to industry sources, the declining trend of the sporting goods companies that have not yet been successfully transformed may continue in the past one or two years, and it may be even more appropriate to face downturns in the industry and corporate maladies. They are determined to change their business model and implement more specific market segments. Clear brand positioning.
Although the chill of the industry has not disappeared, as 2014 entered the year, a number of representative domestic sportswear companies achieved a year-on-year increase in orders in the second quarter of 2014. This is a sign of an overall recovery in the industry.
Industry nightmares The domestic sports goods industry, which has been growing at a high speed around 2012, has suffered the biggest decline in performance in the past 10 years. Li Ning, Anta, Peak, Xtep, 361 and China Dongxiang have listed six Hong Kong-listed companies representing domestic sporting goods. Both annual results and net profit have fallen sharply. The original industry leader, Li Ning, has suffered a serious loss. All sporting goods companies have staged a nightmare for a collective closing shop.
Homogeneous products and a limited domestic market have made many brands difficult to manage. After experiencing high-speed expansion from 2008 to 2009, many brands encountered fierce competition in 2011, and all companies have fallen into a market share decline and inventory in the sky. The embarrassing situation.
Destocking has achieved initial results In order to reverse the situation, companies have discounted, closed stores, and cleared inventory.
According to statistics, several sports brands such as Li Ning, Peak and Xtep closed 4,000 to 5,000 stores in 2012. In the first half of 2013, the total number of stores closed by Li Ning, Anta, Peak, 361, and Xtep was as high as 2,249. In addition, the number of overall stores in China has decreased by 611, which is the largest number of closed stores among the six sports brands. Followed by 361, the total number of stores closed 601. The 361 announced third-quarter operating data shows that in the second half of 2013, the number of stores closed was 443. The number of other Hong Kong-listed sporting goods brands, Meike International Distribution Stores, decreased from approximately 1,197 at the end of 2012 to approximately 562 at the end of last year.
The high inventory problem that has plagued the entire industry has been alleviated. According to data from the semi-annual report last year, the inventory of Anta's finished products decreased from 503 million yuan at the end of 2012 to 367 million yuan at June 30, 2013; inventory of Li Ning's finished products decreased from 1.419 billion yuan at the end of 2012 to June 2013. In the case of Peak, as of June 30 last year, the inventory of its finished products was 183 million yuan, a decrease of 27.38% from the end of the previous year.
At the time of entering into 2014, companies stated that the channel and product strategy adjustments that began in 2011 have restored inventory to a healthy level.
The increase in the prices of new sporting goods in 2014 also confirms this phenomenon. Li Ning, Anta, Xtep, Peak and 361 all announced that the prices of sports shoes and clothes will once again increase by 10% to 20%.
The strong prices of sporting goods have a certain relationship with the growth of orders and relief of inventories, and have shown signs of recovery in the sporting goods industry.
Signs of improvement ANTA took the lead to announce the positive growth of orders in the first and second quarter of 2014, and orders for the third quarter of 2014 showed that orders growth was still strong; after Li Ning implemented the channel renewal plan, absolute inventory declined year-on-year in the first half of 2013. About 30%, the same-store sales growth of self-operated stores and dealers increased by 24% and 4% year-on-year as compared to the non-retail business model; Peak Sports announced the total amount of order orders for the second quarter of 2014 compared with the same quarter sales in 2013. Achieving higher growth; Xtep International Orders' orders decline also narrowed sales prices in three consecutive quarters, and signs of order volume growth in the quarterly orders meeting in 2014 showed that sports brands have entered the end of inventory and the industry is expected to be comprehensive. Warmer. Zhu Qingyu, a light industry researcher at China Investment Advisors, told this reporter.
Peak Sports CEO Zhihua Xu also optimistically predicted that this year will be Peak's recovery year.
Qilu International believes that with the gradual clearing of the inventory of old products, orders for new products from various sporting goods companies are expected to grow. The industry’s worst time has passed, and the turning point of growth is coming.
Deeply cultivating the market China's sports brands are generally positioned at the low end, such as Anta, Xtep and so on. To get out of the development path of its own exclusive advantages, first of all, it should strengthen the expansion of channels in third- and fourth-tier cities; second, take the development path of online-offline linkage; finally, carry out characteristic development to avoid homogenous competition. Zhu Qingtao told this reporter.
The first is the market segment. 361 adopted a multi-brand strategy. While retaining the 361 campaign, it has successively opened up 361 children's wear and 361 Shang. Allegedly, the three brands have their own differences, complement each other, and have a wide coverage. They can basically meet the shopping needs of a family for sports fashion apparel. Anta’s multi-brand road began four years ago with the acquisition of the Italian brand Fila China’s trademark rights and operations; the high growth of the outdoor sports market has allowed Anta to see a blue ocean. After Xtep1+1 was launched, Xtep also launched a sub-brand called Xtop, which competed mainly for the casual wear market in the second and third-tier cities in the Mainland.
With the gradual maturity of domestic consumers and the subdivided trend of the sports industry, the old road of domestic sports companies that used to sell sports brand titles to sell casual clothes has come to an end. Sports brands have begun to focus on a more subtle industry subcategory. For example, Anta signed NBA stars frequently and launched signature sports shoes to clarify the positioning of basketball sports equipment; Li Ning also returned to the professional basketball field after the 90th position that was not clear before.
Overseas expansion continues to develop. Peak Group Chairman Xu Jingnan said that he is confident that the internationalization of the company will be further increased. The mid-2013 report shows that although Peak's marketing in China has declined, the overseas market's operating revenue has increased. Peak overseas market revenue accounted for 14.8% of total revenue, up from 13.4% at the end of 2012, consolidating China's sports brand's overseas sales top position.
For the new offensive of international marketing in 2014, Peak proposed three hundred goals. The first one is to complete the registration of 100 countries. Currently, Peak has already completed trademark registration in more than 160 countries around the world; another hundred is in 100 countries. And in the region, sales of Peak's products will achieve this goal in the next three years; the last one hundred years will sell 10 billion yuan.
Facing industry downturns and corporate maladies As everyone expects sports brands to come out of harsh winter and welcome the warm spring, three consecutive companies issued profit warnings this month and poured a cold water on this judgment.
Flickr International, 361 and Meike International successively issued earnings warnings for their annual results. It is predicted that as of the end of December of last year, the annual results may have been more depleted year by year.
Ma Gang, a researcher in the shoe and clothing industry, told this reporter earlier that for clothing companies, the old routines such as frenzied shop opening and Bo eyeball marketing can no longer stimulate the performance of apparel companies. New growth will be achieved through acquisitions. New business models such as brands or channels and deep integration with the Internet are realized.
According to industry sources, the declining trend of the sporting goods companies that have not yet been successfully transformed may continue in the past one or two years, and it may be even more appropriate to face downturns in the industry and corporate maladies. They are determined to change their business model and implement more specific market segments. Clear brand positioning.
According to scientific research, children's demand for crib mattress will change by age-infant need firm crib mattress to support the body and strengthen muscles, while toddler need soft crib mattress to sleep with ease and comfy. Comfity healthy crib mattress has 2-stage dual firmness, which can grow with your children-start on firmer infant side, and flip for toddler softer side.
Our toddler mattress is skin-friendly, non-toxic and can control temperature well with ultra high breathability-Accelerate air circulation and take unwanted heat away from baby to keep dry and comfortable sleeping environment.And this softer side is suitable for toddler to keep comfortable sleep
This baby bed mattress can maximize infant's development, strengthen their muscles and keep crib mattress breathable. While it doesn't seem to be very comfortable to sleep on firmer side, but it's perfect for infant constantly enhance muscle strength to stand up from the firm surface.
Memory Foam Toddler Mattress,Memory Foam Baby Mattress,Memory Foam Crib Mattress Topper,Crib Memory Foam Topper
Shenzhen Comfity Technology Co.,Ltd , https://www.comfitymemoryfoam.com