In The First Quarter, Many Domestic Sports Brands Continued To "Fail".

< p > the famous sports brand - XTEP announced the "recent business situation in China and the performance in the fourth quarter of 2013" in the Hongkong stock exchange in May 23rd.

The announcement shows that although XTEP's first quarter domestic sales performance in the first quarter of 2013 was flat with the same period in 2012, it encountered the "doom" of reduced orders.

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Before P, PEAK and 31st degree sports brands released the first quarter 2013 report, which is also not optimistic.

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< p > < strong > sports brand "Sadness" in the first quarter < /strong > /p >

"P" recently, XTEP released "Recent China business operation and the fourth quarter 2013 order performance."

XTEP said the same store sales in the first quarter of 2013 were flat compared with the same period in 2012. "Reducing retail inventories" is still one of XTEP's strategies.

Unfortunately, despite the same period of operation in the same period last year, the order volume for the fourth quarter of 2013, which was held in late April 2013, was about 15% to 17% down compared with the same period in 2012.

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Compared with XTEP, PEAK seems to be more sad than P.

In the first quarter of 2013, the operating outline of the first quarter of 2013 was released. During the period, 149 new markets were opened, 162 closed, and the total number of licensed retail outlets was reduced by 13.

What's more, in the first quarter of May 3rd, PEAK said that the number of authorized retail outlets in China was 6358 in March 31, 2013, a 125 decrease compared with the end of 2012.

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< p > < strong > product or disconnect from consumer demand < /strong > /p >

< p > not only that, but many sports brands in the 2012 annual report show the declining trend, and how long is the recovery of the sports brand? "The industry can not be changed in a short time". We studied the independent analyst of a target= "_blank" href= "//www.sjfzxm.com/" > clothing < / a > industry for more than 10 years.

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< p > "consumers' decisions and brand presupposition strategies are inconsistent", he said, and may be branded that their products are popular with consumers. In fact, consumers do not eat this set. "They are out of touch with demand," Ma Gang said.

Brand owners are aware of this problem and change process.

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