Sports Brands Need To Develop Distinctive Areas To Enhance Competitiveness.

< p > with the half year results released by XTEP international, six major domestic sporting goods companies including Anta, Lining, 361 degrees, PEAK and China have handed in the "mid-term exam" transcript. From the data released by various enterprises, it can only be said that they are all expected. The decline in turnover and the decline in profits have become the expected thing. For this industry in the "depth" adjustment, adjustment, control and transformation are the key words in the semi annual report. From some of the clues, we can see that the industry as a whole has shown a hint of warmth. < /p >
< p > < strong > year-on-year data, slip ring ratio starts to warm up < /strong > < /p >.
< p > earlier, the a href= "//www.sjfzxm.com/news/index_c.asp" > XTEP < /a > International released half yearly results. As at the end of June, it recorded a net profit of 340 million 900 thousand yuan, down 27.1% year on year. The number of enterprises previously released is also not optimistic. The net profit in the first half of 361 degrees decreased by 52.5% to 306 million yuan, Anta's net profit fell 18.7% to 626 million yuan, PEAK's net profit decreased 62.5% to 89 million 900 thousand yuan, and Lining's net loss in the first half of the year was 184 million yuan. < /p >
At the same time, the trend of closing stores has not stopped. In the first half of this year, Lining, Anta, PEAK, XTEP, and the number of stores in 361 degree companies decreased by 1271. In the first half of the year, the total number of China's Kappa brand stores decreased from 3119 at the end of the year to 2550 now, a decrease of 569 and a decrease of 18.2%. < /p >
< p > but in these negative data, there are also some signs of recovery in some industries. For example, Lining, a loss maker, has realized a "loss reduction" of 1 billion 839 million yuan, and PEAK's net profit has rebounded for the first time in the past year, a rise of 28% over the second half of last year. Anta 2014's first quarter order data achieved the first "high single digit" positive growth since the 2012 third quarter. In the year of high inventory, there was also a great improvement. As of June 30th this year, Anta inventories decreased by 110 million yuan at the end of last year, while PEAK decreased by 46 million yuan compared with the end of last year; Lining's inventory decreased by 79 million yuan compared with the end of last year. < /p >
< p > sports marketing professional expert, key Road Sports Information Co., Ltd. CEO Zhang Qing said, from the first half of the data, Anta, Lining and other enterprises are actively degrading inventory, to retail transformation, and has achieved certain results, more importantly, dealer confidence is slowly recovering, this is a very optimistic signal, the Chinese sporting goods industry is expected to stop in the first half of next year. < /p >
< p > < strong > depth adjustment labor pains to build healthy industry chain < /strong > /p >
< p > from the data point of view, China's sporting goods industry has not yet been out of the dilemma of decline, but the decline is already better than previous industry expectations. In the first half of the year, the semi annual reports of major companies pointed out that the sale of inventories in retail channels was greatly discounted, and the demand for new products was weakened. The decline in profits is partly due to the increase in the wholesale discount rate and profit from distributors. < /p >
"P", the independent commentator of sporting goods industry, Ma Gang believes that the sporting goods industry is in the throes of deep adjustment. It may not be able to recover significantly in the long run. Next, enterprises should shrink the channels of early expansion too quickly, and on the other hand, we should grasp the weak mentality of consumers to make targeted marketing. < /p >
< p > it is easy to see from the big companies' semi annual reports that these enterprises have realized this point, and then grind their teeth to bear the data pressure of double decline in performance and profits, and constantly carry out internal ecological adjustment in order to create a more healthy industrial chain. It is proposed to transform from the traditional wholesale enterprises to the retail enterprises. Through the subdivision of sales areas and the vertical reform of marketing institutions, the number of distributors has increased by 13 from the end of 2011 to the first half of this year. Anta has already built the retail culture oriented culture and values that match the retail mode. At the same time, it has also established a consumer oriented retail management system and an evaluation system for retail companies's operational efficiency. While the distributor of a href= "//www.sjfzxm.com/news/index_c.asp" > Lining < /a > 90% has participated in the channel revival plan, it will continue to solve the problems caused by early overexpansion through optimizing the sales network, and will continue to optimize the sales network in the future, making the structure and scale more healthy and in line with the new business model after transformation. For example, XTEP set up an immediate distribution resource planning system in 80% of shops, so that the group can accurately and quickly control the inventory level of the retail terminal and check the product sales rate; PEAK also has the right time. < /p >
< p > < strong > developing characteristic areas to enhance product competitiveness < /strong > < /p >
At the same time, while optimizing the industrial chain, the domestic brands in the first half of the year continued to enhance the brand influence and increase the development efforts in the field of characteristic, so as to enhance the competitiveness of P products. < /p >
< p > > a href= "//www.sjfzxm.com/news/index_c.asp" > Anta < /a > successfully renew the contract with the Chinese Olympic Committee, providing the Chinese sports delegation with the award dress and living equipment including Rio Olympic Games, and providing competition, award, training and living equipment for the 16 Chinese national teams to further strengthen the appeal of the professional sports market. PEAK has sponsored 18 NBA players, 3 NBA teams and 9 national basketball teams, maintaining and continuing in-depth cooperation with NBA, FIBA and other international sports organizations. According to PEAK's semi annual report, its basketball equipment has become the dominant product of enterprises. < /p >
< p > "in the traditional market, all brands have already formed their own brand influence, and also have their own consumption groups. The main goal now is to unite against international brands and expand the market overseas." PEAK CEO Xu Zhihua said, in addition, such as customized shoes and other new areas, is also a good space for growth. < /p >
< p > in the field of children's wear, sporting goods enterprises also did well in the first half of the year. XTEP semi annual report shows that the revenue from the "XTEP children" series has increased significantly, mainly due to the huge potential demand of Chinese children's clothing products, and the success of the group's launch through retail outlets. The 361 quarter children's clothing accounted for 10.4% of the group's turnover in the first half of the year, and the total number of retail outlets increased from 1590 to 1678. < /p >
Besides P, product innovation is also the only choice to enhance product competitiveness. Anta said that in the second half of this year, it will continue to deepen the communication between goods and terminals, enhance understanding of market demand, and better develop differentiated products with excellent functions and designs and value for money. XTEP also said it will continue to invest in advanced technology to enhance research and design capabilities so as to create more fashionable, fashionable and excellent sports apparel products. < /p >