Domestic Sporting Goods Industry Is Still In An Adjustment Stage.

Not yet at the end of the year. Beijing The domestic sports brands of the major shopping malls and sporting goods stores began to offer a discount sale. When the new goods were just on the shelves, they would hit thirty percent off, while the goods in stock would be two to seventy percent off.

Behind the crazy sale is the pressure of high inventory. Data show that this year, Lining, Anta, 31st, XTEP, PEAK and trend six domestic sports brand total inventory reached 3 billion 721 million yuan, compared with the total inventory of 3 billion 699 million yuan at the end of last year, an increase of 22 million yuan.

Along with the low price promotion, the tide of closing shop has also intensified. After the crazy horse racing enclosure, the expansion speed of sports goods enterprises in China has slowed down this year. Since the beginning of this year, Li Ning Co has closed 1200 stores, and PEAK has shut down 1067 stores and Anta's total number of stores has also decreased by 110.

Compared with the depression in the market environment, the financial statements of the sporting goods industry are also declining. Li Ning Co in the first half of 2012 revenue 3 billion 880 million yuan, down 9.5%, net profit of 44 million yuan, a decrease of 84.9% over the same period last year. PEAK's total revenue was 1 billion 610 million yuan, down 28.5% from the same period last year, and net profit decreased by 43.3% to 240 million yuan. The sales revenue of Anta and 31st degree were negative year-on-year, ranging from -11.62% to 3 billion 930 million yuan and -9.95% to 2 billion 869 million yuan respectively. The sales revenue of XTEP in six domestic sports brands increased year by year, but the growth rate was only 1.44%.

2012 pair Sporting goods industry It is doomed to be a cold winter, but I am afraid it will not be better in 2013.

According to data released by Anta and XTEP in the two quarter of 2013, the order volume of XTEP decreased by 15% to 20% compared with the same period last year. Anta also fell by 15% to 25% compared with the same period last year. The total amount of orders dropped by 20% to 30% during the two quarter of 2013, which had just been completed, of which clothing orders greatly decreased, and the average wholesale price of products increased by zero.

Faced with the sluggish sporting goods industry, Xu Jingnan, chairman of PEAK group, said: "next year will be a crucial year. Let's see who can survive."

The time has come for the industry to shuffle cards. Principal analyst of state textile and apparel industry Zhang Bin Told reporters: "now domestic sporting goods enterprises are at a bottom of the adjustment state. When the bottom adjustment ends and the second stage adjustment, the domestic sports brand pattern will change."

Zhang Bin said that the domestic sports brand inventory needs a long time to digest. When the inventory and channel are adjusted well, enterprises can enter the second adjustment stage. In the medium to long term, integration and merger among enterprises will surely be a developing trend in the future.

However, Zhang Bin emphasized that due to the serious homogenization of products in the domestic sports brand enterprises, the integration and reorganization of enterprises is not yet mature. There are three problems in integration and reorganization. The spiritual leaders of enterprises should influence and establish a sound system and social evaluation system and reputation system. Once the chairman of a spiritual leader leaves the enterprise or does not participate in the management of the enterprise, the cohesive force of the whole team and the driving force for its development will be weakened. So, finally, from the reaction of the consumer market, the results of domestic mergers and acquisitions of private enterprises are all good.

For the domestic sports brand enterprises, whether or not they can integrate assets, the key way is CEO, a sports marketing director. In his view, the integration of domestic sports brand enterprises is of little significance. First of all, the price range of local sports brand is not very different, all are in the gradient of one hundred or two hundred yuan; secondly, the difference of local sports brand is low, highly homogeneity, and the substitution is strong, so it is not necessary to integrate each other. On the contrary, the more professional the stronger the brand is, the greater the possibility of integration.

In Zhang Qing's view, in the next one to two years, the domestic sporting goods industry will not be very good. The pattern of the seven sports brands will not change much, and it will still be at a stage of adjustment.