Sports brand is tired of "turning gorgeously"

In the face of Nike’s “50% discount on all footwear” held in Beijing last weekend, hardcore NBA fans and Mao Dong, who lives in Haidian Wuluju, did not regret the timing of missed buying. He said: "This type of sporting brand giant's chances of substantial discounts will surely be frequent this year." The reporter learned from the latest financial report issued by a number of sports brand companies yesterday that most companies still continue their downward trend in revenue and profits. . It can be predicted that regardless of the domestic brands, or Nike, Adidas and other multinational giants, discount promotions to clean up inventory will continue. These companies also look forward to, through structural adjustments, opening of factory stores, etc., to survive the current cold winter of the industry, and realize the “turning into a beautiful place” of morphing into butterflies.

Nike's first decline in revenue in China

Judging from the performance of sports brands that have been announced so far, most companies have been affected by the global economic downturn and the decline in sales growth in the Chinese market, resulting in a significant decline in turnover and profits in 2012, and the overall inventory level Upward trend.

Recently, the domestic famous sports brand 361 degrees released the 2012 annual results announcement, as of December 31, 2012, the company's turnover was 4.95 billion yuan (2011 was 5.569 billion yuan), gross profit (product sales revenue minus purchase cost The balance was 1.97 billion yuan (2.36 billion yuan in 2011); the net profit for 2012 was 715 million yuan, which was a decrease of 37% year-on-year, which is in line with the company's warning level of "about 40% drop in profits" on January 18 this year. Roughly equivalent.

Global sports brand leader Nike has not been spared. According to the financial report released by Nike recently disclosed in the second quarter of fiscal year 2013, the Chinese market operating income was US$577 million, which fell for the first time compared to the same period of last year, reaching 11%. In the first half of 2013 fiscal year, the Chinese market revenue was US$1.149 billion, which was a year-on-year decrease of 2%. %. Previously Nike global financial disclosure data showed that from the third quarter of fiscal 2012, Nike China's order growth has slowed down significantly, and even appeared two consecutive quarters of decline.

As Ma Jilong, vice chairman of the China Sporting Goods Industry Federation, disclosed to the media, the market growth rate of sporting goods manufacturing in 2012 was about 10%, which was lower than the 15% to 20% growth rates in 2011 and 2010. The rate of increase of more than 30% before and after 2008 is even worse.

Industry adjustment will "end"

“The gold industry of the sporting goods industry has already passed 10 years. The era of relying on dealers to set high targets and improve shop performance in a wide range of shops is gone forever.” Zhong Qing, CEO of Sports Information, told reporters that some Enterprises lacking brand resources, bargaining power, and channel advantages will be eliminated in this round of industry adjustment. The industry analysts analyzed the reasons for the declining performance of domestic brands. On the one hand, on the one hand, due to the lack of stickiness of their products, some domestic manufacturers experienced a decline in sales; on the other hand, in response to the 2008 Beijing Olympic Games, various domestic companies The “massing of heavily armed forces” and the large amount of costs are blindly deployed in many cities in China, especially in first-tier cities. The negative effects of this behavior continue to appear, and high inventory and store surpluses have become “unacceptable”. For this reason, since the second half of last year, it has been surprising that some sports brands have chosen to close their stores.

Ma Gang, a senior sports industry commentator, believes that 2013 is the third year for judging the three-year adjustment period of the local sports brand, and it is also the “succession” stage of this round of sports brand adjustment. The domestic sports brand will show polarization in the adjustment. The trend.

Peak Sports CEO Zhihua Xu agrees with this view. He told reporters that through this round of adjustment and integration, the brand concentration of the sporting goods industry will further increase. "We hope that after the previous round of active inventory clearing and order adjustment, we can quickly recover from the current industry adjustment and achieve stable growth in the next few years."

Factory shop is booming

Some people in the industry believe that as China’s consumers are increasingly concerned about health, people are willing to invest more in sports, and China’s per capita sports goods consumption will still return to growth. In addition, the international market demand will also be Promote the development of the industry.

The domestic sports brands that have realized that the growth of the industry has slowed down have started inventory clearance since last year. For example, Anta and distributors have adjusted the number of orders that have not yet been shipped to reduce potential inventory and discounts; Peak has also actively adjusted orders, reduced market supply, and optimized channels since last year. The relevant measures of the two companies have achieved certain results.

Under the big idea of ​​quickly clearing inventory, strengthening the construction of factory stores has become almost the current trend. The so-called factory shop is a large-scale discount store with a uniform image of a clothing brand company and shopping in the form of a supermarket. Its main purpose is to sell off-season goods. Under normal circumstances, after two months in the OTC’s clothing, the footwear after three months in the OTC is the off-season product, which is the main source of supply for the factory shop.

Li Ning’s previous announcement indicated that as of June 30, 2012, the number of its factory stores had reached 271, and the company will continue to expand the scale of its factory stores. Anta also stated that in response to the high inventory risk in the retail channel, the company has taken a number of measures to respond quickly, including opening factory stores and discount stores in various places to assist in clearing off post-quarantine inventory. Nike also heard the news of increasing inventory cleanup efforts. This year, Nike plans to open 40 to 50 new factory stores, which is far more than ever. At the same time, the new factory stores will be extended from first-tier cities to second-tier and third-tier cities, and their sales will be kept at a low price of 3 to 4 percent. Level.