Sports Brand Orders Will Decline Collectively And Expect Bottom To Rebound.

< p > although the order in the first half of the year will continue to decline collectively, we hope that the Chinese sports brand who starts again from the bottom of the valley will be warmer in the next year.

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< p > according to the 2013 annual order meeting of the major sports brands, which were closed a month ago, the order volume of sports brand is still in a downward track this year, but the decline is narrowing gradually.

If XTEP orders for the fourth quarter will drop by 15% to 17%, the average annual decline will be between 15% and 20%, 361 in spring and summer, 23% in the fall, 19% in the fall, 17% in the winter, and the decline in the annual performance of the order will be about 20%.

However, PEAK's orders will have a bigger change in performance. The spring is flat with the same period last year, and the second quarter dropped by 18.5%. Then, PEAK said, "because of the change of the above order mode, the group thinks that the order will be comparable from the third quarter of 2013, so the order will be suspended from the beginning of the quarter to avoid misunderstanding."

The Li Ning Co stopped publishing the results of the order meeting when the Q2 order meeting was held in 2013.

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< p > the major brands began to avoid the performance of the order, and instead emphasized the support from wholesale to retail and flexible spot checks. The change became the only key word in the industry.

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< p > July 25th is the middle period of PEAK's 2014 spring and summer ordering meeting. It can be seen that most of the foreign dealers gathered mainly include the functions of star a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > and the newly launched two kinds of cultural leisure shoes. In addition, some functions are more obvious, such as outdoor clothes with quick drying function also attracted some dealers to stop.

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< p > the responsible person of PEAK said that from the last two or three orders, PEAK has voluntarily reduced the supply in order to cope with the market changes, and changed the original order from the futures system to the "explosion payment" form: if the distributor expects to sell 1 million pieces of < a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > within six months, 700 thousand orders can be placed first, and the remaining 300 thousand parts will be made up according to market conditions.

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Since P 2012, PEAK is committed to optimizing the ordering mode and distribution network, improving the management level of retail outlets, and strengthening the management capabilities of channels and inventory.

At the order meeting in the first half of this year, some of PEAK's "exploding" basketball shoes received 400 thousand double bills, worth more than 100 million yuan, showing signs of warming in the footwear industry.

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< p > and XTEP also stressed the importance of the return of "exploding money". It will speed up its production cycle, such as striving for a pair of jeans for 7 days to 10 days next year, and 15 days.

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In addition, in addition to children's clothing, outdoor products industry has also become a new hot spot for the development of sports brands.

For example, the recent XTEP spring 2014 product order meeting, as the new trend of the city's 20 hot riding costumes appeared.

It is reported that these riding apparel will not appear in XTEP's physical store sales, but to take the electricity supplier channels.

In addition, Adidas has opened more than 30 outdoor stores in China, mainly in northern China, and will continue to open new stores this year, bringing the total number to about 100.

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< p > at the same time, compared with the fact that domestic sports brands are still losing profits despite declining performance, the international second-line sports brands are declining.

For example, as a second tier brand Reebok in Adidas group, its series of products had a two digit decline in wholesale sales in the first quarter, resulting in a 3% decrease in Adidas's wholesale business revenue in the first quarter of this year, compared with 10% over the same period last year.

Last year, Reebok Q4 sales fell 12% to 428 million euros, due to Reebok brand impairment 265 million euros dragged down, fourth quarter last year, Adidas loss.

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Puma, the world's third largest sports brand, also suffered a loss of $56 million 800 thousand last year. In the two quarter, its performance in the Asia Pacific region was the worst. Sales dropped 7.2% to 159 million euros compared with the same period last year. Almost all countries except India and Japan declined, especially in China and South Korea, which were affected by the high inventory and high inventory of the distributors.

By category, sales of footwear, clothing and accessories decreased by 7.3%, 6.8% and 10.9% to 330 million euros, 227 million euros and 136 million euros respectively.

In 2008, Umbro, which was bought by Nike for 285 million pounds, was sold at a loss of 225 million dollars in December last year.

The shopping malls of large shopping malls in the mainland have been basically unable to trace UMBRO, and the retailers who represent UMBRO brand in mainland China are claiming a big loss to Nike.

MIZUNO, Japan's biggest sports brand, was also abandoned by Chinese agents because of its poor profitability.

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< p > PEAK CEO Xu Zhihua believes that the current sports brand market has become an oligopoly market, and the market share of the international first-line brand has been continuously improved.

But even they are also faced with a decline in performance.

And there are more international two or three line brands have gradually withdrawn from the market.

Because of the individual needs of consumers, the market will not only be satisfied with the products provided by the one or two brands. In the future, the opportunity for mainland sports brands is to train internal strength in this market pformation period, occupy a declining international second-line brand market, and stabilize and expand their market share in the two or three tier cities in the mainland.

Avoid fighting with international brands in the first tier cities.

But he also does not think that the electricity supplier will be a good way to solve the channel problem, because the electricity supplier just cuts off the original cake through the destruction of the traditional retail industry, and for the brand business, the electricity supplier is still just a "clean sewer".

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< p > and the head of Anta thinks, "quite a lot of enterprises will understand that after just passing through the lessons of development, it is not enough to fill a gap. They must innovate and avoid the path of homogenization."

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< p > Zhao Xiwen, senior analyst at the Hongkong International Research Department of XinDa, believes that the mainland sporting goods sector of Hong Kong stocks is still at the bottom of the current situation. Although the stock is declining gradually, the new orders of the dealers have not yet returned to normal levels.

Even if the inventory is down, the supply of the channel is slightly controlled. However, brand differentiation and low operating profit are still fatal injuries. In the face of a slowdown in the increase in the mainland's production costs, the sporting goods unit can only continue to "profit" from the channel distributors.

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