The Domestic Sporting Goods Industry Is Still Adjusting For The Next Two Or Three Years.

< p > the domestic sports brand giant Li Ning Co has a high-profile joint effort to clean up "a href=" //www.sjfzxm.com/news/index_h.asp "> inventory < /a >, and the price of the whole stadium as low as 19 yuan is dubbed" stall goods "by netizens.

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< p > from the beginning of last month, famous domestic sports brands such as Lining, Anta, PEAK, and 31st degree have released their own financial statements last year, and these brands have encountered the dilemma of declining profits and poor performance.

Insiders pointed out that local sports brands are collectively going through the winter. In the next two or three years, these enterprises still can hardly usher in the "spring" of recovery.

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< p > < strong > maximum discount to less than ninety percent off < /strong > < /p >

< p > < < a href= "//www.sjfzxm.com/news/index_f.asp > leisure T-shirt < /a > 19 yuan, sports shoes 29 yuan..."

Open the Lining special sale website of fan guest website, the sportswear sold in various markets are dumping at low price, most of the goods are less than 50 percent off discount, and the discount of some special products is less than ninety percent off. For such a big promotional activity, many netizens ridicule it as "stall goods".

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< p > not only Lining, a domestic sports brand magnate, has gone all over the world, but in many large shopping malls and stores in the city, a number of sports brand counters have been marked with discounts, and many new products have introduced 20 percent off, 300 yuan and 100 yuan.

"The new models are all sold at 20 percent off, but last year they bought one for one, and now they do not sell it. In summer, they can only be sold cheaper."

Relevant person in charge of sportswear monopoly area in a large shopping mall in Binjiang Road has introduced that sportswear, especially domestic sports brand, has a huge inventory pressure. Many new products are listed on the discount. "The longer they sell, the cheaper they sell. Now the promotion of domestic a href=" http:// www.sjfzxm.com/news/index_c.asp "sportswear /a is not only limited to holidays, but vigorously promoted sales have become the norm.

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< p > "short-term target of the company is to restore channel health and improve channel portfolio, productivity and profitability, and enhance cash flow."

Lining public relations company responsible person said that last year, Lining through the clearance channel, sale and other ways have digested a large number of stocks, in 2013 will increase the intensity of inventory.

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< p > > strong > Guan Dian Chao swept the industry giants < /strong > /p >

< p > after experiencing the golden period of development, a wave of closing shop swept across the domestic sports brand enterprises.

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< p > recently, the six major domestic sports Brand Company -- Lining, Anta, PEAK, China trend, XTEP and 31st degree 2012 annual performance report have appeared one after another.

In addition to China's move to the outside world, the performance of other brands has declined sharply.

As far as store expansion is concerned, in the whole year of 2012, the total number of other five brands was close to 5000, except for the growth of 217 stores last year.

Among them, Lining closed 1821 stores, the top six brands.

PEAK followed 1323 closely. China has 1101 trends, Anta 590 and XTEP 86.

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< p > for this Guan chao chao, an insider who declined to be named, pointed out that in the past when the market environment was good, in order to pursue the scale effect, the standard was not strict, and opened a part of the "moisture" storefront.

Now that the environment has changed, the number of shops and order growth has been changing to pursue growth in single store performance and increase store efficiency rather than shop number. Therefore, we should close some inefficient and unprofitable stores.

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< p > strong > high inventory becomes the biggest problem < /strong > < /p >

< p > "high inventory is the biggest problem of domestic sports brand, so solving inventory problem is the top priority of sports brand."

Related industry analysts pointed out that blind expansion of stores and expansion of production capacity resulted in an embarrassing situation for the industry to end up in high inventories and low profits.

According to the published annual reports, high inventory has become a common problem of sports brands in China. The total inventory of the six sports brand enterprises is as high as 3 billion 327 million yuan.

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< p > Gao Jianhong, a researcher at the China Research Institute, said that behind the frequent contraction of the front line of the domestic sports brand, besides the whole industry problem of high inventory, the domestic sports brand retail channel tends to be saturated, the phenomenon of product homogenization is serious, the operating cost is rising, the investment return is not ideal, and the trend of mass consumption trend changing from the sports trend to the wider choice of leisure fashion can not be ignored.

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< p > < strong > the next two or three years will still be the adjustment period < /strong > < /p >.

< p > despite the fact that many local sports brands have chosen to "save themselves", the effect of reform will not be solved.

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< p > Gao Jianhong, a researcher at China Research Institute, pointed out that the predicament of sports apparel brands is a precursor for the industry to mature.

It is the inevitable path for many industries in China to rush from everyone to make money to most enterprises to earn money, then to most enterprises not to make money, and then opt out selectively.

However, the situation in 2013 is still grim. It is hard to say when the industry will recover.

However, it is estimated that the adjustment period will remain in the next 2-3 years.

In the process, some brands that are not suited to the situation will be eliminated, and enough excellent enterprises will survive and reoccupy the market.

After this adjustment, the industry is expected to usher in a new golden 10 years.

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