Talking about two years of consolidation of sporting goods industry Date:2014-05-29 08:57
In the fourth quarter, the order amount recorded a low single-digit increase, and four consecutive quarters of ordering meetings recorded steady growth. Last week, ANTA announced the information for the 2014 Q4 trade fair. It thus concluded that Anta may have come out of low tide.
After two years of consolidation, although the sporting goods industry seems to have rebounded from the bottom, the pace between brands has obvious points. In this round of adjustment, the sporting goods industry shifted from a single operation to a diversified operation. Brands such as 361 and Anta were all betting on children's wear. However, people in the industry pointed out that children's fashion changes are faster than those in sportswear. There are obvious results.
Store expansion or expansion
The reporter learned from the 2013 annual reports of Anta, Li Ning and other top 5 sporting goods brands. Regardless of whether it is revenue or net profit, it has not yet stopped declining in 2013. In terms of revenue, Xtep and 361 have both fallen by more than 20%, while Li Ning and Peak have fallen by 12.8% and 10% respectively. Even Anta, which currently has the largest revenue, has a decrease in revenue of 4.5% in 2013. .
However, this situation from the order of the major brands since the second half of last year, the order of the situation, there have been signs of recovery. Anta recorded a positive number from the first quarter of the trade fair order. Peak's orders began to increase from the second quarter.
The growth of orders began to be reflected in the performance reports of major brands in the first quarter of this year. Anta, Xtep, 361, Peak all saw an increase in same-store sales in the first quarter of this year. Among them, Anta's performance is the most obvious, and its same-store sales growth rate is a medium unit.
In addition, with the announcement of the recent quarterly branding of the major brands, this sign of getting out of the trough is even more evident. Among them, Peak said that there will be a 10%-20% increase in orders in the fourth quarter; 361 will increase by 8%.
Although Li Ning also announced relevant data for this year, it mentioned in its 2013 annual report that in 2013, there were 4,989 franchised retail stores (5803 in 2012) and 926 outlets (2012, 631). The total number of stores was 5,915, which was 519 less than in 2012. However, franchisees accounted for only 64.7% of sales, direct operating sales increased to 32.6%, and only 22% in 2012. In 2014, the expansion of direct-operated stores will be accelerated, leading to major cities. And the business foundation of the market is more balanced and stable. Li Ning said.
In fact, after last year’s continued destocking, the closure of non-profitable stores, and the transformation of channels from previous wholesale to direct operations, the expansion of some companies this year may continue to expand from last year’s shrinking stores.
The reporter learned from the information of Anta's 2013 annual report that Anta expects the number of FIL A stores at ANTA stores and children's sporting goods stores this year to be 7,700 - 7,800, 900 - 1,000 and 450 - 500 stores respectively. In 2013, this figure was 7757, 881, and 418. In addition, Xtep expects that its number of stores will remain at 7300-7,400 before the end of 2014, which is in line with its number of stores in 2013.
Child clothing heat alone?
With the introduction of the country's policy of opening up the second child, the market for children's wear is infinitely enlarged. At the conference of the 2014 Guangzhou Children's Wear Expo, Zhang Qinghui, vice chairman of the China Fashion Designers Association, revealed that the growth rate of clothing consumption in China last year was 13%, and that of Japan and the EU was only 0.5% and 1.3%, compared to these mature markets. The Chinese clothing market still has potential for development. While the Chinese market currently has 300 million children, the children's clothing market has great potential for development in the future.
The reporter learned that Anta started to launch the series of children's sporting goods in 2008 and started to enter the market in 2010. However, children's wear is now being used as a new growth point for performance by sporting goods giants.
According to the report of Anta last year's annual report, although Anta's overall stores in 2013 showed a shrinking trend, children's wear increased by 48 in 2013 to 833. In 2014, Anta prepared to expand its children's clothing stores to 900-1000 stores. . In the annual report, Xtep revealed that it will step up the pace of expanding the Xtep Children's Series this year and expects to have a total of 350 points of sale in China's second- to fourth-tier cities by the end of 2014.
When the reporter interviewed 361 in August last year, the number of stores it provided to reporters was 1,678, but by the end of March, the number of stores had soared to 1,893.
With the intense competition in sporting goods brands, these brands of children's clothing are also related to adult sportswear under the current background of major industry adjustments. At the Guangzhou Children’s Fair held last week, Dai Zhijian, president of the Guangdong Pregnancy and Infant Products Association, analyzed the current enthusiasm of children in sports supplies giants in an interview with a reporter from Southern Metropolis.
However, Dai Zhijian pointed out that it is necessary to be vigilant than the actual market situation. Children's fashion changes faster than sportswear. Dai Zhijian said.
In fact, the fierce competition in the children's clothing market is hidden under the water. This reporter learned that in September this year, the Guangzhou Tongao Fair will be held in Guangzhou. Most of the children's wear brands that started in the first-tier cities have begun to target the children's wear market in the second and third-tier cities that will soon increase.
Li Changlun, general manager of the high-end children's wear brand T 100, said that China's children's wear market is concentrated on low-end competition and homogenous competition. This requires the brand to have a unique position and appeal.
View
Dai Zhijian, president of the Guangdong Pregnancy and Baby Products Association:
With the intense competition in sporting goods brands, these brands of children's clothing are also related to adult sportswear under the current background of major industry adjustments. Dai Zhijian analyzed the current enthusiasm of children in the sporting goods giant when interviewed by reporters from the Southern Capital. At the same time, Dai Zhijian pointed out that we must be vigilant than the actual market conditions. Children's fashion changes faster than sportswear. In Dai Zhijian said.
In the fourth quarter, the order amount recorded a low single-digit increase, and four consecutive quarters of ordering meetings recorded steady growth. Last week, ANTA announced the information for the 2014 Q4 trade fair. It thus concluded that Anta may have come out of low tide.
After two years of consolidation, although the sporting goods industry seems to have rebounded from the bottom, the pace between brands has obvious points. In this round of adjustment, the sporting goods industry shifted from a single operation to a diversified operation. Brands such as 361 and Anta were all betting on children's wear. However, people in the industry pointed out that children's fashion changes are faster than those in sportswear. There are obvious results.
Store expansion or expansion
The reporter learned from the 2013 annual reports of Anta, Li Ning and other top 5 sporting goods brands. Regardless of whether it is revenue or net profit, it has not yet stopped declining in 2013. In terms of revenue, Xtep and 361 have both fallen by more than 20%, while Li Ning and Peak have fallen by 12.8% and 10% respectively. Even Anta, which currently has the largest revenue, has a decrease in revenue of 4.5% in 2013. .
However, this situation from the order of the major brands since the second half of last year, the order of the situation, there have been signs of recovery. Anta recorded a positive number from the first quarter of the trade fair order. Peak's orders began to increase from the second quarter.
The growth of orders began to be reflected in the performance reports of major brands in the first quarter of this year. Anta, Xtep, 361, Peak all saw an increase in same-store sales in the first quarter of this year. Among them, Anta's performance is the most obvious, and its same-store sales growth rate is a medium unit.
In addition, with the announcement of the recent quarterly branding of the major brands, this sign of getting out of the trough is even more evident. Among them, Peak said that there will be a 10%-20% increase in orders in the fourth quarter; 361 will increase by 8%.
Although Li Ning also announced relevant data for this year, it mentioned in its 2013 annual report that in 2013, there were 4,989 franchised retail stores (5803 in 2012) and 926 outlets (2012, 631). The total number of stores was 5,915, which was 519 less than in 2012. However, franchisees accounted for only 64.7% of sales, direct operating sales increased to 32.6%, and only 22% in 2012. In 2014, the expansion of direct-operated stores will be accelerated, leading to major cities. And the business foundation of the market is more balanced and stable. Li Ning said.
In fact, after last year’s continued destocking, the closure of non-profitable stores, and the transformation of channels from previous wholesale to direct operations, the expansion of some companies this year may continue to expand from last year’s shrinking stores.
The reporter learned from the information of Anta's 2013 annual report that Anta expects the number of FIL A stores at ANTA stores and children's sporting goods stores this year to be 7,700 - 7,800, 900 - 1,000 and 450 - 500 stores respectively. In 2013, this figure was 7757, 881, and 418. In addition, Xtep expects that its number of stores will remain at 7300-7,400 before the end of 2014, which is in line with its number of stores in 2013.
Child clothing heat alone?
With the introduction of the country's policy of opening up the second child, the market for children's wear is infinitely enlarged. At the conference of the 2014 Guangzhou Children's Wear Expo, Zhang Qinghui, vice chairman of the China Fashion Designers Association, revealed that the growth rate of clothing consumption in China last year was 13%, and that of Japan and the EU was only 0.5% and 1.3%, compared to these mature markets. The Chinese clothing market still has potential for development. While the Chinese market currently has 300 million children, the children's clothing market has great potential for development in the future.
The reporter learned that Anta started to launch the series of children's sporting goods in 2008 and started to enter the market in 2010. However, children's wear is now being used as a new growth point for performance by sporting goods giants.
According to the report of Anta last year's annual report, although Anta's overall stores in 2013 showed a shrinking trend, children's wear increased by 48 in 2013 to 833. In 2014, Anta prepared to expand its children's clothing stores to 900-1000 stores. . In the annual report, Xtep revealed that it will step up the pace of expanding the Xtep Children's Series this year and expects to have a total of 350 points of sale in China's second- to fourth-tier cities by the end of 2014.
When the reporter interviewed 361 in August last year, the number of stores it provided to reporters was 1,678, but by the end of March, the number of stores had soared to 1,893.
With the intense competition in sporting goods brands, these brands of children's clothing are also related to adult sportswear under the current background of major industry adjustments. At the Guangzhou Children’s Fair held last week, Dai Zhijian, president of the Guangdong Pregnancy and Infant Products Association, analyzed the current enthusiasm of children in sports supplies giants in an interview with a reporter from Southern Metropolis.
However, Dai Zhijian pointed out that it is necessary to be vigilant than the actual market situation. Children's fashion changes faster than sportswear. Dai Zhijian said.
In fact, the fierce competition in the children's clothing market is hidden under the water. This reporter learned that in September this year, the Guangzhou Tongao Fair will be held in Guangzhou. Most of the children's wear brands that started in the first-tier cities have begun to target the children's wear market in the second and third-tier cities that will soon increase.
Li Changlun, general manager of the high-end children's wear brand T 100, said that China's children's wear market is concentrated on low-end competition and homogenous competition. This requires the brand to have a unique position and appeal.
View
Dai Zhijian, president of the Guangdong Pregnancy and Baby Products Association:
With the intense competition in sporting goods brands, these brands of children's clothing are also related to adult sportswear under the current background of major industry adjustments. Dai Zhijian analyzed the current enthusiasm of children in the sporting goods giant when interviewed by reporters from the Southern Capital. At the same time, Dai Zhijian pointed out that we must be vigilant than the actual market conditions. Children's fashion changes faster than sportswear. In Dai Zhijian said.
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