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Continuous Shutdown Can't Cure The Dilemma And Try To Find A Way Out.

2013/12/2 11:43:00 47

> strong > joint One Way to expand the professional outdoor market /p >
 One Way Sport was founded in Helsinki, Finland in 2004. It is the fastest growing Nordic sport brand. Its products cover outdoor equipment, winter sports and professional cycling sports equipment, function a href= //www.sjfzxm.com/ target= "_blank" > clothing "/a", "a", "shoes", "shoes" and "accessories". It has two outdoor brands, One Way and OW, which have sales and brand operations in over 28 countries. 
According to the announcement, the 360 degree Affiliated Companies, the 360 degree investment company, will invest 12 million yuan and have a 70% stake in the joint venture. One Way will provide its One Way trademark registered in Greater China, accounting for 30% of the total P shares. After the completion of the relevant procedures, the joint venture will have the exclusive right to use the One Way trademark in Greater China and the product design, and the exclusive right to distribute One Way international products. 
 joint venture has One Way Sport resources in Nordic sports and outdoor sports products, and will be responsible for developing outdoor equipment and riding market in Greater China. It is responsible for setting up a joint venture team and carrying out day-to-day operation and management of OneWay products such as design, production, distribution and promotion in Greater China. One Way Sport will provide product design, R & D and technological innovation support. 
 in fact, there is no reason why sports brands enter professional outdoor areas. Compared with the saturation of mass sports consumption market, China's outdoor products market is at a stage of rapid development. 
 > China a href= "//www.sjfzxm.com/" target= "_blank" > textile < /a > "outdoor outdoor goods market 2012 survey report" released by the association of outdoor commodities, shows that the sales of domestic outdoor products market reached 14 billion 520 million yuan in 2012, an increase of 34.94% over the same period last year. Although the growth rate of outdoor products market has slowed down this year, it still maintains a relatively high growth trend. 
 take the explorer of "outdoor products first share" as an example. Over the years, its high growth rate of more than 50% per year is enough to prove the rising trend of the industry. In 2011, its revenue grew 73.64% year-on-year and 46.68% in 2012. In terms of net profit, it increased by 98.81% in 2011 compared with 98.81% in 2012 and 57.44% in 2012. In the first three quarters of this year, the Pathfinder achieved a profit of 833 million yuan, an increase of 33.35% over the same period last year, and realized a net profit of 142 million yuan, an increase of 74.16% over the same period last year. In the third quarter, revenue grew by 30.34% compared to the same period last year, and net profit increased 103.73% year-on-year. 
 the power of example is endless. In the context of the whole clothing consumer market, the number of listed companies such as men's clothing, sports, leisure and other industries has declined sharply. The high growth trend of the "Pathfinder" has naturally strengthened the determination of the professional outdoor market of "360" and "later". 
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 continuous shop can not cure the difficult position 
 since last year, "going to stock" and "closing shop tides" have become the key words in the sporting goods industry. As one of the most ferocious brands this year, the 31st three quarterly report showed that the number of licensed retail outlets decreased by 257 in the three quarter, of which 186 were newly opened shops and 443 were closed. According to the daily calculation, the 31st quarter of the three quarter closed nearly 5 stores a day. As of September 30th, the total number of shops was 7569. 
 although the strength of the store has been maintained, its inventory problem has not improved. In the three quarter, the same store sales and retail channel inventory did not change compared with the previous quarter. In the industry's view, this means that the sales and inventory problems of the company are still not effectively solved. 
 this bad situation was continued on the basis of the first half of the year. In the first half of the year, revenue fell 31st to 30.4% yuan to 1 billion 998 million yuan, gross profit decreased 36.3% to 780 million yuan, net profit 205 million yuan, down 65.5% compared with the same period last year. Compared with the previous 62.5% decline in PEAK, 331 degrees hit a "new high" and hit a record high among the 6 major listed sports brands. In terms of inventory, inventory in the first half of this year dropped from 461 million yuan at the beginning of the year to 440 million yuan. 
 inventory turnover date increased from the 56 day of the end of last year to 67 days. 
 in order to digest the inventory, the scale of the business was greatly reduced. In the first half of the year, its total number of stores was 601, second only to the 611 in China. To sum up, in the past 9 months, 1044 stores have been shut down. 
Du Yanhong, a researcher in the retail industry of CIC, said that it is a fundamental and urgent matter for P to go inventory and straighten out distribution channels, adjust stores and help distributors. 
 adjustment of stores is also a top priority for other brands. Semi annual report shows that in the first half of, Lining closed 410 stores, 241 for PEAK, 289 for PEAK, and 75 for XTEP. PEAK's latest three quarterly report shows that as of the end of September, the number of retail outlets in the company was 6088, a decrease of 395 compared with the end of 2012, and the total number of retail outlets will be reduced to about 6000 by the end of the year. In 2014, the number of retail outlets will also be roughly maintained. 
 in the face of high inventory, large scale shop is the "pain killer" that sports brand first thought of. But at least from the current situation, this can not fundamentally solve the dilemma. In the future, going stock will still be a difficult problem for them to face. 
 GF Securities said that after the sports industry entered its mature period, the growth drive brought by the large-scale opening of stores gradually weakened. The growth of sporting goods performance will ultimately depend on the improvement of single store efficiency. 
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 "cross-border" expansion seeks new growth point 
 for the domestic sports brands represented by Lining, Anta, XTEP, PEAK and XTEP, if we want to fundamentally change the plight, we must first abandon the "extensive" mode of large-scale opening up of the market in the past 10 years, and strive to improve the efficiency of single store and improve the level of supply chain management. At present, they are aware of and accelerate the spanformation, but seeking spanformation under the huge scale of the old system is a long systematic project, and can not be accomplished overnight. 
 and for the further development in the future, we need to open up a new path to seek new growth points. 
 one of the new paths they explored is to extend to the fashion casual wear market, and try to spanform themselves from the fast fashion brand operation mode. 
 Lining group has been acting as the LOTTO of Italy leisure sports since 2008, but the business has been shrinking sharply for several years, and the development is not smooth. In the first half of 2013, the net loss amounted to 163 million yuan, and Lining also announced that the term of cooperation with its franchising business would be revised from 20 years to 10 years. Since October 2012, Lining began to learn from the idea of fast fashion brand operation, and launched a series of quick response products to reduce the dependence on traditional orders, and explore the retail mode of quick replenishment. It also plans to build a retail IT information platform to reflect demand forecasting, product mix system, supplier collaboration system and store operation. 
 in addition, in recent years, XTEP, Jordan and del Hui have been trying to launch a large number of fashionable and life oriented products on the basis of sports products. But in general, these explorations have made little difference in the predicament of their sports industry. 
 Ouyang Xinzhou, an analyst at foresight Industry Research Institute, said that people used to buy sportswear as usual wear, sports a href= "//www.sjfzxm.com/" target= "_blank" > dress < /a > to a certain extent, instead of the market of fashion casual wear. But with the diversification of consumer demand, sportswear now has to distribute the market belonging to casual wear to the latter. 
 as for the attempt of sports brand in "fast" and "fashion", the swing between "fashion" and "Sports" is largely due to unclear brand positioning. 
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 accelerating the development of children's clothing market with considerable potential for growth has become the two of the new path. Lining, 31st degree, XTEP, Anta and so on are developing children's clothing market one after another. 
In 2009, Lining signed an authorized agency for children's clothing with Parker lane, authorized the development, production, sale and promotion of Lining brand children's clothing series by outsourcing mode, but the effect was not satisfactory after three years. In 2012, Lining also authorized the Tianjin wide cat children's products Co., Ltd., with a new management team and "KIDS" logo to enter children's clothing. 
 Anta also looks good at children's wear. In the first half of this year, the number of children's sporting goods stores decreased by 22, but the size of the 811 children's clothing stores has been reduced. XTEP also said that it expects to open about 300 children's clothing stores in the 234 tier cities by 2014. 
 compared with 360 degrees, children in the children's clothing market have already tasted a lot of "sweetness". After two years of development, children's wear in 2012 has become a bright spot of growth. It has won praise from cross-border products such as Batman and Spiderman, and has signed a contract with Warner Brothers to make children's clothing for its movie Superman, the body of steel. The sales of children's wear products increased by 97.7% over the same period, reaching 370 million yuan, accounting for 7.5% of the total turnover. At the end of the year, children's clothing stores increased by 433 to 1590. In the first half of this year, its children's wear shops continued to grow from 88 to 1678, of which 390 were located in adult product stores, mainly distributed in three lines and smaller cities. Its revenue decreased by 37.8% to 207 million 200 thousand yuan compared with the same period last year, but the proportion of total turnover increased by 2.9 percentage points to 10.4% in 2012. In the three quarter, there were 102 more children's clothing stores, with a total number of 1780, of which about 42% were independent stores. 
 360 degrees indicates that children's clothing business will provide extra power for the long-term development of the group. Anta sports said that more and more parents have attached importance to the quality of children's sporting goods, and their demand for children's sporting goods brands will continue to increase. 
 outdoor sports market is generally regarded as another new growth point by sports brand. 
Less than P, the 31st degree joint One Way can officially claim the "horn" of sports brands entering the professional outdoor products market. In fact, the company that wants to split the pot is far more than one hundred and thirty one families. An industry insider said that when communicating with the Fujian sports brand, they realized that market segmentation is a new field in the future. The way of entry is not from scratch, but rather to take acquisitions or cooperation, and more to consider acquisitions to increase their "body mass" and to contribute to their performance. And if one day, when big sports brands enter the outdoors, will the outdoor industry repeat the mistakes of today's sports brands?