Li Ning was announced in the second half of last year, to spend about 300 million yuan to distributors to repurchase unsold product “is expected in the next two years, the Group need additional options back to about 1.448 billion yuan of stock. China Dongxiang had come up with 220 million yuan in addition to pre-tax non-recurring provision “for the dealer to repurchase excess stock. Special steps through the lower order goal of slowing down store openings, and other methods, to solve inventory problems. The Xtep particularly stressed that the future will not repurchase stock, and will not substantially closed shop.
Analysts believe that the repurchase of inventory is the basic message of 2011, is intended to solve the commodity flow problems, update products on a timely manner to the terminal, terminal turnover of goods returned naturally did not exist. At present, the scale of the sporting goods industry channels is nearly saturated, vigorously to digest the inventory to ensure that channel health to enhance the profits of a single store to a 2012 terminal operating key.
Anta from the end of last year initiative to cut orders for the first quarter of 2012, the delivery of some orders postponed to the second quarter of 2012. The Anta official said, the industry more competitive, the existing retail discount from the earlier 20% discount is increased to 30% off, while giving distributors more flexible retail discount policy, and distributors as soon as possible sales to make money reflux to keep the profits.
Yuan Wei, Anta (China) Sports Goods Co., Ltd. Public Relations Manager, view of the market changes and increasing competition in the industry, Anta in new and integrated shop, adopt a more flexible arrangements in order to improve the efficiency of distribution network . The face of rapidly changing market environment, Anta think is more important than increasing the number of outlets to enhance the effectiveness of a single store.
Deal with the backlog, Pick the company is “terminal zero inventory”. In the last year, Olympic 2012 Q2 orders at the Olympic announced, in order to maintain the sustainable development of enterprises, to take the principle of “terminal zero inventory”, the dealer how much the amount of orders, factory production of the corresponding products. By past industry practice, orders will be based on actual demand for a certain proportion of floating, that is, there will be a part of the product may become a dealer’s inventory burden.
Pick completely abandoned this industry practice, the distributor pressure drop to zero. The price cuts, according to the dealer to produce on demand, you can greatly reduce the backlog of inventory and capital in the production and sales process, accelerate cash flow, reduce inventory management costs, to avoid changes in the market and the upgrading of products arising from the risk of poor sales. Dealer pressure is reduced, the corresponding cash flow capacity, development capacity will be greatly improved, which will help improve the efficiency of the overall supply chain management.
In this regard, Xu Zhihua, Peak CEO, said: “Everything for the dealer. Currently covered by the RMB exchange rate changes and the impact of the tightened money policy, the economic environment is uncertain, the market is bound to produce some fluctuations. In this situation, we need to protect dealers safe and smooth through this very period, the headquarters will also have a relatively weak dealer support more vigorously. ‘terminal zero inventory’ Pick one is willing to tide over the difficulties with the dealer measures, an attitude . “
Xu Zhihua Terminal zero inventory “does not mean lower profits for the Peak aspires to become an international company, take the initiative to change and to change the traditional concept of the growth rate of Heroes, in order to win the future”.
Trends in China since last year the day will be very better than the first half of last year a turnover of 1.179 billion yuan, compared to the previous year by 45.1 percent over the same period, net profit of 225 million yuan, down 71.2%. China Dongxiang declared the first half of the Group in order to help dealers solve the inventory problem of the backlog, has taken the initiative to reduce the measures of sales orders and stock repurchases, to take to help the dealer as soon as possible to restore normal inventory levels.
Open fashion product market new front
To tap new profit growth, to avoid the serious problem of homogeneous competition of the sporting goods market, the sports brand marketing tool or market segments for different operations, and to explore new living space.
6 was declared this year’s annual report, officially launched the new brand – “still” a combination of sports and fashion. Sanliuyidu Exhibition Hall site, responsible to the reporter, “is still a sign of the new brand from the deformation by a combination of figures 361, the new brand will be positioned in the movement of high-end fashion market, which can effectively fill the 361 ° Group in the high-end market and fashion sports fields blank, while at the same time bring some new experiences for the 361 ° field of professional sports.
The official said, as 361 ° ‘s in the high-end sports brand, “still more aimed at young and trendy sports-loving family, such as up to the trend of college students, corporate white-collar workers, designers, street sports enthusiasts, etc. people. The life of this young consumer groups optimistic and positive, eager to show themselves and the “new fashion sports life” is what they pursue and enjoy, but also is still “brand philosophy. To this end, “yet” by sports and fashion cross-border integration, the pursuit of sports, fashion, trends, interpreted as a new high-quality lifestyle and attitude towards life.
Similarly, the CP Sporting Goods Co., Ltd. earlier this year to increase the pace of the brand into the “fast fashion” concept. Chia Tai, general manager Guo Jingqing explained, from sports to fashion, CP again topped the background of China’s sporting goods market as a whole changes. After more than 10 years of rapid development, China shoes industry in 2012 ushered in the cycle of adjustment, channel bonus times, turned to the era of retail brands will face increasingly complex consumer market.
He said that a very significant trend is the shoes and apparel is becoming a fast moving consumer goods. When the “Zhuangshan gradually urban young consumers disgust, when the foreign fast fashion brand crazy invasion of the Chinese market, when e-commerce channels for consumer behavior is more simple, the market clothing brands must continually introduce new build fast Fashion resilience. Chia Tai Group is invited to the European design team successfully created the role of good urban fashion leader, joining, combining sports and popular culture of the present urban youth concerns, and interpretation of the unique style of urban fashion.
Analysts believe that the sports brand sports property extends to fashion, leisure and property is not new. The international brand, Nike has long been fashionable and professional segments, Adidas separately in the field of fashion launch of “Clover” and the “Y-3″ sub-brand. Domestic brand, Anta several years in the fashion field introduction of the life of leisure different from the field of professional sports shop in the store, the Anta equipment in addition to the products of a series of stylish Sauvignon jeans series.
The source said the reasons for such extension, not just a brand in order to expand the product market. Today, consumers in modern life, the dress code reflects the increasingly diverse needs, the brands in order to meet this new demand, the product needs in the movement of property, increase in fashion, leisure elements, and even business element.
And traveled across oceans in going abroad to open stores
Sports brand in the stocks under pressure, invariably chose the slowdown in the rate of expansion of the domestic terminal stores, overseas stores are not in this list. For example, Pick took the eyes to open up new room for growth on the United States.
Olympic 2011 report shows that Pick has more than 30 agents in the international arena, there are more than 200 sales agent network. As of the first half of 2011, Pick overseas sales accounted for 9.9% of sales.
Last month, Olympic announced that its U.S. flagship store opening in Los Angeles, West Hollywood, Melrose Avenue, Olympic, said, This marks the formal entry into the world’s largest sporting goods market, and international sports brand giant Nike, Adidas Darth play together. According to reports, this Olympic flagship store is a comprehensive concept of high street stores, the store next to the famous fashion street in the Melrose in Los Angeles, near many famous fashion brands.
Prior to this, the Olympic theme of the concept of a basketball flagship store late last year began trial operation. The store is located in the U.S. city of Los Angeles, Culver City, Footlocker, Footaction, and other well-known sporting goods store at the same floor, the sales of the Olympic brand sports shoes, sportswear and accessories, Pick to create a series of products specifically for the NBA star will show and sales focus.
“Shop in the United States is our implementation of the strategy of internationalization of the market milestone,” said Xu Zhihua, Peak CEO, hoping to strong radiation capacity in the global market, penetrate into the broader international market, a deserved international The big brands.
According to reports, the Olympic is just a symbolic action to develop the U.S. market. Pick With around marketing resources and experienced dealers in the world, to root out the market potential. Sports resources, the marketing carrier, Olympic has been tried in other international markets, and achieved remarkable results, sponsored by the national sports resources into New Zealand, Iran, Serbia, Australia and other countries and regions, the use of their local impact The power and appeal, success will be its own brand into the local market, to open the market for dealers.
The reporter learned that, Quanzhou sports brand Anta, special steps, 3 6 once, Erke, Asian ceremony had to wait in recent years have also actively promote in overseas markets.
