From Lining, Anta, XTEP And Other Sports Brands 2012 Semi Annual Report To See The Current Situation Of The Clothing Industry

Recently,

Anta, XTEP and other 6 domestic sports brands have handed over the 2012 half year report, in addition to XTEP, the other 5 in the first half of the year sales revenue compared to last year was negative growth.

Among them, Lining's performance slipped the largest, net profit in the first half of the year fell 84.9%.

Faced with a sharp decline in the performance of sports brands, insiders pointed out that the problems they face are high inventory pressure, on the one hand, reduced orders.

Recently, in order to alleviate their pressure, brand businesses can do their best.

According to media reports, in order to save costs, Lining has closed 1200 stores in the first half of this year.

Anta and other brands are offering discount sales to attract consumers, and even the "price war" between sports brands.

The development of sports brand dealers also reflects the whole situation to a certain extent.

The problem of the industry.

Some industry analysts pointed out that in the first half of this year, the overall operation of China's apparel industry was in a doldrums, resulting in a substantial loss.

The garment industry is characterized by extensive growth, price chaos and disorderly competition in its present development.

Judging from the current market development environment, Chen Dapeng, vice president of the China clothing association, said in an interview earlier this month that he had experienced

After the ups and downs of the development process, the rapid development of the economic background and the growth of market rigidity demand have changed, and he said that the era of "speed, scale, low cost and other factors endowments" is over.

Xiong Xiaokun, a light industry researcher at CIC, points out that the main problems faced by Chinese clothing brands in the development process include cost increase, weak core competitiveness and low market segmentation, all of which have limited brand promotion.

However, what is worth noting is that when the 5 major sports brands in China are facing a decline in their performance, Nike is unable to bear the pressure of cost increase.

Zi he

The price is raised by 5% - 10%.

In response to Nike's move, the industry said it was because Nike had the "bottom line".

He pointed out that Nike belongs to the high-end brand of sporting goods, and has a clear boundary with the middle and low grade sports brand, and its core competitiveness is strong.

Consumers mainly value their brand value. If the price increases, some customers may lose, but their performance will be less affected.

Then, how to face the market changes and how to improve their innovation ability and brand influence are the urgent problems for the apparel industry.

Xiong Xiaokun believes that the future development trend should be based on adjusting the structure and changing the way of industrial development.

Chen Dapeng once said that the key to clothing enterprises' thinking is how to do it after the cost increase. If the cost is increased, the enterprises can not do it, which means that our competitiveness is gone.

In terms of production innovation and brand development, many people in the industry think that they should be multi directional.

And other international brands are learning how to make brand products more sophisticated.