31 To 2 Years Revenue Fell 2 Billion, Sports Brand Yearning For Spring

< p > in the cold current, PEAK sports, XTEP international, Anta, Lining and many other sports brands listed in Hongkong have not been spared.

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< p >, however, the enterprise has made an early or late attempt to < a href= "//www.sjfzxm.com/business/" > pformation > /a >, but the effect is different.

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< p > < strong > revenue decreased 2 billion, /strong > /p >

The bonus of the Beijing Olympic Games for the sports brand was burnt out in 2010. < p >

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< p > since 2011, the performance of 31st degree has started to go downhill. Operating income has decreased by 2 billion from 5 billion 569 million yuan to 3 billion 583 million 500 thousand yuan last year, and the basic earnings per share have decreased from 54.8 to 54.8 now.

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2011-2013 years, PEAK's < a href= "//www.sjfzxm.com/business/" > business income < /a > 4 billion 647 million yuan, 2 billion 903 million yuan and 2 billion 613 million yuan respectively, in 2013, the revenue dropped by 10%; the turnover of XTEP also declined in 2012, from 5 billion 550 million yuan to 4 billion 340 million yuan in 2013, down 21.7% from the same period last year; Lining once was the domestic sports brand "one brother", but from the first half of last year's performance, Lining's annual performance is still not optimistic. CIC light industry researcher Zhu Qinghua predicted that in the upcoming earnings report, the company may still be in a loss.

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In order to reverse the situation, Anta and PEAK have been shutting down stores with poor performance or loss and reducing product categories. < p >

Last year, the number of PEAK's retail outlets decreased from 471 to 6012; the 31st degree product was reduced from 1400 to 1000, and the adult clothing retail store was reduced from 8082 in 2012 to 7299.

In reading the company's annual report, the reporter noticed that the company encouraged retailers to close down the poor a href= "//www.sjfzxm.com/business/" > retail store < /a >, increase the same store sales, and spend 170 million yuan to provide them with the allowance for the purpose of "improving the product display and shopping environment".

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< p > besides, some enterprises also choose to optimize the brand structure by making up other brands and entering the children's wear market, so as to make up for the loss of sports products.

In 2013, the retail sales of children's clothing products (including counters in adult clothing retail stores) increased to 268, and children's clothing products accounted for 11.7% of the group's turnover, an increase of 13.6% over the previous year.

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< p > < strong > sports brand yearning for spring > /strong > /p >

< p > analysis generally believes that 2014 will be the year of recovery of sports brands, and Anta's earnings report shows that orders will increase in the first 3 quarters of 2014.

The running in of brands and electronic business platforms will also be smoother. < a href= "//www.sjfzxm.com/business/" > network sales > /a > expectations are good.

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< p > J.P. Morgan pointed out in the above research report that in recent months, the operation of China's sports and leisure clothing companies has improved and the inventory level has been controlled, and the worst time has passed.

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< p > from the data that has been disclosed, Anta has the best performance.

In 2012, Anta's net profit and revenue were 1 billion 359 million yuan and 7 billion 623 million yuan, respectively, down 21.5% and 14.4%, respectively. This is the first time Anta has dropped since it was listed in 2007.

In the latest annual report, in 2013, the company achieved a net profit of 1 billion 315 million yuan and a turnover of 7 billion 280 million yuan, and its decline was narrowed to 3.2% and 4.5% respectively.

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< p > it is worth mentioning that Anta's gross profit margin increased by 3.7 percentage points to 41.7% last year, which is significantly higher than that of PEAK's 35.5%, XTEP's 40.2% and 360 degree 39.5%.

Zhu Qinghua told reporters that this is because Anta has closed down inefficient stores or invalid stores, and has increased the single store revenue. On the other hand, it has formed an industrial chain through mergers and acquisitions related enterprises, and has participated in the "a href=" //www.sjfzxm.com/business/ "outdoor movement < /a" with higher gross margin, which has reduced the cost by synergistic effect.

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< p > Zhu Qinghua also believes that enterprises should continue to adjust their pformation on the retail terminal.

However, he also pointed out that although many enterprises have high hopes in the children's clothing market, they should still be cautious in their expansion so as not to repeat the same mistakes.

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