China'S Sports Brand Development Meets Growth Bottleneck

It is reported that in October 14, 2011,

The third quarter's growth slowed down with PEAK.

PEAK's same store sales in the third quarter increased by 6.2% compared with the same period last year.

and

Anta leader's data are also not optimistic. Before Anta's expected data show that the same quarter sales growth fell in the third quarter, while the retail terminal discount rate also expanded.

According to a Hong Kong media report, Anta management admitted on the "enterprise day" that the order growth in the two quarter of 2012 will be lower than the 15% level in the first quarter, and the industry will be full of challenges in the next six to 1 years. It is difficult to guarantee the third and fourth quarter order results in 2012.

In addition, Anta planned to add 600 to 800 shops next year, and now it may also be adjusted downward because of the increase in the number of outlets.

In the view of the industry, the sporting goods industry has finally tasted the "bitter fruit" brought by the high growth of the industry in the past few years. As a result of the Olympic marketing impact in previous years, the sporting goods industry has rushed into the new brand, and the industry has shown a high growth trend. Meanwhile, many sporting goods brands have also expanded their production lines and improved their production capacity.

The upside down phenomenon is that in the past two years, the sports shoes market has gradually become saturated, and the market has matured gradually. The homogenization of sports products has also seriously led to the shorter and shorter product life cycle.

Affected by the size of the enterprise, many domestic sporting goods brands are the first to bear the brunt, and inventory problems are particularly serious.

On the one hand, in recent years, the development of sports goods industry has been expanding too fast, resulting in a backlog of large stockpiles of retailers, which will affect the development of Companies in the latter stage. On the other hand, under the domestic inflation environment, consumers have the tendency to reduce consumption of sports goods, and the two deviations increase the pressure of inventory, plus the rising cost of renting and labor, leading directly to the performance decline.

Xiong Xiaokun, a light industry researcher at CIC, said in an interview with the media that there is stock pressure in the market of sports shoes, which needs to gradually digest existing stock and reduce the output of next batch of products.

In spite of the cold spell of some sporting goods, the future sports shoe industry is expected to continue to grow at a high level.

"Subdivision will be the direction of enterprise breakthrough."

According to the insiders, the outdoor apparel industry has seen a 47% growth rate of compound annual growth of 60%. The total amount of orders in autumn and winter released by the Pathfinder in 2012 was 60% higher than that in 2011.

The international sports brand Adidas and Nike entered the outdoor field a few years ago. Now they have opened independent outdoor stores. Domestic brands such as Lining, Anta, XTEP and so on have also begun to launch outdoor series. Recently, the Thai shoe company, the main shoe material business, also announced that it would cut into the field of sports shoes.

The expansion of new fields is likely to bring high growth to sports shoes enterprises.