The Total Stock Of The Six Major Sports Brands In China Is 3 Billion 700 Million, Lining Eighty Percent Off Cabbage Price.

According to the insiders, the main reason for the serious decline in performance is the imitation of domestic products and the lack of innovation.

"Lining's clothes It's too cheap, only more than 200. " A shopper in the new century in Beijing told reporters: "Lining has a discount field in the new century, and the discount is about 3-4 fold."

According to people familiar with the matter, Lining began to "go out of stock" in July. "At that time, Li Ning Co decided to take factory outlets and discount stores and other channels to strengthen the capacity to go inventory." In addition, many domestic sports brands also began to join the stock war.

　　 Lining was snapped up for sale

"Lining leisure shoes The price is 339, the special price is 120, the membership is 10 percent off, 108 yuan, the cardigan sweater, the original price is 339, the special price is 100, the membership is 10 percent off 90 yuan. The 3 one is 360 yuan, "one of the customers who bought the Lining special product displayed the product on the Internet.

In addition to the above announcement, Lining's 80 percent off activity in Wuhan was sought after by consumers. After hearing the news, consumers began to inquire about the location of the event. But unfortunately, this activity has ceased on the 25 day. However, according to the latest news, Lining launched a monopoly market in less than 70 percent off of the 23 days in Qingdao for a period of 10 days.

It is understood that Lining In some areas, 70 percent off of the exclusive market is sold, and some stores are buying 3 or more 70 percent off. According to consumers, it is quite cost-effective to buy 3 pieces of 70 percent off.

Recently, because Lining has launched low price discounts in various places, it is often seen on the blogs everywhere that "where is the discount place for Lining"?

In addition, other sports brands are also on sale. "Discount 2~5", "30 percent off sales of some commodities" and so on, such discount signs always appear in sports brand stores or counters. "Before the introduction of the new style, there will be no discount at all, but now it is different. Most of the discount will come when autumn and winter comes out." The salesperson of a 360 degree sports brand shop said.

According to a reporter close to Lining, Li Ning Co also has seasonal new products and hot products in discounts to ease inventory pressure.

　　 " High inventory Become the main melody

Industry analysts told reporters that the reason for this discount is high inventory. There are publicly available data showing that in the first half of this year, Lining, Anta, XTEP, XTEP, PEAK and other 42 listed companies. clothing The total inventory of enterprises is as high as 48 billion 300 million yuan.

Among them, Lining, Anta, 31st degree, XTEP, PEAK and the total inventory of these 6 domestic sports brands amounted to 3 billion 721 million yuan, compared with the total inventory of 3 billion 699 million yuan at the end of last year, an increase of 22 million yuan. The stock prices of these 6 Brand Company, especially PEAK, increased rapidly, compared with the end of last year, inventories had risen to 529 million yuan or 25.65%.

It is understood that the above 6 domestic sports Brand Company will cause high inventory situation, mainly because of misestimating the future market situation of the 2008 Olympic Games. Although the performance of the Olympic Games was held in 2008, Lining's performance was booming, but in the next few years, Lining's high inventory problem was gradually highlighted.

Although Lining had predicted that after 2008 Beijing Olympic Games, China would launch a movement. Clothes & Accessories Consumption frenzy. But consumers are turning to some brands that have just entered the market, such as the Swedish brand H&M (Hennes &Mauritz AB) and the Spanish brand Inditex. The latter is the owner of fashion brand Zara.

Of course, Nike and Adidas sportswear enterprises also faced similar surplus problems, but the two Brand Company recovered faster. HSBC analysts believe that this is because they have more direct management of stores and fewer dealers. He estimates that Nike controls 75% of inventory, while Lining controls only 50%.

　　 Waterloo was badly hit by its achievements.

From the first half of this year's performance, the 6 major sports brands in China are in a doldrums. According to the semi annual report in 2012, Lining's income in the first half of the year was 3 billion 880 million yuan, down 9.5% from the same period last year, and the net profit attributable to shareholders of listed companies was 44 million yuan, a decrease of 84.9% compared with the same period last year.

Compared to Lining, trends in the first half of 2012 also declined sharply. The company achieved sales revenue of 832 million yuan, down 29.4% compared to the same period, and net profit of 93 million 642 thousand yuan during the period, down 57.66% from the same period last year. PEAK's performance in the first half of 2012 is also worrying. The semi annual report shows that the total revenue of the company has been reduced by 28.5% yuan to 1 billion 610 million yuan from 2 billion 256 million yuan, and the net profit attributable to the listed company has been reduced by 43.3% to 240 million yuan.

In the first half of this year, sales revenue of Anta and 31st degree were negative year-on-year, ranging from -11.62% to 3 billion 930 million yuan and -9.95% to 2 billion 869 million yuan respectively. The sales revenue of XTEP in six domestic sports brands increased year by year, but the growth rate was only 1.44% to 2 billion 607 million yuan.

According to the insiders, the main reason for the serious decline in performance is the imitation of domestic products and the lack of innovation. In the next 2-3 years, these enterprises still can hardly usher in the spring of recovery.

In addition, the impact of high inventory, domestic sports brand orders also fell sharply.

Anta's orders in the first quarter of 2013 decreased by 20%-30%, while XTEP reduced 15%-20%. Meanwhile, PEAK's clothing orders also recorded a decline in the low figure. The trend also indicated that the volume of orders for dealers in each quarter was greatly reduced, and the total number of clothing and footwear sales fell by 43.3% and 31.9% respectively in 2012.