Final Conclusion Of Jinjiang Garment Industry In 2011

This is a stunning year for sporting goods in Quanzhou: Anta's market capitalization goes beyond Lining, becoming a well deserved local sporting goods leader.

This is also a worrying year for sporting goods in Quanzhou: "this year's sports shoes market is hard to do" has become the common voice of many Quanzhou sports shoes brand operators.

This is a year when Quanzhou sporting goods are fighting against the sluggish market. The words such as the integration of outdoors, shoes and clothing are becoming more and more familiar to the industry. It also indicates that Quanzhou sporting goods practitioners no longer get together but have rational thinking.

Just came out of the storm of the global financial crisis in 2008. In the past year, Quanzhou sporting goods have encountered various embarrassments. For the past year, practitioners in the sports industry have their own evaluation. As the most influential financial media in the Jinjiang River Basin, we are also concerned about this industry, recording the development of this industry, and in today's layout, launched a large-scale inventory of sporting goods industry, in order to provide readers.

Keywords: inventory

footprint

In October 14, 2011, Lining announced the growth of Lining brand in the third quarter of 2011 and the National Day holiday. Data show that the same store sales growth of Lining brand is still low in the third quarter, while the same store sales growth during the National Day golden week is still low, but it is better than the previous quarter. Lining group has maintained the expected growth of the same number of units throughout the year.

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. The open data released by PEAK showed that the order volume in the second quarter of 2012 increased by 9.5% compared with the same quarter in 2011. This is the lowest increase in PEAK's orders since 2009, after which PEAK's orders increased by more than 20%.

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 of the previous two 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 major sports apparel industry, which needs to gradually digest existing stocks and reduce the output of the next batch of products, and the sports apparel industry has entered a period of adjustment.

　 Financial eye

Although the major brands of sporting goods are not willing to admit, the existence of inventory is already an indisputable fact.

The reason for inventory is not caused by a single factor. However, in the editor's opinion, blind optimism is an important reason that can not be avoided.

In the early part of 2011, no matter how many local leading sporting goods companies have been listed or growth brands, they decided to expand their capacity. The reason for making such a decision is that these enterprises are optimistic about the trend of domestic sporting goods industry.

"From the second half of 2009, the market for sports shoes has gradually recovered, and the growth rate has been astonishing last year, but this growth is built on the basis of the whole market downturn in the first half of 2008 and the first half of 2009. It is a replenishment process, and it is not as strong as the whole market demand before and after 2003." For this round of expansion at the beginning of this year, some industry insiders have made accurate judgments. But the problem is precisely that only a few people in the industry see this. As a result, you also expand production, I also expand production, when the market can not digest the excess production brought about by the expansion of production capacity, inventories appear.

We are still optimistic about the future of sporting goods industry. Now the stock generation is not a real market saturation, but a structural saturation. With the development of the market, consumers are becoming more and more "picky". The individuation requirement for products is getting higher and higher. If sporting goods practitioners can provide enough attractive products, we have reason to believe that the future of this industry is still worth looking forward to.

　 Key words: channel sinking

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Jinjiang sunshine road is a sports brand concentrated business district, to a certain extent, all sports brand "wind and grass" you can see from this only hundreds of meters long road.

Shortly after the Spring Festival in the rabbit year, two or three local growth brands closed their stores on sunshine road. Correspondingly, these brands have launched a spectacular "enclosure" campaign in the blind areas of traditional channels such as Nanan and Anxi. One after another franchised stores have opened up in these villages and towns, and the more practical channel strategies for small and medium-sized sports brands have been quietly implemented at home.

Different people have different views, support or objections to this wave of vigorous sinking. However, in the eyes of the parties, the channel sink may be a choice to avoid the competition in the first tier brand, but it does not mean another opportunity.

Take Jinjiang as an example, sunshine road and Tangnan Street belong to the two class market. In this kind of business circle, everyone's life is not comfortable: expensive terminal costs and hard profits are all the burden on the shoulders of growth brands. The marketing director of wild power (China) Co., Ltd. is a bitter smile, "under all kinds of pressures, let these growth sports brands open in many two or three line business circles in China, making it easier for them to grow bigger and stronger?" since survival is the absolute principle, we need not stick to the core business circle of these two tier markets.

In the eyes of experts, Jinjiang's growth brand can be called a broken arm to save itself. Zhang Fasong, senior partner of Madison (Beijing) International Advertising Co., Ltd. believes that making brand is a glorious project for face saving. Is it to make your brand a sacrificial burial person who is a channel strategy for a city or a second tier city, or to be a valiant warrior who breaks his arm to save himself, and transplant his own survival to the profit soil of county and township? Many small and medium-sized sports brands in Jinjiang have made their choice.

　 Financial eye

Why should the channel sink? Because the core business circle is expensive, because Nike and Adidas are not compatible with Anta and Lining, but also because there are still plenty of space to open up. This is the answer given by many enterprises when they choose to sink. However, since there are various reasons, why did not initially choose a more suitable channel for brand development?

Of course, there are all kinds of ideas in it. For example, people feel that they can do it themselves, for example, they want to get into the core business circle and become the next Anta, Lining, and even the next Nike and Adidas.

Although the idea is very good, the blueprint is beautiful, and the ideal is very plentiful, but the reality is generally very skinny. Eventually, these growth brands find that a mouthful can not be a fat person. Putting down the so-called "body" to the villages and towns is not an embarrassing move; instead, it may lead to another world.

Keywords: Pan outdoor

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In July 27, 2011, the 2011 (sixth) Asian outdoor products exhibition opened in the Nanjing International Expo Center. If we want to select the most attractive "local Legion" for this outdoor exhibition, the outdoor outdoor brands from Quanzhou must be well deserved. Many outdoor brands such as Sevlae, F Leonspan, Tianlun Tian, Deng Lu Pu and many other Quanzhou outdoor brands have sprung up, attracting many professional spectators to stop.

At this exhibition, lenden San flee, while bringing professional, fashionable and high-quality outdoor products, will spread the "Outdoors" global topic. The green lawn, beach chair and off-road vehicle will show the concept of urban outdoor leisure to consumers at will.

"We combine functions with urban, professional outdoor high quality and urban fashion trends, integrating self driving tours, field camping, hiking, tourism and other equipment together, hoping to show the outdoor theme of" carbon and natural ". In terms of products, each series of products is carefully designed according to different outdoor situations and natural conditions. The product fully takes into account the functionality and practicability of outdoor activities, so that more consumers can have larger product selection space. Chen Ruidian, chairman of the outdoor group, said.

Holding high the banner of "Outdoors" is not just about St. Tian Po Lun, lion card, F Leonspan... Overnight, the "Outdoors" has become the brand label that many companies compete to grab.

For such a change, Yang Chengjie, President of the China Leather Industry Research Institute, is very gratified. He believes that the emergence of "Outdoors" reflects the innovative spirit of Minnan enterprises in the face of the diverse needs of the market. "With the improvement of people's living standards, people's lifestyle is changing, and the demand for daily necessities is also developing towards diversification. Chinese people's demand for shoes has also developed from the original cloth shoes to leather shoes and sports shoes. Now it is developing towards leisure, fashion, business, outdoor and so on. In this situation, the shoe enterprises in Quanzhou always take the initiative to welcome this change, which embodies the innovation spirit of Quanzhou enterprises.

Financial eye

Outdoors, or even more new cross category transformation, it is nothing more than just one thing: homogeneity products are becoming more and more difficult to sell. Today, local sporting goods manufacturers finally learn to try something new. All kinds of new products represented by Pan outdoor are undoubtedly new products of this attempt.

Instead of saying that companies are optimistic about these so-called emerging markets, the traditional market has already become structurally saturated, forcing them to turn to a completely new field. Judging from the current situation, the transformation of these enterprises is pretty good, at least the market agrees with this transformation.

However, one thing to note is that this transformation is not simply labeling itself with a label, but not just by virtue of courage and enthusiasm. Instead, enterprises need to make major adjustments in product mix, business models and channel construction. If this adjustment is not done well, perhaps the enterprise can get a start in the initial stage of development, but I am afraid it is only {page_break}.