Sports brand industry is increasingly "warming"
Date: 2014-06-05 16:01
Recently, Anta, Xtep, Peak, and 361 have released the sales results for the first quarter of 2014 and the fourth quarter trade fair in succession. From the data point of view, both have achieved double growth, and the industry is gradually picking up.
Double growth in performance orders
ANTA Sports announced the first quarter of 2014 sales and orders for the fourth quarter. The order amount for the fourth quarter of 2014 (calculated on a wholesale basis) maintained positive growth, and achieved a low double-digit increase year-on-year. It is reported that this is ANTA Sports has achieved continuous and steady growth in ordering orders for four consecutive quarters. At the same time, calculated by the ANTA retail stores that were operated by group distributors and franchisees and operated for more than one year, the same store sales growth of Anta brand products (calculated at retail prices) in the first quarter of 2014 was compared with the same period of 2013. The increase in the number of units.
In the fourth quarter, Xtep’s ordering performance continued to improve. The order amount was the same as in the same period of 2013. The average same-store sales in the first quarter increased by a low single digit year-on-year. In addition, the inventory of the Group's distribution channels has been gradually restored to a more healthy level, with an inventory sales ratio of approximately four and a half months to five months.
In the fourth quarter, Peak’s orders for footwear products increased by more than 20%, and the total orders for apparel products also increased by more than 10%. At the same time, in the first quarter, Peak's same-store sales achieved a low single-digit growth, and the total number of stores also reversed the past negative growth, which was an increase of 4 compared to the end of 2013.
361 days ago announced the first quarter operating data also showed that the first quarter of this year, shop sales growth of 1.8%, the vast majority driven by the increase in sales of footwear and apparel. In addition, the wholesale discounts for the winter 2014 trade fairs increased from 63% to 65%, orders increased by 8% from the same period in 2013, and 361 children's wear orders increased by 3% over the same period of last year.
Retail transformation promotes recovery
For the growth of performance and orders, some sports brands attributed it to the promotion of retail transformation and corporate differentiation strategies. Among them, Anta began its retail-oriented transformation in 2013. It will fully organize its organization close to consumers and focus on upgrading the competitiveness of terminal shops and retailers. In terms of channels, retailers are provided with more precise ordering guidelines to stabilize their inventory levels, and retailers are encouraged to make up for their orders in order to reduce inventory risks.
At the ordering meeting in the fourth quarter of 2014, Anta said that although inventory levels and price reduction activities in the domestic sporting goods industry have gradually improved, due to lack of differentiation in general products and fierce competition from peers, the industry still has uncertainties. In order to better meet various challenges, Anta will use its brand value to develop more differentiated products and improve the management of retail channels, and help improve retailers' profitability and operating efficiency.
Peak Sports CEO Xu Zhihua also stated that the results of the up-selling order meeting and the increased willingness to open stores show that the inventory level of distribution channels and the confidence of our distributors have gradually improved. Xu Zhihua believes that Peak's recovery has benefited from the company's timely implementation of a series of transformations from the traditional wholesale model to the new retail model, as well as continuous improvement in product research and development capabilities.
Benefiting from the benefits brought by the World Cup, Ding Shuibo, president of Xtep, said that the group's running series and football series will become the highlight of this year, achieving sales growth. In addition, in terms of e-commerce, Xtep will implement an omni-channel and full-channel strategy to provide online special products. It is expected that there will be greater improvement in the next three years.
Date: 2014-06-05 16:01
Recently, Anta, Xtep, Peak, and 361 have released the sales results for the first quarter of 2014 and the fourth quarter trade fair in succession. From the data point of view, both have achieved double growth, and the industry is gradually picking up.
Double growth in performance orders
ANTA Sports announced the first quarter of 2014 sales and orders for the fourth quarter. The order amount for the fourth quarter of 2014 (calculated on a wholesale basis) maintained positive growth, and achieved a low double-digit increase year-on-year. It is reported that this is ANTA Sports has achieved continuous and steady growth in ordering orders for four consecutive quarters. At the same time, calculated by the ANTA retail stores that were operated by group distributors and franchisees and operated for more than one year, the same store sales growth of Anta brand products (calculated at retail prices) in the first quarter of 2014 was compared with the same period of 2013. The increase in the number of units.
In the fourth quarter, Xtep’s ordering performance continued to improve. The order amount was the same as in the same period of 2013. The average same-store sales in the first quarter increased by a low single digit year-on-year. In addition, the inventory of the Group's distribution channels has been gradually restored to a more healthy level, with an inventory sales ratio of approximately four and a half months to five months.
In the fourth quarter, Peak’s orders for footwear products increased by more than 20%, and the total orders for apparel products also increased by more than 10%. At the same time, in the first quarter, Peak's same-store sales achieved a low single-digit growth, and the total number of stores also reversed the past negative growth, which was an increase of 4 compared to the end of 2013.
361 days ago announced the first quarter operating data also showed that the first quarter of this year, shop sales growth of 1.8%, the vast majority driven by the increase in sales of footwear and apparel. In addition, the wholesale discounts for the winter 2014 trade fairs increased from 63% to 65%, orders increased by 8% from the same period in 2013, and 361 children's wear orders increased by 3% over the same period of last year.
Retail transformation promotes recovery
For the growth of performance and orders, some sports brands attributed it to the promotion of retail transformation and corporate differentiation strategies. Among them, Anta began its retail-oriented transformation in 2013. It will fully organize its organization close to consumers and focus on upgrading the competitiveness of terminal shops and retailers. In terms of channels, retailers are provided with more precise ordering guidelines to stabilize their inventory levels, and retailers are encouraged to make up for their orders in order to reduce inventory risks.
At the ordering meeting in the fourth quarter of 2014, Anta said that although inventory levels and price reduction activities in the domestic sporting goods industry have gradually improved, due to lack of differentiation in general products and fierce competition from peers, the industry still has uncertainties. In order to better meet various challenges, Anta will use its brand value to develop more differentiated products and improve the management of retail channels, and help improve retailers' profitability and operating efficiency.
Peak Sports CEO Xu Zhihua also stated that the results of the up-selling order meeting and the increased willingness to open stores show that the inventory level of distribution channels and the confidence of our distributors have gradually improved. Xu Zhihua believes that Peak's recovery has benefited from the company's timely implementation of a series of transformations from the traditional wholesale model to the new retail model, as well as continuous improvement in product research and development capabilities.
Benefiting from the benefits brought by the World Cup, Ding Shuibo, president of Xtep, said that the group's running series and football series will become the highlight of this year, achieving sales growth. In addition, in terms of e-commerce, Xtep will implement an omni-channel and full-channel strategy to provide online special products. It is expected that there will be greater improvement in the next three years.
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