Orders Continued To Decline In The Fourth Quarter, But Local Sports Brands Were Hard To Recover.

< p > China's local sports brand is still far away from the "recovery" because of its high inventory, weak sales and tight adjustment. Data released by local sports brands showed that the data in the fourth quarter of 2013 were not ideal. Among them, the order for 2013 of the 31st order in 2013 decreased by about 17% compared with the same period in the fourth quarter of 2013. The order volume of the order meeting in the fourth quarter of the year (by wholesale value) dropped by about 15%~17% compared with the same period in 2012. The amount of Anta sports orders also fell by 5%~15% over the same period last year. < /p >
< p > Xiong Xiaokun, a consultant of CIC, told reporters that orders continued to decline in the fourth quarter. For local sports brand enterprises, the "cold winter" period of "a target=" _blank "href=" //www.sjfzxm.com/ "clothing" /a "has not yet passed, and the major sporting goods companies still need to continue to compete with" high inventory ". < /p >
< p > < strong > order will be difficult to improve. < /strong > < /p >
The announcement of net operating results released recently (P < 331 degree) indicates that there has been a significant year-on-year decline in the first quarter performance. It is expected that the net profit in the medium term as of June 30, 2013 will be significantly affected. < /p >
The decline in the first quarter performance is mainly due to the sharp reduction in orders and the increase in production costs and the increase in competition, resulting in a decline in gross margin, P. In addition, all tax concessions enjoyed in the past 31 years have resulted in an increase in the effective tax rate. < /p >
< p > and for the poor performance of the order, the order of 2013 winter order meeting was reduced by about 17% compared with the previous winter order. < /p >
< p > in fact, the fourth quarter decline in orders is not only 360%. < /p >
< p > XTEP International's announcement shows that the order volume of the order meeting in the fourth quarter of 2013 (at wholesale value) was about 15% to 17% decline compared with the same period in 2012. < /p >
< p > XTEP International said that in order to maintain the competitiveness of the distribution channel in its operational performance and profitability, the group has adjusted the supply of products to distributors and franchisees, and encouraged them to adopt a prudent ordering policy. At the same time, XTEP will continue to integrate distribution networks to optimize the allocation of resources and improve the overall operational efficiency of distribution channels. < /p >
< p > and Anta sports said its order in the fourth quarter of 2013 will be improved compared with the first three quarters of 2013. But orders for the fourth quarter still fell. < /p >
< p > it is understood that according to Anta group's orders for the first quarter of 2013, a new wholesale discount rate policy will be introduced, and the order volume in the fourth quarter of 2013 will be about 5% to 15% year-on-year decline. < /p >
< p > it is worth noticing that Lining, who did not list this time, announced the precedent of the quarterly meeting in August 2012, and will no longer publish the quarterly order data. Subsequently, PEAK sports, another sports brand listed on the Hong Kong stock market, also announced in March this year that it will no longer announce the order results since the third quarter of 2013. < /p >
< p > < strong > inventory pressure continued < /strong > /p >
Besides P, the pressure on local sports brands to clean up stocks has not been alleviated since last year. < /p >
< p > XTEP international revealed that with the implementation of a number of stringent measures to address the problem of overstock, its domestic sales performance in the first quarter of 2013 was flat compared with the same period in 2012. However, retail inventory will continue to be reduced. < /p >
< p > media reports, Ding Shuibo, chairman and chief executive officer of XTEP international, said at the shareholders' meeting recently that although sales in the first quarter were flat, it was difficult to comment on the worst time, and we need to pay attention to the situation in the coming months. < /p >
< p > Ding Shuibo said dealers and retailers should increase their discounts to stimulate sales to inventory, which he expected to affect 1 percentage points of gross profit margin. He pointed out that the current XTEP library sales ratio is about 5 times, and is still some distance from the health level. < /p >
< p > Sports data released by PEAK show that as of March 31, 2013, the number of authorized retail outlets of PEAK in China was 6358, a 125 decrease compared with the end of 2012. < /p >
< p > industry insiders told reporters that the biggest reason for the continued decline of these enterprises' performance is that there has not been a big rebound in China's macroeconomic trend. The demand for clothing market has not recovered, and it remains depressed. < /p >
< p > in Xiong Xiaokun's view, the trend of the clothing market is closely related to the macro economy. If there is no reverse signal in the macro economy, it is difficult for the local sporting goods to recover. < /p >
< p > "in these enterprises, XTEP, Anta and so on are expected to get rid of difficulties first. On the one hand, these brands are located at the low end and have a larger market capacity; on the other hand, their stocks are lower than the average stock of the industry, and the pressure to stock is relatively small." Xiong Xiaokun explained. < /p >