Sports Industry Performance Decline Across The Board

< p > here the world is < a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > a target= "_blank" href= "_blank".

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< p > international sports brand Adidas is no longer in sight, but the group hopes to save the market through the world cup competition.

Adidas's quarterly results show that in the first quarter of 2014, the net income of Adidas based on shareholders declined from 308 million euros in 2013 to 204 million euros, representing a 34% decline on the basis of last year's overall sales decline.

The company attributed the decline in its performance to the negative impact of exchange rate and Telme (TaylorMade-Adidas Golf) policy adjustment.

In fact, the decline of Adidas's performance may only be a microcosm of the whole industry. Domestic sports brands such as Anta, Lining, XTEP, 361 degrees, PEAK, and China's six major sports brands have announced their annual reports in 2013, but their performance has continued to decline, but the margin of losses has narrowed.

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< p > < strong > loss narrowed last year < /strong > /p >

< p > the domestic sports brand annual report which has been released recently shows that the former industry "leader" < a href= "//www.sjfzxm.com/news/index_f.asp" > Lining < /a > fiscal year 2013 achieved sales income of 5 billion 824 million yuan, down 12.8% compared with the same period last year, and a net loss of 390 million yuan, but compared with the huge loss of 1 billion 979 million yuan in 2012, its deficit greatly narrowed 80.2%.

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< p > PEAK and XTEP both showed double sales and net profits, of which the net profit of both companies decreased by more than 20%.

The biggest decline was 361 degrees, the annual report showed that 361 yuan achieved net profit of 211 million yuan last year, down 70% compared with the same period last year.

Although China maintained a net profit growth in 2013, its growth rate narrowed sharply to 19% from 73.5% in the previous year.

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Among the six major local sports brands, Anta has the best performance, but a number of data, including revenue, also showed a year-on-year decline. P

Among them, revenue and net profit were 7 billion 281 million yuan and 1 billion 315 million yuan respectively, down 4.5% and 3.2% respectively.

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< p > < strong > Guan Dian Chao continued < /strong > /p >

< p > echoing the decline in performance is the continuous closing of shops.

As of December 31, 2013, the number of shops in Lining regular stores, flagship stores, factory shops and discount stores was 5915, a decrease of 519 compared with 2012.

In 2013, there were 7299 retail outlets for 361 adult sportswear, a decrease of 783 compared with 2012.

The total number of XTEP retail stores in 2013 was 7360, representing a net decrease of 150 compared to 2012.

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< p > < strong > analysis: achieving differential development is the way out. < /strong > /p >

< p > China Merchants Securities pointed out that the growth rate of the clothing retail industry in the first quarter of this year has slowed down compared with the 4 quarter of last year.

According to the analysis of the industry, the concentration of China's sporting goods industry is relatively low, and the increase in orders of some enterprises does not mean the overall recovery of the industry.

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< p > in Lining's view, the whole a href= "//www.sjfzxm.com/news/index_s.asp" > sports goods < /a > industry has not really recovered. "The homogenization of sports goods industry has not changed, including product and business mode. Although the demand for sporting goods is increasing, many shops are offering a discount of 50%~70%".

Lining said that in the future, the demand for personalized consumption in the domestic market will be more and more. Consumers need sports products that meet their own characteristics instead of mass sports products, which requires enterprises to achieve differentiated development according to their brand positioning and market demand.

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