Local Sports Brand Clear Inventory Is Coming To An End.

　　 Net profit growth of nearly 30%

Anta's latest mid-term announcement shows that as at the end of June, its net profit was 803 million yuan (RMB, the same below), an increase of 28.3% over the same period last year.

During the period, Anta The turnover was 4 billion 122 million yuan, an increase of 22.4% over the same period last year. According to specific categories, the turnover of footwear business accounted for 48.7% of the turnover was 2 billion 10 million yuan, an increase of 18.8% over the same period last year. The turnover of garment sales, which accounted for 47.1% of the turnover, was 1 billion 939 million yuan, an increase of 25.2% over the same period last year. The turnover of accessories business increased by 37.3% to 173 million yuan.

In addition, its gross profit also increased by 34.4% to 1 billion 860 million yuan. Gross profit margin Up 4 percentage points to 45.1%.

Anta said, Turnover The rise is due to the gradual improvement of the inventory level and price reduction activities in the domestic sporting goods industry. The substantial improvement in gross margin is due to the reduction of incentives for distributors to clean up their inventories.

Anta's performance in the first half of this year is commendable compared to last year's double decline in operating income and net profit. But despite the passing of the store, Anta continues to shrink the size of Anta stores and sporting life stores.

According to the data, there are 7701 Anta stores and sports life shops, which are reduced by 133 from 7834 at the end of the year. There are 987 children's sporting goods stores, 176 more than the 811 at the end of the year; the number of FILA stores in the mainland, Hongkong and Macao has increased to 441, and 416 at the end of last year.

Together with the first half of the year's performance, there was also the first quarter of July 2014, which ended by Anta in 2015. Anta said that the order volume (wholesale value calculation) in the first quarter of 2015 maintained a positive growth and recorded a double-digit increase year by year.

Ding Shizhong, chairman and chief executive of Anta, said at yesterday's mid-term meeting that although sporting goods market has seen growth in the past few years and sporting goods companies are not performing well, the main reason is that there is more inventory in 2012 and needs to be adjusted. He believes that there is still room for development of the sporting goods market. As the urbanization continues, the proportion of urban population will increase, which will help to promote sports demand, and urbanization will increase the income of the public, which will benefit the development of the industry.

According to its disclosure, Anta is currently looking for suitable foreign brands and expects to become more internationalized. At present, the acquisition target has yet to be implemented. But the brand will continue to focus on the development of the mainland in the future.

　　 The trend is getting better.

Although there are no detailed interim data on the other major local sports brands, some orders and forecast data have been released.

Recently, Lining announced that the loss in the first half of this year is expected to be no less than 550 million yuan, of which the net sales loss was 300 million yuan. The company explained that, starting from the transformation plan in July 2012, pre investment including expanding direct selling network and marketing resources input is one of the reasons leading to losses. Secondly, after cleaning up the inventory period of the distributors, the company is still reducing the wholesale and marketing of new products. But the company emphasizes that these initiatives can bring about sustainable development.

PEAK sports announced earlier that the total amount of orders in the first quarter of 2015 (calculated at wholesale prices) recorded an increase in 10%~20%. Up to now, PEAK has been increasing orders for orders for 4 consecutive quarters, which means that the actual sales and distributors' confidence is improving gradually.

The second quarter business report released in 2014 shows that its order in winter is better than expected, and wholesale orders will increase by 8% compared with last year's winter orders. In the second quarter of 2014, the same store sales increased by 2.8% over the same period last year.

In the industry's view, the sports industry has shown signs of recovery in the first half of this year.

CEO Zhang Qing, a key sports consultancy management company, told the daily economic news reporter that after the overall sales slumped, some corresponding countermeasures based on the existing "plate", coupled with changes in the external environment, made a slight improvement in the business situation, which is indeed a welcome phenomenon. "At the moment, there are some brands that are very early in transition and have begun to have good growth."

However, Zhang Qing also said that the lack of a clear positioning of the brand problem is bigger, and not brand size will soon recover.

It is pointed out that the local sports brand will face a process of adjustment and bottoming before 2015. Enterprises need to make more precise strategic positioning for the brand so as to transform it as soon as possible. At the same time, the two growth of the industry is coming.

In this regard, Zhang Qing expressed recognition. He pointed out that the two phenomena of the running trend and the hot selling of Decathlon products indicate that more people are willing to enter the lifestyle of sports, and at the same time, the demand for basic sports products is gradually booming. "This means that local brands need to transform their basic functional products and new speed, so that they can have the opportunity to grow in this round of growth."