Sports Brand Ushered In "Warm Spring"

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< p > recent news, when all people eagerly look forward to the "a href=" http://sjfzxm.com/news/index_s.asp "sports brand < /a > out of the severe winter and usher in the warm spring, the 31st Degree International Limited (hereinafter referred to as" 31st degree ") has poured cold water on this judgment. In January 14th, a href=" http://sjfzxm.com/news/index_s.asp "> 360 degrees < /a > issued a notice of changes in operating performance. According to the preliminary review of the unaudited comprehensive management account, the annual performance as of December 31, 2013 had a significant decrease compared with the same period last year, and it is predicted that the a href=" /a "net profit of 2013 will be much lower than that of 2012.

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< p > 31st degree, the main reasons for < a href= "http://sjfzxm.com/news/index_s.asp > > < /a > > include the sharp reduction of orders in 2013, the increase of effective tax rate and the sharp increase of impairment losses in the second half of 2013.

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< p > the founder of the key road, a href= "http://sjfzxm.com/news/index_s.asp" > Zhang Qing < /a >, further told the first financial daily that the lack of awareness of pformation and the unclear positioning of the brand were the important reasons for the delay of the 31st degree.

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< p > after experiencing the crazy horse race enclosure expansion in previous years, the huge a href= "http://sjfzxm.com/news/index_s.asp" > inventory < /a > pressure forced sports brand rethinking its business mode, the first thing to bear in mind is the large custom ordering mode used by the domestic clothing brands.

Lining, PEAK and other industry giants took the lead in making a clear move from "wholesale to retail" and made a big fuss about the supply chain.

Take Lining as an example, it will continue outsourcing to third party information centers and back office retail service centers, and set up a retail business mode of "guided orders, quick orders and quick response".

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On the other hand, on the other hand, with the growing maturity of domestic consumers and the trend of subdivision of sports industry, the old way of selling "leisure clothing" in the past of sports brands in domestic sports enterprises has come to an end.

To this end, sports brands have begun to focus on a smaller sub category, such as Anta's frequent signing of NBA stars and the introduction of signature sneakers to identify the positioning of basketball equipment. Lining also returned to the professional basketball field from a previously unclear post 90 position.

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"P" several big tycoons have improved their performance.

Anta changed its fortunes in 2014.

In the first quarter and second quarter, orders will continue to gain a high number of units. PEAK also increased its orders in the second quarter of 2014.

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In the third quarter of 2013, 257 stores continued to shut down in the 257 quarter of 2013, but the improvement in the business mode had no significant effect, although P href= had been shrinking.

The announcement shows that the large amount of accounts receivable accounts for more than 180 days, which directly causes the decline of net profit.

Zhang Qing said this shows that the amount of long-term accounts of the 331 degree is still high, reflecting that the mode of ordering has not improved significantly, and the dealer's return period is still very long.

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Besides P, the positioning of the brand is not clear. It is not only known as basketball, table tennis and many other sports events, but also a sponsor of the large comprehensive games.

In October last year, a joint venture with OneWay, an internationally renowned outdoor brand, was set up at 31st, when an industry insider told reporters that the growth of the whole outdoor industry began to decline, and whether the sports brand had been deployed in the outdoor market was suitable for entering the field.

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< p > > a href= "http://sjfzxm.com/news/index_s.asp" > 2014 spring and summer ordering will be < /a > data show that the total amount of the order of 331% will continue to decline by 8%, of which the main brand is down by 11%.

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< p > Zhang Qing said that the trend of decline in the past one or two years may still continue, and it may be more important to face the industry downturn and the disadvantages of enterprises. It is determined to change the business model, and to make a clearer brand positioning for the market segments.

"The consumers of sports sports in China are changing from watching type to participating type. This also provides an opportunity for the brand.

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