Domestic Sports Shoes Brand Develops New Turning Point

At present, the sports industry in China is plunged into the whole industry. Adjustment period Not only is the leader Li Ning Co's growth slowing, but also Anta's performance since 2009. Increase The lowest level. Anta said in a notice recently that orders for orders in the second quarter of 2012 have not been finalized, but the growth rate is expected to be lower than in the first quarter of 2012.

According to public information, the order volume of Anta in the first quarter of 2012 increased by 15% over the same period. According to the above announcement, the order amount in the second quarter of 2012 was less than 15%, which is the smallest increase in Anta's 11 orders since 2009.

Anta also announced that according to the unaudited operation data, the same quarter sales growth of Anta retail stores in the third quarter of this year is expected to slow down compared with the previous quarter. Anta also acknowledged that the retail discount policy offered by the retailer in the third quarter of this year will be more. Easy And flexibility.

The slowdown in performance and PEAK, PEAK's previously released public data, showed that orders for orders in the second quarter of 2012 increased by 9.5% over the same quarter in 2011, the lowest growth rate since 2011, when PEAK's orders increased by 20% over the same period. Meanwhile, PEAK's same store sales in the third quarter increased by 6.2% compared with the same period last year.

Insiders told the first Financial Daily reporters that domestic sports brands, including Anta, are paying the price for a substantial increase in a short period of time. The person pointed out that, because of the domestic Inflation In the environment, consumers have the tendency to reduce the consumption of sporting goods, while domestic sports brands have substantially increased their prices, which has increased the pressure of sales.

In 2007, the factory price of Anta footwear and clothing was 88 yuan and 53.6 yuan respectively, up to 99.5 yuan and 65.8 yuan in 2010, with an increase of 13.1% and 22.8% respectively. After entering 2011, Anta announced that in February and May the two order meeting announced that footwear and clothing products were raised at a two digit rate. The price increase in the first half of this year was almost the same as that accumulated over the past four years. Gain 。

Almost at the same time, PEAK's products also showed a two digit increase. PEAK announced in July that the price range of footwear and clothing rose by 15% and 17% respectively.

Analysts say that the competitiveness of Anta products is almost completely lost under the market of 250 yuan or less. Nike and Adidas are gradually eroding the market through factory stores. In some Nike factory stores in Shanghai, the price of some running shoes after discount is only about 240 yuan, which is lower than that of Anta's similar products.

Market participants said that domestic sporting goods companies had been growing faster than before, but they also hid a lot of problems, including inventories. These problems are emerging gradually this year.