China's sporting goods market begins to mature
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Anta, Xtep, Peak and 361 have announced the sales results in the first quarter of 2014 and the fourth quarter sales conference. In addition to the double growth of sales and orders, the inventory of the entire industry has also entered a relatively healthy level.
Anta continued to increase its order book value in the fourth quarter, and achieved a low double-digit increase year-on-year. This is an order for Anta Sports to achieve consistent and steady orders growth for four consecutive quarters. At the same time, the same-store sales growth in the first quarter was a year-on-year increase.
In the fourth quarter, Xtep’s ordering performance continued to improve, and it continued to recover in the fifth quarter. The amount of orders further improved and remained the same as in the same period in 2013. The average same-store sales in the first quarter increased by a low single-digit year-on-year. In addition, the inventory of the Group's distribution channels has been gradually restored to a more healthy level, with an inventory sales ratio of approximately four and a half months to five months.
Peak's orders for footwear products increased by more than 20% in the fourth quarter, and orders for apparel products also increased by more than 10%. At the same time, in the first quarter, Peak's same-store sales achieved a low single-digit growth, and the total number of stores also reversed the past negative growth, which was an increase of 4 compared to the end of 2013.
In respect of 361, orders for winter orders increased by 8% year-on-year, mainly due to double-digit growth in orders for footwear and apparel. In the first quarter, same-store sales increased by 1.8%, mostly driven by increased sales of footwear and apparel. The same-store sales for children's wear increased by 2.8% for the first time. At the same time, retail inventory remained relatively healthy in the first quarter, which was the monthly average sales during the period. 4.2 times.
The results of the initial results of the transformation The results of the up-and-coming order meeting, and the increased willingness to shop, show that the inventory levels of the distribution channels and the confidence of our distributors have gradually improved. Peak Sports CEO Xu Zhihua said that Peak’s recovery has benefited from the company’s timely implementation of a series of transformations from traditional wholesale models to new retail models, as well as continued improvement in product R&D capabilities.
As early as the end of 2011, in order to deal with the fluctuation of the sporting goods market, Peak implemented a series of optimization and upgrading actions, including actively cutting orders to reduce dealership inventory, and lowering the shipping price to help distributors respond to fierce market competition and break the market segment to market. Refined management, as well as encouraging distributors to set up direct outlets and other measures, have effectively increased the market response speed and thus improved operational efficiency.
At the same time, a series of design professional products without losing the fashion launched to meet the needs of consumers. In the past two years, when other sports brands have attracted consumers' attention with low prices and discounts, Peak has gone its own way. Through increasing R&D investment, the company has continued to innovate product design and craftsmanship, launching products such as Lightning tp9. , Speed ​​Eagle, Yue running and a series of best-selling products.
With more than two years of market adjustment, the Chinese sporting goods market has gradually matured. The continuously increasing brand value and innovative products will always be the core of the sports brand to win consumers' favor. Xu Zhihua said that Peak will continue its transformation and bring about the recovery of the entire industry.
Anta said that although inventory levels and price reduction activities in the domestic sporting goods industry have gradually improved, due to the lack of differentiation in general products and fierce competition from peers, the industry still has uncertainties. In order to better meet various challenges, Anta Group hopes to develop more differentiated products and improve the management of retail channels through its brand value, and help improve retailers' profitability and operating efficiency.