Sports Apparel Industry Step Into Adjustment Period

Recently, some sports apparel listed companies in our city have released the data in the first two quarters of 2012 and the growth of same store sales.

It's different from men's clothing.

Start adjusting shop plan

A few days ago, 361 degrees announced that the same quarter sales growth in the third quarter increased by 14.1%.

In terms of product classification, the proportion of footwear and clothing sales in retail sales is 52 to 46 this quarter, and accessories occupy the remaining proportion.

In terms of inventory, the quarterly inventory of 5288 stores nationwide was 3.8 times the average monthly sales at the end of September, and clothing accounted for about 53% of the total inventory value.

There were 173 new stores in the quarter, and the number of retail outlets increased to 7810 by the end of September.

Anta sports announced that the number of orders will increase in the first two quarters of next year.

The company has already begun to adjust the plan of opening stores in 2011. The number of Anta stores in the end of 2011 will be trimmed from 7800 to 8000 in the original 8200, and the opening plan for 2012 will still be implemented by the end of 2011.

XTEP international orders for the first quarter of next year will increase by 21% compared with the same period last year, and the average price of shoes and clothing products will increase by 8% - 10%.

The company will continue to focus on the two or three tier cities in the future. By the end of June, the total number of brand retail outlets will be 7438, and plans to increase to 7900 by the end of June.

The order volume of PEAK sports in the second quarter of 2012 increased by 9.5% compared with the same period last year. The sales in the same quarter as compared with the same period last year increased by 6.2% in the third quarter of September 30, 2011.

Improve sales channel quality

According to the analysis of the industry, there are thousands of different stores in the past. Looking at the above situation, the growth of shops is slowing down and the growth of same store sales is normalized. This is the common feature of several major sports brands in the coming period.

Then, in the middle of the industry entry cycle, how will the environment be adjusted and how the enterprises will deal with it? It is understood that "controlling sales price and inventory level" is the current concern of enterprises.

Take Anta sports as an example, when it launches new products and handles distributors' orders, it adopts a more flexible and flexible retail discount policy to ensure the normal inventory level of sales channels and maintain the competitiveness of channels.

The company plans to further improve the quality and efficiency of sales channels through the renovation and integration of retail stores.

On the other hand, in the first two quarters of 2012, the total amount of orders placed under the order club has been adjusted in the near future to the number of orders already ordered by the distributors but not yet produced by the company.