The Stage Of Deepening The Adjustment Of Outdoor Goods Industry

The white paper on the development of China's sporting goods industry, released 2016 recently, shows that although the outdoor goods market is still growing, the growth rate has dropped significantly.

And with the entry into this field

Increasingly, market competition is becoming increasingly fierce, and the industry has entered a stage of deepening adjustment. This is also evident from the recent announcement of the performance of Listed Companies in the industry.

Outdoor sports equipment

Retailers and Pathfinder showed the first net profit decline since last year's landing on the gem in 2009.

According to its recent 2015 earnings report, last year's revenue was 3 billion 808 million yuan, an increase of 121.99% over the same period last year, with net profit of 263 million yuan, down 10.5% from the same period last year.

Pathfinder said in the earnings report, the negative growth of net profit is mainly due to the fierce competition in the outdoor products market and the severe overall situation of the industry.

At the same time, after the expansion of the new business, the sales, operation and management expenses increased by more than 20%, resulting in a negative net profit of the Department.

According to the information published in its earnings report, Pathfinder outdoor business revenue 1 billion 807 million yuan, net profit 287 million yuan, travel business revenue 2 billion 4 million yuan, net profit loss 22 million 855 thousand and 700 yuan.

Not only that, the Pathfinder is also facing a larger inventory pressure, up to the end of last year, the number of inventories is about 1 million 180 thousand, and over the past quarter, product inventory accumulation is also increasing.

In the first quarter of this year, the profitability of Pathfinder did not show signs of improvement, and net profit decreased by 23.9% compared with the same period last year.

The Research Report of CITIC Securities believes that the tourist service sector of the Pathfinder is still in the breeding stage, and the outdoor goods sector is still mainly in the stage of consumption downturn to inventory. This year, its net profit is expected to decline by about 20%.

In contrast, Sanfo's outdoors market, which just launched last year, is slightly better.

Sanfo's outdoor net profit fell 14.59% in 2014 compared with the previous year, while its revenue and net profit increased by 12.37% and 10.6% respectively in 2015. The increase in performance was mainly due to the increase of category and the development of channels.

According to Sanfo outdoor, last year, the company operates three categories, including outdoor clothing, outdoor footwear and outdoor equipment. It also introduces categories of products such as running, outdoor outdoor, skiing, self driving, bicycles and so on. The brand has increased to about 380.

In the sales channel, the company set up a comprehensive flagship store in Tmall, Jingdong mall, Amazon and other electronic business platforms, and launched a mobile terminal micro mall to expand sales channels.

However,

Outdoor is also facing the pressure from the overall environment of the industry, as well as homogenization of competition.

The breakthrough point is that it plans to deploy children outdoor experience center in its flagship store this year. In the future, it will continue to expand its direct business base and consider integrating the operation system of "outdoor franchised store + event organization + outdoor camp", and rapidly expand business through authorized cooperation.