The Expensive Bird Is Heavily Indebted, Falling Down The Altar, The Income Is Not Enough And Interest?

If asked 90 years later, when they were young, what brand of sportswear do they like best?

I guess there should be a lot of people to answer, Anta, Lining, what kind of bird, for those of us at that time, can wear these brands of clothes, is a very happy, worth showing off.

The clothes of these brands, such as Anta, Lining and so on, are simple, comfortable and generous. They are full of vigor and vitality. Besides this, they are strong and not easy to fail. For example, after buying a pair of shoes, they can be worn for a long time until we don't like it.

During that time, these brands flourished.

However, with the end of 2011 and the beginning of 2012, the retail industry in China has been in the cold winter in recent years. The above brands have also been greatly affected, taking Lining, who was then the leader of the domestic sports brand as an example.

According to their 2012 annual report, business income was only 6 billion 739 million yuan, a decrease of 24.5% compared with the same period last year, while the net profit was at least 1 billion 979 million yuan, and it was the same situation as Anta. Anta's operating income in 2012 was 7 billion 620 million yuan, a decrease of 14.4% over the same period last year, and net profit of 1 billion 360 million yuan, a 21.4% decrease compared with the same period last year.

This is not their biggest winter. In 2012, it was called their "great winter". During this year, Lining, PEAK and Anta made corresponding adjustments according to the environment at that time. They chose to close some stores to reduce their losses. Lining closed 1821 stores, PEAK closed more than 1300 stores, and Anta closed the stores at least, which also closed 600 stores.

They created the cold winter safely by reducing their stores.

However, a brand was not able to get away from the deep mire of the winter.

All the way down.

This brand is a bird of honor. Actually, you have experienced a glorious period.

It was awarded the ten sports brand of China in 2011. Not only that, he also won the honor of university student's favorite sports brand, while the popularity and reputation of the brand increased greatly. At the same time, the store of the expensive bird also reached a full 5000. Basically, we can see its figure in all the big and small cities.

But in 2014, the birds went to a low point, because the debt problem was included in the downgrading rating watch list by the joint credit union. At that time, the birds were on the line. For the expensive birds that had just gone through the ups and downs of the "listing road", the credit rating was very important to them. The impact of this event on the price of the birds began to go down all the way, plus many executives at that time, "white meals" and "omission", and the top ten brands eventually fell out of the altar.

According to their 2017 annual report, they closed 376 stores, equivalent to closing one store a day on average.

Coupled with its debt burden, it is not enough to earn enough interest every year.

According to their data in 2018, in 2018, they didn't make money, but they also lost money.

Now their debts have reached 1 billion 147 million, and timely payment is needed. In such relatively short time, such a high debt is even worse for the birds.

Can it be possible to return to the right path from such a gloomy road?

How will they escape from the mire?