Analysis Of The "Deformation Gauge" Of Chinese Sporting Goods Enterprises

< p > recently, the first half of the year, published in the "a href=" http://sjfzxm.com/news/index_z.asp "Anta < < /a >, shows that the company's operating income is RMB 4 billion 120 million yuan, an increase of 22.4% over the same period last year, and the profit attributable to shareholders should be 803 million yuan, up 28.3% from the same period last year, and the gross profit margin reached 45%." 2014 "

At the same time, the order for the first quarter of next year will be recorded at a low double-digit growth rate. The management also indicated that the indicators of revenue growth, gross profit and cost in the second half of this year could basically remain in the first half of the year.

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< p > Ding Shizhong, chairman of Anta group, said that in 2013, Anta was actively helping dealers to maintain their competitive edge through a comprehensive retail strategy pformation.

In addition to implementing flat organization, monitoring retail sales and improving store management, we also analyze market data by analyzing ERP data, and provide more precise guidelines for dealers.

In addition, Anta has further strengthened the flexible supply chain management, with the demand of the front-end market to make up the bill quickly and raise the overall high business efficiency.

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< p >, however, the date of < a href= "http://sjfzxm.com/news/index_z.asp" > Anta < /a > old rival Lining is somewhat sad. According to the HKEx announcement, Lining's loss in the first half of this year is expected to expand to 550 million yuan from 184 million yuan in the same period last year, and its net sales loss was 300 million yuan.

According to publicly disclosed relevant data and data, Lining showed excellent performance in clearing channel inventory and optimized inventory structure.

After the integration of major stores, gross margins and operating efficiency have improved significantly over the past few years, and sales of new products continued double-digit growth this year.

In 2013, Lining implemented two changes in business adjustment and the establishment of a retail business platform, increasing the number of self run shops and regular shops, optimizing new product portfolios while closing inventories, and closing inefficient stores.

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< p > it is learnt that over the past 10 years, China's sporting goods enterprises have basically adopted the mode of "wholesale + brand". Because of the good external environment, for sporting goods companies, they only need to vigorously build brands, sign various sports resources, sign sports star spokesmen, and be approved by dealers, so that they can quickly open stores and expand channels.

The core of the "brand + wholesale" mode is that the brand manufacturers do the brand of the enterprise, then wholesale the goods to the distributors, and whether the goods are sold to consumers in the end, how to sell them to consumers, and what feedback consumers have, these brands do not need to consider.

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< p > however, the "brand + wholesale" mode adopts the fixed order mode, the dealer orders on the order meeting, and the brand dealer gives the goods to the distributor, and the whole business activity is over.

Even in the actual sales process, there is no way to adjust flexibly for a particular product, especially for a particular product.

The sale of special salable products is gone, dealers can not replenish goods, especially products that are not well sold can only become inventories, stacked in warehouses, many dealers have no means nor have the ability to sell places in a certain place, but the goods that may be salable in other places are p regional dispatching.

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< p > > a href= "http://sjfzxm.com/news/index_z.asp" > < /a >, Lining and other first-line sports brands recognize the drawbacks of the wholesale mode.

As a result, Lining established the channel revival plan, launched the strategy of "small batch and multi SKU" on the product, and introduced a new business mode combining "guided order + quick replenishment + quick response", which improved the dealer's order guidance and goods arrangement.

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