Jinjiang Sportswear Seeks Survival And Development Through Self Rescue And Pformation.

< p > > the world's < a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > a target= "_blank" href= "_blank" > shoes, < hat > net to introduce the self rescue and Transformation: Jinjiang sportswear caught alive.

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Since the entry of P into July and August, the earnings season of Jinjiang listed companies has arrived on schedule.

And over the past two years or so, the number of reported earnings has become more and more embarrassing.

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< p > August 12th, Meck international [-1.32%] (00953.HK) issued a profit warning: "mainly due to the decline in domestic sales, the loss is expected to expand in the first half.

Gross profit margin fell from 28% at the end of June to 21.5% this year.

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At the same time, the strategy of store contraction is still pervaded in the industry. PEAK's authorized retail outlets in China have also decreased slightly compared with that in 2013, and the number of stores in the other major sportswear brands has basically maintained a slight increase.

Only Anta's recent performance loss figures made the industry see a slight turnaround.

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< p > in the clothing industry of Fujian and even the entire Chinese garment industry, Quanzhou sportswear in Jinjiang has always been the most famous and sportswear.

Jinjiang, whose population is only about 2 million and belongs to the three line county-level cities in Quanzhou, has emerged from three or four lines of regional market hegemony, including Anta sports, XTEP international, 31st degree, PEAK sports, Merck international, and Hyde, etc., and Hongxing Erke, del Hui and Jordan.

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< p > 3 years < a href= "//www.sjfzxm.com/news/index_c.asp" > industry < /a > crisis and years of internal consumption competition, evolved several different styles of Jinjiang Department "self-help train of thought".

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"P >" to grow into an international brand, product, marketing, talent, supply chain comprehensive overseas is very important.

At present, Jinjiang's preparations and experience in this regard are not enough.

Ma Gang, a well-known independent critic of the domestic sports industry, said, "however, the last round of industry reshuffle has greatly promoted and improved the management mode and operation level of local sports brands. We can see that some brands have begun to try overseas products."

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< p > < strong > XTEP turn around and Anta help themselves < /strong > /p >

< p > in the Jinjiang department, Anta and XTEP split the top two industries in HK $38 billion 200 million and HK $7 billion 600 million.

In this long round of inventory crisis and industry shuffling, the two self rescue mode has also become an important reference for other Jinjiang Department "second tier" members.

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< p > August 6th, Anta group released its mid term performance report in 2014, where turnover increased by 22.4% to RMB 4 billion 120 million yuan, and gross margin increased 4 percentage points to 45.1%, making the company executives excited.

Ding Shizhong, chairman and chief executive officer of Anta's board of directors, bluntly said: "the first half performance far exceeded the market expectations." (previous) 24 consecutive months of decline in performance, so that the entire team is facing unprecedented challenges.

We should be proud of our initiative to resist pressure and pform retail business successfully. "

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< p > specifically, as of the reporting period, there were 7701 stores, including 987 children's sporting goods stores and 441 FILA stores in mainland China, Hongkong and Macao.

Anta has also been the first sporting goods brand in the domestic market share of sports footwear products for thirteenth consecutive years.

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< p > Anta's self rescue from the crisis represents the pformation of Jinjiang's many enterprises in terms of revenue and expenditure, cleaning up inventory and improving the efficiency of their operations.

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< p > Ding Shizhong admits that China's sporting goods industry has faced problems in the past few years, such as low doorsill, blurred brand image, poor product differentiation, excessive shop expansion and poor inventory management.

"Industry participants are making efforts to revive, including the control of future orders, the closure of inefficient stores, the launch of popular products, the reform of retail channels and the improvement of operations. The pace of recovery of the major brands is different, and the rate of recovery depends on their basic conditions, competitive advantages, and innovation and implementation capabilities."

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Compared with Anta's self-help mode, XTEP's way of increasing revenue and reducing expenditure is more radical than P.

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< p > in May of this year, Ding Shuibo, chief executive of XTEP (China) Limited, predicted that the worst time had passed. The gross margin level of the company will remain between 40%~41% in 2014. The discount of terminal products has also narrowed to seven to twenty percent off from the previous forty percent off, and it is hoped that the electricity business will increase significantly in the next three years.

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< p > however, XTEP's total revenue in 2013 dropped by 21.7%, and net profit shrank from 25.2% to 606 million yuan.

In the past two years, despite the efforts to clean up stocks and raise turnover rates, the company has launched the fashion brand "THEIA".

The company has announced the launch of 120 "THEIA" brand self operated stores in 2013, though this category is the main battlefield of BELLE, Daphne and other mature brands.

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< p > not only that, XTEP group has also entered the real estate field in recent years in search of profit support.

The XTEP group and the Fujian Jialong group, which is also a Fujian businessman, are deeply co - operative. The XTEP real estate forum was established in Bengbu, Liaoning, Shenyang, Fujian, Xiamen and Quanzhou in Anhui.

Ma Gang said that the pfer of funds is the confidence index of the management of the company's main business, and the incentives for XTEP to make women's shoes and real estate business deserve our attention.

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< p > < strong > the internal friction of Jinjiang system is less than /strong > /p >

< p > compared with the dormant revival of the two leading companies, the rest of the sportswear brands are still at a low point of operation.

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< p > Meck international disclosed that the number of shops in the group distributor network has been further reduced from about 562 at the end of last year to 408 at the end of June this year.

The group had to reduce distributors' bulk sales orders to avoid accumulation of inventory in distribution channels.

Today, the company's share price is only HK $0.38, and its market value is less than HK $450 million.

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< p > the data released by PEAK and the order of 31st order are slightly better than that of Meck international. The total order volume (calculated at wholesale price) in the first quarter of 2015 recorded an increase of about 10%.

The top tier brands such as Nike and Adidas occupy the second tier market. There are cross border competitions between Lining and [-0.40%], China trend [0.63%], UNIQLO and other new and old rivals. The once booming Jinjiang sporting goods industry is coming to the watershed.

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For a long time, the highly competitive competition of sportswear and articles in Jinjiang has been repeatedly questioned because of the industry crisis, and the phenomenon of fast fashion brand crossover and sportswear in the clothing market has been exacerbated by P.

Ma Gang said: "whether it is UNIQLO, Decathlon or H&M, it has robbed consumers of local clothing.

All these brands will affect the pan sports consumer group.

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< p > Ma Gang, frankly speaking, 360 degrees and PEAK's < a href= "//www.sjfzxm.com/news/index_f.asp" > brand > /a > by the leader of Anta and XTEP, and the pursuit of "Jordan" and "noble bird" and so on, it is challenged by the terminal market. This also makes the 31st degree have to force children's clothing, PEAK develops overseas, and trains new growth direction.

The future of these enterprises depends directly on the contribution of new growth directions to major revenue businesses.

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