Sports Brand Recovery Signal Reinforces Back To Rising Track

According to the latest published data, 3 companies except China move outward, the other 2 companies have positive growth. Among them, XTEP international achieved a revenue of 2 billion 135 million yuan, an increase of 1.8% over the same period last year, and a revenue of 2 billion 90 million yuan, an increase of 4.6% over the same period last year. However, the trend of China's revenue was 465 million yuan, down 17.4% from the same period last year.

　　 revenue In addition, the net profit of the 3 companies was also mixed with joy. The net profit of the two companies increased, and the net profit of the 1 companies decreased. Among them, the net profit of 331 degrees was 263 million yuan, an increase of 28.31% compared with the same period last year. The net profit of China's trend was 96 million yuan, an increase of 4.3% compared with the same period last year, while XTEP international net profit was 284 million yuan, down 16.62% compared to the same period last year.

In the first half of the year, XTEP international closed 50 stores, and closed 159 stores in 31st. Although China's trend is not clear about the number of stores closed this year, it is understood by reporters that in the first half of 2013, the number of China's KAPPA retail outlets was 1398, which was 611 fewer stores than in 2012. In this year's report, China launched 1084 outlets for KAPPA outlets. in addition In the first half of, there was about 700 million yuan in inventory.

Footwear industry industry insiders said that the two years of "closed shop tide" gradually came to an end, and the number of some sports brand clothing stores returned to the rising track.

From the current overall data, the 6 indicators of the 3 mainland sporting goods companies listed on the Hong Kong stock exchange, Anta, 31st, and PEAK, have all been "positive". The net profits of Lining, XTEP's revenue and China's trend have also begun to grow. These data jointly prove that the recovery of the domestic sports brand market has become a consensus.

And the more such With a clear recovery, the more people are worried about the Li Ning Co's current state of anxiety. As a former industry "boss", Li Ning Co has undergone many changes in recent 3 years, such as "blood exchange" and "channel revival plan" and so on. However, it still returns to a deteriorating performance report with a huge loss of 586 million yuan.

Although Lining said that the company is now transforming from the traditional wholesale mode to a retail oriented mode, and has achieved some success in the new products, especially since the second half of 2013, its core sports category performance and the better retail sales momentum of new products since the first half of this year continued. If the transformation is successful, the business will improve. But market analysts are generally pessimistic. This is not a pity. As a former gymnast prince, Lining is gradually getting old. Can he lead his own brand to recover his past glory?