< p > last week (14 - 18) the stock index was down, and the volume of market volume was also decreasing.

Weight plate failed to continue strong, stocks fever declined.

In many of the plates, sports Brand Company reacted to fatigue, after the development of the two or three tier cities in China has been running smoothly, the sports brand "pressure doubled", and even passed to the three or four line brand.

The sports brand is facing the direction choice.

< /p >

< p > < strong > sports brand weekly line < a href= "http://sjfzxm.com/news/index_p.asp" > fall > /a > /strong > /p >

< p > last week, the Quanzhou sports brand weekly stock market fell, including the international week of flying fell 13.64%, to 0.380 Hong Kong dollars / share, the stock price hit a new low of 0.350 Hong Kong dollars / share, XTEP international week fell 3.01%, received 3.22 Hong Kong dollars / share; 31st week fell 2.86%, 1.700 Hong Kong dollars / share, close to the historical low; PEAK sports week fell 1.40%, 2.120 Hong Kong dollars / share.

The international market and A shares listed on the weekly line were 1.30% and 0.82% respectively.

< /p >

In recent years, local sports brands have been controversial. P

High inventory, close shop tide, performance drop...

And this dilemma seems to be spreading.

The latest performance data of Meck show that as of the end of 2013, its sales volume was 231 million yuan, down 30.5% compared to the same period last year.

Among them, sales revenue of footwear sales was 121 million yuan, a year-on-year decrease of 46.28%, and clothing sales revenue was 90 million yuan, a decrease of 13.4% over the same period last year.

In addition, sales of accessories and soles increased by nearly 7 times to 20 million yuan.

It's just as bad as flying in the same array as Meck.

Prior to that, flying international also issued a profit warning, pointing out that last year's performance will turn from profit to loss, mainly due to sales decline and repo dealer inventory, resulting in heavy losses last year.

< /p >

< p > < strong > strive for pformation gradually out of < a href= > http://sjfzxm.com/news/index_p.asp > predicament < /a > /strong > /p >

< p > China's sportswear industry is facing fierce competition. Let's not mention Meck international and flying international. Even the six major sports brands such as Lining, Anta, XTEP, 31st degree, PEAK, China and so on have released their annual reports recently. Most of the company's performance is still negative growth.

Among them, the net profit of China's trend was 19%, while the other five big brands continued to decline in revenue and net profit. The net profit of 31st degree was the most significant, reaching 70.1%.

< /p >

Who will be able to get out of the predicament first? The industry analysis shows that there will be polarization in the future sporting goods industry. The brand with clear positioning, greater pformation and clear strategic direction will gradually get out of the predicament. P

According to the introduction, the middle part of the sports industry is bloated, making the inventory high.

Anta launched a business model pformation last year to achieve the overall vertical responsibility system for category leaders from product planning to terminal sales to improve management efficiency and efficiency.

According to Anta data, the number of orders increased in the first three quarters of 2014.

< /p >

< p > industry analysis, while adjusting the channel, many sports brands are accelerating the effort to speed up the diversification of children's market and accelerate the pace of diversification. For example, XTEP has about 300 retail outlets selling children's products, < a href= "http://sjfzxm.com/news/index_cj.as" > Anta < /a > children's stores to 881.

< /p >