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Lining Bet On Children'S Wear For The First Time

2013/3/28 10:01:00 11

Lining Sporting GoodsDomestic Sports BrandLining Children'S Wear

< p > > "sports a target=" _blank "href=" http://www.sjfzxm.com/ > clothing < /a > brand now the dilemma is to pay for the crazy expansion in previous years.

The key to the industry's famous consulting company CEO Zhang Qing said in an interview with reporters earlier.

In 2012, the whole sports clothing brand collectively hit the rocks.

A series of problems such as the decline in net profit, high inventories, large closes and the decline in ordering data were concentrated in this year.

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P > but Lining wasn't depressed.

In March 26th, after the performance was released, Lining's children's clothes were first released independently on the twenty-first China International a target= "_blank" href= "http://www.sjfzxm.com/" > clothing "/a" exposition.

Since its involvement in children's wear in 2010, Lining has been authorized to operate in other brands until January 1st this year, it was officially run by its Tianjin wide cat.

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< p > however, some peers said: "children's industry may be just a flash in the pan."

And clearly stated that it will not intervene in the field of children's wear.

"After this round of baby boomers, children's clothing will fall into the same high cycle of inventory and inventory as the current sports clothing brand."

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< p > < strong > > the main shop is clear warehouse > /strong > /p >


Like P < a href= "http://www.sjfzxm.com/news/index_f.asp" > Lining < /a >, after returning to the industry, they chose to close the store and clean up inventory < /p >


< p > 2012 Lining's actions all foreshadowed the dismal performance. From Zhang Zhiyong's resignation to Lining's return, he experienced a wave of personnel and earthquake. Lining, the former industry leader, was constantly reforming to save himself.

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< p > but this does not mean that Li Ning Co will soon turn the corner.

Lining's earnings report clearly indicated that the company's financial performance is expected to continue to face challenges at least in the first half of 2013.

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< p > 2012, Lining's four major plates: Lining, red double happiness, Lotto and other brands, operating income was 5 billion 926 million, 540 million, 109 million and 216 million respectively.

In addition to the red double happiness 79 million, all other losses.

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< p > even in this recession, Lining sponsored CBA for 5 seasons.

Lining has not disclosed the amount, but rumour has it that the cost of sponsorship is as high as two billion.

Lining also dug up NBA star Wade from Nike to become spokesperson. According to Forbes magazine's ranking as of June 2012, Wade's annual endorsement fee was 12 million dollars, ranking thirty-fifth, while Lining signed 10 years, and the cost should be around 100 million dollars.

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After "P" and "go all out", Lining himself made clear the strategy after the return: focus on the Chinese market and core sports products, and pform from wholesale business to retail oriented business mode.

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Since P in the second half of 2012, Lining, who has been questioned, has embarked on the road of reform.

People close to Lining have told reporters that Lining's reform in personnel and in the channels must be done, and must be done thoroughly, while Lining has yet to be saved.

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The first thing Lining did when he took office was p revival.

The company plans total investment of 14 to 1 billion 800 million yuan, has now invested half, mainly used to clean up channel inventory.

As of December 31, 2012, the total number of shops in Lining's regular stores, flagship stores, factory stores and discount stores was 6434, down 1821 from last year.

Meanwhile, Lining has opened 8 factory shops and 88 discount stores.

The annual report shows that Lining and dealers will continue to clear the goods in 2013.

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< p > but this policy is not new.

In 2012, Anta, XTEP, PEAK and 31st largest domestic listed brands also declined to varying degrees, even Nike began to decline in the third quarter of last year.

In response to this situation, these brands invariably think of closing shop and clearing stock.

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< p > Nike decided to open 40 to 50 factory stores in 2013 to clear up inventory.

And Anta, China trends, PEAK and XTEP chose to close stores in 2012.

Among them, Anta closed 590 stores, PEAK reduced 1323, XTEP closed 446, and China's trend reduced by 1110.

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< p > including Lining, the five domestic sports brands closed 5290 stores in 2012.

If it is on average, it will close 14 homes a day.

Of course, Lining has the largest number of shops.

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< p > < strong > children's wear < /strong > /p >


< p > before Lining, Anta and 361 entered the children's clothing market.

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< p > perhaps due to the expectation of Lining's "big brother" in the industry, Lining's actions and results aroused more concern and doubt.

After choosing to enter children's wear, Lining also welcomed criticism.

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In 2010, when Lining and Parker Lane co worked together to develop children's wear market, the brand has already ranked third in P.

From January 1st this year, Lining will authorize the group to invest in Tianjin wide Cat Products Co., Ltd. for ten years.

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< p > homogenization competition has always been the disadvantage of domestic sports brands, so many brands are trying to find new profit growth points.

For example, PEAK opened a small basketball shop, Anta do women sports series.

In many directions, children's sporting goods are also a competition point.

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< p > Zhang Qing thinks: "as early as three years ago, there were brands entering the children's sporting goods market.

At present, there are no leading brands in China, but the base of China's children sports market is very large. In 2011, the scale of the market reached 150 billion.

In this market with low brand concentration and great potential for growth, it is meaningful for sports brands to enter the children's market.

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< p > Anta is one of the earlier enterprises.

By the end of 2012, the number of children's products stores in Anta was 833, an increase of 201 from 632 in 2011, while children's stores were growing while other brands closed their stores.

Anta believes that with the improvement of urbanization and affluence in China, more parents will attach importance to the quality of children's sporting goods and demand for brands.

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Less than P, and the 361 brands that also own children's clothing series, the growth rate of the sales volume of children's clothing products is no exception.

361 in 2010, children's wear products were launched. By the end of 2012, the performance of children's wear increased by 97.7% to 370 million yuan, and the number of children's stores reached 1590.

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< p >, it is obvious that Lining is not going to enter a blue ocean.

Some enterprises explicitly say they will not enter the children's market. The foregoing person said, "opening stores and distributing goods will cause greater pressure on the current heavy inventory.

Once the consumer population decreases, the future will be even worse. "

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< p > Zhang Qing is relatively optimistic: "this time intervention has another advantage: it will not be suppressed by ADI and Nike, just like adult clothing.

In the field of children's clothing, everyone is at a starting line. Chinese sports clothing brands have time buffers and have the opportunity to grow bigger.

But he also believes that in the past two or three years, people are trying to make mistakes in the field of children's clothing, and there will be competition for the market.

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