[Chinese shoes Network - Brand Dynamics] Following the first-quarter net profit fell 12 percent after Nike (stores) in fiscal year 2013 second quarter net income fell 18% again, to $ 384 million. Among them, sales of 577 million yuan in the Chinese market dragged down its performance in the global market, there has been 11% decline, ranking it first in the global market. Decline in performance, while its stock has become increasingly heavy burden.
sports brand in the Chinese market, is the collective experience a cold winter, we saturated the market and channel space, delaying these brands continue moving forward. Whether it is Nike's performance shrink, or Li Ning (stores) [6.04 -3.98%], Peak and other domestic brands of closed shop and high inventories, are the industry trend of performance.
In this context, the Nike series of "downsizing" move caused concern, sale Umbro and Cole Haan et al., Beneficial to focus its resources on core brands do. But at the same time, also allowed gradually lost its transition to the field of fashion and leisure space. The other hand, its old rival Adidas, continue to promote multi-brand strategy, allowed to have more clout winter.
high inventory decline in performance
According to earnings in the second quarter of 2013 fiscal year, Nike's revenue rose 7 percent to $ 5.96 billion, slightly below analyst expectations of $ 6.01 billion; profit from continuing operations rose 9 percent to $ 521 millio Retro jordans for sale n; diluted Earnings per share grew 11 percent to $ 1.14.
It is worth noting that Nike have declined in Greater China and Western European markets revenues, which, Greater China revenue fell 11 percent to $ 577 million, while revenue growth in emerging markets outside China, by 11%. In the same period, the Japanese market earnings growth of 11%, the North American market recorded a 17 percent growth.
"China market has become the Nike released earnings call, the most embarrassing topic." Sports brand watchers Magang said the previous fiscal year, Nike's sales in China totaled $ 2.5 billion, its total sales of $ 24.1 billion in It accounted for more than 10%. According to the investment bank estimated that the Chinese market contributed 30 percent of Nike operating profit. Therefore, the performance of the Chinese market decline, Nike unacceptable.
In fact, Nike in the Chinese market decline, in its last fiscal year had revealed itself. In the fourth quarter of fiscal 2012, Nike China market sales decline had already appeared, Nike Greater China region including footwear, clothing and accessories, including the total product sales of $ 667 million, compared to the third quarter fell by 3.89 %. Morgan Stanley report shows that the fourth quarter of fiscal year 2012, Nike's global future orders growth decelerated from 18% to 12%, China's orders rose significantly reduced from 20% to 2%.
Nike stock has begun to grow over the same period. cheap jordans for sale mens As of the end of May 2012, its stock amounting to $ 3.35 billion, and in 2012 compared to $ 2.715 billion, an increase of 23.39%.
in light industry researcher Zhu Qing Hua Investment Advisor, said Belle [16.92 0.71%] (01880.HK) and Bao Sheng International [0.51 -3.77%] (03813.HK) two major distributors of Nike Greater China, Inventories also increased pressure. Pou Sheng International 2012 interim report shows that its inventory to $ 554 million already, up 37.16 percent. Belle International, said in the report, the first half of the overall inventory levels above normal channels, discount efforts to increase from a year earlier, gross profit margins being squeezed.
saturated market
"problems faced by Nike, is the industry-based." Magang said that the size of the entire Chinese shoes market in 2012 is 2 trillion yuan, while sports brand as a one of the segments, about 200 billion yuan The size of the market. In the past year, although the whole shoes market slowdown, but there is still growth. The sports category has been for many years before in 200 billion figure hovering, the entire size of the market is saturated.
From the point of view channels, sports goods, Nike, Adidas, Anta, Li Ning and other top-ranking sports brands, each with 6,000 to 7,000 stores, has penetrated into the vast majority of domestic cities, the channel is also increasingly saturated. "Because of the various product lines are very similar, in order to mai cheap foamposites ntain earnings growth, in addition to the store level to improve their efficiency, but only squeeze competitors store." Magang said that it has matured in the sporting goods industry, which It is difficult to do.
In the market size and channels both saturated premise, sports brands have suffered a "cold" shock. Domestic sportswear brand in 2013 second quarter orders will Show, including Li Ning, Anta, special steps, Pick, including the amount of orders each year there are different degrees of decline.
In contrast, Adidas has become a highlight of the 2012 sports industry. In experienced high inventory after 2008, the Adidas have experienced income right channel, clearance stores, long growing pains. But after 2011, its performance has started to recover, and to maintain a high growth in 2012. Published data show that the first half of 2012 in the Greater China sales grew 12%.
Magang think, compared to Nike and Adidas in the field of fashion product lines richer, investment is greater, so that in the face of this crisis, there are more cushion. In addition to the main brand Adidas, the Adidas also has as Y-3, clover and other sub-brand is more interested in fashion. In endorser, also it introduced such as Fan Bingbing, Yao Chen, Eason Chan and other celebrities. In terms of multi-brand operations, Adidas ahead of Nike.
Zhu Qing Hua, said Adidas spent core inventory crisis is collaboration with dealers, not only to allow dealers to o Cheap air jordans for sale pen discount stores, but also allow dealers to sell a certain percentage of trade-terminal single-volume product updates. At the same time, it is sent to the dealer store personnel supervision, and distributors through the crisis together. However, the relationship with Nike in auto maintenance and did not form a "same risk, closely aligned" detrimental to their rapid digest inventory. Adi suffered in 2008 after the high inventories, they established a rapid response mechanism stores. Nike today's decision cycle is much longer. This is caused by the higher its stock a factor.
Nike slimming
In the announced $ 225 million sale of its brand Umbro (Umbro), the Nike again plans to its brand Cole Haan shoes and bags to peel. According to foreign reports, the company intends to Nike's shoes and bags brand Cole Haan sold to private equity firm Apax Partners to $ 500 million. Currently, the two sides have entered the final stages of negotiation.
From the point of view marketing strategy, Nike is still insisting on its investment in the brand preference, whether it's clover Adidas, Reebok or Y-3, has a relatively independent promotion plan.
Before, Nike has been closed only of its own shoe factories in China, to stop a number of sports shoes under the single Asian foundries, and the termination of cooperation with a number of Asian clothing foundries, now downsizing continues. Magang said that in the hands behind the frequent sub-brands, but Retro jordans for sale in reality is the core of the integration of the Nike brand, excluding those that might compete with the main brand of the brand, for investors, some of its own brand more valuable.
Nike "downsizing", in addition to focus resources on core brands, but also increase cash flow during the market downturn. But also disadvantages. First, the sale of the brand to bring the performance decline has been reflected in its earnings in. Secondly, when the professional sports market gradually saturated, either Adidas or Nike, we need some other brands focusing on casual fashion, etc. positioned to seek a breakthrough. And compared to Adidas, Nike, it has little room for transformation.
Zhu Qing Hua said, the most important challenges in the Chinese market, Nike is currently facing, or high inventory. On the one hand, Nike needs coordinated closely aligned with the dealer, the dealer give support in the capital, product management, sales, and thus speed up the process of destocking. On the other hand, to strengthen management and enhance the treatment of terminal sales staff, to avoid excessive loss of personnel, thus affecting sales. (Chinese shoes Network - the most authoritative and most professional Footwear News)is like a raging fire in the playoffs of the occasion, we believe that for the regular season - Russell Westbrook eye-catching performance is still fresh - 42 times three double first person, history 55 years ago, averaging three doubl cheap jordans for sale e sign, averaging 31.6 points the highest in the league......
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NO.1 Vlone%uD7 Nike Air Force 1 Adidas's supplier in China; Wan shoe industry is now trying to overcome the bottleneck of China's economic development. The industry believes that the United States and Cheap air jordan 12 ovo some European countries, economic cooling, the impact on China's economy will continue for one year to a year and a half. The sharp rise in raw materials, the appreciation of the renminbi several times, the state has imposed new regulations on export tax, all of which have a negative impact on the production costs of the manufacturers. But Adidas stressed that China will remain an important production base for the company in asia.
in southern China's Guangdong Province, some manufacturers close down every day. Because of the huge increase in costs, they have been unable to complete contracts with Carrefour and WAL-MART, a large chain of stores, a year ago. The soaring prices of raw materials, rising wages for employees, the appreciation of the renminbi, and the country's new export tax regulations have made many firms difficult to sustain. The so-called """ in the mouth of economic analysts; the mature process of export economy; " for enterprise managers and workers, it is often a disaster.
company in the southern city of Qingyuan China addidacer supplier Wanbang shoes now facing tremendous cost pressures. As the shoe-making industry is still labor-intensive work, so the state footwear industry about 17 thousand workers, the daily production of sports shoes only 1 million 200 thousand pairs. To preserve its profits, the state shoe industry has now shifted its sewing to the surrounding areas of Qingyuan. The satellite factories the  re have relatively low wages. "The next step is to automate," he said. "If we can use 50% of our people to do the current workload, we can certainly go on with it," said Charles Yang, manager of the company. "
, the manager, estimates that the pace of economic growth in the United States and parts of Europe is slowing, and that the impact on China will last one to one year and a half. In this regard, ten thousand footwear company has taken a positive response. It now has another factory in India. The wages of workers in India are significantly lower than those of Chinese workers. The average monthly wage for Chinese workers is equivalent to 130 euros, compared with only 30 to 65 euros in India. Charles Yang said he estimated that Adidas would give half of its order to China by 2012, but the other half would be completed in India. He also stressed that Chinese workers will not be unemployed in the future, but they need to complete more complex production procedures. In the long run, China will remain the largest production base. This is the truth that many manufacturers understand. Chinese workers are highly disciplined and highly skilled in their labour. India is now spare no effort to catch up. But India still needs to change from casual shoes to sports shoes. China will acquire more contracts to produce high-tech terminal products in the future. India will mainly produce economically applicable products."
in the past few months, the p cheap jordans online roportion of Adidas's production in China will be reduced, some orders will be from)
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