The Cold Storage Of Clothing Industry Is Still In Store.

< p > from the second half of 2011, the cold wave of China's "a href=" //www.sjfzxm.com/news/index_f.asp "sports goods < /a" has made many people tremble with fear.

The nightmare of high inventory is spreading in the industry. In recent two years, the expansion of the channel has slowed down sharply, and even there has been a wave of closing stores.

For Jordan sports and his colleagues, it is a great challenge to smoothly pass the winter of sporting goods industry.

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< p > industry leader Lining reported in 2012 that annual revenue was 6 billion 739 million yuan, down 24.5% from the same period last year, gross profit fell 36.9% and profit loss 1 billion 979 million yuan.

Inventory turnover also increased from 72 days in the previous year to 90 days, and inventory reached 920 million yuan.

In addition, Lining also closed the shop 1821, accounting for about 22.06% of the total.

Even in the first half of 2013, Lining's industry income still decreased by 24.6% over the same period, and no improvement was seen. Net profit was 184 million yuan from a profit of 44 million yuan in the same period in 2012.

Throughout the past four years, Lining's earnings performance has declined.

In 2010, < a href= "//www.sjfzxm.com/news/index_f.asp > > Lining < /a > revenue reached 9 billion 479 million yuan, achieving a net profit of 1 billion 108 million yuan.

Over the next few years, Lining's performance was not as good as a year.

In 2012, Lining's income dropped to 6 billion 676 million yuan, and net profit loss was nearly 2 billion yuan.

In 2013, it still lost nearly 300 million yuan.

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< p > for domestic sporting goods enterprises, high inventory has become an insurmountable challenge.

Statistics show that in the 6 Chinese sports Brand Company listed in Hongkong as an example, in 2011, the total inventory of the six sports brands was 3 billion 699 million yuan; in 2012, it was 3 billion 324 million yuan; in the first half of 2013, the stock pressure of each brand did not decrease, and the total inventory reached 3 billion 29 million yuan.

Although Jordan sports in 2012 and 2013's earnings report has not been announced, but in the whole industry downturn, growth stagnation environment, its days may not be better.

From the financial data released by Jordan sports prospectus, its inventory situation is not optimistic.

As of the first half of 2011, Jordan's sports stock reached 199 million yuan, and the share of total inventory assets increased from 7.43% at the end of 2010 to 9.4%.

Analysts pointed out that inventory is rising trend, will undoubtedly increase the pressure of Jordan sports losses, for its performance will be a huge land mine.

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< p > from the industry as a whole, although the consumption is less than a target= "_blank" href= "//www.sjfzxm.com/" in 2013, the textile "/a" a target= "_blank" href= "_blank" > clothing "bottom", but the road to recovery is still full of uncertainty.

The update of online shopping impact superposition marketing mode makes the enterprises pay more attention to the fine operation mode, and the development focus of enterprises will turn to their own brand building.

Obviously, whether in the market or in terms of brand, Jordan sports is facing severe tests on the two major issues to be solved.

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