Month: January 2014

Following the inventory liquidation , a large number of closed shop , seeking new business growth to become the brand’s traditional sports another big move , the outdoor industry to become the first choice of each company .

By the end of October 2013 , 361 degrees announced outdoor brands OneWay Sport Nordic joint venture , following the introduction of outdoor products further into the high-end outdoor areas .

In fact , 361 degrees is not the first one to eat crab , before Adidas, Li Ning , Anta and other brands already have entered the outdoor industry , to create an independent brand , laying channel , began a fairly sports brand style expansion.

Sports & Outdoors seemingly many similarities , but both functional requirements but varies greatly. As a sports brand launch price of only 100 yuan , known as waterproof outdoor shoes , outdoor parties in the eyes of many professionals is ” very tricky ” because of the high manufacturing cost of a professional waterproof outdoor shoes , not the hundred or so cover the costs. Product functionality is becoming a sports brand , ” cross-border ” outdoor constraints .

In addition , in order to extend the brand ‘s influence in the field of outdoor sports companies often take the form of the introduction of outdoor brand cards , or direct sales of outdoor open area in the shop , which makes outdoor activities presented yet ” bodiless ” on the main motion brand embarrassing situation , make life difficult for outdoor enthusiasts to accept.

Why are keen to enter the sports brand outdoors ? Has taken measures to bail out ?

Jump into the outdoor “Blue Ocean”

This year’s ISPO BEIJING Asian sporting goods and fashion show will be held in Beijing February 19 to 22 , there will be nearly 600 from around the world outdoors , winter, extreme sports and street fashion brands to participate . In this exhibition , for the second consecutive exhibition of traditional sports brand Adidas and Li Ning is undoubtedly one of the biggest hot spots.

According to public information , Adidas ‘s first outdoor specialty stores located in Harbin in 2011 , the current number of outdoor shops in the north have more than 30 . Li Ning is the direct approach Vice-line brand to open the main outdoor areas . By the end of 2012 , the main business of outdoor exploration Ning (Li-Ning Adventure) officially opened the first outlets , Li Ning aspect of their hope that time to ” build a brand new outdoor high standard, extending existing business Li Ning sports .”

In addition, China Dongxiang (03818.HK) ‘s sports brand Kappa began two years ago, the layout of the outdoor business , recently announced 361 -degree joint venture with the international outdoor brand , Anta (02020.HK) is also testing the waters within its own outdoor products store .

Removing sports brand itself overcapacity, the market downturn , high inventory and other factors , higher profits outdoor industry is the main reason for attracting sports giant avalanche .

According States Securities research report , the sports apparel market, the average price of the top six brands , there are four outdoor areas associated with the average price higher than a single overall sportswear much as 70% , while the price of professional outdoor shoes and apparel products up sports shoes several times.

In addition, high-end outdoor brands and international cooperation will also help to enhance the domestic sports brand image.

Seek cooperation to fill the “short board”

Although scrambling to leap into the outdoors , ” Blue Ocean” , but not all of the sports brand has a good ” swim ” technique .

Outdoor shoes known to be functional , but a seemingly simple Jackets in the fabric , structure have a clue , but the accumulation of these technologies is the need to develop over time , which is the outdoor sports brand to set foot in the industry at the most criticized .

In this regard, Munich Trade Fairs ( Shanghai ) Co., Ltd. ISPO BEIJING Wang Yilei project director , said the traditional body mass and outdoor sports brand brand is a big gap , for sports brands, often there is ” such a small outdoor market, with our resources and Trader capability can certainly do a good job “idea. But the current situation , the traditional outdoor sports brand business is not all that satisfactory.

To this end, the sports brand usually taken in cooperation with international brands to cut outdoor activities .

Back in 2009 , Li Ning and France’s second largest outdoor brand Aigle International SA have jointly established a high Ai ( China ) Outdoor Sports Goods Co. , each having a 50 % stake , the brand Li Ning Aigle responsible production and sales in the Chinese market .

A few years later, an industry source told reporters , a large shop that time the joint venture plans did not materialize , and this cooperation , Li Ning itself is also not much harvest, and did not play to enhance their outdoor professional role .

In contrast, this cooperation OneWay 361 degrees and is even more optimistic , one important reason is that 361 degrees with 70 % stake in the joint venture.

Han Ye 361 degrees , Director of Public Relations Center told the “Financial Times ” , the outdoor market developed rapidly in recent years , but the influx of more and more brands did not bring more vitality to the market , but there was homogeneity of serious phenomenon.

Wang Yilei that the traditional sports brand into the outdoor sports industry has a very broad trends stand out from the most important thing is the development of the product itself and the spirit of outdoor sports understanding and respect .

Every valley crisis, all bears the next important opportunity . Today, the Chinese garment industry is just at such a stage. In a crisis , Sichuan actively adjust the structure of the garment industry , to promote product innovation, accelerate the construction of the park , the success of the crisis into opportunity.

Innovation and win the future transformation

Sichuan apparel industry brand building in 2013 has taken a new step to develop its own brand awareness has improved significantly. Many enterprises have gradually begun working with brand design agency , brand managers , brand operators, clothing professional institutions, efforts in brand creativity, style design , structural design, process technology , the second design on fabric , enhance brand image and value.

It is gratifying news from time to time came, Reddy Boer , Europe and some degree of influential brands in the international market has layout , into the mainstream . Some companies began to implement brand planning , brand carriers, such as three thousand five hundred thirty-six , Qida consecutive years to become China’s clothing and other 100 companies ; Meng Zhe, Tianzi , double golf and other brands have sprung up everywhere , into a first-class shopping malls and five-star hotels in China ; there emerged in restructuring the retail end brands such as欧尼卡, color snow, Renhe , riding buildings , etc., to promote its own brand of clothing Sichuan construction , industrial upgrading has laid a good foundation.

In terms of product innovation , design , Sichuan clothing brand to increase the intensity and R & D capabilities, the introduction of new materials, new technology , new design methods, the full application of fashion elements , trying to shape the brand style , continuously from the stylish, functional , environmental protection , health explore other aspects of thinking .

At present, government departments have been identified Qida municipal technology research and development centers , three thousand five hundred thirty-six provincial industrial design center , Reddy Boer national industrial design center. It is noteworthy that there is a combination of Sichuan University College of Textile industry trends, successful clothing research 36 , 5 patents , these achievements and patents are being applied in the enterprise . Meanwhile, the development of Chengdu Textile College “clothing printing technology”, ” environmentally friendly liquid vat dyes “, ” foam with pulp project ,” and a number of energy-saving , environmentally friendly clothing after finishing the project , but also for the garment industry chain enterprises in Sichuan pollution net environment has played a significant role in power .

Well- mill ambition experience

As a key factor to enhance the value and avoid product homogeneity , design and innovation are important, but the quality of products still occupy a very important position. Sichuan garment industry quality control, only the 2013 second quarter , Sichuan Province, the provincial food safety on the production of clothing for a special product quality supervision and inspection of a sample of 50 batches, with a pass rate of 100%.

Basu clothing people know that “quality is the brand , the source of value .” Especially wear manufacturer , in 2013 to make greater efforts in terms of quality , carefully studied the nature of work in various fields of clothing , labor intensity, protection requirements , such as wearing characteristics , research techniques, surface materials research , research equipment to meet customer needs. 2013 wear manufacturers generally improved in quality, improved significantly in market share outside the province .

These achievements undoubtedly dazzling , but people do not accidentally Sichuan clothing , as these are to accelerate technical innovation , and constantly improve the level of equipment the inevitable result. The first three quarters of 2013 , Sichuan enterprises above designated size of the investment over 40 billion on equipment upgrades and expansion of the scale , some of the medium-speed engine upgrade to high-speed machines , and some will be promoted to full automatic high-speed machines , there are some qualified enterprises introduction of intelligent production lines, automatic cutting , transport hanging lines.

Today, Sichuan clothing brand among product quality, consumer reputation, brand and business to benefit from the formation of a good cycle , a real foothold in the market , rooted in people’s hearts.

Dream of a powerful casting industry

2013 , from the Sichuan Provincial Park, look professional clothing , located in Chengdu , Deyang , Zigong , Suining , Guang’an , Nanchong and other apparel parks are in accordance with the needs of industrial development and resource allocation , proactive structural adjustment and upgrading , are moving with specialization, features direction.

Pengzhou Huamao Textile Garment Industrial Park , in 2013 to build the China ( Chengdu ) International Fashion Center , a new fashion park planning advantages , the full integration of action sports , dining and entertainment, shopping experience , etc. , determined to do the East ” Milan City” .

Fushun textile and garment industrial park will attract a large number of people returning Fushun membership of clothing apparel base construction , the government led by the park to take a new road of industrialization and urbanization, the development of the park to build a new service system toward specialization, features direction.

Guang’an Cowboys Park is a new park to undertake industrial transfer , the park has attracted a number of investment coming from the coast of professional production companies ; There is planning the construction of Suining · Western International Textile City , Sichuan billion invested 3 billion yuan to build textile and garment industry Park , the park is set spinning , weaving, dyeing , fabric , garments one of the whole industry chain of the park , the park will be built to improve the insufficiency of Sichuan garment industry chain , face a shortage of resources .

Through restructuring and innovation , by the end of 2013, there are two China’s Sichuan clothing that the new capital city of Dragon Bridge ” Chinese children’s Town” , Pengzhou ” Chinese city of casual wear .”

Construction of industrial parks to witness the transformation and upgrading of the garment industry in Sichuan , more importantly they also boost the growing garment industry in Sichuan from extensive management to intensive management , from product competition to brand competition . In fact, the nature of this shift on China’s garment industry is a Major clothing from fashion powerhouse metamorphosis .

Man Road as the iron, the clothing of people in Sichuan pursuit of the future ; CHAMC , Sichuan people clinging to the dream of clothing . With the rapid economic development of clothing Bashu region , increasing overall strength significantly improve its international status , is now fully capitalized , have the ability to talk about “clothing powerhouse dream .”

Custom clothing shop , rely on unique ?

Former freeloaders , now fancy personality

Into Da silk shop , and instantly attracted by a cashmere coat , pink light green, hit the color double-sided, unique. Love can not buy , because it is made ​​of people .

Located Juqianjie righteousness large silk shop , do have fabric business, and became a high-end custom clothing shop. Such shops , the city about 78 companies like Chinese dress, made ​​of cloth fabric language, Yi · Kerry children clothing, Bowflex , my heart is flying and so on. Although these shops are not garish , some also located than the partial alley , but business is booming , but mostly , some stores too busy to pick job then , some stores opened branches altogether .

In the popular clothing apparel market , some alternative clothing custom shop , rely on unique ?

Genuine, custom clothing more affordable

Changzhou Da silk shop is the oldest and largest custom clothing shop , was originally a state-run old fabric store , bought after the boss now , the business evolved into custom clothing .

Ms. Chen is nearly 50 years the store and old customers , and this time , she ordered a piece of double-sided cashmere coats long sections , spent 1,800 yuan. “This material , if at the mall , at least to sell to more than 6000 yuan .” Da silk shop proprietress梁晓英said , “If the brand , the more expensive .”

Indeed, genuine custom shop is the biggest charm. Liang Xiaoying told reporters , although higher than the mass production of customized clothing costs, but many of the big shopping malls clothes reflected in brand value , “Our costs are mainly clothing and wages .”

Thus, in the custom shop , grade fabric determines the price of clothes. This reporter saw a woman in a long paragraph sided cashmere coats , to 1500 yuan ; a men’s cashmere coat , to 3,000. Liang Xiaoying said , about the same price , at the mall to buy, certainly not the same material . This high-grade material , wash once to see the difference . Therefore, the ” wear special clothes custom shop , but also, and as new after 10 years .”

Tailored to every inch of sophisticated

In addition to benefits, but also custom- fit clothing advantage. ” Because it is tailor-made clothes worn feeling fit my every cell .” Chan since 10 years ago, custom clothes, rarely buy a garment . Change the color , change the fabric , modify the details , it appears in Chan , tailored great advantage .

Jinling Road in the language of cloth made ​​of cloth clothing , Miss Qin is the amount of size. “My shoulder is narrow, hip width , it is difficult to buy fitting clothing .” Ms. Tan said , “S No. wearing too tight buttocks , M No. wore shoulder too wide .” Mall also has dressed into garments , but the style too little. Once, she was passing the store , happened to see one of their favorite style, “said the boss can be customized according to my size .” Since then, Ms. Tan has become old customers shop .

“For the size of special guests , used to wear a custom-made suit , no longer willing to wear the garments .” Cloth fabric made ​​language boss Jiangyuan Wen said. Into middle age, the body is more or less there will be some changes, custom clothing for customers to conceal the body have a good effect . Length minus an inch , close enough to the waist and then some , guests dress more fit body , this is the garment can not be done . ” Special body more difficult to buy clothes , to customize once , it will become repeat customers .”

For the pursuit of individuality , many 80, 90, walked into the Custom Shop

In recent years, consumer groups custom clothing shop changed . Liang Xiaoying told reporters that 10 years ago, made ​​clothing customers are basically 60 years old or older . Now, the young white-collar workers as a major customer , custom clothing and more fashionable style . 10 years ago, meaning a large silk shop occasionally do a big two styles ; Now, just pick a store , all fashions. “A lot of international brands can match .”

Before customers are mainly cheaper or fit, the pursuit of individuality now more and more young customers , these customers tend to have a certain economic base , strong spending power requirements are high . In order to meet such a demand, the current high-end custom shop has handmade plate, make clothes better show personality and taste . “In our shop , 80 , 90, after a lot of it .” In Yi · Nationwide Yuan Jia children clothing shop , the boss Pan Feng said, their old customers , in addition to the economic strength of xiaonianqing , seven or eight year-old children , under the leadership of the parents came to tailored clothing , “We are now beginning to make children’s clothing store up .”

Clothing styles update soon , customers custom clothing frequencies are increasing year by year . Pan Feng said that now the New Year is to make clothes unlike previous season, ” business is good all year round , season clothes do thirty-four Customers also many summer doing silk , spring make coats, cashmere winter coat do , As long as everyday clothes , are now popular custom . “

IPO restart, finally , there has been re- listed sports Jordan hopes . Since 2012 , Jordan has been under NBA famous sports star “Jordan” lawsuits have ridden , two from Jordan a name and image on the right so that the lawsuit should have got the approval of the listing of Jordan sports stop.

Today, the lawsuit is still in progress , who wins inconclusive. But the best prospects in the development of the industry , business development during the most fierce sports not get approval of Jordan , at the start of the second half of 2011 experienced a cold snap swept the Chinese sporting goods industry under the impact of a significant decline in profitability is an indisputable fact. To fight for the market, although Jordan sports secretly done a lot of inflated profits , less impairment and other small hands and feet , but in the past two years, almost all of the domestic sports apparel companies have suffered losses or sharply lower results for the performance of the background , stubbornly high short-term pressure on the stock is still insurmountable Hom .

Brand value of the hidden secrets of intangible assets not included

Jordan sports in the prospectus (draft report ) introduction to the sport of competitive advantage in Jordan , the first competitive advantage is its brand to compete with the NBA star “Jordan .” Jordan claims that its high-profile sports “brand is the core of the company , the most valuable intangible assets ” and that ” the company over the years to build China’s national sports brand as the goal, closely around the Jordan brand positioning , values ​​and personality, the sports competition beyond the fighting spirit and integrate them into the company’s business culture . ” Obviously, ” Jordan sports” brand plays an important role as an intangible asset in sports in Jordan .

However, the Jordan brand sports not included in the intangible assets to be accounted among intangible assets, according to the prospectus (draft report ) 259 Details intangible period ending June 30, 2011 , Jordan sports intangible assets constitute the ” land use rights ” and ” software ” , the book value of the total 65,921,000 yuan , which did not include ” the most central and most valuable ” intangible Jordan sports claimed – brands.

Brand is added to the product manufacturer ‘s logo. After the formation of the brand registered trademark owned enterprises that have access to legal protection of its exclusive right to use , and trademarks, the brand has become the physical manifestation . In the history of sports development in Jordan , “Jordan” Jordan sports brand early survival , so that was an important factor in the development of mid- scale expansion. Therefore, in the constitution of intangible assets , Jordan sports should not allow 136 registered trademark absent. But why not put Jordan sports 136 brands included in intangible assets on behalf of the trademark it ? There accountant who told reporters: “trademark has useful life should be amortized over the useful life ; trademarks with indefinite useful lives should be tested annually for impairment at the end .”

Situation from the previous company , the brand value of Jordan sports a trademark owned by 136 representatives , will no doubt become a highly valued intangible assets , which is the sport with the NBA star Michael Jordan “Jordan” brand to compete for important reasons Jordan . But everything has its pros and cons , the Jordan brand as a high value on the other side of intangible assets are amortized each year will bring huge profits Jordan sports some damage , so the high value of the “Jordan” brand does not included in intangible assets , really added a lot of profit for the Jordan sports .

At the same time , with two lawsuits between Michael Jordan from the current message is still yet to see the final conclusion , in fact , win Hao Hao defeated , so that consumers had a misunderstanding with Michael Jordan about the “Jordan ” brand has lost its inherent sanctity, sacredness and this may lead to the disappearance of a very significant change in the existing consumer groups , the simple pursuit of “Jordan ” should consumers would be reduced , and ” Jordan sports ” in the ” Jordan” two brand value word will also be greatly reduced , if the ” Jordan Sport ” brand is really included in intangible assets , then it will be a great asset impairment .

Accounts receivable high prevalence of credit distribution model

Jordan sports in the development process , in addition to important reasons , ” Jordan ” brand as part of its early existence , medium-term development , so that the massive expansion of the dealer model is also an indispensable factor. However, the country has matured dealer mode has happened in Jordan sports distorted .

Jordan sports sales take two forms : direct sales stores and dealers, where its main distributor sales model . Its prospectus (draft report ) shows that ” during the reporting period mainly revenue from product sales to authorized dealers , this business model is dominated by the dealer or authorized by itself all shops selling goods to the end consumer .” . For dealers, Jordan sports sales model to sell products using futures , that is, ” the dealer to Jordan Sports ordering and paying 20% of the order amount as deposit , then Jordan sports deliver products , to get the balance due .”

In the dealer mode , dealers purchase directly from manufacturers, and then resell sales get spread . Dealer business model for the greatest benefit is the business of the dealer is not credit but actually received the money, effectively ensuring the cash flow. Therefore, under the dealer mode , the level of corporate debtors relatively low , good cash flow. However, the operation of Jordan sports watch , its accounts receivable soared in recent years appears to the first half of 2011 , Jordan sports receivables Total assets reached 24.65% , accounting for 34.25% of revenue , there are exceptions.

In the accounts , the accounts receivable are operating receivables subjects, its natural features , making the subjects become financial fraud , inflated profits hardest hit. The so-called accounts receivable refers to the account accounting enterprises from selling goods , materials, services, and other , monies collected should purchase units , as well as transport fees and disbursements due and not received acceptances commercial acceptance bills paragraph. Receivables arising main business income do not imply the formation of cash inflows, receiving just the right business. Prior accounts receivable recovery , corporate profits just called the book profit , is a digital concept rather than a reality profits. Therefore , debtors can easily be artificially operation, due to this feature , debtors often become a tool for unscrupulous companies to manipulate profits.

If a company’s accounts receivable abnormal , then this company should be worth the financial investor attention. Situation analysis of the corresponding Jordan sports , Jordan sports receivables jumped possible for two reasons , one of which is Jordan sports to impact listed inflated income , making big profits make the results look even better , the risk of doing so is after the listing inflated bubble burst , revenue slowed net profit fell ; second is a large area dealers credit , but if so, it is clear that Jordan is to give up the advantages of sport on their business model , operating on the initiative to give up Jordan sports pricing will be challenged , lower prices inevitably bring profits diluted , will eventually return to net profit decline. No matter what kind of reasons for investors, is not good news.

Transaction costs associated with the dealer striving family norm

“Red Week” reporter through in-depth research, found a dealer mode may cause distortions in Jordan sports happening – Jordan sports dealer contains a number of related enterprises .

Jordan sports prospectus (draft report ) shows that in 2011 , Jordan had a wide range of sports dealer consolidation , a number of dealers in the sales contract in 2011 after the completion of the first half , with the exception of land already owned the local channels, business Jordan handed over to the overall sport , its existing distribution channels , business and sports personnel and Ruqiao Dan newly formed subsidiary .

So with Jordan sports , it is unusual. How, Which dealer will open up channels for their hard , familiar business over to people ? Information tells the whole story . Jordan sports prospectus (draft report ) shows that dealers are integrated in Wuhan Yuan Xiang, Shanghai Brilliance Yi, Ningxia Yum , Guiyang Lianguan , Shijiazhuang, Chengdu Ding Bo Lele high and all of Jordan sports related enterprises , are actual control family members who create, from 2008 to 2010 , this six associate dealer sales revenue accounted for 9.34% of Jordan sports revenue , 11.26% , 8.08 %, and as of June 2011 , Jordan sports a total of 53 dealers home.

There are professionals who are familiar with the dealer mode , told reporters that ” the general dealer mode , dealers are cash to take stock , dealers at a disadvantage , the manufacturer is located upstream of the channel , with pricing power, has a natural advantage ,” but Jordan Sporting some dealers to control the actual controller family , sports game with Jordan , Jordan sports lost its natural advantage. Jordan sports reasons for the high level of accounts receivable , will be occupied this part of dealers ‘ purchases of goods company resources ? Or is this part of the dealers listed for Jordan Sports smoothly with inflated income ? Either way , Jordan sports in association with these dealers are not difficult to apply . Either way , Jordan sports will also harm investors .

Sports apparel industry ranks high inventory levels in cold

Jordan sports in this time waiting for the IPO , the textile industry experienced a dismal market, domestic sportswear brands difficult, challenging high inventory became insurmountable .

According to the statistics, Li Ning , Anta , Peak , China Dongxiang , Xtep , 361 ° six domestic sports brand , for example, in 2011 , six major domestic sports brand stocks totaled 3.699 billion yuan ; 2012 , six major domestic sports brand stocks totaled 3.324 billion yuan ; into the first half of 2013 , the brand did not reduce the pressure on the stock , six major domestic sports brand stocks totaled 3.029 billion yuan .

In such a high pressure on the stock , Jordan stock pressure sports are able to reduce ? Jordan sports according to data released by the current point of view , the situation is not optimistic about the company’s stock , the prospectus statistics show that in late 2008 to June 2011 , Jordan sports inventory was 512,464,800 yuan , 380,204,200 yuan , 281,930,100 yuan , and 364.48 million yuan , accounting for the proportion of current assets were 29.23% , 20.66% , 25.28% and 49.43% .

High inventory bring high pressure, making difficult business clothing industry . In 2012, Li Ning, the company reported losses of nearly 20 billion yuan, net profit fell 612.98% , operating income decreased 24.55% ; Anta net profit fell 21.47% , operating income decreased 14.21% ; Peak net profit fell 60.06% , operating income declined 37.49 % ; Xtep net profit fell 16.18% , operating income increased slightly by 0.09% ; 361 degrees net profit fell 37.58% , operating income decreased by 11.98% . Although China Dongxiang improved 72.93% net profit to 177 million yuan , but its sales fell 35.18 percent year on year , the entire garment industry a dismal .

In order to digest the high inventory, the clothing brands have a discount in the second half of 2012 , closed shop . According to media statistics , Li Ning , Anta , Peak , China Dongxiang , Xtep , 361 ° six major domestic sports brand , the store closed down in 2012 to nearly 5000 ; alone Li Ning company, shop it decreased from 2011 in 8255 to 2012, 6434 , closed 1821 . In the first half of 2013 , six major domestic sports brand behind closed doors up to 2249 the total number of stores , the average daily shut shop 12 . In this context , Jordan sports safety can not Wet ?

Language trends extremely sensitive sportswear industry , inventories showed rising trend will undoubtedly increase the Jordan sports breakage pressure on the company’s performance will be a giant in terms of mines, while Jordan sports once allowed to get approval after the IPO, which raised investment project, once put into production line will further increase its pressure on the stock of other companies in the same industry operating a bleak backdrop , it also can continue to maintain its profits continue to grow ? “Red Week” reporters will continue to focus .