Chinese Shoe Industry Operation Index Low Anta And Other Brand Shoes Enterprises Sales Order Double Growth

The fourth global footwear industry sustainable development international summit data show that in 2015 China's footwear industry operating index was lower than 90, in a relatively cold index range.

However, in the process of reshuffling the footwear industry, some large enterprises with technology and brand strength are ushering in new opportunities.

2015, China

The trend of order centralization began to appear. Small and medium-sized manufacturers were gradually eliminated because of lack of competitiveness, and large manufacturers were saturated with orders.

At the same time, under the expectation that the sports industry in China will reach 7 trillion yuan scale, Quanzhou sports shoes and clothing plate has welcomed the general good.

It is understood that, after the outbreak of the financial crisis in 2008, the order of traditional industries gradually fragmented, long single into short list, big single split into small bills, in a long period of time, domestic

They are all in this state.

However, around 2015, with the continuous accumulation of technological advantages of big shoe companies, coupled with the revival of the sports shoes market, orders in the footwear industry began to concentrate again.

On the one hand, in

With the pressure of capital raising, domestic environmental regulation and control policies have been tightening up. The pressure on environmental protection is also increasing. The situation of small and medium-sized shoe enterprises is more difficult.

According to statistics from the PRD, more than 90% of the enterprises in the Pearl River Delta collapsed in 2015.

On the other hand, in the shoe industry above the scale, the order saturation situation is very common in 2015. Baoji industry, Fengtai enterprise and F- Yu Qi three shoe foundry giants last year's revenue reached a record high.

In addition, regional leading enterprises such as Quanzhou's Anta, XTEP, 31st degree, PEAK and other brand enterprises have seen a marked increase in turnover and order volume.

According to the analysis of the insiders, although the number of small and medium enterprises is quite large, the enterprises above Designated Size still assume most of the capacity of the shoemaking industry. These enterprises will not be as fragile as small businesses in the face of difficulties.

With the improvement of shoemaking technology and the promotion of machine automation, the advantages of big shoe manufacturers are expanding, and orders are gradually returning to big shoe enterprises.

PEAK sports announced recently that in the fourth quarter of 2015, the same store sales volume (calculated by retail income) of some retail outlets of the group increased from the same quarter in 2014, showing a positive year-on-year increase in the ninth quarter.

The order growth rate also maintained strong. In the 3 quarter of 2016, the order volume recorded a low double-digit year-on-year growth, showing double-digit year-on-year growth for the ninth consecutive quarter.

According to product categories, basketball shoes and running shoes are still the best selling products because of the increasing demand for professional sports products.

The 31st degree new business data also showed that in the fourth quarter of last year, sales of 321 brands increased by 7.9% year-on-year, with an average retail discount of 30%, a channel inventory ratio of 4.2 times, and an independent operation of 360% children's wear brand sales in the same store grew by 8.2% over the same period, while the channel inventory ratio was 4.3 times.

The value of the 2016 order of autumn (the wholesale value), which was released by the group earlier, was also increased by a single digit increase. It recorded a eight consecutive quarter of growth and the recovery was stable.

The growth of the order industry is mainly due to the growth of shoe parts. The order quantity and average selling price have increased. Running shoes, comprehensive training shoes and outdoor shoes and other high-performance and functional products continue to be the most popular hot products, accounting for the main part of shoe orders.

Thanks to the increase in sales of functional sporting goods and the increase in sales volume and composite average price, the order volume of XTEP in the second quarter of this year also recorded an increase of about 10% over the same period in 2015. The increase was 11 consecutive quarters since the fourth quarter of 2013.

Growth is expected to continue until the third quarter.

In 2015, around the "new and changed" annual strategy theme, Anta group made a lot of innovations and changes in brand, merchandise and retail. The Anta, Anta children, group electricity providers, FILA and other business segments of the group have made rapid growth.

Ding Shizhong, chairman of the board of directors of Anta group, revealed that Anta business in 2015 is expected to break through 10 billion yuan. This will also be the first time that Chinese sporting goods enterprises have entered the "billion club", indicating the direction of pformation and upgrading of the footwear industry in Quanzhou.