Sports Brand High Store Haze 31St Degree First Quarter Performance Is Affected

< p > domestic sports < a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > industry's high storage haze, at the moment is still not dispersed.

Li Ning Co executive chairman Lining also said that the company's performance in the first half of the year is still under pressure.

The 361 degree announcement indicates that the first half of this year's performance will also be significantly affected by a major decline in the first quarter results.

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< p > industry insiders say that high inventory has always been "a target=" _blank "href=" //www.sjfzxm.com/ "textile" /a "clothing industry" chronic disease ", especially sports and leisure brands.

Therefore, going stock has always been a commonplace topic for clothing brands. Most of the enterprises' solutions are discounted promotions, though to a certain extent, they can relieve pressure, but enterprises themselves will also suffer from the loss of profits.

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< p > "the orders will be greatly reduced, and the increase in production costs and competition will result in a decline in gross margin."

The 361 degree interpretation of the decline in the company's operating performance also confirms the above point of view in the industry.

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< p > a few days ago, CIC released the 2013 semi annual performance preview report showing that the growth rate of < a target= "_blank" href= "//www.sjfzxm.com/" > brand clothing < /a > was generally low in the first half of this year, or even a large negative growth.

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< p > for the poor performance of the brand clothing, the report thinks that the main reason is that the retail terminal is weak and the franchisee's confidence is generally low.

In the second half of the year, the industry outlook is still not optimistic, and the growth of company performance in the second half of this year may be slower than the first half.

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< p > the industry believes that the movement of sports brands and the decline of their performance are related not only to the competition of the market itself, but also to the change of population.

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A research report on < p > national securities shows that the number of people aged 20-29 and 40-65 years old is increasing gradually from 2004 to 2016 in the 12 years. This demographic change will have a direct impact on the consumer goods industry.

Statistics show that in 2012, the scale of China's apparel online shopping market reached 305 billion yuan, an increase of 49.9% over the same period last year.

The consumption interest of "post-90s" has obviously shifted from physical stores to online shopping, but the loss of tourists in physical stores has naturally increased the operating pressure of these brands.

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< p > "at present, the whole industry is in the middle stage after the inventory goes out, and the whole industry will have a big improvement. It will take at least two years."

Sun Liwu, an analyst with the information cotton textile industry, said.

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