The Number Of Brand Sports Shoes Is Increasing.

< p > over the past two years, the whole sporting goods industry has experienced severe winter and overall growth stagnation. However, judging from the order this year, sports brands will be revived this year.

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< p > from the third quarter operation Bulletin of Anta, XTEP, 361 degrees, < a href= "//www.sjfzxm.com/news/index_c.asp" > PEAK < /a > four big Hong Kong stock listed companies, the number of order meeting data of many enterprises in the first two quarters of this year has resumed growth, reversing the declining trend of orders since 2012.

Anta said that the company's 2014 first quarter order data achieved the first positive growth since the 2012 third quarter.

Orders for the second quarter and the third quarter also grew strongly.

Affected by this good news, Anta sports has also won the "buy" rating of the Bank of America, and the target price is 13 yuan.

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< p > PEAK announced the latest China business bulletin at the end of last year also showed that the second quarter of 2014 < a href= "//www.sjfzxm.com/news/index_f.asp" > the order will be < /a > the total volume of orders is higher than the actual sales in the same quarter in 2013.

Since the third quarter of last year, the profitability of single stores has improved significantly.

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Although the open data of XTEP and 361 degrees P showed no increase in the order volume, it also claimed that the decline in orders continued to narrow, indicating that the operating conditions continued to improve.

In the announcement, XTEP pointed out that orders for the second quarter of 2014 had a median decline compared with the same period in 2013, but the decline in sales orders has narrowed for three consecutive quarters, indicating that business conditions have continued to improve.

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< p > a number of sports brands in an interview with a Commercial Daily reporter said that the order situation has improved in 2014, on the one hand, after two years of adjustment, inventory has improved.

On the other hand, enterprises are also breaking through from the way of operation and products.

Take Lining as an example, it will continue outsourcing to third party information centers and back office retail service centers, and set up a retail business mode of "guided orders, quick orders and quick response".

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< p > in terms of products, Li Ning Co recently launched the "Li Ningyun" platform.

"Li Ning Co is building two structural shock absorption technologies of Li Ninggong and Lining arc, and will make a breakthrough in the field of material shock absorption."

Li Ning Co related personnel, Li Ning Co hopes that new products can be innovative technology to highlight competitive differentiation, and rely on technology to win.

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< p > some analysts told reporters that the sports brand will enter the Soviet Union in 2014.

"After two consecutive years of adjustment, the sports brand industry is expected to be phased out of the inventory cycle this year."

In January 19th, Zhuo Chuang information < a target= "_blank" href= "//www.sjfzxm.com/" > textile < /a > < a target= "_blank" href= "//www.sjfzxm.com/" > clothing < > > industry analyst Sun Liwu said that in 2013, the reduction in the volume of distributors' shipments by the brand dealers promoted the decline of the inventory of the channels. At present, the brands that entered the adjustment period earlier also increased the order, and the sports brand will gradually enter a new growth area in 2014.

Independent fashion observer Ma Gang also said that this year's clothing industry will be better than the previous two years, sports brands have begun to pform.

A part of the adjustment is earlier, the brand is healthy, will usher in the growth period, but some small businesses will still face difficulties.

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< p > Ma Gang also reminds us that in the new round of adjustment, the sports brand will win the product, the characteristic product will be the important weight to break through, avoid the homogenization competition in the past, at the same time, we should also pay attention to changing the original wholesale mode and reducing the channel level.

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