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Sports Brand Comes Back To Life Lining Anta Qualifying Competition

2013/8/14 9:33:00 39

Lining claims that the worst is over, and Anta is going to be the first sports unit to get out of the industry downturn. Some market participants believe that the qualifying contest between Anta and Lining has been officially opened in 2013. According to the data released by Anta last week, the profit in the first half of the year was 626 million yuan, down 18% compared to the same period last year, and the turnover was 3 billion 300 million yuan, including Citigroup, J.P. chase and other major companies generally believed that the company's sales and gross profit margin were better than expected. Lining had already warned that the first half of the year would be a loss, and the actual loss was less than expected. It was a loss of 184 million yuan RMB, which significantly reduced the profit in the second half of last year than in. 
 in May 30th this year, the first sporting goods Summit Forum held by Anta chairman Ding Shizhong said that the inventory problem has been resolved. Since then, there has been news that Ding Shizhong has said that Anta will be the first sports stock to go out of the industry downturn. Lining, executive vice president Jin Zhen, publicly stated in the latest performance press conference, "I can comfortfully tell you that the most difficult period has passed." 
 in terms of financial data, the sales volume of Lining and Anta was the same in the first half of the year. The turnover of Anta in the first half of the year reached 3 billion 300 million yuan, while that of Lining was 2 billion 906 million yuan; the net profit of Anta was 626 million yuan, while that of Lining was 184 million yuan; the gross margin of Anta fell to 41.1%, while that of Lining rose, and the gross profit margin increased from 43.2% in the same period last year to 43.6% in the period, an increase of 0.4 percentage points over the same period last year. 
 in addition to the above financial data, inventory and same store sales data are also worthy of attention. 
 at the latest performance conference, Lining executive vice president Jin Zhenjun said that in the first half of the year, the same store sales increased by 9%, compared with peers. The company closed 410 retail stores in the first half of the year. From December 2011 to now, Lining has reduced 2201 stores, down 27% compared to the same period. Due to excessive expansion in previous years, closing stores is a normal rule. Due to the closure of inefficient branches, the speed of closing stores has slowed down. In the future, by improving products and enhancing brands, the retail sales capacity will be improved and sales growth of same stores will be maintained. 
Last December, Li Ning Co announced the launch of a channel revival plan, involving a one-time expenditure of 1 billion 400 million ~18 billion, to support dealers' inventory clearing, inventory repurchase, rationalization of sales network, and formulation of targeted plans, restructuring of accounts receivable structure and other measures. Jin Zhenjun said that as of June 30th this year, the number of days of inventory turnover has decreased from the peak of 9 months to below 7 months, while the total channel inventory has been reduced by more than 30%. In the first half of the year, the company mainly concentrated on inventory, resulting in a decline in turnover. When the inventory returned to normal level, the proportion of new products in the overall inventory will rise, and the future product discount rate will remain at 88% level. 
"P > channel reform, Anta is also quietly fighting. In the first half of 2013, Anta closed 241 stores to 7834 stores, and the number was 8075 at the end of 2012. Anta said that the number will continue to shrink to 7600 ~7700 homes by the end of this year. 
 operational data show that Anta's retail transformation has begun to take effect, and turnover, gross margins and net interest rates are all higher than market expectations. Through a series of retail - oriented transformation, Anta's retail performance and retailers' confidence have recovered. In particular, 2014, the first quarter of the order data will be the first positive growth since the 2012 third quarter. 
 from the financial data, whether Lining or Anta has expressed the information about the change of industry direction in 2013, has the industry winter really passed? 
 international team to fight the local team / .
 for every sporting goods company, in the past two years, the industry crisis has frequently been met, and which sporting goods company can take the lead to become the focus of this year. 
 Lining and Anta are undoubtedly the two most powerful competitors of domestic brands, but the two companies have gone through quite different experiences in the past two years. 
 Anta, despite its difficulties in the industry, still guarantees a huge scale, but the market generally believes that Anta is still in its original position. Compared with the steady development of Anta, Lining suffered the biggest crisis since last year's development. The decline of performance and the change of the top floor area led to a precarious situation for Li Ning Co. Since then, Lining has introduced TPG, a strategic investor, and has begun a profound change to this day. 
 at the performance press conference, Jin Zhenjun, executive vice chairman of the Lining reform group, made it clear that the first phase of the reform has ended, and that the company's situation will not be worse than before. 
 with the deepening of Lining's reform, Li Ning Co's "strongest team in history" has all taken its place. In the latest performance conference, Lining himself introduced Ceng Huafeng, chief financial officer of the new Li Ning Co in April. He is 51 years old and has a Bachelor of Science Degree in accounting and an MBA degree from New York State University. She has more than 23 years' experience in the a target= "_blank" href= "//www.sjfzxm.com/" > clothing /a industry. He worked in GuessInc, AshworthInc and LeviStraussCompany. The position involves a number of management positions, including chief financial officer, chief operating officer, regional president of Asia and vice president of senior business. 
Lining's top management team has been reorganized before the Zeng Hua Feng is in place. Its chief supply chain officer is a former DELL micro-blog executive. His work experience includes DELL's fast selling system. DELL's fast sales system is called one of the most advanced systems in the world. Lining's latest chief agent is Nike, and its chief product officer is from Adidas, and has a working experience. His design director is from P, who previously worked for UMBRO, and the chief market officer is from GENERALMILLS. He also has working experience in cleaning and welding. Besides that, the chief talent officer who has just joined the Li Ning Co is from Henkel. 
Less than P, this newly restructured top management team comes from the top 500 companies in the world. Can the world's advanced experience enable Lining to regain the number one position in China? 
Compared with P, most of Anta's team is made up of local talents. Most of the core talents responsible for Anta's reform come from Anta itself. Anta CEO Ding Shizhong founded Anta brand and is still in charge of company operation. He is responsible for the management of company a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > operation for Ding Shijia, Ding Shizhong's brother is also from Anta, chief transportation officer Lai Shixian is responsible for supply chain management, and joined Anta in 2003. 
 with the industry becoming warmer, the position of the sporting goods company can be secured by the position of the industry leader is closely related to the top management team. Now, the confrontation between Lining and Anta can be regarded as the confrontation between the international team and the local team.