The athletic shoes Qi collectively sells at a discount brand value or gradually lose

“200 change 400& rdquos;, New product 8.8 fold, these hardly present on the fluxion brand before the Chou of sell at a discount strength, now but very all over.The reporter in a few days goes and sees invention in the market and exercise the brand be worth of already“Is hard”Don't get up.A department store in Guangzhou, Lee in the field rather, 361 degree big part of merchandiseses be all present“200 change 400& rdquos;Of the promotion plot was fitted together to call 5 to fold.And 361 degrees sell an employee to relate a reporter, the new product can also call 8.8 to fold.And Lee rather the counter , in about 100 styles of shoe, also only could not have 10 styles of markings not to participate in plot.Then the trend underneath brand Kappa whole field participates in an activity, the reporter saw many to be a quarter new style of also at inside.

but with sell at a discount intensely hot circumstance dissimilitude, the annual report of these business enterprises isn't bright.Lately and quickly reported a reporter to statistics Lee rather, Anne step, tread especially, 361 degrees, gram and intention six international fluxion brands declare that the annual official petition creates, their sell a growth rate to all appear the fall circumstance, the stock, management overflows index signs, such as benefit and gross profit rate...etc. to also allow of no at the same time disappointed.Have the industry the daughter-in-law private to think, the old fire sells at a discount of the circumstance have already influenced these exercise brand of value, add of the devotions develop of use one degree proportion over little, in the future having of international sport brand profession is many secret worries.

 

native brand Lee rather, trend clearly the speech sell at a discount to eliminate stock

 

the reporter Be mutually familiar to arrive, Lee rather, the intention want to eliminate stock by selling at a discount for the clear speech in the annual report.Rather the Lee annual report calls to speed a pure goods outlet construction.In 2011, Lee rather of industrial plant store with button up the number of a stores the demarcation arrive 269 and 358, almost is 133 in 2010 and 180 per times, Lee rather of ceo and chief executive officer's brave piece once released at the accomplishment will ascend to mention, 2012, retail store discount the rate would reach to 24%-25%, industrial plant store and discount store buttonned up a head to lead to 50%-53%.

 

and the intention also confess in the annual report for the sake of putting aside stock pressure and declare for the first time carry on a toward the dealer time return to buy a plan, complete back to buy to mourn the total amount of posted prices in 2011 of 1,450,000,000 dollars stock, and re- promote sales a merchandise through proper channels, such as store and electronic commerce...etc. in the industrial plant.Among them, initial brand Kappa cuts down 1,538,000,000 dollars in the total sales in 2011 and goes to 2,095,000,000 dollars and reduce of the main cause reason is to would be because the stock time buys an activity.

the foreign brand adidas, Converse repeatedly sell at a discount to make track for shot

result up, the international sport brand fights a price war, besides which, , abroad's flowing brand don't also keep out of it.The reporter inspects, this day includes to bear foreign brand of gram, adidas, and Converse...etc. to also often sell at a discount.At the gold benefit of Milky Way came to mansion to take 1 F to once hold one to sell at a discount exhibition, reporter recently on the spot saw accept Luo to bear gram and adidas, Converse and Puma all herein, discount at 2-5 fold of, Converse original price the shoes of 199 dollars only sold 70 dollars, and bore a gram of pattern of etc. also nothing but selling price 300 diverse, and shoe up still stick for a sky, river city, wide value label of 100 etc. general merchandises, sold a personnel to say, plot is BE pure stock goods, the whole goods all from the regular outlet come over, all is positive article.In a place that overs 300 square meters, jamed many Tao guests, little Lee rushed to buy 3 pairs of converses, he pleads a reporter, this brand is before rare to sell at a discount, it happened that met to buy several more.

and March, former years, international square in Guangzhou also released especially selling of adidas meeting, lowest discount go to 2 fold, and continue for a month.An original price 700 diverse sport coats are especially selling will ascend only 159 dollars, original price 600 diverse fluxion shoe fire away to fold just 200 diverse.And at old hold in September, year of in the Ba continent meeting exhibition, bear the shoes original price of gram, and adidas...etc.720 dollars, after folding also need 350 dollars and have of flower type because of break code only 150 dollars can the Tao arrive.

the reporter go and see a creation, even if is a spring the summer is new style of, bear gram and adidas all basic all have 8.5 fold, the shoe style having can also call 7 to fold, the Converse puts before store more 6-8 the servant folding is attracted to the public notice card.

Zhang eyes data

Lee rather head the negative growth earn less 920,000,000

Lee rather 2011 annual reports suggest, the sales income is rather 8,930,000,000 dollars, together compare to reduce 5.8%, undoubtedly is Lee in 2011 the evil-foreboding dream of achievement.This backset lets Lee rather with always the hair that Anne who reside in the second place steps sell a dissimilarity to enlarge to 30,000,000 dollars, let Lee rather stand first of the rains and winds float to shake.

exactly up, Be compared to a negative growth, the reporter contrasts and carries a camp and overflows benefit invention through the years, in lossing in business skill, Lee rather starts to be suffused with of the backset circumstance add and have much of a problem more, in 2009-2011, Lee rather divides the line realization management and overflows benefit 1,342,000,000 dollars, 1,547,000,000 dollars and 631,000,000 dollars, the luck camp in 2011's overflowing benefit level has already fallen the degree of 1,000,000,000 dollars of and even compare 960,000,000 dollars in 2008 and have to be low, the reporter contrasts and discovers, Lee rather the management overflow a benefit negative growth and lead up to 59.21% and be second only to an intention in 2011.

Lee rather make a show of in the annual report, Lee rather 2011 the national prestiges taught and sold and certainly maintained low number growth with the whole hair of moral conduct industry, but increased and soon and together compared to don't have to obviously present new look in 2010 and retailed terminal and still kept facing stock pressure in the middle of the year, profession list dry the double is violent.It thinks at the same time, “The cost whereabouts just and profoundly influences cheap nike shoes whole industry organization, give value chain each juncture bring Hong far influence.Is Chinese athletics thing the profession Be whole to as well face to lately change, the transformations of profession to expect for 2-3 years in the future.&Rdquo;

the intention profession express most bad the income tumble 35.66%

own Kappa, RDK and Phenix three brands, the intention is the worst in 6 big sport brands in 2011.2011 annual reports suggest that the realization sells income 2,740,000,000 dollars, the negative growth is 35.7%, management overflow the benefit directly falls to break 100000000 dollars level from 1,740,000,000 dollars, go to 98,680,000 dollars, the fall is 94.33%.The stock proportion also directly rises to 34.7% from 22.3%, with as for trend board of directors chairman Chen Yi Hong is in the annual report declare again“Mountain& rdquo;Save city.

Chen Yi Hong report to present in the book at the chairman, “As a private material self geneses person, even want to volunteer to help, have no a ground of negative been afraid the guide material self Be private to face the responsibility of embarrassing situation, hence I returned to the post of coveting the material self operation up.”Finally up, establish trend for 9 years also in this deep winter in the front side face a lot of first times and include the first-time income and profits to descend, is the number of stores to flow out for the first time negative growth now, the whole store total door in door cuts down to from 37513119, declare for the first time carry on a toward the dealer time return to buy a plan, return to buy to mourn the total amount of cards of the stock of 1,450,000,000 dollars.

the gram management overflow a benefit stagnation development to use a degree at least

gram 2011 annual reports suggest and sell income 4,650,000,000 dollars, together ratioIncrease 9.4%.Don't surely and not face a negative growth, but can see from the luck the camp overflow the contrast of benefit, the gram is rather at last second only to Lee, the intention performance differ most of fluxion brand.The management overflows benefit to fall into 778,000,000 dollars from 822,000,000 dollars, the fall is 5.42%, one of three brands that carries a camp to overflow benefit to start to be suffused with stagnation.

worthy of paying attention to BE, this brand throws in the expenses proportion of development lowest, only have 1%, pressed the sales income in the past to dispute, devotion amount of money is 46,470,000 dollars, this proportion even compare trod especially, the intentions all had to be low.The reporter measures to calculate, 2011, the 6 greatest brands throw in the proportion of development even is 2.43%.Compare under, the gram is thrown in to using of expansion the degree is rather many, reach to 14.2%, be second only to Lee, while the profession is even even also however is 13.37%.

the gram is in the annual report approximately, some essay cards about to be reduced in the violent cooperation, make building money wait to carry camp cost to descend thus, for profession of high speed growth next time supply tough and basic, hence, “To Chinese athletics profession in the future carry on prospect still decadent.”Combine an estimate, the structure intervention of profession will in 2012 inside continue to carry on, violent promotion activity herein touch to clear up accounts stock but carry on, intermediation wholesale an outlet, strengthen inside the profession of mutual aid be discarded by the Juan.The gram has already accepted reduction to order the order form that will have been already ordered but have never livinged to produce to pay a luck and carries on beautifying an intermediation row to send to welcome to set up sex adjustment towards retailing Internet.

361 degrees stock proportion is as tallest as 46.9%

361 degree although 2011 sells income by the hair of 5,570,000,000 dollars, 14.8% growth rates reside in the third place, but the stock proportion of 361 degrees circumstance is astonishing.In 2010-2011, the stock of 361 degrees adds the accounts receivable number as 1,434,000,000 dollars and 2,561,000,000 dollars, the management of the far high excessive period overflows benefit 1,145,000,000 dollars and 1,384,000,000 dollars.In 2011, the stock adds accounts receivable with sell the proportion of income to be up to 46.9%, is only a more than proportion 40% sport brands.

theoretically, the stock pressure of 361 degrees has been already embodied in 2010, at present the proportion have already arrived 33.1% nowadays, is also have only had already outstripped 30% fluxion brands in those early years, because of 361 pass through of annual report with June 31 for the standard draw up to take care of debt form, hence the reporter is helpless to contrast the circumstance of its 2010 year agos.But can see from the stock growth circumstance of each big brand, surely each big brand once sank into a value war, but the stock proportion didn't have as a result reduce, and the pressure was gradually big.361 degrees are candid in saying in the annual report, medium the Ding Zuo move the clothing profession is in the resume after the Shu ground for the past five years carried on, expectation growth the velocity will reduce slowly, profession also meeting face whole solid.

tread especially continuous next adjust advertising expense and slow down and extend a step

tread 2011 annual reports and suggest especially, together compare and increase 24.3%, sell income 5,540,000,000 dollars, the deep winter of profession to the influence that treads especially just like is the minimal, carry a camp and overflow the benefit rises into 1,219,000,000 dollars from 978,000,000 dollars and together reaches to 24.67% than the growth, growth slow down than 2011, but have to be high than 18.76% in 2009.At the same time, the gross profit rate treading especially also soared 0.2% to attain 40.8%.

tread in fact and especially is also only have continuously descend adjust wide but tell of use one degree proportion of brand, at 2008-2011 years, , tread to throw in to promote to have especially the proportion of selling the income from adjust into 11.3% under 11.8%, in this period, the gram has already raised into 14.2% from 7.5%, 361 degrees raise to 9.5% from 6.4%, and Lee rather raises into 17.6% from 15.1% in 2010.

especially tread in the annual report particularly mention, “Lead long to make the wholesale of selling the outlet to button up a rate is the important factor that escorts brand image, is this, whole with wholesale business income data Be the establishment can give to retail discount of basis, set and lead long to make to start to sell of whole wholesale discount rate.Whole income and gross profit rate rally is mainly in order to launching effective publicity plot.&Rdquo;

its embodiment, “For ensure the business that the wholesale outlet has Kang Jian expresses, will accelerate to wholesale an expanding of network step, other, bearing the hair of retailing the company to sell an order position will be gradually cool-headed and repair goods space by preservation.&Rdquo;

Anne step a growth to slow down a stock proportion to control had better

Anne step 2011 annual reports to suggest, the sales income is 8,900,000,000 dollars, together compare to increase 20.2%, Anne steps to certainly be the second, but already force to face approaching old age Lee rather.In carrying a camp and overflowing benefit, Anne's patience now 2,011,000,000 dollars, far super Lee rather, and each operation index sign still can maintain the even level of unfamiliar industry.

nothing but worthy of saving Juan BE, talk about in the sales income growth to lead still management overflow a benefit growth rate, Anne's stepping all has already slowed down an evidence already.2009-Anne steps hair to sell the income growth the rate to distinguish to 26.97%, 26.11% and 20.2% in 2011, together compare slow down 0.86% and 5.91%.And the luck camp overflow benefit to then fall into 15.82% in 2011 from 49.87% in 2009, however Anne steps of the stock circumstance control better, the reporter contrasts hair to sell an income data to see from the stock and the accounts receivable, Anne steps of the stock proportion most approach a that Anne steps gram stock to also arrive 32.51% for 26.13%, surely comparing 2008- the stock proportion not and extremely hasing never exceeded 20% to have to be high in 2010, but Anne steps the stock in the inexperienced industry to control to still calculate good, other brand proportions in same period all already more than 30%, .

Anne step in the annual report to suggest, because of the not radiant market circumstance, whole early as possible combine the double check orders strategy and store to expand a plan on one's own initiative and take precautions against to retail an outlet to appear appropriately extend and the circumstance of stock surplus.Express at the same time, now then already small adjust setting up shop of 2011 of number.

analyze

1.The hobby hits expansion to reach to 4,977,000,000 development fee only 900,000,000

in the expenses of 6 greatest brands, not difficult see, they to expansion is value very much.In 2011, the 6 greatest brands throw in wide but the expenses telling it is up to 4,977,000,000 dollars, the throw in a gram 2011 is than a year of the sales income still have to be high, but they throw in a development of expenses only have 900,000,000 dollars, away below promote to use a degree.

the reporter be careful, in the 6 greatest brands, Lee rather throws in of the advertisement expenses is the tallest, with sell the proportion of income to reach to 17.6%, time is a gram, reach to 14.2%, also would be to say, Lee rather the flower sell on the advertisement in 2011 of attain 1,570,000,000 dollars with the degree, Anne stepped to also spend money 1,220,000,000 dollars in promote and use a degree up, have compare 13.7%.In addition to 361 degrees last year, other brand flowers sell in promoting of have to deliver above income seller's 10% with the degree.

compare the high Qi of advertising the expenses, each big brand dignified vulgarity in throw in funds on the development.Devotion at least of the gram throw in to deliver sum seller's 1% just on the development, in 2008, its devotion develops of the expenses only have 0.3%, 2010 is 0.5%, does Lee rather also throw?The argon Huan Lu  ?.6% is lower than the devotion proportion that Anne steps 3.7%, make people surprising BE, the trend throws in in this aspect higher, reach to 4%.Not and outside take a wide view the whole profession, the devotion develops expenses of even even proportion only is 2.43%, but promote expenses profession even then be up to 13.4%.

2.The profession community is sided with to sell at a discount brand value to gradually lose

take a wide view the annual report of 6 greatest brands, not difficult invention, each brand agrees without previous consultation ground to mention that the profession flows out to sell at a discount now prospects.Even if the comprehensive data expresses better Anne to step to also reveal a performance, "Is Chinese athletics thing the stock headline problem in the market with significantly sell at a discount circumstance to keep on."Anne steps to even mention, "Some brands speed pure goods step with significantly sell at a discount, reduce price promotion and operation profits rally to make Chinese the athletics thing division of labour in the market to turn worse further."Especially tread in the annual report an embodiment also, "The other fluxion brand stock too much combines to attend to provide a huge sum of discount to the lord, resources system collects the data gaining to suggest from the retail, cooperate inside the industry will gradually violent.&Quot;

in fact, this circumstance has already reflected in ordering willing.361 degrees are in the annual report Wan speech, in autumn 2011 order the discount rate of meeting be sent to 60% by the intermediation row, but the spring of 2012/summer indent will up, button up a rate drive enter a pass a whole is 58%.But Lee rather then leak jordan heels in the annual report, the 1, 2, 3th quarter of 2012 degree Lee rather the brand order a meeting the order amount of money have the low unit the number percentage growth, three quarters around, the degree then records unit count the percentage descend.

need not doubt, concerning flow brand but speech, control's retailing a discount rate is to escort a brand head the important factor for being like, the profession a trait of community sells at a discount will old fire influence the brand head be like and finally invite whole price, gross profit rate landings.

3.Turns a problem with quality to have much of a problem to talk about victory and defeat by price

bring up abroad sport brand, also have to can not to cannot compare with negligence at 1:00, that is local 6 big flow brand in, herein Anne steps, 361 degree, tread to all come from a Jin river of Fukien especially, and the gram be then located in with Jin river one river it separate of spring state, moreover, Jordan's athletics, dew friend, pleased get Long Deng be also from a Jin river.But these business enterprise that are close by not invite but match to all have a similar headline problem-stock to accumulate to store, the growth lead a significant fall.

in the end up, look back an of these brands house, not difficult invent their marketing skills very consistent-send to heavy gold subsidize athletics game and invitation star generation the speech enlarge a degree.In 1999, Anne starts to step cheap nike shoes from china a head to raise brand big ensign, Qing whole years of"Profits& quot;Let sport world star the bore speak the Hui"I decide, I romance& quot;, From here, oversea necessary athletics game and had an athletics star to become"The Jin river fastens"The business enterprise vies with each other in the target for pursuing.Have the industry wife the private to reveal a performance, that meeting"The Jin river fastens"The business enterprise gift hires the fanaticism of star generation speech almost and about and the building City in nowadays mutually match in excellence, many business enterprises basically neglect the funds condition of oneself, take bank the loan even is an official margin to investment of star body, get many shoe Qis repeatedly a year even two years of profitses all enter dedicate to star.But arrive the pecuniary aid of athletics game in the cctv athletics channel, in a hat that from the beginning smell a program in very long time, several near all have Jin river the athletics flows brand of figure.

but these brand when the income high expansion is used a degree, but can Dian last generation price theory victory and defeat, guard this battlefield in market in the low level, wear an end to unavoidably invite a gross profit rate not high, the profit margin lands of circumstance.

4.Have a foothold difficult breakthrough front line of 23 more line city all Yi

not embarrassed arrive, in the 6 greatest brands, the lord offends Lee of front line city rather in the sales income and increases soon and carries a camp to overflow benefit the top appear growth to slow down, is go to negative growth.Is contrary, with 234 lines all will for carry on a point of 361 degree, especially tread then is better, under the circumstance of inexperienced industry recession, sell growth maintenance's degree in 2010, the leave increases 26.1% and 26.1%.

after all up, Be been more opposite than to 2, 3, 4 line cities, front line all will what feeling in way City face is with"The ocean brand& quot;Bear the cooperation of gram, adidas.In 2010, Lee rather and ever led to be in use new LOGO and brand spread language-"Makethe change& quot;, After keeping the index number consumptions to after pointing 90 go forward value, Lee rather of the running shoes value arrive 600 dollars, first step with bear price levels, such as gram and adidas...etc. to approach.

but Lee surely produce an article design after rather and this timely relocating vehemence snob appeal up increased more bright colors, but this undertaking didn't beg for the tender heart of 90 empresses.Consumer, Ms. Huang, , who once relatively loved Lee rather, presents to the reporter, "Lee rather of value also once with bear a gram, adidas about, before bought it because the price was substantial, sides was a country to produce brand, now its the shoes spend Qiao, price again Gao, have already had no cause to adopt to do."The reporter goes and sees a creation, contrary lower price of Anne of strategy do a part-time job after stepping, 361 degrees, tread low level brand in etc. to pour especially is absorb many 90 clan to halt enough.On the end, deal with a family circumstance better of 90 after, many people consumed the product of bearing the gram, adidas since the childhood, price to them be not most must of consideration, but deal with 90 Jues of work salary stratum to say behind, Lee rather of the price don't have a too big row to remit dint again to them.