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              國內體育品牌面臨方向性選擇

              時間:2014-04-22 01:24:41 來源:依蘭琳卡服裝有限公司

                上周股指震蕩下行,市場成交量也呈遞減之勢。權重板塊未能延續強勢,個股熱度有所下降。而在眾多板塊中,體育品牌公司再現疲態,此前在國內二、三線城市發展一直順風順水的體育品牌“壓力倍增”,甚至傳遞到三四線品牌。向上突破,或是在困境中沉淪?體育品牌面臨著方向性選擇。

                體育品牌個股周線普跌

                上周,泉州板塊中體育品牌個股周線普跌,其中飛克國際周累跌13.64% ,收0.380港元/股,盤中創下股價新低0.350港元/股;特步國際周累跌3.01%,收3.22港元/股;361度周累跌2.86%,收1.700港元/股,接近歷史低位;匹克體育周累跌1.40%,收2.120港元/股。美克國際和A股上市的貴人鳥周線收陽,周累漲分別為1.30%和0.82%。

                近期,本土體育品牌飽受爭議。高庫存、關店潮、業績急降……而這種困境似乎有蔓延的趨勢。美克國際的新業績數據顯示,截至2013年年末,其銷售額為2.31億元,同比下降30.5%。其中,鞋履銷售收入為1.21億元,同比減少46.28%;服飾銷售收入為0.90億元,同比減少13.4%。此外,配件及鞋底銷售收入增長近7倍至0.20億元。與美克同處一個陣列的飛克國際日子一樣不好過。此前,飛克國際亦發布盈利預保安,指出去年業績將由盈轉虧,主因是銷售額下降及回購分銷商庫存,導致去年大幅虧損。

                爭相轉型逐步走出困境

                中國運動服飾行業競爭激烈,不要說美克國際和飛克國際,即使是李寧、安踏、特步、361度、匹克、中國動向等國內六大體育品牌,近日先后發布去年年報,大部分公司業績依舊為負增長。其中,中國動向凈利潤實現19%的增長,其余五大品牌營收與凈利潤仍繼續下滑,361度凈利潤降幅為顯著,達70.1%。

                向上突破,或是在困境中沉淪?體育品牌,誰能率先走出困境?業界分析,未來體育用品行業會出現兩極分化的局面,有明確定位、轉型力度較大、策略方向明確的品牌會逐步走出困境。據介紹,體育行業中間環節臃腫,使得庫存高企。安踏去年啟動業務模式轉型,實現品類負責人從產品企劃到終端銷售的全線垂直負責制,提高管理效率和工作效率。安踏公司數據顯示,2014年前三個季度訂貨會數據呈高單位數增長。

                業界分析,在調整渠道的同時,多個運動品牌正加速發力兒童市場,加快多元化步伐,如特步約有300個零售店出售兒童產品,安踏兒童門店達到881家等。

                定制工裝 www.91huba.com

                工裝定做 www.91huba.com

                定做工裝 www.91huba.com

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