The end of the era of the sports brand "Million Store Plan"

In the Anta factory shop next to the Anta headquarters of Chidian Town, one can see a row of T-shirts with a price as low as twenty or thirty yuan; only 50 yuan a pair of sports shoes. Walking in the town of Chenye, with many shoe brands, there are many sports brands that can attract customers with a sign of 9 yuan or a minimum of 1 percent and a 2 percent discount.

Ending the era of shop making money

In the downward cycle of the domestic sporting goods industry, Anta suffered a decline in its first performance since its listing in 2007. On February 25, Anta Sports announced its 2012 annual report. The report shows that in 2012, the company's operating income was 7.623 billion yuan and net profit was 1.359 billion yuan, down 14.4% and 21.5% year-on-year.

Since the first half of last year, ANTA Sports' performance has declined for the first time. According to the 2012 annual report, ANTA Sports revenue decreased by 14.4% year-on-year to 7.623 billion yuan, net profit decreased by 21.5% year-on-year to 1.359 billion yuan, and gross profit margin also fell by 4.3 percentage points to 38%.

Since the listing of the company for the first time in five years, ANTA’s performance has declined for the first time. From the Anta’s annual report, the increase in inventory and the continued closure of stores are still the most important issues for ANTA. The annual report shows that Anta's inventory increased by 11.17% from RMB 618 million in 2011 to RMB 687 million. Account receivable amounted to RMB 1.37 billion. The average inventory turnover days increased by 13 days to 51 days year-on-year, and the number of accounts receivable turnover days increased by 8%. Day to 34 days.

In response to the inventory problem, Anta executive director and chief operating officer Lai Shixian said at the performance briefing that in 2012 the company's inventories fell by about 90 million yuan, mainly to support individual dealers, as well as order adjustments. In terms of storefronts, the number of Anta Sports stores decreased by 590 last year, but the number of children's sporting goods stores increased from 99 to 833, and Anta also said that it will continue to reduce 475 to 575 stores this year.

In 2010, Anta made a net profit of 1.551 billion yuan. In 2011, many shoe companies, including Anta, all pointed to the “Million Store Plan”. Anta was the first garment company to taste the high speed of opening a store. A dealer familiar with the distribution of Anta said that in order to accelerate the market share of products, the most direct way is to operate more stores.

Last Saturday, at the Anta headquarters in Chidian Township, Jinjiang City, the reporter interviewed Ding Zhimin, senior manager and assistant to the president of ANTA Sports Strategic Management Center. Now he mentions the “10,000 shop plan” that Anta respected in the past. Anta's attitude is much lower. Ding Zhimin said: “The industry is now in a phased down cycle. For Anta, it is more important than opening stores and expanding store size to increase single store efficiency and optimize channels, and it will not be tied to the number of stores.”

Xu Zhenkun, general manager of Fujian Cheng'an Shoes Co., Ltd., said that under the influence of financial crisis and domestic demand sluggishness, the growth rate of domestic apparel brands has slowed down, and the era of relying on big stores to achieve sales growth has ended.

Shoe business is generally low-key

In 2010, Anta’s chief operating officer, Lai Shixian, stated that Anta’s retail sales are expected to become the No. 1 domestic brand in the country and it is expected to surpass Nike and Adidas in three to five years.

Nowadays, the prospect of the company is mentioned again. Ding Zhimin told reporters: "We still do our own things well. It is better to be a follower. This comparison is not very suitable." Anta 2012 financial report shows that the company's free cash flow reached 1.61 billion yuan, up 32% year-on-year. %, while the dividend payout ratio was 71.7%, a record high.

In the downturn of the industry, many local sporting goods companies in Jinjiang are very keen on real estate, speculation, and even investment in the entertainment industry, with strong cash flow. As for whether Anta in the future may “engage in the sidelines,” Ding Zhimin said: “Anta is more than happy to focus on the field of sporting goods. Even if it does invest in the future, it will only acquire similar sporting goods companies, just as it did in 2009 when it acquired the Italian brand FILA. There is no new investment target yet, but also the timing."

When listed companies issued annual reports this year, the media reported intensively on the “inventory” phenomenon of shoes and apparel brands, and even affected the stock price to some extent. Now some brand managers are more cautious about hearing “inventory”.

Zhao Feng, director of the 361 Degree Sports Market Center, told reporters: “Actually, whether it is a local brand or a foreign brand, they are facing the phenomenon of inventory. Inventory is formed over time, and inventory clearance cannot be achieved overnight. It is a process that is slowly digesting. Moreover, the current domestic and regional differences are quite different, and the consumption levels in different regions are not the same.Inventories are not necessarily completely slow-moving goods, some consumers like to buy new products, and some consumers like to buy discount products with higher cost performance. Not necessarily a problem, it may also give other consumers more choices."

"Of course, the energy of shoe companies will not be on the inventory. For shoe companies, open source is always more important than throttling," said Zhao Feng.

Ding Zhimin, senior manager of ANTA Sports Strategic Management Center, also stated: “The company is managing orders through scientific orders and reasonable control of inventory. For example, pushing new products to market will not produce large quantities once. Instead, it will first produce a batch of products. According to the feedback of the sales situation in the store, it is decided whether to add production or stop production."

Even though each shoe brand is not happy to talk about the "inventory" phenomenon. However, locals know that in recent years, during the Spring Festival, many shoes and clothing brands in Chenshao Town will come together and hold special sales. For example, special steps and 361-degree shoes cost more than 200 yuan each, and then they can be purchased for tens of yuan. . Lilang men's clothing for more than 2,000 original clothes, after the discount as long as two hundred yuan.

The end-of-year sales of Jinjiang shoes and apparel companies gradually evolved from the original special sale with the internal welfare of employees into an effective form of inventory elimination by various companies.

Visit Chen Yuzhen

Now workers are not good enough

Jinjiang can not come to Chen Zhen, Chen Zhen is the birthplace of Jinjiang shoes. Locally, there was a “making brand” movement. CCTV-5 has seen dozens of celebrities advertising for Jinjiang shoe companies, and CCTV-5 was once ridiculed as “Chen Hao Channel”. According to local authorities, the registered shoe companies and shoe-making enterprises in Chenye Town have more than 3,000 large and small companies and more than 10 listed companies.

It takes only 10 minutes by taxi from Jinjiang City to Chenzi Town. On May 9, the reporter first came to the recruitment market of Xiqiao in Wuqiaotou, Chenye Town, which is the largest employment market in Chenye Town. The reporter came here early this morning and waited until about 10 o'clock. The entire labor market had some popularity. Companies recruited here are large and small, and Anta and other listed companies also have small and medium-sized shoe companies and shoe factories.

The reporter turned around in the recruitment market and found that the salary and salary of the shoe companies are almost the same. They just entered the factory at around 2,000 yuan per month, and skilled workers can get more than 3,000 yuan in one month. There are no five insurance and one gold.

There are not many people who come to work. Many shoe-making companies are responsible for recruiting people who seem to do nothing: Some people rely on the recruitment advertisement board to doze off; others use mobile phones to watch Korean dramas; others are playing cards.

A shoe company’s human resources told reporters: “Now workers are not good at recruiting. Many are afraid of being tired after 90 days, and they are less likely to spend money. They won’t come back after the Chinese New Year. Many foreigners’ 70’s and 80’s do not want to drift. They want to go home. "."

There is no harvest in ten years of work

Before Anta's recruitment board, the reporter encountered Li Xia (a pseudonym), he specifically came from the company asking for leave to find a job.

Li Xia is now a medium-sized shoe industry company team leader, dozens of individuals, about 4,000 yuan per month income.

He came to Jinjiang in the summer of 2003 and spent a full 10 years in this small town. After learning from the most common carpenter, he can now make a complete pair of shoes.

“I have worked in many shoe factories, Anta, Xtep, Jordan, and some small factories. Maybe it's my personality. It's very difficult for me to work in every shoe factory for more than a year. It's often a very tired stage. I would like to change my family to see if it will be better. I changed a lot of homes, and at the end all proved to be similar. We have little upside for this work, and earning wages is entirely dependent on time."

Li Xia recently felt very tired. The company’s nearly 12.5 hours of work time made him feel overwhelmed. He wanted to look for another change. In Chenzi Town, the reporter also went with Li Xia to experience the day when ordinary shoe-workers find jobs.

In the recruitment market in Xiqiao, Li Xia did not look for jobs. Crossing the river bank is the Hankou Village, along the Hankou Avenue. If you do not look at the signs, many outsiders do not realize that they have reached another village. The villages of Chenye town are all connected, and almost every building is a company. Li Xia said that all those who work in shoe factories are foreigners, mostly from Jiangxi, Guizhou, Sichuan, and Henan. Many locals open shoe factories themselves, or engage in printing and shoe materials. In short, they operate around the shoe-making industry chain.

Li Xia said that since 2008, shoe factories have started to recruit hard. In order to recruit more people, shoe factories will ask “whether they can bring workers” when recruiting workshop supervisors or other management positions.

In the recruiting market of the artichokes, a foreign-owned sports shoe manufacturing company handed over an employee salary statement to the reporter. The above introduced the reward policy with workers, with men's and women's workers, with workers awards are 200 yuan / person; with skilled high-frequency workers is 300 yuan / person. With needleworker is 600 yuan / person. "Now I'm not good at management after 90. I'm looking for a job this time and I'm not planning to do a job." Li Xia said. After turning around, Li Xia was not satisfied with the treatment given by many companies.

In the afternoon, the reporter came to Fink International Holdings Co., Ltd. in Yangshuo Village as a beginner to work as a needle worker. A workshop supervisor told reporters that the average worker’s standard is 1800 yuan. More work and more pieces, a pair of shoes a pair of shoes belly hair 1 hair 3.

At 2 o'clock, the factory staff took the reporter to a sewing machine group in the flow shop. The huge workshop was full of glue, and the people in the workshop were not much talking to each other. They only heard the “click” sound of the Roller machine's machine and the “whistling” sound of the electric fan.

It is not difficult to see that this sewing machine group is indeed short of people, and 10 of the nearly 20 roller carts are empty. The team leader said: "Recently it has been difficult to recruit people. In the past few years, many people have come to apply. Now many factories are short of people." He handed the reporter a piece of scrap and said the basics. The needleworker does not do a good job. It is necessary to stabilize the leather material in the hand so that the stitches are aligned, and the pedals responsible for braking are also controlled.

Out of the workshop, Li Xia said, "I first learned to work as a needle cutter. When I was just learning, I had bad skills. In a few days, my right ankle became swollen." He paused and looked at the distance. After two years, I will go back to my hometown. I still have to spend some money."

Li Xia’s plan is to work in Jinjiang for another two or three years. He will earn some money and go back to Jiangxi’s hometown to start a business and marry his girlfriend. He said, "Our hometown is also very profitable when we are farming. It's just that I haven't had any money in the past ten years and I don't have capital yet."