People bleak year for sports brand enterprises fewer orders inventory is too high
Reported in the quarter ended Aug. 31, the Nike net profit of $ 567 million, and its gross margin was 43.5%, down from 44.3% a year earlier, the seventh consecutive quarter of year on year decline. Some analysts said the increase in marketing expenses was mainly due to the Nike product innovation key schemes, and provides support for the Olympic Games and the European Championships, while the volatility of the global economy but also to increase the new balance 420 baratas cost of a lot of pressure. In the first quarter, Nike's on overhead costs increased 18%. At the same time, the growth of the Chinese market slowdown Nike also gave a lot of pressure. It is understood that the Chinese market (including Taiwan and Hong Kong) new orders fell 5 percent, all retailers are facing a slowdown in China's economic growth, the problem of excess inventory. The data show that, on a fiscal year, Nike's sales in China totaled $ 2.5 billion, accounting for the proportion of total sales of more than 10%. Investment bank estimates that the market for Nike China contributed 30% of operating profit. However, in the fourth quarter of fiscal 2012, Nike global future orders growth decelerating from 18% to 12%, China's orders increased significantly from 20% to 2%. Nike's stock has begun to grow over the same period, as of the end of May 2012, the stock amounted to $ 3.35 billion, and $ 2.715 billion compared to last year, an increase of 23.39%. Nike said it would work together with retailers to clear inventory, improve distribution through Nike stores, and adjust the design according to the tastes of Chinese consumers, restart the Chinese market. At the same time, the domestic sports brand is also affected by local sustained high inventory effects and drag sluggish economic environment has not been out of the adjustment period. Data show that in the first half except for special steps revenues rose slightly, Anta fell 11.6 percent, 361 fell 10%, representing a decrease of 28.5% Peak, China Dongxiang fell 29.4%, while net profit fell more than eighty percent of Li Ning.
برچسب ها : ,