The Chicken Leg Of Other People'S Home, XTEP'S Chicken Ribs?

According to the world clothing shoes and hats net, China in 2017

The scale of the market will exceed 150 billion, and the adult clothing market will gradually become saturated. In 2017, the industry called it the first year of the children's clothing market, and then entered a new stage of competition for children's clothing industry.

Whether or not

Giant LV, domestic sports brand

The fast fashion brand H&M is still the Mini Peace of Taiping bird's children's clothing brand. All the major brands are making efforts to increase the price in the children's wear market.

The chicken leg of other people's home, XTEP's chicken ribs?

XTEP, as the four largest domestic sports brand, failed to get the bonus of the two child policy. The chicken legs of other people's eyes had become tasteless tasteless in XTEP's home.

In August 23rd, XTEP International (XTEP, 01368.HK) released the first half of 2017 performance report, as of June 30, 2017 6 months, XTEP realized operating income of 2 billion 311 million yuan (the same below), down 8.83% compared with the same period last year, net profit in the first half decreased by 18.36% to 310 million yuan, gross profit 1 billion 15 million yuan fell 7.5%, gross margin increased 0.6 percentage points to 43.9%.

Among them, the gross profit margin of clothing increased by 1.8 percentage points to 43.5%, while footwear and accessories increased to 44.3% and 39.3% respectively.

XTEP said that XTEP's revenue and net profit declined in the first half of this year due to the impact of XTEP's children's business sector and advertising expenses.

In 2016, XTEP had closed its sales outlets for its children's brands because of insufficient operating capacity of children's outlets. In the past year, about 350 children's shops were closed.

XTEP children's wear at the starting line

Compared with other brands, XTEP formally launched XTEP children's clothing in 2011, and in 2012, Xiamen XTEP children's Articles Co., Ltd.

In 2015, XTEP children's wear sales point expanded rapidly throughout the country, with a total number of 600 stores.

In 2016, XTEP was abolished and closed 350 stores on the sale of children's brands.

As of June 30, 2017, XTEP children's wear sales point was only 250.

Due to the insufficient operating capacity of children's outlets, the growth rate of XTEP children's clothing business and the number of stores are far behind the number of children's clothing stores of domestic sports brands such as Anta and 361 degrees.

Positioning of fans, frequent exposure of quality problems

The situation is not good, but XTEP still plans to get a slice of the blue ocean.

XTEP believes that under the two child policy dividend, the children's clothing industry has a bright future, and the children's sportswear provided by XTEP satisfies the parents' dual needs for quality and safety.

However, in the first half of this year, the Zhejiang Provincial Bureau of industry and Commerce organized the quality sampling inspection of children's clothing in the circulation area in Zhejiang Province, and sampled 100 batches of children's clothing. After testing, 78 batches of qualified children were tested, 22 batches were failed, and the unqualified detection rate was 22%.

XTEP children's clothing, Pacific bird Mini Peace and other brands failed to list.

Test results show that XTEP (China) Co., Ltd. XTEP children jeans pH value is not qualified.

Last year, XTEP children's clothing was also listed in the list of quality blacklists.

In May 25, 2016, the Jiangxi Provincial Bureau of industry and Commerce released the sampling results of commodity quality in circulation area in 2016. 50 batch of unqualified children's clothing was exposed, and the samples were marked with XTEP children's clothing.

In its 2016 annual report, XTEP clearly stated that the footwear and clothing required for production are in line with the importance of regulatory requirements. It is more clear that failure to comply with its regulations will be revoked business licences and fines.

Frequent quality blacklist, XTEP children's clothing is actually from the face.

ADI, Nike, Anta, 361 degree and so on all have children's wear plate, but the late start of XTEP children's clothing seems to be better at assembling prices, and seems to show more luck to product quality and safety.

It's not the same feeling. When to do it again?

Cheng Weixiong, senior apparel industry observer, said XTEP's problem lies in its unclear positioning, and opening up children's clothing business is actually just following the trend of the market.

Min Guangya, a retail information expert, believes that the current sports brand competition is very fierce in the field of children's clothing. Compared with other domestic sports brand clothing, XTEP has a relatively late market in children's clothing market, and does not have the advantage of first mover.

"XTEP's children's business is mainly based on existing franchisees.

But XTEP franchisees have been struggling to compete in the fierce competition of domestic sports brands, without more energy and money to take into account XTEP's children's clothing business.

Affected by this, the development and scale of XTEP children's clothing will be subject to certain restrictions. At the same time, influenced by the quality of products, the XTEP children's wear is not good enough, which will affect the sale of XTEP's children's clothing.

Min Guangya said.

It is believed that handling these relationships and problems and relying on the brand appeal and channel resources of national hearts, XTEP children's clothing will still have a good chance to get a share in the immature Chinese children's wear market.

Children's clothing business is blue ocean, XTEP needs to come up with a more pragmatic strategy.

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