Sports Apparel Brands Encounter "Midlife Crisis"

According to the Hongkong economic daily,

At the same time, Anta will set up shop targets this year, from the original 8200 to 7800 to 8000.

In the middle of the month, the company has changed its voice. The management has told analysts that the growth of orders in the second quarter of next year will be less than 15%. The growth of same store sales in the third quarter will also drop from the earlier high unit level to only the number of units in the same quarter.

Goldman Sachs: midlife crisis in industry

From Lining, China to Anta, China's sports industry is playing a domino effect. Brands are experiencing the problems of poor sales, surging stock, discount and clearance, and threaten the brand of low price.

Goldman Sachs points out that China's sports industry is facing "

The bank said that as the industry matures, small tight capital developers will withdraw from the market, but Lining, Anta, China Trends and other listed companies, relatively abundant funds, should be able to survive, but gross profit margins and future income will undergo a "normalization" process.

Goldman Sachs also pointed out that from the experience of Nike and Adidas, sports companies need at least 6 quarters to resume sales.

Because Lining was the first to clean up the channel, or became the first to turn over.