Hope of of one mind surmounts old rival to be able to bear or endure by right of Olympic Games impetus the Adidasi of the gram, the eager for quick success and instant benefit that is oneself pays price.
Be apart from short-lived victory not to pass one year, adidasi resembles however is drop into hell from heaven. The newest money newspaper of this company shows, in the half an year in the past, its net profit dropped compared to the same period 95% . And with suffer financial crisis to affect downhill Euramerican market is different, its issue in Chinese market is more thorny.
At the beginning of August, the website waits in 51job and hot line of Chinese invite applications for a job, appeared in succession first Adidasi the help wanted of the company, position sells commissioner) for goods in stock of Inventory Sales Specialist(, workplace is Shanghai, headquarters of division of A Di Da Sizhong state. The chief condition that this position describes is: Can according to different channel, basis real stock circumstance, make inventory of a year cut a plan.
Information of such invite applications for a job pays close attention to in what can not arouse a person at ordinary times, and in numerous channel business in succession large area low clears at hand goods in stock, somebody is exited, somebody closes down, have agency even flat do not go below the case that Adidasi handles pick up the goods, its meaning appears very not common.
More and more facts make clear, problem of goods in stock has let Adidasi enter a crisis in, degree lets his be controlled hard even, will be opposite its the two season after this year even the development of next year causes an effect.
Adidasiben should enable similar professional inventory earlier to manage a talent to come accurate anticipate produce can change. The autumn last year September orders goods on the meeting, the channel business that anticipates with Adidasi the market rises hopefully together people discovery, its current painful index and the amount of the agreement that take money that sign at the outset become direct ratio, from last year the fourth quarter begins, because the market was not achieved,anticipate, the money that agency takes more turned him body into the package that go up.
By force of management pressure, even a few agency disobey consultative refus because of lacking cash to aux would rather not pick up the goods. What adopt as a result of Adidasi and agency is half an year is booked, the means of COD, these did not carry according to the agreement, the total money of kinds or types of goods in Adidasi‘s storehouse is as high as keep long in stock even on 100 million RMBs.
“An agency stops in storehouse the kinds or types of goods of a quarter can have on 100 million payment for goods, if it insists to go pick up the goods, can have it is dangerous to close down. “ an agency that does not wish to disclose a full name tells “ weekly of the first finance and economics “ . Clear-cut even decision exits a few small agency this market.
“(Adidasi) market growth anticipated the brand last year more than 30% , agency is done not have so hopeful, both finally compromise comes 20% to 25% , according to this growth takes money. “ a vise general manager checks area of Sheng Daohe north “ weekly of the first finance and economics “ say. Get the better of path and 100 beautiful it is two A Di‘s biggest inside Da Siguo agency.
Much goods in stock already flowed to dealer cash reserve in a bank caused menace. 100 beautiful international (8.01, 0.13, 1.65%)(01880.HK)2008 money annual report is accused show, its 2008 money year goods in stock relatively 2007 money year increased nearly 100% , goods in stock occupies liquid assets by about 25% increase to nearly 44% , cash decreases by 5.21 billion yuan however reach 2.33 billion yuan. The business that is in this company is formed in, the income of 45.9% comes from the representative of pair of sports brands, among them 80% come from be able to bear or endure gram and Adidasi.
On July 30, 100 beautiful started in Shanghai large-scale check inventory activity, before this, to alleviate operation pressure, this group has been in closed store of 176 motion door first quarter.
Another big agency is gotten the better of think 100 beautiful exit this one domain completely unlikely, 100 beautiful groups have more than 1000 Adidasi inside brand shop, exit cost too big.
Of Adidasi medium or small agency Da Funi (the case of 00210.HK) is as similar as 100 beautiful groups, while it is owning its female shoe brand, also act as agent the business of athletic brand, will complement profit.
Of group of the Ni that amount to Fu advocate business Wu is Da Funi and shoe ark two masses brand, face 200 yuan of female shoes and market of 100 yuan of shoes respectively. Meanwhile, da Funi has 138 Adidasi in China shop, 28 are able to bear or endure gram shop.
Da Funi is in second half of the year began 2008 at hand a few be able to bear or endure inn makes over Keadidasimen other. This group tells “ weekly of the first finance and economics “ , have a brand oneself at its relatively, the business profit that cent of brand of this kind of sports sells is not high, former contributed a group about the sale of 81% , but profit contribution achieved 97%; motion brand to contribute very small gain only however, management profit margin has a brand less oneself at its.
He discloses, management profit margin of Didasi can maintain acting A normally in 8% to 11% , however 2008 second half of the year, management profit margin however already under 5% .
Accordingly, da Funi must consider such a series of strategy questions: Whether does athletic market return growth of meeting high speed? If meet, how long can you be hind resume high speed growth? Whether can be Da Funi propped up at that time? Act as agent otherwise be able to bear or endure gram and Adidasi‘s profit exceed very hard inside very long period have a brand oneself. Finally, da Funi decides to exit this market.
To Da Funi itself, this perhaps is a right decision. Because athletic brand market entered high speed dilate, it is excessive dilate even period, and small agency however not quite have an advantage.
Big agency and Adidasi‘s profit are consistent on general orientation. Although once sign,be made an appointment with hind, the management outstanding achievement of agency did not concern with Adidasi actually, but agency appears issue of overall goods in stock, this is of great importance also to Chinese market outstanding achievement of Adidasi.
After be being communicated through talking things over ceaselessly, adidasi decides and agency together, overshoot this crisis. Adidasi allows agency to open discount store, leave even in of valence inn all round. Get the better of added 78 discounts store in nearly a few months.
Meanwhile, when agency processing goods in stock arrives certain amount, adidasihui offers certain amount compensation. Because of processing goods in stock can call in only cash, when low to certain discount, often be unprofitable, this means Adidasi and agency to want to bear a loss jointly.
Consider the agency that exit to those, adidasi also is mixed in modificatory agreement exchange views exit mechanism respect to give support, although this means trival formalities.
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