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In the first quarter of 2014, domestic sports goods sales showed a positive trend, signaling a gradual recovery in the industry. The data from major brands like Anta, Xtep, Peak, and 361° indicate that the sector is gaining momentum. As of November 18, 2014, the industry's performance has started to reflect this improvement, with several leading brands reporting double-digit growth in both sales and order volumes for the first quarter and fourth quarter of the year.
Anta reported continued growth in its order book during the fourth quarter, achieving a low double-digit increase compared to the previous year. This marks the fourth consecutive quarter of steady order growth. Additionally, its same-store sales also saw a year-on-year increase in the first quarter. The overall inventory levels across the industry have reached a healthier state, which is a positive sign for long-term stability.
Xtep also demonstrated strong performance in the fourth quarter, with improved order numbers and a recovery in the following quarter. Its same-store sales grew at a low single-digit rate in the first quarter, maintaining a stable position compared to the same period in 2013.
Peak Sports experienced significant growth in footwear orders, with a rise of over 20% in the fourth quarter, while apparel orders increased by more than 10%. In the first quarter, same-store sales grew at a low single-digit rate, and the total number of stores saw an increase of 4 compared to the end of 2013, reversing previous negative trends.
Liu Xiang, the head of Peak Sports Marketing, echoed the sentiments of other industry leaders, emphasizing that all major sports brands are preparing to capitalize on the Brazil World Cup marketing opportunity this summer. They aim to boost sales in the second quarter and the first half of the year by leveraging the global event and driving consumer interest. With these strategies in place, the sports goods industry appears to be on a more sustainable path toward growth.
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