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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 players like Anta, Xtep, Peak, and 361° confirmed this upward movement, with both quarterly sales and fourth-quarter orders experiencing double-digit growth. This marks a significant shift as the sector begins to regain momentum after years of sluggish performance.
Anta reported continued growth in its order book during the fourth quarter, achieving a low double-digit year-on-year increase. This is the fourth consecutive quarter of steady order growth for the company. In addition, same-store sales in the first quarter also saw a year-on-year rise, showing improved consumer demand.
Xtep maintained strong performance in the fourth quarter, with order volumes continuing to improve. The company's same-store sales grew at a low single-digit rate in the first quarter, matching the levels seen in the same period in 2013. This indicates a stable market environment and better inventory management across the industry.
Peak Sports experienced a more than 20% increase in footwear orders during the fourth quarter, while apparel orders rose by over 10%. Same-store sales for the first quarter also saw a modest single-digit growth. Moreover, the total number of stores increased by 4 compared to the end of 2013, reversing previous negative trends.
Liu Xiang, Head of Marketing at Peak Sports, echoed the sentiments of other industry leaders, expressing optimism about leveraging the upcoming Brazil World Cup to boost sales. With summer approaching, brands are expected to capitalize on the global event to drive higher sales in the second quarter and the first half of the year.
Overall, the sports goods industry is showing signs of a sustainable recovery, with healthy inventory levels and consistent growth across key players. As the market continues to stabilize, the focus now shifts toward maximizing opportunities during the summer season and the World Cup period.
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