Labor Pains - The Chinese Sports Shoes Brand Has Been Greatly Reshuffled.

Foreign giants rush to low-end market, domestic sports brands or big shuffle (Photos)

July 17th, although the past World Cup has led to the sales of sporting goods, but the domestic sporting goods market has been on the decline all the time. According to the data in July 6th, XTEP has the largest decline, reaching 5.98%, at 5.66 yuan; Lining fell 2.01%, reported 24.35 yuan; Anta fell 0.74%, reported 13.44 yuan; China's trend fell 2.92%, reported 4.99 yuan; PEAK fell 2.92%, reported 4.99 yuan;

Senior Lining recently made it clear that the growth rate of the industry will slow down.

In the sports year of the world cup and the two top events of the Asian Games, the domestic sports brand that should have flourishing has met the "Waterloo" in the capital market. The reason is worth studying.

It is reported that Nike, Adidas and other international giants have strengthened their competitiveness in the two or three tier cities recently, adopting the strategy of high and low going, gradually increasing the products of low and medium price, and suppressing other low-end brands to seize the market.

Nike (Nike) has made it clear that it will sell low-priced sports shoes in the mainland in the second quarter of next year and march into two or three tier cities.

Analysts say the news has directly led to a decline in share prices of mainland sports brands.

In addition, the number of sports brands in the first tier cities is becoming more and more saturated, resulting in intensified competition and slower sales growth.

As of July this year, Anta, 31st, XTEP, PEAK and Hongxing Erke have exceeded 6000 domestic terminals, Nike and Adidas have 3500 stores in China.

In the era of horse racing, brand can increase sales by opening stores nationwide. However, when the number of stores reaches a certain level, the way to achieve high speed growth by opening stores is not feasible. It is necessary to seek new growth points to maintain the high growth rate of the previous 30% (the growth rate of the industry in 2008).

Moreover, the reshuffle of China's sports brand has started quietly. Some analysts believe that a mature industry can not accommodate so many well-known brands.

In the past, some sports brands had invested more development capital to blindly follow suit and listed on the market. However, they did not have a unique competitive advantage and development potential. After listing, they found no recognition of capital market.

The scale of China's sports shoes market will reach 69 billion yuan this year.

According to a recent sports apparel market report released by UBS Securities, China's sports shoes Market (including famous brands and general brands) will reach 69 billion yuan in 2010, and the market of famous brand sneakers may reach 297 billion yuan by 2020.

Before 2008, the sporting goods industry was in an explosive growth period, and the market growth rate was as high as 30%. In 2009, the industry growth rate dropped to 11%, and this year's growth rate was around 15%.

Expert guide to enhance functional development of products

Xie Xudong, the head of the marketing department of the World Plaza, believes that in addition to updating the style, strengthening the independent research and development and strengthening the functional development of the products are crucial. We can start with the innovation of raw materials and environmental protection.

After the acquisition of the badminton brand last year, Lining made a surprise attack on the badminton racket. He joined the new high-tech elements such as the "smart control cone", "the wind tunnel diversion system (reducing wind resistance") and other high-tech elements. The new market share of the Lining badminton racket has reached 18% and leapt to second of the industry.

Some experts suggest that the brand with the strength of technological capital can relax the vision, plan the overseas layout as early as possible, and enter the moderately developed countries such as Eastern Europe, Russia, Southeast Asia and some parts of Africa.

Lining, Anta, PEAK and other brands have opened overseas stores, but many brands have not yet worked hard for overseas markets.

Zhang Fasong, director of the advertising teaching and research section of Fujian Normal University and the sports industry observer, believe that the overseas market can be started from three aspects: first, we must establish an independent international R & D team; secondly, find the most suitable countries and regions to establish R & D base; secondly, explore the most suitable brand slogan and concept.

It is understood that PEAK is planning to hire international talent to open up foreign markets, and plans to set up research and development centers for sports shoes and sportswear in the United States and Italy respectively.

Lining launched the brand remolding plan, replacing the new logo, "will boost Lining to become a world-class brand" (Li Ning Co CEO Zhang Yong said).

In the overseas expansion, slightly conservative Anta's international goal this year is overseas market sales accounted for 10%.