Sports Shoes And Clothing Enterprises Again Smoke &Nbsp; Shishi Shoe Enterprises Survive.

November 23rd, tradition

Why should we enter the sporting goods market? "On the one hand, the market for sporting goods is huge, and it is worse than traditional clothing, footwear and sporting goods, with a higher replacement rate."

Mr. Fu, a senior planner who has long been concerned about the sporting goods market, thinks.

It is understood that in recent years, especially after the 2008 Beijing Olympic Games, the domestic sporting goods market is becoming larger and larger, including Lining, Anta, 361 degrees, XTEP, PEAK and other brand enterprises have tasted the sweetness.

Last year, Lining's sales even exceeded adidas/'s "target=" _blank "> Adidas, which is only one step away from Nike (China).

Take XTEP as an example. In 2007 and 2008, its revenue growth exceeded 100% - 181% and 111% respectively. Last year, the revenue growth reached 23.6%. In the first half of this year, XTEP's sales exceeded 2 billion yuan, and its revenue growth reached 23%.

Looking at Lining, Anta, 361 degree and PEAK, their sales revenue increased by more than 25% in the first half of this year. On the other hand, the competition in the casual wear market is fierce and the number of derivatives is limited.

Mr. Fu said.

In 2008, the sales of good news birds and seven wolves rose by 100% and 88.7% respectively. The growth of the two companies slipped to 16.2% and 20.24% respectively last year. Today, especially in the men's clothing market, branding, scale and fragmented market, it is difficult for the brand clothing enterprises to excavate bigger gold bullion from the single clothing market, so they need distraction and diversion.

"The situation of Shishi sporting goods manufacturers will be even more difficult."

Wang Zhifang, Secretary General of the Shishi Association for quality and technical supervision, said that in last month's "enterprise theory", the marketing director and planning department manager of many Shishi sporting goods manufacturing enterprises said that the survival space of Shishi sporting goods manufacturing enterprises, which had neither sufficient funds nor enough brand influence, had been very narrow. What's more, the so-called "sporting goods manufacturing enterprises" of Shishi mostly used to help big brands, and their own brands were few.

Insiders said that because of such a number of factors, Shishi sporting goods manufacturing enterprises are in a bad position.