The Combination Of E-Commerce And Traditional Sales Channels Will Be An Inevitable Choice For Sports Shoes Enterprises.

December 22nd hearing, since 1993 Electronic Commerce Since the introduction of the concept to China, after more than 10 years of rapid development, as of 2009, the overall scale of e-commerce transactions in China has reached 3 trillion and 600 billion yuan. E-commerce has become a measure of a country. Economics Important indicators of development. Many sporting goods enterprises in China regard it as an important means to enhance the competitiveness of enterprises and diversify sales channels. With the development of domestic sporting goods enterprises Sale When the tentacles extend to the world, the combination of e-commerce and traditional sales channels will be an inevitable choice for many traditional enterprises.

The global retail industry has gone through more than 100 years of development, from entity terminal to virtual sales. The change of retail format has also prompted a batch of enterprises that are closely following the trend of the times. Today, the sports products sales mode of our country is single, the market competition is fierce, and the future development trend is to be understood. Combined with the company's own conditions, choosing a reasonable combination of formats is a problem for every sports brand that wants to be bigger and stronger.

As BELLE CEO Sheng Bai Jiao said, "no matter in Europe, the United States and Japan, sales channels are diversified, but China now has only one brand store, and I believe it is time to increase the new mode."

　 The traditional sales mode of sporting goods is facing challenges.

For sports brand chain stores, usually the independent brand, the product is mainly clothing and shoes, self run and franchise are the main business and expansion mode. At present, this form is one of the most important sales methods in the domestic sporting goods retail market. Lining, Nike and Adidas are the main representatives of this format.

The data show that about 38% of the store owners are in balance, 22% of the sporting goods stores have a slight surplus and 37% are facing the risk of bankruptcy. Now the market is different from the previous market, the market is saturated, the market competition is intensified, and the sports shops are hard to manage.

First of all, the rent of shops is very high and has been increasing year by year. According to CCTV, people's daily and other media reports, Beijing, Shanghai, Guangzhou, Shenzhen and other first tier cities rent has soared in the short term, especially since June and July, the rent increase is more obvious. The rent of many cities has increased by more than 20%, especially the rent of exclusive stores has increased by 10% - 30%, and some consumer brand profits have been squeezed out as thin paper as the rent of franchised stores. Many consumer brands have entered the strange circle of "do not open shop, wait for death, open shop to seek death". This leads to the conclusion that rental costs are increasing.

Second, inventory pressure is high. Take Adidas as an example. In the first 6 months of 2009, Adidas accumulated sales revenue of 5 billion 34 million euros, while the third quarter of 2009 was worth 1 billion 652 million euros. Inventories are close to the annual sales of some well-known enterprises in Fujian. In the first half of this year, Adidas's performance in the Chinese market was still sluggish, and sales revenue fell by 16% compared to the same period last year, dragging down global performance. Adidas also said that the main reason was the need to deal with inventory. It can be seen that the impact of inventory on sports enterprises is huge. {page_break}

　　 Retail giants shake corporate voice

Cooperation with distributors is one of the most important ways for traditional sporting goods enterprises to carry out their business. Taking Tao Bo sports as an example, it is one of the largest distributors of Adidas and Nike in China. Its strong terminal capability is beyond the expectation of domestic sporting goods enterprises. Acting KAPPA started Beijing sports sports, 07 years Hongkong listing, opening market value is close to 30 billion, more than the previously listed Anta and Lining. All these are amazing to the manufacturers of sports products. While businesses are scrambled for sites to set up exclusive stores, the growing regional agents are also integrating their own channels to form chain retailers.

What does the emergence of these powerful dealers mean for the traditional sports brand dealers?

Channel sales play a very important role in sports brand enterprises. Today, well-known sports goods companies have cooperated with these retail companies. Almost all sporting goods companies have been unable to get around these retail giants. For them, they have grasped the right to speak in the terminal of the retail market.

The industry believes that the emergence of these retail giants will destroy a large number of small agents. For the domestic sports manufacturing enterprises, which are mainly concentrated in the two or three line market, this will give greater weight to the dependence of the retail giants. In the process of entering the market, the retail giants will shake the voice of sporting goods companies.

　 New mode brings new development space

For sporting goods companies, the single retail format makes market coverage and influence limited. And any format can not cover all the crowd. If the enterprise wants to become bigger and stronger, it must adopt a combination of various retail formats. Therefore, the combination of various retail formats will be a problem that sports goods companies have to consider.

The new economic operation mode of electronic commerce is attacking people's traditional business activities and daily life at an unprecedented speed. Because by using e-commerce, enterprises can reduce the cost of production, supply and marketing, and improve operational efficiency, and also open up new markets. They can show more products to consumers, help enterprises to reduce inventory pressure, create new business opportunities and gain more value. Therefore, more and more traditional enterprises begin to enter e-commerce in different ways to realize the optimization of online marketing and offline management of enterprise products.

The leading sports goods business in China is a model for integrating e-commerce management with traditional sports enterprise resources management. Cool sports provides a platform for consumers to communicate and display products for sporting goods companies. It constantly develops and combines excellent sporting goods retail organizations to build a professional sports network. It has expanded several types of merchandise such as men's shoes, men's wear, women's shoes, women's wear, children's shoes, children's wear, backpacks, accessories, equipment and so on. It has been working with dozens of sports brands, such as Nike, Adidas, Lining, Converse, Puma, Umbro and so on, and has gradually deepened the depth and width of all kinds of brands, so as to provide the most comprehensive products for all kinds of sports enthusiasts.

According to the analysis of business insiders, the core of the e-commerce project implemented by cool sports is actually a "resource integration platform" under the new mode. In addition to the core B2C or B2B module, the enterprise can effectively integrate the supply chain resources of traditional enterprises, help enterprises truly realize the whole operation of e-commerce, and provide consumers with more convenient and comprehensive sports products and equipment, and use more products to meet the needs of different consumers.