Lining Shrunk Shop &Nbsp; Outdoor Shoe Enterprises Also Rely On Opening Stores To Improve Their Performance?

January 4th hearing,

As is known to all, soaring property prices in recent years have led to a series of increase in operating rents. On the other hand, raw materials such as cotton yarn, plastic and other raw materials have increased several times, and staff salaries have increased by about 10%. A large number of operating costs have increased depending on the number of single shop opening. The end result can only be increased by numbers, and profits are gradually drying up.

It's a poor road.

Compared with domestic brands, the sales of international brands Nike and Adidas are almost the same as those of Lining, while the number of shops is nearly 20%, while the profit margin is about 20 - 30%.

In recent years, the outdoor products market has begun to get closer to the public. The way of exploring the outdoor brand of the outdoor brand has opened up shop in various places, which has the possibility of replicating the successful path of the sports brand. However, it is a pity that the outdoor brand is more simply using the domestic sports products to open shop expansion mode, but has little appreciation in product design, brand building and promotion.

Pathfinder revenue in 2008 was 2.12 yuan, the number of shops was 300, in 2009, the revenue was 290 million, the number of stores was 430, the first half of 2010 revenue was 150 million yuan, the whole year should be between 3 and 400 million, the number of stores was 629, the number of stores increased by 130 in 2009, the number of 130 stores was increased, the sales volume was about eighty million, while the increase of 2010 in 2010 was not enough to increase the number of customers, and the sales capacity of single store was slowing down.

In the single sales capacity, its single store sales in 2008 were 700 thousand, in 2009 it was 670 thousand, the above half year calculation was only 470 thousand yuan, and Lining's single store contributed 1 million 60 thousand, Anta's single store contribution 880 thousand has a large gap.

At present, the domestic outdoor brands are similar to the domestic sporting goods, which are simple and rough development, lack of guidance and guidance for the domestic consumer movement, unique design, affinity, influence, high fidelity and valuable brand building. There is a lot of homogenization competition on the extension of sports products, and a large number of homogenized competition, but a large number of niche users are lacking. The operating cost is soaring, and whether the brand with strong foundation and vigorous vitality can be formed, the outcome is not optimistic.

Hopefully, managers who walk on simple roads can only wake up in the Lining shop plan.

May the outdoor brand that has just had a good momentum of development go all the way!