The Development Of Sports Footwear Industry In China Will Slow Down In 2011.

In January 17th, after the cold winter of 2008, the footwear industry in China experienced an unprecedented growth stage of washing and Transformation: foreign trade.

He has worked in ten companies. He is a professional manager who is extremely rich in job hopping. He founded two companies, and he is also an entrepreneur.

He is a leader from a job seeking university student to a famous brand enterprise president, and he is also a real combat expert in marketing.

However, in my eyes, he is more like a vicissitudes of life, a "confessed" teacher, a close friend.

(1) speed of development

1, on the macro level, the development rate of sports industry in 2011 will be slower than that in 2010.

2011 is the first year of the 12th Five-Year plan. In the past year, the consumer market has been affected by many factors such as CRI growth and the aftermath of the financial crisis.

Through past analysis, from the many factors behind 2011, we will find that the whole economic rhythm of our country will show two states of deceleration and pformation.

At the same time, with regard to the current development of the sporting goods industry, the growth of the sporting goods industry in 2011 may be slightly slower than in 2010.

2, but the growth rate of the 2011 industry will still exceed 20%.

Because of the expectation of inflation and the speed of economic recovery, the purchasing power and desire of consumer groups will be affected.

But from the overall analysis, the situation can be said to be relatively good.

In particular, the State Council has listed the sports industry as an important industry in special planning, and the State Council has instructed the General Administration of sports to draw up a plan of 12 national fitness programs, which will be incorporated into the national macro policy.

Of course, many sports professionals also feel that the sports industry has to rely on the binding propaganda role of major sports events. But it is a pity that in 2011 there are no major sporting events in the world. Then what does the sports industry rely on to expand consumption? Ye Qi pointed out that the increase in national fitness is itself a great stimulus. Although there are no sports events popular among the whole nation, such sports competitions as Shenzhen college students will also stimulate the domestic sports industry.

At the same time, sporting goods, or narrow sense of sportswear, has long been a necessity of people's life. It will increase with the improvement of people's living standard. Therefore, many industries predict that the growth rate of the 2011 industry will still exceed 20%.

For this reason, the grasp of the whole industry should not be too extreme.

3, the retail price of finished products will increase moderately.

In addition, because of the above problems, such as the price increase of raw materials, the increase in the price of labor and the increase of pressure on everyone, ye Qi pointed out that in fact, the retail price of finished products in the industry will also increase moderately, and the pressure of such cost will naturally be released.

As a consumer market in 2011, Mr Ye feels that he will still develop towards a better level and direction.

(two) brand competition

1, industry brands are highly concentrated, and domestic brands are hit by international brands.

In 2011, due to the continuous involvement of multi-party brands, domestic brands were impacted by international brands, and the concentration of sports products industry would increase accordingly. For example, many brands that were active on the two or three line would concentrate on the first-line brand, and the brand in the original market would gradually decrease with the continuation of competition.

The industry will usher in a different degree of shuffling.

2, competition perspective will focus on a few big brands, "big fish eat small fish" is obvious.

Many competing perspectives are likely to be concentrated on several brands.

The days of brand comprehensive influence, capital strength, management ability and relatively weak competitiveness of commodities will be rather sad.

The two or three famous brands abroad and some domestic brands will be relatively comfortable.

Ye Qi pointed out that in 2011, the phenomenon of "big fish eating small fish" will become more and more serious. The intensity of brand killing and robbing sites will also continue to escalate.

He said, "no one can always have so many brands in an industry. Although the cake is growing, the number of people who divide cakes is also increasing. This is what is known as" less gruel ". At the same time, because of the fierce competition of brands and life by layer, it is very likely that from the original" fast fish to eat slow fish ", it will gradually evolve into" big fish eating small fish ".

(three) about channel competition

1, brand manufacturers still dominate the channel control.

Under normal circumstances, sales channels will not change much in a short time.

Especially the sports industry in the southern part of the Yangtze River is exclusive stores.

In today's sporting goods industry, the strength of brand manufacturers is often decisive. Precisely because of its unshakable and authoritative nature, it will affect the various aspects of marketing channels to a large extent.

Of course, it is quite difficult to be a marketer of category. If you can not get the recognition from the brand, you can not get the goods, so the so-called marketing construction is impossible.

2, the more intense the battle of network channels is, the more obvious.

In the future refinement competition, channel differentiation will be intensified.

The competition of e-commerce will be more obvious in 2011.

Online sales is a very important battleground. It is a region that needs key competition.

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3, not only are manufacturers competing, shopping malls and retailers are also competing.

Traditionally, shopping malls and supermarkets have always been international brands.

In the past, only international brands or domestic brands could survive, and ordinary businesses simply couldn't get in.

But with the construction of large shopping malls, many enterprises have also increased their chances to enter this field.

In fact, the competition is not only the competition of manufacturers, but also the competition of supermarkets and retailers.

No shopping mall can go all the way, even if it is Wangfujing in Beijing, it has its limitations.

Ye Qi said, including large chain supermarkets, WAL-MART, Carrefour are actually open shop, they are not traditional shelf competition, from this point of view, in fact, retail terminals (such as shopping malls, supermarkets, etc.) have also been increasing dramatically.

4, sports goods stores will rise in the future.

In addition, in 2011 and for a long time to come, there are likely to be large retailers trying to set up shop or sporting goods store.

As a shop, though it is for sale of sporting goods, he will not sell only one brand product.

For example, many types of shops in foreign countries are categorized to place merchandise, which can greatly weaken the brand's position in the store and form information interaction between sales and purchase.

At the same time, because many brands are put together in the same category, it is necessary to fully consider whether goods can impress consumers, and whether the price performance ratio can constitute an advantage.

The role of brand retreats to the second line, and the role of commodities rises to the forefront.

The promotion of goods is a brand enterprise that should pay attention to one aspect at the moment.

According to the introduction, this model is very common in foreign countries, but in view of the limitations of the development of sports goods industry in China, this mode can not form a big trend in our country.

However, we should always be alert to international trends. Today, any trend may be a signal to drive the market trend, so we must not overlook it.

(four) about consumption concept

Consumers gradually change from "passive acceptance" to "active participation".

In fact, the proportion of China's sporting goods in the national economy is still very low. It is reported that only 1% of the total number of sports goods is occupied. Compared with the huge market and endless consumer groups, the upgrading space of China's sporting goods industry is obvious to all.

But what are the factors limiting the pace?

To speed up this process, first of all, we must have economic upgrading. This will be a great ideological basis for both the purchasing power of consumers and the sense of purchase.

The second is the change of lifestyle.

Influenced by traditional consciousness, most Chinese are used to sitting on the fence, that is to say, they prefer to be a spectator rather than a participant.

Ye Qi feels that with the progress of the times, the Chinese will become more and more active to be a participant rather than just a spectator.

The concept of participation more than accepted will gradually guide people's consumption trend.

(five) about the direction of enterprise development

1, enterprises' work should be more and more detailed, and deeper and deeper.

The sporting goods industry has always been a rising field, for example, the morning sun at ten o'clock in the morning has boundless prospects.

Industry is born, developed and even matured.

Will be accompanied by a series of upgrading, pformation, thinking and gradually grow.

On the whole, more brand enterprises in 2011 are still competing in "internal strength", such as commodity, brand building and channel construction.

This requires that "work should be done more and more thinner, deeper and deeper", that is to say, we should benefit from management rather than benefit from resources.

2, the final ratio is executive power.

In China, there are not many resources that can excate people like football World Cup.

At this time, what should we rely on to stimulate the market and enhance our brand? Of course, this has entered the so-called normalization. At this stage, the product power, the terminal force and the brand power are faster than the quick response.

But knowing that may not be able to achieve, easier said than done! In fact, the ultimate comparison is executive power.

The Chinese can not always miss the past events that decide the resource driven development model. That era is over.

The introduction period has ended, and the growth period is almost half of it. In a few years, the whole industry will enter the mature stage, and the speed of development will inevitably slow down.

Of course, if China's sporting goods grow and mature, there will continue to be technological reform and industrial innovation.

Broadly speaking, "unless the human body does not need exercise, the sporting goods industry will always be in a mature stage."

Therefore, whether it is 2011 or 2012, it is the most practical and feasible way to build a foundation for long-term development and prepare for competition.