China's Sporting Goods Market Structure Rewrites &Nbsp; Lining Or Super ADI

And domestic brands Stride forward singing militant songs In contrast, the survival of international brands experiencing large-scale expansion seems to be less optimistic in China.

Adidas's latest report shows that in the first half of 2011, the group Net profit It fell 95% to 13 million euros, and sales revenue fell 2% to 5 billion 30 million euros. To this end, some analysts believe that in the case of Adidas sales slump, if Lining can continue to maintain two digit high growth, sales in 2011 is expected to surpass Adidas. In the seesaw battle of "one plus one minus", China's sports goods market will be rewritten.

　　 Nike: restructuring sales channels

"Nike not only reduced orders, but Nike began to eliminate dealers with poor performance in the beginning of the year," he said. According to people familiar with the matter, in the next period of time, Nike will have big moves in channel management. In the past, the decentralized distribution mode will be broken, and sales will be more concentrated in the larger scale. Distributor Hands.

It is reported that when Nike first entered the Chinese market, in order to seize the market as soon as possible, the multi-level agency system was implemented. In the channel concept of Nike, we hope that there will be several powerful distributors in each region to form competition but maintain brand image. But the result is excessive competition in the market. "A lot of Nike dealers are coming to see us. I hope we can all absorb their inventory products. The price is so low that they can't believe it." The situation of Xu Hui, a brand seller, seems to confirm the Nike dealer's side. dilemma 。

Nike hopes to see changes in the Chinese market as a focus of sales. It is understood that at present, in addition to BELLE, Baosheng two national distributors, Shanghai Ruili sports, Guangzhou Tao Bo sports and Chengdu strong wave sports have formed a certain scale effect in their respective regions. "Since the beginning of 2011, Nike has also been pushing big dealers to buy and sell small dealers, in addition to too many stocks and dealers who are unable to turn around the capital chain." A Nike dealer in Shanghai introduces the daily economic news.

In February 2011, Nike started building its largest logistics center in Asia, Nike China logistics center. After the completion of the center, Nike will reduce its delivery time by 15%. In March, the company also announced the closure of 4 factories, including the only wholly owned footwear factory in mainland China. The company has also announced that Nike will be able to complete its production. At the same time, Nike has also begun to streamline its orders. From March 2009 to July, Nike's total orders of 6 billion 500 million US dollars decreased by 10% compared with the same period in 2010.

　　 Adidas: right of brand collection

In the past six months, Adidas has been almost everywhere in the global market. Mire 。 Excluding the exchange rate factor, sales in Adidas Europe decreased by 8% compared with the same period last year, while sales in the North American market decreased by 10% compared with the same period in the previous year. The sales in Asia and China mainly decreased by 9% compared with the same period last year. Sales in Latin America only increased by 24% compared to the same period last year, but only 443 million euros, and there was no way to reverse the overall situation.

"Since the three quarter of 2010, Adidas has been dealing with inventory problems." According to Adidas insiders told the "daily economic news", due to overstocking, the goods could be renewed once a week. Now it can only be updated once every two weeks. The frequency of the update of goods is reduced, resulting in Limited sales growth. Adidas's financial report shows that in the first half of 2011, Adidas's stock value was 2 billion 41 million euros, an increase of 13% over the same period last year, a 8% increase over the same period after deducting exchange rate factors.

After 8 consecutive years of rapid growth in net profit of two figures, Adidas began to re-examine the market. In the Chinese market, Adidas seems to be more willing to invest in marketing and sales channels.

In 2008, the number of Adidas brand stores in China was 1332, which contributed 18% of the turnover in the Chinese market, while in 2007, the two figures were 1003 and 17% respectively.
In fact, after the 2008 Beijing Olympics, Adidas's bid for its brand, clover, has already begun. According to the plan made by Adidas, the clover brand will be recovered from 2009. In addition, Adidas is also striving to reduce production costs. A few days ago, it was pointed out that the Dongguan Humen Guan he sports equipment factory, the largest ball foundrier in the world for Adidas OEM, will be fully moved within the end of 2011.

When Nike and Adidas were "downsizing", MIZUNO, the biggest sports brand in Japan, announced last month that it would close 200 retail outlets in China.

Lining: expanding overseas market

According to the Li Ning Co plan, the company will open up to 100 stores in Southeast Asia in 2009. Lining said that these stores will be established in Singapore, Malaysia, Indonesia and other Southeast Asian countries and regions, and are all badminton sports as the main products.

As early as 1999, Li Ning Co put the "brand internationalization" on the strategic agenda, and the company adjusted its structure and began to explore the international market. In the past few years, the market share of the international market has been "negligible" for Lining. The expansion plan is a landmark event of Lining's overseas journey.

In addition to the announcement of a strong layout of the Southeast Asian market, Lining also said that the future will gradually open business in Europe and the United States market, directly compete with Nike, Adidas and other industry giants.

In the domestic market, Lining has been expanding strongly. According to the Lining annual report, as of December 31, 2008, Lining had 6917 stores in mainland China, an increase of 1241 compared to the same period in 2007. On the sales channel coverage, Lining expanded the number of two or three cities with the most potential for development, accounting for more than half of the total number of new stores in the country. In terms of the number of stores, Lining expects to further increase to 7700 in 2010.