"Bird In The City" Layout "Deep Plough Three Or Four Line Market"

Since the beginning of this year, several domestic sports brand stocks have been diving repeatedly.

As of August 1st, Anta's share price fell 14.31%, PEAK fell 17.46%, XTEP fell 19.17%, 331 degrees fell 32.88%, and Lining fell 62.64%.

The sporting goods industry, which has been expanding at a high speed, is facing a market predicament. The reason is that over the past few years, excessive expansion has led to slower growth in performance, increased inventories and lower profits.

At the same time, the price increase is also an important reason.

For example, in the fourth quarter of this year, the price of shoes will increase by 7.8%, and the price of clothing will rise by 17.9%. Lining.

The choice of investors indicates that new changes will take place in the industry pattern.

"The impact of price increases on the three or four tier market will be more obvious, because consumers in the three or four tier cities are more sensitive to prices, and the foundation of domestic sports brands is in the three or four line market. Anyone who can stand steadily can enjoy the fruits of this round of attack."

Charlie, deputy general manager of marketing, believes that the essence of price increase is to gradually eliminate the barriers between international brands and domestic brands and domestic brands of different grades, and form a double-layer battle between market channels and the same price range.

At the end of the spring and summer products ordering meeting in 2012, the birds did not announce the specific increase in the overall price of the products. Some agents said that there was "a certain increase, but not a great deal".

Chen Zongrong, director of the development center of the noble bird shoe industry, has acknowledged that the price system of the birds will be adjusted, but the birds will try their best to digest the cost of rising prices internally.

Perhaps the price increase is not very large. The terminal sales of expensive birds have not been affected by the wide range price adjustment of domestic sports brands. The enthusiasm of distributors and agents is still rising. The number of orders increased by 4% over the same period last year, and the total volume of orders increased by more than 30%.

The industry believes that in fact, in all factors of price increase, the increase of store rents is greater than that of labor costs.

But with the rapid development of China's urbanization process, the purchasing power of small and medium-sized cities has been increasing. In order to seize the opportunity, the core business circle shops are scarce today.

"Bird in the city" layout

Most of the domestic sporting goods brands have developed a store expansion plan, and plan to expand the number of stores to 10000 in 3 to 4 years.

By the end of 2011, Anta will take the lead in entering the era of sports brand operation.

And Lining, 31st, noble bird, PEAK, XTEP and other brands followed closely.

According to the survey of an authoritative Market Research Institute in China, the domestic sports brand with the highest reputation and even the highest degree of satisfaction in the three or four line cities is actually the most popular bird in the second camps.

Charlie believes that if a brand wants to rush ahead in the market competition, we must first understand its advantages and then push forward in five aspects: brand building, product development, channel upgrading, management innovation and ideology.

Channels become an important factor for domestic sports brands to maintain market dominance, and an important means to maintain market advantage is to have a healthy sales network.

Among many sports brands, the great birds face.

In order to improve the overall operation level, the company set up a commodity operation center, developed and upgraded the new version of online POS system, improved the timeliness and accuracy of sales data, and improved the level of dynamic management through the real-time collection and analysis of product sales data and inventory data.

It is through comprehensive and systematic analysis of commodity data that the timely sale of goods is predicted and the quarterly commodity development plan is made, making scientific decisions, and strengthening and improving the sales capacity and level of the commodities of the head office, branch offices and franchisees.

In addition, the Hunan bird also launched integrated marketing for the three or four line market, and worked with powerful TV media such as CCTV, Hunan satellite TV and Jiangsu satellite TV to integrate network media resources such as Tencent, Sohu, Youku, etc., to interact with target consumer groups, and spread the brand concept of "sports happiness" for broader consumer groups.

The industry believes that China's sports brand wants to achieve.