Domestic Sports Brands Are Plunged Into The "Midlife Crisis": Share Prices Fell &Nbsp, And Inventories Surged.

Recently, the brand of sports shoes and clothing in China is setting up a domino effect. It is caught in a haze. Investment banks have lowered their ratings and their share prices have fallen sharply.

The reasons for this are that poor sales, sharp increase in inventories, discounts and goods have pushed China's sports brand to a "midlife crisis", and the industry has been in a period of adjustment.

On the 1 day, the media broke the news. Zhang Xiaoyan, director of the Li Ning Co and the director of external public affairs, confirmed the news of the resignation to the media.

In November 13th, Xu Maochun, the chief product officer of Lining brand, will also officially leave. Within two weeks, two executives from Lining have left.

Lining is facing difficulties that he has never encountered before.

In the domestic sports industry, not only Lining "depressed", entered the October, the major domestic sports shoes and clothing brands have announced third quarter performance, including PEAK, Anta and other brands, including growth slowed down.

At present, people in the industry are generally not optimistic about mainland sports stocks. According to Hong Kong media, following the prospect of many Chinese brokerages looking down on the Chinese sporting goods industry, Goldman Sachs has joined the singing contest, saying that the mainland sporting goods industry has entered the middle of the lifecycle, thereby cutting the target price of six sporting goods stocks, of which the target price of PEAK has been cut by 60% to 2.7 yuan, and it has been excluded from the Asia Pacific buying list.

Over expansion, backlog of large stocks in mid October, Lining announced the third quarter of 2011 and the National Day holiday Lining brand growth data.

Data show that in the third quarter, the growth rate of Lining's same store sales is still low. The same store sales growth during the National Day golden week is still low.

And the third quarter growth slowed down in PEAK, while PEAK's same store sales in the third quarter increased by 6.2% compared with the same period last year.

Anta's third quarter operation is also not optimistic. In the third quarter, the same store sales growth fell to the number of units, while the retail terminal discount rate also expanded.

In addition, Anta planned to add 600 to 800 shops next year, and now it may also be adjusted downward because of the increase in the number of outlets.

Compared with the dismal situation of this year, the past five years has been a glorious five years of China's sporting goods industry. In a few years, Lining and Anta have grown strong, and the followers behind them, China trend, XTEP, 331 degree, PEAK and so on, are also quite impressive. In 2009, the performance of Lining, Anta, China trends, XTEP, 331, PEAK and other enterprises added up to 30 billion of the sales, about about 60000000000 of the retail size of the whole domestic sports goods, in the short five years, the characteristics of the explosive growth of the sports goods industry in China.

The results are gratifying, but the explosive growth of this unstable foundation also brings hidden dangers.

Xiong Xiaokun, a light industry researcher at CIC, said in an interview with the media: "on the one hand, over the past few years, the development of sports apparel industry has been expanding too fast, resulting in a backlog of large stocks of retailers, which will affect the development of Companies in the latter stage. On the other hand, under the domestic inflation environment, consumers have the tendency to reduce the consumption of sports goods, and the bias increases the stock pressure, leading directly to the performance decline."

At present, there is stock pressure in major sports apparel industry. We need to gradually digest existing stock and reduce the output of next batch of products, and the sports apparel industry has entered the adjustment period.

Homogenization serious brand core value is not high.

The dilemma of domestic sports brands is the most typical of Lining, the leader of domestic sports brands.

Some securities companies even predict that Lining will not only be surpassed by Anta but also be caught up by other second-line brands next year.

The story of Lining's growth represents the plight of the whole Chinese manufacturing industry. After the failure of the brand remolding, the problem that highlights is the dilemma faced by the whole industry in China: the core value of the brand itself is not improved, the homogenization phenomenon is serious, and there is no irreplaceable nature.

Most of China's local sporting goods brands start from the manufacturing industry, start from OEM foundry, and gradually develop into brand operation.

But the difference of brand and the added value of brand are generally low, and the innovation ability of domestic brand in product design needs to be strengthened. The similarities and differences among brands are often present, and the differentiation is not obvious. The phenomenon of homogenization is more serious. It is only through advertising some basic performance to appeal for some differentiation, but in fact, it is not too strong in the end consumer.

In addition, marketing tools are also stuck in the same old way. For example, traditional channels such as sponsorship and TV station naming and so on are scarce. Even if they burn money, the effect will be less and less ideal.

At present, the plight of domestic sports brands is just like the early rise of Chinese household electrical appliance enterprises.

In order to get rid of the dilemma of homogenization, enterprises should reconsider how to seek the next development from the aspect of upgrading the core value of the brand, or differentially shaping or integrating the industrial chain.

Market channels compete for victory and defeat.

The industry is not too optimistic about the domestic sporting goods brand another basis is that the two or three tier market competition for battle will become increasingly fierce, and domestic enterprises are afraid of competition.

So far, the domestic sports goods brand outlets have 70% layout in two or three line cities, so the increase of the number of stores in the two or three line and below cities is one of the "trump cards" of the domestic sports brand performance growth.

Let's take a look at the number of retail outlets for sports goods, and the number of stores at home and abroad has reached more than 40000. The consumption potential of sports goods in the two or three tier market has been basically excavated, and the market will usher in the integration stage.

With the increasing rents of the two or three tier cities, it is more and more difficult to open new stores.

In addition, domestic sports brands still face challenges from foreign brands in the market channel strategy.

In 2010, Nike China and Adidas China launched their five year plan in succession. They all indicated that in the next five years, the new stores in the two or three tier market would be increased, and the products that were closer to the two or three tier market would be echoed. The target market would be directed at the main market of the domestic sporting goods brand, and the competition in the future two or three level market would be more fierce and the price war would be intensified.

A sporting goods market observer said: "the domestic sporting goods brand will enter the crucial stage of life and death.

In the past, people who got the channel got the world; in the future, those who lost their channels lost the world.