The Major Sports Brands Are Low-Key "Married Women" &Nbsp; Quanzhou Men's Clothing Market Is Still Strong.

Entering the second half of December, the first two quarters of the major sports brands in 2012 will be released in a low profile. data Still maintained a low growth trend, no one's public growth rate of more than 10%. After two years of Hurricane strikes, local brands have shrunk in the number of commercial streets in some commercial streets under the pressure of international brands' aggressive comeback. Department store The shops also came back. High proportion of inventory, brand influence stagnation and high channel construction spending, so that local brands have to enter the defense; some production bases in the field may also delay the pace of construction, and try to resolve the financial pressure generated by the intermediate production links.

In contrast, Quanzhou's men's clothing, the biggest industry news this year, was the May 19th A landing of nine Mu Wang, and its share price remained above 22 yuan. situation The market value is over ten billion yuan, while the listed companies such as Lelang and seven wolves are also firm. They have begun to build innovative industry platforms and acquire international brand agents to innovate and operate the brand fashion. From the three or four line market, the Quanzhou men's wear brand has been quite consolidated in the domestic market. In the face of the challenge of "midlife crisis", we have adopted the experience of international brand to carry out a bold counterattack and rush to the high-end first-line market.

Sample: high inventory repurchase pressure

In sporting goods companies, inventory is no longer a problem, and increasing inventory is the most painful thing. In the first half of this year, Lining's interim profit was 294 million yuan, down 49.49% compared to the same period last year, but the inventory was up to 992 million yuan, an increase of 186 million yuan compared with the beginning of the year. Another data is that in the first half of 2011, the average turnover period of Lining's stock was 72 days, which was half more than that of 2010's 48 days.

Despite temporarily leaving the throne of "one brother" in the country, Lining's data are still the most concern of the industry. The role of the vane is also very obvious. What people are more interested in is their operation mode, so that the professional managers who jump from Lining to other brands will be known as "airborne" two characters. Quanzhou's sports brand Legion has many "Lining molecules" input, but this does not solve the universal problems.

Lining's inventory is about 15%, but some local brands are over 30%. 2011 less than 3 billion yuan in the first half of the year is facing nearly 5 to 1 billion yuan inventory problems, especially the inventory turnover period, which has increased to about 80 days from 50 days in the same period last year. "This will actually cause two problems, including two aspects of repurchase and new products." Mr. Lin, senior industry analyst, first analyzes the continuous introduction of new products every quarter. Therefore, the company needs to repurchase the inventory from the dealers to make room for new products. Secondly, the backlog of inventory has digested by various means, and has taken part of the consumption of new products. Meanwhile, the impact of buyback on the brand is very negative.

"How to balance the marketing of new products and inventory is directly related to the final total revenue of enterprises, but it is very easy to ignore it." Mr. Lin told reporters that the book inventory is only part of its actual inventory, and a large part of it has been wholesale to dealers but has not been sold. When 1000 or 2000 new products are listed at the same time, the stock that has been granted to dealers is likely to be faced with the pressure of repurchase and reduction, resulting in a sharp decline in net profit, which is obviously not good news for listed companies.

Channel pressure

In the past 10 years, China's sporting goods market has experienced a period of rapid development, especially when compared with men's clothing, the difference is more obvious, which benefit from the channel bonus is very obvious, but this dividend is gradually becoming a pressure, and began to bite.

According to authoritative industry reports, there are about 8684 shops in men's clothing companies listed in A shares and Hongkong market in the end of 2010, while the sporting goods market in the same period is only about 1/2 of men's clothing, but the number of shops is about 57893, which is 5.7 times that of men's clothing companies. Take Lining as an example, the total number of shops listed at the end of 2004 was 2887, but by the end of June 2011, the number of Lining stores has increased to 8163, which has maintained almost 1000 stores each year.

However, sporting goods companies rely on new outlets to increase their performance. They have hit the ceiling, and many local brand stores have broken through 7000. However, the following are huge cost expenditures, as well as enhancing brand influence through store resources and raising gross margins through brand pull. "There is a great resistance to the adjustment of channels." A listed company's marketing executives analysis, the entire industry is facing adjustment, the first thing to move is the channel, for example, take control and route, increase direct stores, etc., but it should be noted that some sporting goods business operators in some two or three line cities are in the hands of large distributors. If they want to withdraw completely, they will touch on the interest issue, so this adjustment will not be accomplished overnight; on the other hand, the professional manager, compared with the old brother team at the beginning of the business, will be trusted by the founders.

way out

Sports brand: channel lighten up and light up

We can draw a bigger curve by acquiring high value and reducing the proportion of production and processing links through R & D and market. However, at present, the problems faced by Jordan sports are not exclusive. For example, in the expansion of its own capacity, leading enterprises such as PEAK, XTEP and Hongxing Erke have chosen to build production bases in the field.

"To achieve rapid and steady development of enterprises, we must be good at doing well in addition and subtraction." In the view of PEAK group CEO Xu Zhihua, the expansion of its own capacity is not wrong, because the market is still expanding. "If the value created by R & D and the performance of marketing drive exceed the production link, the radiant curve of the smile will be bigger and bigger." Xu Zhihua believes that the growth of performance has shifted from quantity to brand recognition, and the value created by R & D is only increasing. In the period after 2008, the channel expansion of sports brand has reached an unprecedented speed, and in the short run, it has also brought scale dividends to enterprises.

"But this also brings problems to the sustainable development of the brand, and more and more marketing expenditures, and the ratio of input to output is bigger and bigger." Xu Zhihua analysis, grab shop resources become the major brands in the past two years keywords, and even in some cities appear a pedestrian street opened seven or eight stores, with the rising rent and labor costs continue to increase, and the pressure of international brand channel sink, some shops appear to be unable to make ends meet, can only choose to integrate; in the short term, the growth of the number of stores should slow down, some quality shops resources will be bigger.

"To reduce the burden on the channel, the same resources will be used in a concentrated way, and the stores will be closed down to support the expansion of profitable stores." Xu Zhihua believes that this is equivalent to giving the channel a "bowel cleaning". After unhealthy factors are removed, the greater potential can be aroused. In the past few years, international brands have been involved in high inventories, and local brands have been attacking the whole market to seize the market. Now that the international brands are coming back, local brands should rationally choose to defend, keep the existing sites, and wait for the opportunity to fight back.

This is evidence that Jordan sports, in its prospectus, explicitly proposed to raise nearly 500 million yuan for the construction of 27 strategic direct shops, and to deploy 21 first-line market cities throughout the country.

Men's wear: Fashion breakthrough, middle age crisis

Although the status of rivers and lakes has been increasingly established, brand promotion is a new bottleneck for Quanzhou men's wear. How to make your brand fashionable and break through the crisis of middle age? Quanzhou's men's clothing brand chose the creative industry.

In Jinjiang's headquarters, the combination of three colors, black, white and grey, is very different. This "image project" has now become a landmark. In the view of the real person, the three main colors of the world's men's clothing are black, white and grey, which is an essential choice for fashion. Another big idea is the 100 acres of clothing creative industry park. Its design inspiration is "one mind and one mind". It comes from the famous La Rambla street in Barcelona, Spain, with a total investment of more than 1 billion yuan.

In addition to Li Lang, a number of men's clothing enterprises also have their own actions, such as the Museum of seven wolves, "nine Mu Wang trousers culture exhibition hall". Among them, the "nine Mu Wang trousers cultural exhibition hall" is attracting more attention. The black pavilion looks like a man's legs wearing elegant men's trousers. "A running pants". From May to June this year, nine shepherd kings were divided into three lines. In the 14 cities across the country, such as Hangzhou, Shenyang, Wuhan and Chengdu, they launched the "pants Culture Tour" activity, which made a sensation for a while.

According to the analysis of relevant personages of the Quanzhou Municipal Development Research Center, although many bosses do not have a very precise and systematic understanding of the creative industry, Quanzhou enterprises, which have come and grow from the foreign trade and the imitation of international brands, have been very aware of the fact that innovation and fashion play a decisive role in the future of the clothing industry. However, under the environment of a large number of intermediary organizations, such as the large number of modern service industries, such as the highly developed academic institutions, such as universities and other academic and art institutions, the spontaneous initiative of enterprises has a positive exploration significance, because it is a combination of China's special consumption demand.

Viewpoint: after "blowout", it should be preserved.

CEO, a well-known marketing expert and Beijing key Road Sports Consulting Co. Ltd., believes that there is no change in the situation. In the Beijing Olympic Games marketing has planted a big head Adidas, before and after spent more than two years to digest massive inventory, Lining succeeded in climbing the "one brother" throne, but it seems to be unable to escape due to inventory, brand positioning and other issues to the throne to Anta.

Now you can look back at the counter attack of local brands in 2009 and 2010. For a long time, on behalf of high value and high returns, the first-line market is basically occupied by international brands. Local brands are also jumping and touching. The Beijing Olympic marketing international brand has suffered a crushing defeat, giving the local brand a good opportunity to accumulate enough strength for many years. Therefore, the "great leap forward" has begun. There are not many production lines, but there are not enough stores, and the workers are not enough.

It is not difficult to understand the pressure of local brands this year. The international brands that have been adjusted to the consumer habits of the Chinese people, relying on the strong brand influence and the price appeal suited to the national conditions, have succeeded in fighting against each other through various channels of communication, and scored the two or three line market that they disregarded before. However, those who have been robbed are more high-end consumers. The backbone is still very supportive of domestic products. The main front of the local brands is still considering how to grab the "fat meat" at the same time, first of all, we should think about how to keep it completely.

Objectively speaking, there is still a big gap between the influence and recognition of local brands and international brands. This determines that there is no need to bayonet in high-end market. The personal suggestion is to enter the subdivision of sports, so as not to put eggs in a basket, and no need to compete for a comprehensive brand. After all, the market capacity is limited, about 3 to 5, and there is no need to go head to head. Nowadays, the European debt and the US debt crisis are a good opportunity for Chinese enterprises. Europe and the United States have a deep understanding of sports and sports. However, the economic crisis has made many brands unable to manage. If they take the opportunity to acquire their flag and expand the Chinese market, such as outdoors valued by some foreign trade enterprises, they will be a good breakthrough.