Brand Equity Market Growth Mapping Shoe Enterprises Enclosure Strategic Adjustment

According to the survey, as of January 6, 2012, the domestic listed footwear enterprises ranked in the market value, Quanzhou shoe enterprises Anta, 361 degrees,

From the market value, Anta ranked third in 22 billion 446 million yuan, second only to BELLE and Yuyuan group, surpassing Lining's 6 billion 936 million yuan, while 361 yuan to 6 billion 99 million yuan after Lining.

Anta, XTEP, 361 degree and PEAK, as the four major sports brands listed in Quanzhou, are developing strongly.

The stock price is going against the trend.

From followers to leaders, Anta sports's confidence from the two tier market is reflected in the stock price.

Although the market situation is not satisfactory, Anta sports's share price has risen for two consecutive months.

Statistics from the financial sector show that in November 2011, Anta sports increased by about 14.42%. In December 2011, Anta sports increased by about 11.88%. XTEP international also achieved an increase of about 8.85% in December 2011.

In recent days, Anta ranked 4 in the 2011 China brand value list, which was selected by Interbrand, an internationally renowned brand strategy consultancy. It ranked seventeenth in 2010, becoming the highest ranking local sports brand.

In 2010, this distinction still belonged to Lining.

Strategic adjustment of enclosure

In early 2011, sporting goods companies including Anta, XTEP, 361 degree, PEAK and others put forward the "Wan Dian plan". However, behind the various brands' "horse race enclosure", the market accommodation limit, marketing management level and so on all grilled the hot tide of the terminal expansion of enterprises.

To this end, PEAK lowered its forecast in 2012. In 2012, the net growth of stores will be greatly reduced, and 700 stores will be opened, while some stores will be closed at about 500.

In mid 2011, Anta had publicly stated that it planned to increase the Anta sporting goods store to 8200 by the end of 2011. However, at the end of October 2011, Anta also said that it had reviewed the 2011 store opening plan and adjusted the number of Anta stores from 7800 to 8000 in the original 8200.

In view of the overall situation of the domestic sports industry which is not optimistic since the second half of 2011, Anta management said that the industry will be full of challenges in the next six to 1 years.

Brand value to be promoted

In fact, since 2011, when domestic sports brands such as Lining, Anta, 361 degree, PEAK and other domestic sports brands are facing tremendous pressure of slowdown, inventory backlog and performance decline, Nike, Adidas and other international brands have gained more and more market share in China by virtue of their strong R & D capabilities and sales experience.

In the low price strategy of foreign brands, in 2011, Lining, Anta, XTEP, PEAK and other sports brands increased their prices more than once, up to two digits.

However, the growth of brand value did not keep up with the price increase, and the sales pressure of local brands suddenly increased.

"Serious homogenization of products and low brand added value are the main reasons for local brands to encounter setbacks in competition."

According to the analysis of the industry, although the local sports brands can compete with the international brands in terms of size and volume, they are far from the old international manufacturers in terms of technology, products and brand culture.

At present, local enterprises are committed to changing this situation.

PEAK group CEO Xu Zhihua said in an interview with the media that he hoped to get consumers' approval through the refinement and professionalization of the products. "It is not difficult to achieve breakthroughs if we sink down."

How to improve the service and sales volume of the branch, so that the user satisfaction with the branch is close to 100%, and the better shopping experience for consumers has also become the key point of Anta's strategic adjustment.