The Movement Of Sports Brand Closing Shop Continued To Appear &Nbsp; The Bottleneck Period Has Come.

Following the recent closure of its entity store and the announcement of its 5 year 100 store plan, people in the industry recently revealed that some of the shops in China will be suspended in Sichuan, similar to the trend of "closing shop tide" in 2009.

On the 12 day of January, the headquarters of China was verified, but the other side did not know the situation and did not confirm it.

According to the analysis of relevant personages, the experience of "barbaric growth" has been achieved through the crazy shop opening to achieve economies of scale. clothing The brand has already encountered the bottleneck. Under the situation of intensified channel competition and rising cost, it is impossible to expand madly. Improving the profitability of a single store is a pressing matter of the moment.

Closing shop continues to appear.

"Large-scale shops have not yet appeared, but some places already have" signs ". Yesterday, the industry independent commentator Ma Gang said.

According to Ma Gang, in the Sichuan area, the most obvious one is China's trend stores. He said that although official data were not available, according to his understanding, some of the stores in China should be suspended. "A lot of places can see their stores before, but now they don't have any." Ma Gang said.

Recently, sportswear brand The phenomenon of closing shop happens frequently. Less than 4 months ago, the first physical store of Gome, Beijing's Cai Man Street store, was closed. A few days ago, Gome sports announced that its Wanquan River store in Beijing was closed in January 8th. So far, the Gome sports shop officially opened in May 2010 was "completely annihilated".

Lining's "closed shop turmoil" should be traced back to the end of 2010. At that time, there was an analysis. Lining The 500~600 store will be closed, but Li Ning Co immediately clarified that it was only about integrating 500~600 inefficient distributors instead of closing them. Although Lining has always claimed that the goal of opening stores in 2011 has not changed, there is an indisputable fact that the number of new stores has begun to decline.

A similar phenomenon occurred in the post Olympic 2009. It is understood that, including Puma, MIZUNO, BELLE, Daphne and other major brands or agents have coincide with a round of "closed shop" as the theme of the "shuffle". In the same year, sales of Nike, Adidas and Puma in China declined. Nike It closed its own shoe factory in China that year.

Bottleneck period or coming

For the major sports brands, the 2008 Beijing Olympic Games is undoubtedly a good opportunity to go to market. The "Crazy" shop, which has never stopped, has led to the market's digestive ability behind the post Olympic era.

At present, sports brands are also under pressure, but according to some industry analysts, this is quite different from 2009.

An insider who declined to be named pointed out that for sports brands, the number of ordinary shops increased to 6000~7000 when they encountered a "bottleneck". For the over pursuit of the scale of stores, the subsequent expansion has been weak, so the current phenomenon of closure or licensing is understood as the manufacturer's "self reflection".

Ma Gang pointed out that for Chinese trend and Gome sports, the pressure of channel competition and cost increase is more obvious than that of brand dealers.

It is understood that at present, due to excessive pressure on sales of stores, some manufacturers have begun to buy back the way of inventory for its "decompression." Ma Gang believes that this is also a reflection of the aggravation of terminal sales pressure.

If the number of stores reaches 6000~7000 as a "threshold", then for the local sports brand, the "bottleneck period" has come. According to the reporter, at present, the number of major sports brands including Lining, Anta, PEAK and 331 degrees has exceeded the above level in the mainland, but the enthusiasm of sports brands for channel expansion still seems to continue.

Anta has already announced its own "Wan Dian plan", while other mainland brands have begun to "Penetrate" into the two or three line markets such as the West. But the anonymous sources pointed out that the sinking of the channel did not solve the fundamental problem. In his view, as long as the number of stores has been growing, brand operators will eventually face the problems of store rentals, human costs and material costs. For local brands who have already suffered from international brands' attack, upgrading the profitability of single stores is the fundamental solution.