Sports Brand Set Off "&Nbsp"; How To Deal With It?

Following the recent closure of Gome Sports

The reporter made a verification to the headquarters of China, but the other side said he did not understand 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.

"Large-scale shops have not yet appeared, but some places already have" signs ".

Yesterday, the independent critic of the industry, Ma Gang, told reporters.

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

Lining's "closed shop turmoil" should be traced back to the end of 2010.

At that time, analysts said that Lining would close the 500~600 shop, but Li Ning Co immediately clarified that it was only about integrating 500~600 inefficient distributors instead of closing stores.

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.

According to the press, several brands or agents including Puma, MIZUNO, BELLE, Daphne and so on have carried out a round of "shuffle" with the theme of "closing shop".

In the same year, sales of Nike, Adidas and Puma declined in China, while Nike closed its own shoe factories in China in that year.

The bottleneck period or the 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.

According to the reporter, at present, due to excessive pressure on sales of stores, some manufacturers have begun to buy back their stock by way of "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.

The reporter understands that 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.