Sportswear Expansion Period Painting Rest

In the spring of, the news of Li Ning Co's organizational restructuring, streamlining personnel, improving operational efficiency and reducing personnel costs attracted everyone's attention to sports apparel industry.

Unfortunately, people found that in addition to the growth of Li Ning Co's performance in 2011 as expected, many other domestic sportswear brands did not seem to be ideal, with the growth rate declining and inventories increasing. In 2012, the latest order data, inventory backlog and planned new stores were all at the worst level in recent years.

The situation of Li Ning Co can be interpreted.

"Homogenization" causes disaster

The past 10 years can be regarded as the outbreak period of sports apparel industry.

In addition to Lining, there are also a number of Fujian enterprises that have originally worked for foreign brands.

Due to the collective awakening of brand awareness, the domestic sports apparel enterprises entering the twenty-first Century have stepped out of the OEM mode, and the pace of financing and listing has also gone faster and faster. From 2 in 2001 to more than 20, the total market capitalization exceeded 500 billion yuan.

Looking at it, Lining, Anta, XTEP, 361 degree, PEAK and so on are all listed companies. By the end of 2011, Jordan had passed the meeting smoothly.

Due to the popularity of sports and the consumption of sporting goods, the domestic sports apparel brand has been rich in capital and has accumulated many years experience in the world. It has been expanding rapidly through the marketing strategy of celebrity endorsement, sports sponsorship, franchised store management and apparel development.

However, as the market "cake" becomes bigger, the competition of the domestic sportswear brands is becoming more and more intense.

Local sports apparel brands first encounter threats from international brands.

Nike, Adidas, Reebok, MIZUNO, Puma, CONVERSE, back-to-back and other internationally renowned sports apparel brands not only come to China, set up camp in China, but also regard China as one of the most important markets in the world, marketing offensive has not been weakened, and firmly control the high-end market of domestic sports brands.

Next is the leisure clothing brand also cuts the "cake".

As casual clothing and sportswear have overlapping parts and styles are relatively close, sportswear is also facing the market being robbed by casual clothes.

On the one hand, a large number of local leisure brands that are cheap and diversified and have the ability to quickly make up and pfer goods are everywhere. On the other hand, ZARA, UNIQLO and other foreign brands are bringing forth new ideas, all of which are pressure on the local sports apparel industry.

In addition, the more important factor in the weakening of the rapid growth of the local sportswear industry is the overly homogenized competition in the industry.

From the expansion track of domestic sportswear brands, it can be found that, first of all, it is not only through the east wind of the Beijing Olympic Games and a wave of listing in Hong Kong, but also by relying on expanding channels to create a large number of retail outlets to gain revenue and increase profits.

According to expert statistics, the number of new stores in China's local sports brand enterprises from 2007 to 2009 totaled nearly 2 stores, and the number of terminals increased by nearly 2 times at the end of 2009 compared with the end of 2009.

At the same time, the way of "making brand" of local sportswear is quite similar. Choosing star endorsement and high advertising investment and becoming CCTV becomes a very common marketing method.

Because everyone is very similar, the degree of discrimination is not high enough to cultivate loyal consumers. When the external environment changes, raw materials, artificial price increases, production costs rise, consumer demand increases, and market demands.

Please add "medicine guide".

How can local sportswear brand break through in the white hot competition? Obviously, it is the only choice to increase brand value, discard the extension of homogenization competition and improve consumer loyalty.

To increase brand value, the key is to improve the technological content and cultural connotations.

In the field of basketball costume, Nike has made many technological pcendence, and a strong sense of design and publicity, enabling it to dominate the market.

In contrast, the local sportswear brands have made technological breakthroughs over the past years, but the concept of innovation is not very clear. In the impression of people, the local sports apparel brand is still following the international brand status in the technological pformation.

Star endorsement is a marketing tool for sportswear brands, but it should not be abused.

After careful observation, you can see that Nike must be the hottest person in the field of finding stars, and it has the specificity and exclusiveness of "only me".

Kobe must wear Nike's basketball shoes when he participates in any open competition. When he has to wear other brand sports shoes, the trademark must be completely covered.

When choosing a spokesperson, the local sportswear brand does not pay much attention to its image quality and brand. It is also quite frequent. The public can not distinguish and remember the exact meaning that the brand wants to express. Therefore, the local sportswear cost little while looking for celebrity endorsements, but the effect is not so good.

Celebrity endorsement is a good medicine, but it needs rational and wisdom as a "drug guide" to fully play the "drug effect".

The next thing for local sports apparel brands to do is to create a more distinctive brand culture for themselves.

Major sports events have great stimulative effect on Sports costumes consumption. In 2011, there were no major sporting events around the world, which also found an excuse for the sportswear industry's poor performance in 2011.

In 2012, with the London Olympic Games and China's high regard for sports development, the State Council has instructed the General Administration of sports to draw up 12.