Quanzhou Sports Brand Faces Many Challenges

Although not as a keynote speaker, Ding Shizhong, chairman and CEO of Anta's board of directors, kept a high interest in the "two start ups" meeting of private enterprises in Quanzhou. In the very morning, a micro-blog meeting on government meetings was very rare. "The two venture conference of Quanzhou enterprises, the governor of Jiangsu Province used a language called" winning or losing a smile in Southern Fujian ", and also got live pictures taken with mobile phones.

The annotation of Ding Shizhong's micro-blog was the great victory of Anta in the sporting goods market in 2011. In the two aspects of revenue and profit, both of them surpassed the old boss Lining. As a "new brother", they started to lead, but in the fierce market competition, variables could happen at any time. Lining was not considered insurmountable at any time. Sporting goods, men's clothing industry was no exception. In 2011, the nine stock king who successfully listed in the main board of China started the stock price more than 20 yuan. With the help of the capital market, it became the leading industry in the industry, and became the biggest black horse in the industry. However, without competition from outside, there are many strong competitors in Quanzhou.

Next, how do we go? This problem lies before the Quanzhou sports industry and men's clothing industry, which has occupied the leading position in the country. Although there are many ways, it can be concluded that the battle for brand output will become more and more intense.

　 Bottleneck increasingly prominent

After the beginning of spring, the major sports brands are not full of good news. More than a great depression before the war comes, they are not seeking to seize the market in marketing, but they are beginning to play a defensive counterattack.

The attention of the store has become the focus of news, low growth has become inevitable. He Ruibo, chief financial officer of XTEP, introduced an industry event. The company had lowered its sales growth target from 15% to 2012, and opened 800 to 1000 new outlets a year to 400. PEAK has also been reported by Hongkong media to reduce the authorized business outlets from 7806 at the end of last year to 7000. The reporter learned from PEAK that this data is not exactly expressed. This year, some stores that are low efficiency and no brand building will definitely be integrated. The target of new stores is still 1000, and there is an increasing demand to meet the needs of market competition. 361 degrees also maintained a low profile in adult shoes and clothing. The main goal was to put on 361 degree children's clothing, and most of its stores were distributed in department stores and large shopping malls.

Behind these industry leaders is a new round of inventory crisis that the sporting goods industry is experiencing, and it has become the past through the massive increase of retail outlets to gain revenue and increase profits. Meanwhile, the sales performance in the second half of last year and the orders in the first half of this year all showed an unoptimistic growth.

Compared with the "cold winter" signs of sporting goods, the men's wear market is still full of spring. According to authoritative prediction, the performance of men's clothing listed companies in 2011 is expected to be EPS annual (annual earnings per share) 1.4~1.45 yuan, net profit year-on-year growth rate of 40%~45%, which is basically the same as market expectations. It is estimated that the annual report of EPS0.56~0.58 is EPS0.56~0.58 yuan, the net profit growth rate is 35%~40%, slightly lower than that of the market. It is estimated that the annual growth of EPS0.88 yuan is 40% yuan, which is basically the same as the market expectations. "Men's clothing industry has a higher overall price increase in 2011, gross profit margin has increased, and profits have increased rapidly, especially in the fourth quarter of the overall decline in consumer sentiment. Men's clothing is relatively less affected." Ni Zhongsen, chairman of Hengrun international Vantage Capitals Ltd.

　　在倪忠森看來，凈利潤方面的漂亮數據并不能說紡織服裝就沒有危機，一方面市場的變數，例如原料價格大幅波動，去年9月以來，在國家棉花臨時收儲政策的作用下，中國國內棉花價格基本穩定，但國際棉價持續走低，內外棉價差不斷拉大，2012年中國國內棉花價格走勢尚難預測，棉花等原料市場仍存有較大風險，以及國內勞動力、燃料等生產要素價格持續上漲態勢，不斷增加的生產成本是企業的頭等大事;另一方面則是品牌力，泉州企業大多從外貿代工和模仿國際品牌起家，盡管在自主品牌方面已經取得了不錯的成績，但在創新方面卻依然存在短板，而創新、時尚對于服裝產業的未來起著決定性的作用，也是能否持續盈利、盈利空間有多大的重要決定因素，閩派男裝的“中年化危機”十分明顯，最簡單的說法就是在70后、80后當中找不到忠實的消費群體。

　 On the international stage

In January 6th, the launching ceremony of the 361 degree London action series launched by the CCTV sports channel around the 2012 London Olympic Games was held in the National Stadium, which opened the curtain of the marketing of Quanzhou sports brand London Olympic Games. It is worth noting that the 361 degree sponsorship of London action has been strongly supported by the British National Tourism Administration. It is an Olympic themed program with the theme of Olympic Games, sports, tourism and exploration. The program covers information, special programs, block placement, Special Olympics events, etc., and will be the earliest, the most abundant, the most content and the longest cycle report on CCTV's 2012 Olympic Games.

This is just an example of the London Olympic Games. Reporters learned from PEAK that the company will sponsor 6 London Olympic teams. Lin Zheng Guo, deputy director of PEAK brand, told reporters that after the capture of the resources, how to develop, especially landing spread became the next key point. At present, the scheme has been preliminarily established. It is expected that the promotion and landing activities will start in June, and the relevant Olympic products will also be listed in a timely fashion. "PEAK's international strategy has been unremitting, and this year's London Olympics will be a breakthrough."

Looking back, sports marketing is no more than two fixed modes: celebrity endorsement + CCTV advertising. Xu Yang, the head of Anta brand, told reporters that although the Beijing Olympic Games could not be replicated in 2008, the London Olympic Games will surely become a battleground for major sports brands both at home and abroad. "Anta is likely to become the biggest winner, especially in the domestic market." Xu Yang analysis is limited by the time difference in different regions. This mode may be subverted. The integration of signing stars and advertising will produce a new mode of sports marketing. "Media resources are very important for brand promotion, and media resources can be divided into two categories. Besides rigid advertising, putting product information into programs in soft form will make consumers more receptive and more likely to get a sense of identity. This is a new way of brand promotion and marketing.

In addition to PEAK, Anta, 361 degrees, Hongxing Erke, and other sports brands such as Jordan, Lu You, and noble bird, they also participated in sponsorship of the London Olympic delegation, hoping to add points to the brand through this international stage. In the men's clothing industry, there is also a strong desire for international creative input and brand output. In January 16th this year, the cultural and creative park, founded in January 16th, was designed and built by DWP, a world-renowned architectural design company, and used to create the creative elements of Europe and America through various ways. In January 25th, the world-renowned fashion capital appeared in Japan's huge advertising image, displaying the confidence of Chinese clothing culture and the integration of East West creativity.

Quanzhou Municipal Development Research Center stakeholders believe that for the "two pioneering", multi brand operation, the introduction of fashion and creativity, on the international stage, will become a tough battle for Quanzhou's private enterprises in the future, and is also the inevitable requirement of constantly cultivating new markets.

　 Separation of production and marketing advantages and disadvantages

2012 at the beginning of the new year, another sporting goods company that is sprinting on the market has moved the marketing department to Xiamen. In late November last year, Shishi famous shoe manufacturer Fu Fu bird also put the newly established marketing company in Xiamen. Compared with the word "withdrawal" and other irritating words in the past few years, this argument is more about "separation of production and marketing". The change of this kind of thinking should be interpreted as the relaxation and stalling tactics of the government.

This has become an unavoidable problem for the government and enterprises in exploring the Quanzhou economy. At the two venture conference, Xu Lianjie, the outstanding representative of the Quanzhou enterprise, the head of the Heng An Group, is quite pertinent. He said that the tax revenue of the whole Heng group was over 50% in Quanzhou. The most profitable products were also put into production in Quanzhou. "This is because of the high efficiency and stable policy in our hometown." now, the production base of Jinjiang in Henan Province was once considered in a more preferential policy field, but later it was built in Jinjiang. Headquarters economy

For many growing Quanzhou enterprises, the separation of production and marketing seems to have become an irreversible trend. After all, enterprises need to consider how to maximize profits, while the commercial location functions and part of government services that Quanzhou can carry can not keep up with them. The change of thinking in government departments has been reflected to different levels in the conference and policy of headquarters economy at last year's provincial and municipal levels, such as the emphasis on "functional headquarters". In the future, large enterprises are likely to split up different internal systems such as production, marketing, brand, logistics, electricity suppliers and so on. "We must support enterprises to go out, compete in the whole country and compete in the international market, so that enterprises can become bigger. It is not the key to open branches and loose leaves. The most important thing is to let enterprises keep their roots in Quanzhou. Liu Shuqing, director of the Quanzhou Municipal Government Development Research Center, believes that the government should have this kind of mind and let the enterprises go free to do it. The most important internal force of the "two pioneering" is that the private enterprises themselves do not need to worry too much about the specific problems. After all, Quanzhou is the home.

For Liu Shuqing's view, PEAK Group Chairman Xu Jingnan expressed a high degree of recognition, "enterprises can not forget this, mature enterprises will not forget their books, and know where is the most important place". This is also an important reason for PEAK's long-term adherence to Quanzhou. In the new round of entrepreneurship, walking out is the inevitable choice for Quanzhou shoes and clothing. It will open branches to all parts of the country, set up regional marketing centers, and open shops abroad. After going out, it is impossible to bring everything back, but as long as the big head (such as taxes) is left in Quanzhou, it is the contribution and good news to the hometown, and it will not break the root. (