Is The Local Sports Brand Coming?

With the layoffs, domestic sports brand growth has become the focus of public concern. In 2012, a number of listed sporting goods enterprises, including the latest data of the order meeting, inventory backlog, new planned stores, were at the worst level in recent years. Will the domestic sports brands encounter the downward turning point of the collective industry? Will the layoffs be opened?

Local sports brands are in a dilemma of growth

Just after the Spring Festival, we announced layoffs to reduce staff. cost At present, the specific number has not yet been determined. According to the performance forecast issued by the company, the group revenue in 2011 is expected to decline by 6%-7% compared with 2010.

In addition, a number of sports brands such as China, Singapore, China and other countries are facing similar problems. Reporters learned from the turnover that once surpassed that the rising cost and the backlog of sales channels further exacerbated the competition in the domestic sporting goods retail market. The group is expected to face some pressure in the future.

From the expansion track of domestic sports brands, it can be found that nothing is more than that. With the help With the Olympic Games and the Hong Kong listed boom, sufficient capital is even more powerful for enterprises.

According to the analysis of Tak Ke, a clothing and apparel industry analyst at the securities and apparel industry, the number of new stores in China's local sports brand enterprises in 2007 -2009 totaled nearly 2, and the number of terminals increased by nearly 2 times at the end of 2009 compared with the end of 2009.

However, behind the crazy expansion, there are many problems, such as scale growth decline, high market concentration, high inventory and so on. This explains why a number of listed companies have lowered their sales expectations in 2012, and even reduced costs through layoffs.

Li Guangdou, a brand strategy expert, said that the competitive situation of local sports brands changed in 2011, and surpassed the business revenue. "At present, the predicament faced by local brands is that" before they have strong enemies, then there are soldiers pursuing them. "Under the condition of serious homogenization of products, local brands did not grow well after the Olympic Games.

What is the way out for domestic sports brands?

According to the industry analysis, sports brand enterprises are facing not only the homogenization competition pressure of the same industry, but also the extrusion of the leisure industry market. On the one hand, a large number of low prices and a quick replacement. seasoning condiments The local leisure brands of capability are everywhere. On the other hand, ZARA, UNIQLO and other foreign brands bring forth new ideas, all of which create pressure on the local sporting goods industry.

"Announcing the beginning of layoffs is only the first piece of dominoes, and the layoffs of other sports brands will be drawn up." Shao Ligang, chief consultant of a clothing consultancy company in China, told reporters that 2012 is bound to be a very difficult year for domestic sports brands. Since 2008, the "bomb" planted in the market of sports brand crazy expansion will be detonated one by one, and the cold spring of the sports brand is coming.

The industry generally believes that after the crazy expansion of the local sports brand is now facing a new cycle. High premium foreign brands, two giants, firmly control the high-end market of domestic sports brands. How to deal with the trend of "foreign consumption" of sports brands and break through in the white hot competition pattern is a proposition for enterprises to think about.