Domestic Sports Brand Sales A Bit Cold &Nbsp; "Late Spring Chill" Era?

　　 Lining The company has laid off. Anta XTEP's growth is in a predicament, so it is predicted that the 2012 domestic sports. brand Clothing will usher in a collective cold spell. What is the consumption situation of terminal stores and sportswear brands in Henan? After a press survey, it is found that although the sales of domestic sports brands in Henan are a bit cold, there is no large area of "down spring chill".

　 Lining cut domestic sports brands into a growth dilemma

Just after the Spring Festival, the domestic sports giant Lining sporting goods Co., Ltd. sent news of layoffs. Although the specific number has not yet been announced, according to the latest Li Ning Co released report, in 2011, Lining group's revenue is expected to decline by 6%~7% over 2010, and the days are obviously not too good.

Growth seems to be more than Li Ning Co. It is reported that a number of sports brands in China are also facing the same problems. Analysis of the industry is that the rising cost, rapid expansion of the brand and the backlog of homogeneous inventory have led to fierce competition in the industry. It has been predicted that the domestic sports brand will usher in the "late spring chill" in 2012, and the Domino effect of the overall landslide will appear.

　 Market: sportswear, the latest spring season are all discounted.

Yesterday, a visit to the sporting goods market near Zhengzhou North Road (sports hall near the provincial Stadium) found that many sports brand clothing sales were indeed a bit bleak.

At 12 noon, a PEAK store on superior North Road had no customers in the shop, and a salesperson said that the shop was recruiting shopping guide. When the reporter asked about the application, how many customers he received every day, tired and tired, the clerk admitted, "there are few people in peacetime. The retail business here is not good. What we do is group buying."

Next to the two 361 degree stores, one shop was affixed with the word "shop transfer". Another clerk told reporters that only after 4 p.m. did some customers. After visiting several stores such as Lining, Anta, 361 degree, PEAK and so on, the reporter found that in addition to Lining, the new spring clothes in other brand shops are still on sale.

Ms. Wang, who lives in health Road, said that since she moved here last year, a sports clothing store downstairs used a big horn to call "spitting blood selling advertisements" all day long.

Statement: Lining's reasons for layoffs are "cold spring".

Zhao Sunli, executive director of Henan garment industry association, said there are several reasons why Li Ning Co has this situation. In 2009, Li Ning Co changed its order policy and affiliate policy, which led to a large number of franchisees fighting back and forth. In terms of product positioning, "Lining's brand advertising gives people the impression that they are located in the mature group of 40~50 years old, but later emphasize that the product is younger, the old customers are losing, and the new consumers are not caught."

There is another reason why Zhao Sunli felt that Lining's clothing became famous. As the number of listed sports brands listed in China increased, the problem of Li Ning Co's unfinished performance was much less than before. "It's not hard to imagine that if the product is homogenized and the days are not too good."

For a number of sportswear brand shop spring discount, Zhengzhou Jun beauty sporting goods Co., Ltd. Yang manager analysis, because the normal sales time in spring is very short, goods imported into the market next month, the product lifeline is relatively short, so it will be discounted sales. "Not only sportswear, other men's wear, women's wear, casual wear, but also spring discount. And Ms. Wang mentioned that the annual discount shop is actually a discount store.

"A reduction in brand turnover does not mean that the whole industry is going downhill." Yang said that from a large economic environment, the whole economic market is depressed, but it can not be said that the prospect of sports apparel market is not good. Lining, Anta, PEAK and other domestic front-line and second-line brands can feel the pressure of the outside world, but their impact is not very big.