"Inventory Door" Came To &Nbsp; &Nbsp; "Fujian Sports Shoes Enterprises" Encountered No Challenges.

Once upon a time, backed by the "Fujian faction" industrial cluster of trees. Anta , XTEP 361 degrees, PEAK and other well-known domestic companies. brand With more than 20% growth rate each year, the Beijing Olympic Games in 2008 brought more business opportunities to them. However, the low demand of the post Olympic era and the potential power of financial crisis are still fermenting today. Shoe enterprises "Encountered unprecedented challenges.

The inventory door is coming.

The spring brought by the 2008 Olympic Games in Beijing has long passed. Three years later, the Chinese sporting goods enterprises, which once thrived in spring, felt the cold winter. This winter is not the usual cold!

A micro-blog has gone crazy recently.

"In September 30, 2011, the United States stock up to 2 billion 982 million yuan; by June 30, 2011, XTEP's inventory was 887 million yuan, an increase of about 92%; while Lining's inventory in the first half of 2011 was 992 million yuan; only the listed sports and leisure brand China sold more than 130 billion yuan per year, and the bad inventory exceeded 15 billion at cost." In addition, PEAK, 361 degree, Anta and other "Fujian sports shoes enterprises" also caused serious inventory problems. In February 16th, XTEP International announced that it will place orders in the first quarter and the two quarter of 2012. Order The growth rate was 9% and 5% respectively compared with the same period last year. In contrast, the amount of orders in the first quarter of 2011 was 23% higher than that in 2010.

Not only that...

Li Ning Co Ltd has also announced that the group has adjusted and optimized its organizational structure according to the company's positive reform measures and the 2012 business development plan. One point is noteworthy: "the group will ensure that the necessary resources are put into operation, and at the same time, cost effectiveness control and management will be further strengthened. For non core businesses, such as other brands of the group, the group will further consolidate these sectors in order to focus on the core business resources of the group. " The implication is redundancy.

As a domestic shoe giant, BELLE's footwear sales in the fourth quarter of 2011 slumped sharply, increasing by only 8.2%, down sharply from 18.5% in the third quarter.

This shows that the difficulties encountered by shoe enterprises are common, but the decline of the "Fujian sports shoes enterprises" which occupy 80% brands in the national sporting goods industry is particularly prominent.

After 2008, after a collective "big well spray", the domestic sporting goods market was getting close to saturation. Small and medium-sized sporting goods companies attacked the five or six tier cities, and Nike, Adidas and other industry giants encircled the first and second tier cities. The "famous Chinese body and breeding enterprises" that survived in the middle of the market realized a great spanformation from the countryside to the surrounding cities. But little did they know that Nike and Adidas were playing games in the global market and Chinese sporting goods enterprises, and through the global industrial chain consumption inventory and discount clearance, the two brands realized the dream of "light loading" in a relatively short time.

The market is expanding, but the pace is sometimes fast and sometimes slow. After Nike and Adidas occupy the main market, Lining and Anta have left much room and time. Even if the sales volume exceeds Adidas in the domestic market, whether this is a flash in the pan is hard to say now, but at least, the domestic sporting goods enterprises are facing the problem of inventory and can not be completely solved temporarily. {page_break}

Can the London Olympic Games be tested?

Beijing Olympic Games can mobilize the biggest consumer enthusiasm of Chinese consumers and stimulate sales of sporting goods. What about London Olympic Games? Some enterprises have begun to run away!

As early as June 8, 2009, red double happiness and the International Table Tennis Federation President Shalala announced in Shanghai: "red and double happiness" became the table tennis equipment supplier of the London Olympic Games in 2012.

At the same time, red double happiness will also provide table tennis equipment for the first Youth Olympic Games held in Singapore in 2010. This is the fourth consecutive Olympic double dealer since Sydney, Athens and Beijing.

361 degrees will join CCTV sports channel, around the London 2012 Olympic Games specially built 361 degree "London action" series promotion program, the program covers information, special programs, block placement, Olympic special programs, etc., will be CCTV's 2012 Olympic Games broadcast the earliest, the most abundant form, the most content, the longest cycle of reporting projects.

In the mid-term earnings report last year, Anta mentioned that the advertising and publicity costs in the "Olympic year" increased from 12.6% to 14%.

"We used to work hard on TV commercials, but the actual consumer groups have been slowly moving towards the Internet and e-commerce." Ye Shuangquan, marketing director of XTEP (China) Limited and Disney Sports Department, said that it is important to use the Internet to do deep experience and communication with consumers. The Olympic sports goods war is considered to be the node of all brands fighting for online marketing. "Olympic Games is a major marketing event, and it is the key to success of many enterprises." Ye Shuangquan said that this year's Olympic Games is the competition between different companies in online marketing.

The Olympic Games and the world cup are the period of the birth of classic marketing cases. Behind the success of Anta, Jin Ba and Wang Laoji, there is a shadow of the competition. Some second-class sports brands are also looking for opportunities for relative differentiation. For example, looking for some distinctive Foreign Legions to sponsor, or they have some origin with China, or compete with some Chinese projects, or traditional sports powers such as Germany and Korea. All these have become the object of competition for the two or three line sports brands. PEAK will provide the New Zealand delegation with a wide range of professional equipment; Hongxing Erke has recently reached an agreement with the Iran Olympic Committee, and is also in talks with the Olympic Committee of South Africa and Uzbekistan; Jordan will design the award dress for the 2012 London Olympic Games for the three delegations of Kazakhstan, Turkmenistan and Mongolia.

London Olympic Games, the main battlefield is not in China, for "both inside and outside" sports goods enterprises, this is a good thing!

PEAK, Anta, XTEP and Hongxing Erke have made great efforts to open up the international market in recent years and have achieved remarkable results. Recently, the Quanzhou inspection and Quarantine Bureau of Fujian province has issued 89202 batches of footwear exported to Fujian and Quanzhou, with a value of US $3 billion 439 million, a slight decrease compared with the previous year, but the value of goods increased by 17.43%, and exports reached the highest level in history. It is understood that Quanzhou's footwear exports accounted for nearly half of Fujian's footwear exports, and 1/9 of the country's footwear exports. Among them, the export of sports shoes ranked the second in Guangdong after Dongguan City, and further strengthened the status of Quanzhou world sports shoes as the main production base. The export of the European and American markets has accounted for half of the export of Quanzhou footwear. For the "Fujian sports shoes enterprises", London Olympic Games is an inevitable opportunity to turn over. Whether we can enter a list from second tier enterprises depends on whether this can be successfully tested.