Sports Brand: Who Will Go Further?

Over the past few years, sporting goods in China

Sporting goods market research expert Ma Gang pointed out that 2012 will be

Multi brand and multi category

Lining has become a multi brand and multi category comprehensive sporting goods manufacturer.

XTEP's multi brand operation cut into a relatively early time, and has introduced Spanish brand Colin and American brand Disney.

Anta first implemented the main brand subdivision, extended Anta sports life category and Anta KIDS category, then put the FILA brand into its banner, initially established a multi brand and multi category operation system.

In contrast, the company's diversification process has been slower than that of 361KIDS.

In the field of sports shoes and clothing, there are seven traditional wolves and other traditional clothing enterprises to enter the market. This is only the beginning, and I believe there will be latecomers in the field of sports shoes and clothing.

Sports brands cut into the field of fashion life shoes and clothing. There are also Adidas's NEO sub series and Nike's 360 sub series, all targeting the fashion clothing consumer groups.

Anta's sports life shop has opened nearly 500 stores nationwide, and the contest has already started.

Fashionable clothing brand movement is saturated, sports brand fashion March, is the market normal.

For consumers, more choices, for the brand manufacturers, more efforts, not to fight each other, but to strike a bow.

These enterprises that will "change" to the product line will go further.

Optimizing channels to increase yield per unit area

When the market develops to a certain extent, the expansion way of the channel will inevitably stagnate, optimize the channels, increase the output of single stores, and consolidate the brand performance.

At present, the average shop area of sporting goods stores is about 100 square meters. From the perspective of product category, the shops can not have a strong sense of wandering, and consumers' selectivity and comparison are not strong.

With the pformation of the retail market, the retail stores will be divided into two levels in the future, that is, small shops featuring specialty points and professional shops, and large shops with a large number of brands and large brands.

If brand factories increase, then terminal stores need expansion and upgrading.

The first floor of traditional business circle is expensive and not easy to expand. Compared to the two floor or even the third floor, it has become the most economical choice. The hypermarket also accords with the direction of brand integrated operation. It can not only accommodate more categories, but also introduce sub brands and put "eggs" in another basket.

At present, the role of sporting goods stores is limited to the display and sale of products, with limited additional functions.

From the international leading apparel industry 4S standards, namely: Sell (clothing sales), Sight Experience (visual experience), Self-Identity Service (personalized service), Life Style Salon (Fashion salon) four in one view, sports goods industry is far apart, including the distribution of flagship stores in the first tier cities.

Of course, it does not mean that 4S can be copied. At least in some cities, the store function can be innovated. Only in this way can enterprises be more competitive internationally.

Extensive to meticulous

If we want to go further, the way of thinking of domestic sports brands needs to be pformed.

At present, most sporting goods manufacturers play the role of large wholesalers, that is, product marketing, to wholesale products to distributors, and then wholesale distributors to retailers.

The management of brand manufacturers is relatively extensive. The operation of the brand in the local market is more related to the business capacity of the distributor. The brand manufacturers have little control over the market. As for how the product is sold at the terminal, how to operate the details of each link, the brand business asks little.

The distance between the brand and the retailer is too far away, which causes the brand size, direction and timing of the brand marketing to be inaccurate.

Brand players need to lay down their posture, approach the terminal in a low profile, pay close attention to every link of retail, and effectively connect design, production, logistics, sales presentation, salesperson's ability and consumption feedback to get through the whole interest chain.

For the retail industry, data is all the secrets of the business, and the ERP system presents these data in an orderly way, so as to facilitate the relevant personnel to find out the relationship between data and dig out new growth points.

Almost all the major sporting goods manufacturers in China have installed ERP of well-known software companies, but ERP's terminal utilization rate is not high, about 50%.

In the future, through ERP or more advanced information systems, sports enterprises should enhance the synergy effect of the entire supply chain, distribution chain and interest chain, reduce risk of "prediction" with precise management, save time and improve efficiency.