The Future Of Sports Footwear Industry Is Worrying &Nbsp; Change Is The Key.

The key sports President Zhang Qing's blog is worth talking about.

With a philosophical set of words, "everything is in motion, change and development."

Now, in the face of the sports market which is changing and developing, is there any bottleneck for business development? Should the owners change at the right time? Big changes, small changes, positioning pformation, fashion leisure and sports subdivision?

According to the reporter, in recent years, people in the industry are deeply worried about the current development of local sports brands. The development of local adult sports shoes and clothing industry has encountered many bottlenecks.

Li Guangdou: local movement

Li Guangdou said: "the international brand squeezing the survival space of the local big brands, and the local big brands are squeezing the survival space of the two or three line brand.

Take sports shoes as an example. Nike, Adidas and other international brands have seized over 400 yuan of high-end market. Sports shoes less than 400 accounted for 52% of the market, while all local brands occupy the market share within 400 yuan.

In fact, the local big brands didn't try to upgrade, but Lining raised the price of products in 2010, but failed in the end.

Some professionals believe that "adult sports shoes and clothing industry will return to the essence of sports". Li Guangdou said: "this sentence is only half right.

Sports brand must return to the essence of sports, but to return to "what kind of sports essence" is the key to decide the success or failure of a brand.

If we simply emphasize "Sports" instead of proper subdivision and positioning, we will fall into the prison of brand homogenization.

Ma Chao: big reshuffle in sports shoes and clothing industry, survival of the fittest

Manager Ma Chao analyzed the future trend of local sports brands from the development path of Wenzhou and Jinjiang in shoe and clothing industry: "the shoe and clothing industry in Wenzhou has passed the shuffle, and the famous leather shoes in Wenzhou now have about 4 or 5 homes. Now that the Jinjiang companies are advertising in the media, you may know dozens or even hundreds, but after last year and two years of shuffling, there will be shuffling cards in three or five years. Maybe there will be no more than ten famous companies. The powerful enterprises will accumulate and accumulate. Then the other will be built up. The road of Wenzhou has come, this is an inevitable process, but this is a good place for the whole industry." most of the local sports brands are concentrated in Jinjiang, Fujian, while Jinjiang and Wenzhou have similarities in the development of footwear industry.

After 2008, after the economic crisis, the so-called "Spring River heating duck prophet", after the economic crisis, responded to the shoes and clothing industry, first of all, the market will respond, that is, the order will decline, and the response will be to the processing capacity of the processing plant will decline.

"This is a process that requires a process. It's like a family. First of all, the owner of a house feels the problem. Behind it is his lover, and then the elderly, the child is a slow process."

Hu Zhenzong: sports shoes and clothing industry has an optimistic outlook, but should return to reason.

Three years ago, from sports industry to fashion.

Transformation of sports makes change happen!

In this relatively difficult development situation, where should enterprises go?

Answer: change.

But what should we do to change and how to change? What are the changes in the market now? Are we adjusting the positioning, changing the style, or completely leaving the concept of motion, pforming other fields, or specializing in the market segments of the sports industry?

Li Guangdou: precise positioning, purely displaying the connotation of brand

Li Guangdou said: "there are two main problems existing in the local brand. The brand positioning is not clear and the positioning is not pure.

Starting from the ambiguity of brand positioning, many local sports brands are still separated from fashion and professional sports. They want to get rid of consumers, but they are against the wishes of the past.

Vague positioning will make consumers choose to be at a loss. For example, running shoes, local brands have running shoes, but who can tell which is more professional for Anta and Lining's running shoes? But when it comes to KAPPA, people often think of fashion, because kappa is positioned in fashion, and fashion has become the core of the brand.

Another problem with the local brands is that the positioning is not pure enough. The stores in Nike and Adidas are all sporting passion and simple sports information. Many local brands interpret sports simply by playing basketball. They have neither the uniqueness nor the connotation of sports.

"In the face of these problems, some local brands should be accurately positioned, others should be promoted.

But no matter how, we must display the brand connotation purely after positioning or upgrading, otherwise we will get into a strange circle of blurred brand image and homogenization of competing products.

Ye Feng: at present, it is not suitable for pformation.

Ye Feng believes: "domestic sports brands are facing fierce competition, and many brands have encountered development bottlenecks. But at present, it is not a perfect time for strategic pformation. The domestic sports brands headed by Anta and Lining are in a stage of going up and down. The other two or three line sports brands will be more intense if they are pformed into fashion and leisure groups.

As for market segmentation, I think we have missed the best opportunity now. These brands should have identified their positions five years ago or ten years ago. Now we can only do some articles on the concept, so it is difficult to find their proper position and target group in the market.

Personally, I think that after two or three or ten years of precipitation, the ten line brand is more suitable for doing internal work, but still needs to make efforts in the product. It is really unnecessary to dig and improve the product design and style in depth. Moreover, the cost of pushing and spreading the market will be even higher after repositioning.

It should be said that the domestic sports brand can be commendable in the initial positioning. If the sports brand is not to be pformed and capitalised, it can try to reorganize through integration of capital, including some strategic channel resources. In the future, the two or three line brands will usher in the peak of mergers and acquisitions. The local lines like Lining and Anta may develop in the functional direction such as outdoor direction, such as 361 degrees, Hongxing Erke, these brands can consider the acquisition of some weak brands to form product matrix, and use the scale advantage to fight the market.

Ma Chao: several brand positioning professional sports, other brands need to change.

Ma Chao, general manager of Erkang, thinks, "the sports industry market will follow the direction of subdivision. For example, Hongxing Erke is playing the brand of tennis. Later, it may be dominated by tennis balls, supplemented by other classes. Badminton is the main player in 361 degree. PEAK is mainly basketball, and every sports brand has its own professional advantages, and the other is auxiliary.

The rule of market economy is always from the shortage of supply to the demand for supply, and then to the inevitable development rule of oversupply.

After the local sports brand has been slowly shuffled, there will be less than ten stores. Apart from two or three sports facilities, the other brands must change and follow the mainstream market.

"Personally, I really like the feeling of the market, which is very happy for our enterprises. Maybe some enterprises will feel very sad, very disgusted and very confused. In fact, every crisis is dangerous and organic, and the market opportunity is there. The whole cake is so big. Anyone who eats depends on their strength. The market is very cruel, but the market opportunities and opportunities are always left to those who are prepared.

If there is a pie in the sky, there will be traps on the ground. When the pie falls down, you have to pick up it yourself. There are pitfalls on the ground. Traps must be circumvent by themselves. If there is no big direction mistake, the enterprise will not have any problems.

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Change the way 1: positioning pformation, fashion, leisure or can be done?

Li Guangdou: pformation fashion leisure, or have the opportunity to enlarge

It is understood that many sports brands are carrying out the pformation of the style of enterprises, such as flying, new era, celebrity and other sports brands are in the direction of fashion and leisure pformation.

In this regard, Li Guangdou said: "in the United States, the brand that concentrating on sports is only Nike, Europe only Adidas, but China has many brands including Lining, Anta, PEAK, Jordan and 361. In general, the market has been oversaturated and the competition is too intense.

Moreover, the sports brand industry is a very burning industry. Employing famous spokesmen and famous designers abroad has made it difficult for the general brand to bear, and even more about the five sets of CCTV advertising bombing. Therefore, the general brand does not have enough funds to make sports brand, it can only quit.

"Fashion and leisure is a relatively new market with relatively small competition. There are also some correlations with sports. Moving from sports to fashion and leisure is a good choice.

At present, there is no strong enough brand in the field of fashion and leisure, and every brand has opportunities. "

Ma Chao: "static and dynamic by me", advocating life and leisure.

About the future direction of the development of the company, Ma Chao, general manager of the company, said that the company will be subdivided, just like Nike, and now there is a different color code, or do professional sports, do a detailed point inside, other auxiliary, and then extend a leisure series.

Now we turn around to see that the changes of clothing in spring and evening in recent years are also the same. Every year we are changing. Our leading step is to die. The first step is to win. We need to find a breakthrough point. It is better to arrive early than to arrive. The costumes and costumes of Spring Festival Gala are more and more natural from hair to clothing, make-up and make-up. That is to say, people slowly return to nature.

For the industry is the most able to withstand the wind and rain, the whole future market, five or ten years will be subdivided, Europe today may be our tomorrow, they now wear habits, later may be confirmed in our body, including their current habits of wearing clothes, of course, the habit of wearing clothes is also related to our political and economic factors.

Change is invariable. Only with the improvement of the market can we survive.

Yi Kang advocates non professional sports, introducing a concept of life, leisure sports feeling, the theme is "static and dynamic by me", advocating leisure, in the process of leisure can guide you to do some sports enjoyment, sports bring us joy, also may abandon movement, take the lifestyle, leisure style, or non competitive sports.

Since we can't please all people, we can only please the masses. "

Change the way 2: positioning is not pformation, movement subdivision or trend?

Li Guangdou: sports market segmentation, sporting goods store as a new marketing mode

Regarding the future development direction of sports brand, Li Guangdou thinks: "on the one hand, adult sports shoes and clothing will be more subdivided and more professional.

For example, sports shoes, used to be a pair of shoes all over the world, but with the improvement of the income level, sports shoes will become more and more professional. Running will wear running shoes, mountaineering on hiking shoes, tennis playing tennis shoes.

This is an opportunity for all sports brands.

The two or three line brand can be developed through such precise positioning, and a well-known brand can launch the derivative brand.

On the other hand, sports goods stores, which are equivalent to many sports brand stores, will be the latest marketing mode.

In fact, this model is very common in foreign countries, and it is one of the latest trends in the development of sports brands.

With the help of the London Olympic Games, and the more and more sports and leisure as people pursue the pursuit of fashion lifestyle, the growth space of brand consumption will become more and more big, I believe that the sports comprehensive store in China is a good opportunity.

Ye Feng: increase product design, try functional series products.

It is not in favor of Ye Feng's recommendation to pform this time: "the local sports brand is suitable for internal strength. First, we should increase product design.

First of all, let the consumer feel that the product is beautiful, especially to let the people around him say good-looking, which is too important for Chinese people.

According to the consumption data of urban residents sports products provided by sun Zheng Dong consulting, we find that customers are most concerned about consumer sports brand rather than price, but the function and design of products, that is, goodwill and good use are the most important interests of customers.

In recent years, domestic sports brands have increased investment in R & D and design, but the intensity is obviously insufficient. What we most concerned about is some short-term indicators such as turnover and lack of strategic awareness and vision for building long-term brands.

As far as sports brand is concerned, in the case of the overall competition difference between industry and enterprise group is not very prominent, we need to fight not only brand communication, but also who will invest most in brand communication; a strategic vision enterprise must pay sufficient attention to strategic resources and give full input to strategic resources on the premise of defining its long-term strategic direction.

"Secondly, we should try the functional serialization products, aim at the few sports items, and carry out the corresponding series of product development with the function as the core, so that consumers can choose the corresponding sports products in different sports.

Because as consumers pay more and more attention to their health, sports are becoming more diverse. Outdoor activities such as hiking, mountain climbing and cross-country activities are becoming more and more popular. These sports will lead to general sports equipment will not meet the needs of customers, and the upgrading of sports products will be irresistible.

In view of the background of such a consumer market, sports brands must respond to demand and develop professional equipment that meets different sports needs to supply the market.

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[pformation needs to be co-ordinate, and step by step is the key.

Hu Zhenzong: "the pformation of alligator three years ago is the development strategy adjustment of the company's" two pioneering ".

The three years ago, decisively divorced from the concept of sport, alligator is one of the few brands that have completely pformed from sport.

Three years ago, alligator launched the "grade life" brand development strategy, entered the field of Chinese fashion men's clothing, took the high-end leisure men's clothing route, and completely reformed the design team with the movement.

When a reporter asked why he chose to make a pformation three years ago, Hu Zhenzong, the responsible person of alligator, said: "three years ago, we and the professionals in the industry carried out data analysis on the development trend and Prospect of the sports footwear industry, and studied and discussed it in depth. Transformation is our company's" two pioneering "development strategy adjustment. It is not a loss of confidence in the sports footwear industry, it is a trend towards the future development of shoes and clothing.

After the pformation, the company has been more satisfied.

Regarding pformation, when it comes to brand operation, Hu Zhenzong thinks: "in the process of pformation, brand operation is a systematic project. There is no division between the primary and secondary points. What is the most important thing?"

When communicating with agents and distributors in pition, the experience of the alligator company is: "ERATAT brand partners are mostly old friends who have worked together for many years. They can support and understand the strategic adjustment of the company. In addition, it is not enough to rely solely on understanding. The market situation and development prospects must be analyzed to them. This is the premise for win-win cooperation.

We take the data as the basis, market oriented, thorough analysis to them, let them know clearly, and guide them to change their concepts, change management, change strategies, achieve value orientation, and identify the brand's development prospects.

In the pformation of personnel training, alligator companies do this: "we are" internal and external integration ", to absorb excellent marketing management personnel, set up a service team, hire professional training management agencies to train the company staff, combined with brand culture needs and ideas, customized training courses, theory and practice.

At the same time, the ERATAT terminal management school will be set up to train the retail management teams of all the distributors and branches in the country, guiding sales skills and reporting ERATAT brand management culture.

On the cost of pformation, alligator succeeded in listing in Singapore in 2008. With the help of the capital of the financial market, when reporters asked how to conduct crisis management after the failure of the pformation, Hu Zhenzong said: "we operate the ERATAT brand is to follow the market demand and strive for excellence. We never think about this problem, and wholeheartedly think about how to run him well and develop well.

Success is a person who is prepared and willing to work hard.

Li Guangdou: pformation needs gradual progress

For pformation, the different development strategies of enterprises have different effects.

With regard to Lining's pformation, Li Guangdou said: "the purpose of Lining's pformation is to catch the post-90s, train new consumer groups, and maintain the metabolism of consumer groups, which is very worthy of recognition.

But Lining's mistake was to shout the slogan of "post-90s Lining" in a big way, and completely abandoned the original middle class consumers who had been following the Lining brand.

Before the new consumer groups have not been trained, they have abandoned the original consumer groups. This practice is not desirable.

The fact also proves that this practice failed. In 2011, Lining's market value evaporated 60% and lost the position of the first local sports brand of 20 years. "

"For sports brands, the training of post-90s consumer groups is very necessary.

Their consumption ability is very strong, and it is also a critical period to form brand loyalty at age. But how to cultivate new consumer groups and catch old consumer groups is the top priority of pformation.

When it comes to matters needing attention in pformation, Li Guangdou thinks: "the brand should not be changed easily after positioning, and the most important thing to do is to insist on it.

If an enterprise blindly follows the wind and casually enters a market and creates a brand, it will encounter many problems in its development, and the brand will hardly grow. "

"In the development of brand, it is inevitable to face the problem of pformation, but pformation is a gradual process. Sudden pformation will throw away the market and consumers who have been trained, and will also create a great impact on the shaping of new brands."

Postscript:

The local sports brands now have the following development directions: making comprehensive sports brands, such as Lining and Anta, gradually moving the market segments, taking a certain professional sports products as the core competitiveness, such as PEAK as the basketball products, Hongxing Erke as the main tennis ball, and other sports products as the supplement; positioning the fashionable ones, such as KAPPA; pforming fashion and leisure, such as flying, new era, and famous; and a group of those who have been thoroughly pformed in previous years, such as alligator,...

For the current market development of local sporting goods brands, I believe that most business owners have been aware of the difficulties of the market, and at this point, we need to change, as to how to change, what to change, or whether to make a positioning pformation, or to make a subdivision point of sports market. This needs to be adjusted according to the development of the enterprise itself. There is no template in the industry. What the enterprises need is reference and reference. Blindly following is not a long-term development strategy, and the accuracy of the market trend prediction will directly affect the long-term development of the brand.

Who can accurately predict the trend of market development, who will become the next leader.