Driven By The Sinking Of The Channel, The Sports Brand Began To Turn From Horse Racing Enclosure To Deep Tillage.

Recently, domestic sports brands

After the high growth from 2000 to 2009, China's sporting goods industry is now entering the bottleneck of growth.

Facing the challenges such as the first brand channel sink and market saturation, China's sporting goods industry began to turn from horse racing enclosure to deep tillage.

In the ten years of rapid growth of gold, the increasing number of local sports brand stores has brought capital accumulation, and also brought a lot of stock. The "stock door" appeared in brand enterprises has also been released as a signal of the slowdown in the industry.

Therefore, how to digest inventory becomes a problem that must be solved in the pformation of enterprises.

In order to get rid of the nightmare of high inventory, Lining invested about 300 million yuan in the past year to recycle inventory. "All new products can not make up to 60%-75%, and they can make room for new goods by repurchasing stock."

As a way to clear goods, Lining's "factory store" is also playing a role. The average monthly water per shop has reached 400 thousand yuan, higher than that of discount stores and brand stores.

At the same time, Lining actively promotes the reform of the channel system and optimizes the channel. Some distributors who have fewer stores and smaller business areas are merged by higher dealers, thus achieving the growth of single stores.

To solve the problem, we need to solve the problem of inventory and manage the supply chain.

Through the construction of the information system, XTEP will gather and analyze the daily sales data and adjust the styles and colors in time through the replenishing orders and adding orders after the order meeting is over.

PEAK is also implementing the channel upgrading strategy of the company, planning the channel with the prefecture level city as the unit, and trying out the "single store order" mode to achieve the refinement of order management, thereby reducing inventory.

And already boarded the head of the domestic sporting goods brand Anta also showed good inventory control, has been step by step in the design, procurement, production, logistics, brand packaging, terminal sales and other links quietly layout.

In response, Ding Zhizhong, President of Anta group, said in an interview that in the process of industrial upgrading and market shuffling, only the managers of value chain can form the competitiveness of profit combination and pricing strategy, so that the inventory problem can be fundamentally solved.

Compared with foreign sporting goods brands, the homogenization of the overall product structure of the local industry has always been criticized.

Entering the 2012, "concentrating the strength to develop superior products to seek differentiated brand awareness" has become the consensus of local enterprises.

Among them, PEAK is the most focused. Because of its focus on NBA and signing many NBA stars, PEAK basketball shoes have become the representatives of domestic brand basketball shoes in the international market.

At the same time, XTEP people love "running", and Hongxing Erke is also constantly contributing to the tennis market.

Anta also said that this year it will continue to plough the domestic market and consolidate its market dominance in basketball, tennis and running boards, and launch a more fashionable and personalized sports life product series.

Further enrich women's, children's sporting goods and life sports series to meet the rising market demand.

Lining started the strategy of talent optimization this year, by reducing backstage support staff and streamlining personnel to improve efficiency.

At the same time, it further reduced the development of its sub brands such as Lotto and so on, because Li Ningzi brand did not bring significant profit contribution in recent years. On the contrary, it has somewhat dragged down its overall development.

In this regard, sports brand expert Zhang Qing said, "with China's market scale, growth potential and consumption demand diversity, there will be some local brands that can be separated from Nike and Adi, and some will continue to fight for survival in the red sea of casual wear. The rest, if we stick to the sports line, we must combine with a professional sport to enter a more niche market."