China's Footwear Industry Will Usher In A Cycle Of Adjustment And Innovation.

For domestic sports brands, there is a stock inflation and a slowdown in growth. Many views in the industry hold that this is the product of the homogenization of sports goods enterprises in China. After the rapid development of previous years, the industry began to face "bottleneck".

In this regard, Ma Gang believes that homogenization is a serious problem, not only sports shoes and clothing brand, leisure brands also have a serious homogenization phenomenon, the garment industry in China after more than ten years of rapid development will usher in the adjustment cycle and innovation cycle, only great changes can continue to move forward.

In fact, inventory problem is a special adjustment method for the industry. It forces the industry to increase its supply chain and innovate in product development. Timely adjustment is conducive to the healthy and sustainable development of the industry. It also creates opportunities for some enterprises to take off two times.

Before and after 2009, international brands were troubled by inventory problems, and the "inventory door" incident made them more sophisticated in controlling the supply chain, especially in the distribution level, in the retail level. Recently, the two national promotional activities of Adidas products of 11Q4 and 12Q1 series are strong evidence.

When the sporting goods industry entered the adjustment period, its original annual growth rate dropped to 20% in 2011. It is estimated that the growth rate will slow down to 5% to 8% in 2012. 2012 is the year of connecting the preceding and the following, laying the foundation for the 2013, continuing development and healthy growth. Enterprises should pay more attention to market changes in 2012 and adjust their strategies in time.

Zhang Tao, vice president of Anta group, said that the current footwear industry is facing a period of adjustment. "In the past few years, the growth of mainland sports brands was too fast. Now it is a steady return. This is a cyclical problem. But the industry outlook and growth rate is no problem. This cycle is a process of adjustment from the perspective of enterprises.

The backlog of inventory is the "bottleneck" and "market saturation" of the industry. Ma Gang believes that even if the sporting goods industry is returning from its rapid development to its adjustment period, this does not mean the end of the golden age of sporting goods industry, but that the sporting goods industry is about to usher in a new start. In the future, with the continuous strengthening of our national strength and the strong rise of sports industrialization, the good days of sporting goods industry are still ahead. "With the intensification of urbanization in all 35 thousand villages and towns, it is not difficult for enterprises to achieve breakthroughs in the" Wan Dian plan ". It is difficult to change from pursuing quantity to pursuing quality, but it is difficult to spanform from intensive management of wholesale thinking to the intensive cultivation mode of retail. He said.

Yuan Wei, manager of public relations of Anta (China) Sporting Goods Co., Ltd. also disagrees with "market saturation". He said that the cake of China's sporting goods industry is still very large. In the end, who will get the biggest piece of cake is still unknown. In the United States, the two major sports brands of Nike and Adidas account for 70% and 80% of the market share. In China, no sporting goods brand can occupy 10% of the market share. There is still room for development and great potential. The industry has entered an era of "big fish eating small fish".

"The sporting goods industry has developed to a new stage. It is time to consolidate and strengthen the weak." Xu Zhihua said in an interview, but the industry is still in its infancy, the growth space still exists, and the demand for terminal products is still developing.