Chinese Sports Brand Can Not Afford To Sell A Single Store.

Since the concept of e-commerce was introduced into China in 1993, e-commerce has gradually become an important indicator to measure the economic development of a country.

Many sporting goods enterprises in China regard it as an important means to enhance the competitiveness of enterprises and diversify sales channels.

As domestic sporting goods enterprises begin to extend their sales tentacles to the world, the combination of e-commerce and traditional sales channels will be an inevitable choice for many traditional enterprises.

The global retail industry has gone through more than 100 years of development, from entity terminal to virtual sales.

The changes in retail formats have also prompted the birth of a batch of enterprises that are closely following the trend of the times. Today, China's sporting goods sales mode is single, the market competition is fierce, and its future development trend is understood. In the light of the company's own conditions, a reasonable combination of formats is chosen for every sport that intends to become bigger and stronger.

As BELLE CEO Sheng Bai Jiao said, "no matter in Europe, the United States and Japan, sales channels are diversified, but China now has only one brand store, and I believe it is time to increase the new mode."

The traditional sales mode of sporting goods is facing challenges.

For sports brand chain stores, they are usually independent brands.

Data show that, with a mall in a domestic city as the representative, about 38% of the shopkeepers are in balance, 22% of sporting goods stores have a slight surplus, and 37% are facing bankruptcy risks.

Current

First of all, the rent of shops is very high and has been increasing year by year.

According to CCTV, people's daily and other media reports, Beijing, Shanghai, Guangzhou, Shenzhen and other first tier cities rent has soared in the short term, especially since June and July, the rent increase is more obvious.

The rent of many cities has increased by more than 20%, especially the rent of exclusive stores has increased by 10% - 30%, and some consumer brand profits have been squeezed out as thin paper as the rent of franchised stores.

Many consumer brands have entered the strange circle of "do not open shop, wait for death, open shop to seek death".

This leads to the conclusion that rental costs are increasing.

Second, inventory pressure is high.

with

Cooperation with distributors is one of the most important ways for traditional sporting goods enterprises to carry out their business. Taking Tao Bo sports as an example, it is one of the largest distributors of Adidas and Nike in China. Its strong terminal capability is beyond the expectation of domestic sporting goods enterprises.

Acting KAPPA started Beijing sports sports, 07 years Hongkong listing, opening market value is close to 30 billion, more than the previously listed Anta and Lining.

All these are amazing to the manufacturers of sports products.

While businesses are scrambled for sites to set up exclusive stores, the growing regional agents are also integrating their own channels to form chain retailers.

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What does the emergence of these powerful dealers mean for the traditional sports brand dealers?

Channel sales play a very important role in sports brand enterprises. Today, well-known sports goods companies have cooperated with these retail companies. Almost all sporting goods companies have been unable to get around these retail giants. For them, they have grasped the right to speak in the terminal of the retail market.

The industry believes that the emergence of these retail giants will destroy a large number of small agents, the market is mainly concentrated in the two or three line.

New mode brings new development space

For sporting goods enterprises, the single retail format makes the market coverage and influence limited, and no format can cover all the people. If the enterprise wants to become bigger and stronger, it must adopt a combination of various retail formats. Therefore, the combination of various retail formats will be a problem that sports goods companies have to consider.

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