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Domestic Sports Shoes Brand Brand Domino Effect &Nbsp; Trap "Crisis"

2012/4/6 17:15:00 46

Brand Crisis Of Clothing And Footwear Industry

Recently, the brand of sports shoes and clothing in China is setting up a domino effect. It is caught in a haze. Investment banks have lowered their ratings and their share prices have fallen sharply.

The reasons for this are that poor sales, sharp increase in inventories, discounts and goods have pushed China's sports brand to a "midlife crisis", and the industry has been in a period of adjustment.

"We are still optimistic about the future of sporting goods industry."

One industry insider said that the current stock generation is not a real market saturation, but a structural saturation.

But with

market

With the development, consumers are becoming more and more "picky" and the demand for personalized products is getting higher and higher.

"If sporting goods practitioners can provide enough attractive products, it is worth looking forward to."

The dilemma of sporting goods stocks such as Lining and XTEP is not without historical reference.

In fact, Nike, Adidas and other sporting goods "originator" also encountered excessive inventory trouble.

In 2008, as a sponsor of the Beijing Olympic Games, Adidas was overoptimistic about the market and increased its production scale.

Economics

The crisis is in a dilemma of high inventory.

It took Adidas more than two years to clean up the backlog of sales channels.

It can clean up huge inventory and play an important role in brand appeal.

According to the analysis of the industry, most of the local sporting goods brands in China start from the manufacturing processing industry, start from OEM foundry, and gradually develop into brand operation.

But it's inside.

brand

The differentiation and the added value of the brand are generally low, and the innovation ability of the domestic brand in product design needs to be strengthened. The similarities and differences between the styles of the brands are frequent, and the differentiation is not obvious. The phenomenon of homogenization is more serious. It is only through the basic performance of advertisements to appeal for some differences, but in fact, the end consumers are not too strong irreplaceable.

In addition, marketing tools are also stuck in the same old way. For example, traditional channels such as sponsorship and TV station naming and so on are scarce. Even if they burn money, the effect will be less and less ideal.

Now, in some relatively developed cities or regions, there are even signs of better consumption of high-end and new products.

This trend of consumption from

footwear

Products are more concerned about the function and personality of shoes.

It is precisely because of this trend of consumption that shoe companies will have to increase their R & D efforts. Besides the quality and function of products, they should also attach importance to the enhancement of added value of products.

Compared with the price increase of raw materials, technological innovation is a greater investment, so this has become an important reason for many enterprises to improve product prices.

At present, the plight of domestic sports brands is just like the early rise of Chinese household electrical appliance enterprises.

In order to get rid of the dilemma of homogenization, enterprises should reconsider how to seek the next development from the aspect of upgrading the core value of the brand, or differentially shaping or integrating the industrial chain.