Steady Opening Up Becomes The Basic Means For Local Brands To Develop Sales Volume.

"Full two hundred minus 50", "new product listing, full court 20 percent off", "seasonal merchandise sale"...

In the town streets and department stores in 2012, such advertisements were almost everywhere.

Just now, unlike most of the unknown brands in the past, "price fixing" is different.

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Local brands such as Anta have to put down their prices and start selling.

New products will be on sale.

Huge capacity makes clear inventory become a difficult task, and discount sales promotion becomes a magic weapon for inventory.

A researcher's research on the channels of listed companies shows that the price war in the sporting goods industry is becoming more and more intense. "Even if the new products are sold, Anta and PEAK will play 15% off and 12% off respectively, and the inventory will be 3 to 50 percent off".

However, the new products are listed on the discount. For brand enterprises, the brand image is not only affected, but also the enthusiasm of franchisees.

Hong Kong, a sports agent at the county level in Quanzhou, told reporters that due to the fact that they did not have many stores, the discount was relatively high. Apart from manual and shop rentals, the profit margins were very limited. Now, as long as the discount outlets of the brand are on sale, they can hardly make money.

New shop no longer "

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On the one hand, the original stock is digested by factory stores, discount promotions, etc., on the other hand, it is to avoid new inventories.

As a response, the major sports brands have adjusted the strategy of opening stores, turning from the "horse race enclosure" in the "barbaric growth" period in the past few years to a more robust opening up strategy, and the pace of channel expansion has slowed down.

In the first half of last year, some sports brands still mentioned the "Wan Dian plan", but in the second half of the year, the plan began to readjust.

331 public data show that in the fourth quarter of 2011, only 55 new stores were opened, creating the lowest number of new stores in the company's history.

According to the plan of the year, the number of shops that opened in the first quarter should be between 150 and 200.

XTEP's international public information also shows that as the sports retail market is expected to take time to digest the accumulated inventory in the first half of this year, it will be better in the second half of the year. Therefore, the sales target of this year will be lowered from 15% to single digit, and the net growth of shops will also drop from about 800 to 1000 last year to about 400.

Although the number of stores in PEAK in 2011 has increased by 582, PEAK has increased by 590 in the first half of last year.

This means that PEAK has begun to reduce the size of its stores in the second half of last year.

Lining also said in the annual report, in 2011, "took the initiative to control the pace of shop opening."

Data show that Lining's physical store increased by 340 last year to 8225, but its dealership decreased from 65 in the first half of last year to 57.

Borrow electricity supplier "horse race enclosure"

For local shoes and clothing brands, the digestion of inventory is not a small challenge, the development of new channel mode has become an attempt.

At the same time, while the expansion of physical stores is slowing down, the pace of shoe and clothing brand involvement in e-commerce has begun to accelerate.

In April 18th, Ding Shuibo, chairman of XTEP group, said that in 2012, the proportion of e-commerce sales in XTEP last year accounted for less than 2%, and it is expected to account for 10% in the next three to five years.

In view of the terminal inventory problems in the footwear industry, Ding Shuibo said that at the beginning of last year, the company clearly pointed out the exact location and operational steps of the electricity supplier: first sell part of the stock, and at the same time start the business provider.

The 31st annual report also shows that e-commerce will be focused on expanding through the independent third party agents, selling shoes and clothing products on Taobao.

"For more small and medium-sized enterprises, without their own channel sales and no brand influence, they can only put the inventory at 50 percent off of the cost price to some" stalls "for consignment.

Dong Xinda, deputy general manager of the shoe net, said that the significance of small and medium-sized enterprises to rely on e-commerce channels is not only to directly reduce inventories, but also to cultivate long-term sales channels.

It is understood that nearly 70% shoe and clothing enterprises in Quanzhou are involved in e-commerce.

Last year, the sales volume of Anta's electricity supplier was 160 million yuan, XTEP 120 million yuan, Hongxing Erke 100 million yuan, and Jordan 50 million yuan.

"Shoes and clothing are the biggest selling category on the Internet now. There will be more and more people online shopping in the future."

AI Shang network technology promotion manager Xie Zhiqiang said, "shoes and clothing enterprises ahead of the layout of the electricity supplier channels, no doubt in the future network marketing war to seize the opportunity."