Will The London Olympic Games Be Faced With Opportunities Or Challenges For Sporting Goods Coming To Jinjiang?

From the main gate into the current sports Expo

The E1 Museum of clothing and accessories has found out that Lining, Anta, XTEP and 361 degree four special brands are listed on both sides.

The exquisite venues and decorations, various exhibits, let visitors from all sides clap their hands.

However, behind this bustle, there are many worries.

The 2010-2011 development report of China's sporting goods industry, released for the first time at the current sports Expo, pointed out that after years of rapid development, the sporting goods industry began to enter the industry adjustment period. From the performance of the listed companies of the major sports brand companies in 2011, the growth rate of the sports industry slowed down gradually due to high inventory, rising cost and net profit decline.

Where will the sporting goods industry go in the future? Many people in the industry have been thinking.

Under pressure

Sporting goods industry faces many tests

It is understood that orders will start in the first half of this year. Competition in the mainland sporting goods industry is fierce and pressure on many companies' profits. Many enterprises are discounting the potential stock risks of retail channels to reduce orders that have not yet been shipped.

The decline of ordering data also reflects the development of the sports industry to a certain extent. After years of rapid growth, the sporting goods industry has come to a comprehensive adjustment.

This phenomenon is actually different from last year.

The annual reports published will be visible.

Although the sales of several sporting goods brands including Anta, 361 degrees, PEAK, XTEP and others have increased year by year, the rate of increase has dropped to 20% from 20% or 30% in the previous years.

Lining's sales performance, which once sat firmly in the domestic sporting goods industry, was also down compared with the same period last year.

Corresponding to the decline in revenue growth is the slowdown in the pace of brand opening.

In the past few years, people in the industry referred to the growth of Chinese local sports brands in the past few years as "barbaric growth". During this period, the increase in the number of stores has almost become the "magic weapon" for many manufacturers to increase sales or profits.

However, from the second half of last year, many people in the industry began to find that several giants were more cautious when using this magic weapon.

PEAK annual report shows that in 2011, the number of PEAK retail outlets increased from 7224 at the end of 2010 to 7806 at the end of last year, with a net growth of 582.

Analysts note that in the first half of 2010, the number of PEAK's stores increased by more than 590, which means that the number of stores in PEAK began to shrink in the second half of 2011.

Previously, PEAK has disclosed that the number of stores will be reduced to around 7000 in 2012.

Anta, XTEP, and 361 degrees also cut shop speed in the second half of 2011.

This situation is also in sharp contrast to several high-profile brands announced in 2010 to enter the era of "Wan Dian".

"Store rent costs are getting higher and higher, compared with the decline of single store sales.

Under such circumstances, several brands will be more cautious and comprehensive when they open their stores.

Now they will pay more attention to the benefits of single store. "

Some people in the industry use this sentence to explain the underlying causes of this change.

The number of orders is declining, and the speed of shop opening has slowed down. Besides these two mountains, there is also a mountain on the sporting goods industry: inventory.

People in the industry have joked that even if all garment enterprises in China stop production now, only the backlog goods in the warehouse can be sold to the domestic clothing sales enterprises for at least 3 years.

The seriousness of inventory backlog problem in footwear industry is evident.

"Due to the rapid development of the industry over the past few years, enterprises are generally optimistic about market expectations, overinvestment in the whole industry, and oversupply of products."

The key is Zhang Qingru, the founder of sports consulting company.

Admittedly, the issue of product homogeneity and low brand value has always been criticized by local enterprises.

However, with the advantages of cost and channel, local enterprises have been able to take a place in the market.

In Zhang Qing's view, all the problems that appear in the industry today are not the coolness of the "investment surplus" is the most direct fuse.

"The sports industry is a futures system, and enterprises are very important for future market judgement. If we want to increase our expectations and increase output and expand our channels, we will not be able to keep up with sales because of various factors, which will be followed by recession and adjustment."

East Olympic Games

Sporting goods Jinjiang takes the initiative.

The situation is grim. For the sporting goods practitioners, how to stand out in this unfavorable situation? The Jinjiang department, which is represented by Anta, 361 degrees and so on, gives the answer: the Dongfeng of the London Olympic Games.

On May 17th, Anta, a partner of the Chinese Olympic Committee, held the theme of the Olympic award dress and the Olympic strategy launching ceremony. The assistant director of the State Sports General Administration, Xiao Min, Olympic champion Xu Haifeng and Guo Jingjing attended and witnessed the appearance of the champion dragon clothing.

Ding Shizhong, chairman and chief executive officer of Anta's board of directors, said that in the two wave of entrepreneurship, Anta will also be more firmly committed to building a world brand. "Champion dragon clothing" will also become a beautiful scenic line for London Olympic Games to show the spirit of Chinese sports. Anta's standing on the top podium is a microcosm of Anta's lead in China's sports industry and the flag bearer of China's sports national brand.

Another leading 361 degree also attaches importance to the London Olympic Games.

At the current sports Expo, the 361 degree Olympic Games equipped with a full range of Olympic equipment appeared in a high-profile manner, together with China sports to meet the Olympic Games.

As one of China's leading sports brands, 361 degrees has created exclusive London show for the current sports Expo.

In addition to sponsoring 6 Chinese national teams, the multi national Olympic Committee, and world swimming giant Sun Yang, NBA Kevin Kevin, Olympic champion pole vaulting champion Steve Hook (Steve Hooker), it also provides a full set of reporting equipment for CCTV Olympic Games reporting group. It will work together with CCTV Olympic Games reporting team, the main witness of the Olympic Games, and the main channel of the event report, so as to create "London action".

"London 2012 Olympic Games, compared to the 2008 Beijing Olympic Games, the major sports brands, especially domestic brands, are more cautious about the Olympic marketing attitude. However, they are still very concerned about the largest and most watched sports event in the world. We also hope to take this opportunity to promote the display of brands and products on the global stage.

And the sports Expo which is less than a hundred days from the Olympic Games will undoubtedly become an important outpost for all major domestic businesses in the Olympic Games.

Ma Gang, an independent critic of sporting goods industry, said.

Leading enterprises seek to display themselves on a larger platform. The growth oriented sporting goods brand tries to avoid being eliminated in fierce market competition through product innovation.

At this year's sports fair, we are committed to building the first brand of Chinese football shoes.

"Compared with last year, the Beijing Sports Fair has been very busy."

In the gap between receiving customers, Zhang Jiameng, deputy general manager of super shoes and clothing, told reporters, "no proofing, there are several customers placing orders on the spot, which we did not think of before.

Among the clients we inquired, there were domestic customers, as well as some foreign businessmen who had not contacted us before.

In Zhang Jiameng's view, the reason why we can harvest such achievements is closely related to the change of consumption habits in the past two years.

"Now the market prefers professional shoes, football shoes and badminton badminton shoes, instead of a pair of sports shoes.

This change is a good thing for us.

After all, in the field of football shoes, after so many years, we definitely get the product.

Zhang Jiameng is very confident about this.