Local Sports Brand, Heartache Discount Sales Promotion

The summer heat wave is coming, but the sports brand market is still undisturbed. In May, this is the traditional peak season for sports brand. This year is the hot season for sportswear, but this summer seems not very good.

A reporter's visit found that: "the discount strength that seldom appeared on sports brand before is very popular now," 39 yuan for summer wear "," 10 yuan for sports shoes "and" 30 percent off new products ". Many people in the industry lamented that the days of local sports brands are getting worse and worse. Singing behind the song of discount is actually sad.

　　 Local sports brand Why is the discount so great? Perhaps it can be seen from the annual reports of these enterprises.

According to Lining, Anta, XTEP, 31st degree, PEAK, trend six domestic sports brands released annual report found that sales growth rate has declined, while inventory, business profits, gross profit margin and other indicators are not optimistic. Another hidden fact is that the major sports brands must also rely on the help of Discount The way to sell at a discount. Stock For example, Lining, the trend of these two sports brand bigwigs in the annual report explicitly said to discount the way to eliminate inventory.

In fact, apart from the price war of domestic sports brands, foreign sports brands have not been left behind, including foreign brands such as Nike and Adidas.

Why did the sales of sports brands become more and more sluggish? Chen Bin joined a famous sports brand in China 2 years ago, and only a few months later he found out that he had gone wrong and quit quickly.

Chen Bin told reporters, "sportswear is simply not sold at all, and we must resort to festivals to take the quantity through promotional activities, and there was no Fabio at the hottest time 10 years ago."

Chen Bin believes that in addition to the stock background, this is related to the "appearance" of many years. "Shoes and clothes are always the same. Young people are more and more dislike. The elderly are too expensive. Sales fall into a vicious circle. Wang Xiaoer is not as good as a year in the new year." Xiao Bai, a shoe department in a department store, agrees with this view. "For a pair of sports shoes, the habit of businessmen in recent years is to make functional articles, but in fact, the promotion effect on sales is not obvious. Would it be better to spread energy to the appearance and fashion of shoes?"

As a matter of fact, in recent years, the tide of selling well has been won by appearances and concepts. Insiders pointed out that it is gradual or transformation, which is an urgent problem for sports brand businesses.