Local Sports Brands Compete For Olympic Cards To Get Out Of "Cold Winter" At Least Two Years.

As the footsteps of the 2012 London Olympic Games approached, the "Oriental Sports Brand" led by local enterprises such as Lining, Anta and 361 degrees opened a "war".

Limited by high prices, homogenization and other low prices, coupled with the attraction of the Olympic Games to domestic consumers far below 2008, the industry is expected to find it difficult for local sports brands to take advantage of the "golden age" to get out of the "cold winter" period, which may take 2-3 years.

London Olympic Games

Lining not only carried out the torch in Athens, Greece, but also grabbed the sponsorship of five Chinese sports teams such as gymnastics, diving, table tennis, shooting and badminton in the Olympic Games in Athens. In addition, Anta pays no attention to the exclusive sponsorship of the Chinese sports delegation's London Olympic Champion Award dress "champion dragon suit".

And some two or three line local sports brands are "another way", 361 degrees for CCTV sports reporting group exclusive sponsorship. clothing "Even if the industry is stagnant and the sponsorship fee is high, no one will be willing to give up this opportunity. Because to a certain extent, this is also related to the heat of the 2013 2016 Olympic cooperation partners. 361 degrees vice president Zhu Chenye said.

Embarrassment of Olympic promotion

Reporters recently saw in Shanghai and Beijing shopping malls, many sports brand counters are hung with the "sale" discount sign. Buying a slogan "30 percent off, two, 40 percent off, 200, 80" can be heard everywhere, and some even "shout" 50 percent off.

"This kind of sale is rare in the campaign of campaign brand promotion." The independent critique of apparel industry, Ma Gang, regrets that the good days of local sports brands are over.

It is understood that in 2008, when the local sports brand grew vigorously, the Olympic Games were held at the gate of the family, and the enterprises combined closely with marketing and offline sales. Many enterprises made a big profit. Lining and Anta increased their business revenue by more than 50%.

However, the Olympic Games in London, the majority of domestic consumers will only look at the bustle, but the enterprise can only be caught in the "on the stage making a cry", "Taiwan's busy discounted" embarrassment. A distributor of a sports brand in China has confirmed this phenomenon: "although we are looking for manufacturers with London Olympic resources, we are still very cautious about taking the goods. Too high inventory will seriously affect the cash flow. In the first quarter of 2013, orders for orders dropped by 40% compared with the same period last year.

Wrestling resources for the next Olympic Games

"Discount seems to damage brand image, but it is the only way out now." Zhang Qing, President of the key sports marketing organization, said that in the clothing and footwear industry, besides the brand effect, the core of the competition is the number of days of inventory turnover, and who is selling faster than anyone else.

In fact, since the beginning of 2011, local sports brands have been plunged into the dilemma of "high inventory" and declining performance. Under pressure, the top priority of all enterprises is to "dump goods".

Jin Zhenjun, the new executive vice-chairman of Li Ning Co, said: "the biggest objective of the company this year is to solve the inventory problem. It is estimated that it will take 6 months to 1 years to clear up the inventory."

Zhu Chenye also said that the order of 361 degrees would have bid farewell to the 2 digit growth rate in the past. Based on the 2013 industry will launch the next Olympic resources wrestling, whether it is celebrity endorsement or advertising, are expensive brand maintenance fees.