Wandering East Gate Of Shenzhen, Lining Is No Match For Shanzhai Nike

Famous sports brand in the mainland Lining In the first half of the year, profits dropped by more than 80% and closed 952 chain stores. Affected by bad performance, Lining's share price has been cut down in recent six months and investors have suffered heavy losses. At the same time, trends, PEAK, 31st degree and Anta's performance also declined sharply. These mainland sporting goods companies are facing difficulties, but Lining is the most serious. The main reason leading to a sharp decline in the performance of sporting goods companies in the mainland is undoubtedly the rising cost, the influence of brand constraints and the intensification of competition among competitors, as well as the impact of Shanzhai brands.

　　 The price is high and customers are hard to accept.

In the streets and alleys of Shenzhen, sporting goods shops can be seen everywhere, and their competition is fierce. In Luohu District Qingshui River commercial street, there are shopping malls, Lining and Anta stores on less than 200 meters street, and there are 4 to 5 shops in sports shoes and shoes business, and 6 to 7 sports venues. clothing Shop. Therefore, the competition among businesses is fierce. The core of competition is price and brand. In Lining and Anta stores, the price of a pair of sneakers is at least 200 to 300 yuan (RMB), while in nearby shops, the number of unknown mainland brands is about 100 yuan, while the prices of cottage Nike (Nike) or Adidas (Adidas) are about 70 to 80 yuan, only the quality of Shanzhai is not as good as that of Lining and Anta.

However, for many ordinary consumers, most of them bought unknown brand manufacturers in the mainland. Gym shoes Some of them buy more Shanzhai sports shoes, and are willing to spend more than a couple of times on the price of mainland brands like Lining and Anta. Lining and Anta have to sell high brand advertising fees and store rentals.

Shenzhen's famous cheap shopping paradise east gate, from the Pearl River Delta and Fujian manufacturers of sports shoes are also very rich and varied, a pair of sports shoes price is also about 100 yuan, but like Lining, Anta, 360 degrees and other brand sales because of the high price, naturally far behind the sales of his general sports shoes. In Dongmen, a set of summer sports clothes or fake Nike sportswear, priced at less than 100 yuan, and Lining and Anta stores at least 150 yuan or even more than 200 yuan, the price is at least 50% or even doubled, therefore, it can rarely be popular with consumers. In some shopping malls or high-end department stores, such as Nike, Adidas, Lining and Anta, some high-end consumers still like these famous brands, and the price can be accepted by thousands of yuan, but after all, the sales volume is limited.

Advertising expenses are huge.

For Lining, Anta As sports brand manufacturers, because of the increase of labor costs and raw material prices, it is facing enormous cost pressure, and high advertising costs have become a huge expense. The wide open chain between the peers also aggravates the competition between the same industry, plus the high rent of chain stores. Therefore, under the background of poor economic environment, they are hard to get good results.