Looking At The Current Situation Of Sporting Goods Industry From The Discount Sale Of Lining Nike XTEP

A week ago, at the five floor of the halls shopping mall near ten Libao, Chaoyang Road, Beijing.

361, Anta, XTEP and other Chinese sports brands are on sale.

Recently, a series of phenomena show that the domestic sports brand seems to be a bit depressed.

After entering another famous sports brand store, all the salesmen can answer questions that consumers want to know.

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It is the most technical part of sporting goods. At first glance, the technology content of foreign brands in this field seems to be higher than that in China.

But Zhang Tao, vice president of Anta Sports Products Limited, did not agree.

Zhang Tao: now really R & D in science and technology, or in

The difference between R & D is not so great.

Technology in the whole industry is nothing more than two kinds of technology, one is material technology, the other is structural technology.

I think the gap between Chinese local brands and the so-called top tier international brands is not that big.

In fact, ordinary consumers are not so strict about the technological content of sporting goods. However, professional athletes are not at all careless.

Therefore, what shoes the track and field athletes wear becomes a barometer of sports brand technology level.

Reporter: from an athlete's point of view, is the foreign shoe better than the domestic shoe general technology?

Bai Eryu, vice president of the Beijing track and field association and director of the scientific research department: it is true that these brand shoes can become famous brands.

Second, some special items of shoes require very high technical and technical requirements, so that excellent athletes can be generally recognized. I can say with responsibility that a considerable proportion of people are wearing foreign brands.

As Zhang Tao said, the scientific research strength of China's local sports brand is strengthening, but for high quality sporting goods, we need to invest more strength.

The so-called "frozen three feet is not a day's cold", China's local sports brand collectively is in a dilemma of growth is not a cause, then, in addition to the strength of scientific research, what other deep-seated reasons?

Zhang Tao, vice president of sporting goods Co., Ltd. summed up the "golden ten years" of sports brand development.

Zhang Tao said that before and after 2000, China's bid for Olympic Games swept the country, and then rose at full speed before and after the 2008 Beijing Olympic Games. However, the speed of the rise in recent two years has been greatly reduced.

Zhang Tao said that the advantages of the demographic dividend have been exhausted, and the difference of brand names between domestic and foreign brands has emerged when the sports brands return to the level of regular competition.

But in the opinion of Zhang Chunyu, the voice of China special observers, compared with foreign brands, the extensive distribution mode of domestic brands, the huge distribution network indirectly led to an increasing proportion of their stock and the brand reputation declined greatly.

Zhang Chunyu: in many parts of the channel dealers, he not only owns domestic brands, but also agents of foreign brands.

Even in some areas, a large distributor is the common owner of several domestic and international brands. Under such monopoly, there is no doubt that foreign brands will bring more profits to him and the brand will have a higher reputation.

Then why must he place too much emphasis on domestic brands? Just such extensive agents will make foreign brands far more competitive than domestic brands in the market.

Some experts predict that after ten years of gold, China's sporting goods industry has entered a period of adjustment.

In the elimination of the local sports brand, it will eventually be concentrated from the current 10 to 20 brands to 5 to 6.

In Zhang Tao's view, the next brand competition will focus on Sports subdivision, if it can not adapt to the situation, it can only be eliminated.