Anta, Lining And Other Local Brands Live Together.

Lining, Anta, XTEP and a number of listed sporting goods enterprises, in 2012, the latest order meeting data, inventory backlog, new shops planned are at the worst level in recent years. Some brands even cut costs by layoffs.

The growth of domestic sports brand has become the focus of public opinion.

According to media reports, the current price war is to buy Nike and Adidas at Lining's price, buy Lining at Anta's price, and buy PEAK, XTEP, and 360 degrees at the price of goods sold at a stalls, so it is easy to see that the pressure of brand inventory is enormous.

A lot of inventory not only takes up capital, but as time goes on, the value of the inventory is getting smaller and smaller.

Inventory problem is only the tip of the iceberg of local sports brand. Marketing strategy, innovation ability, cultural connotations and so on are all urgent problems for local brands to survive and develop.

Sports

The "bomb" buried in the crazy expansion market will explode one by one, and the cold spring of the sports brand is coming.

Performance downturn, high inventory, domestic sports brand crisis

The aftermath of "Crazy" expansion: the local sports brand is in a predicament of growth.

In 2007, the number of newly established local sports brand enterprises increased to nearly 2 stores in -2009, and the number of terminals increased by nearly 2 times at the end of 2009 compared with the end of 2006.

Behind the crazy expansion, there are many problems, such as scale growth decline, high market concentration, high inventory and so on. This explains why a number of listed companies have lowered their sales expectations in 2012, and even reduced costs through layoffs.

The war of price war in the industry is in full swing.

In the past, Nike and Adidas rarely had one hundred or two hundred yuan price goods, now many can be selected; domestic two or three line brands are often more than 100 yuan to buy a body.

The competition situation of local sports brands has changed, and Anta has surpassed Lining in its operating income.

At present, the dilemma faced by local brands is that "before the strong enemy, after the pursuit of troops", in the case of severe homogenization of products, local brands did not grow well after the Beijing Olympic Games.

The road to inventory is still long for knockout competition.

In global competition,

In order to avoid the attack of Nike and Adidas, the Chinese sports industry operators abandon high-end products and attack the middle end consumption of the middle class in China. Unexpectedly, the market is squeezed on both sides, and both the high-end and the low-end are robbed by Nike and Adidas. Now China's sports industry is facing a stock crisis.

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.

There are major problems in the business mode -- the abuse of the brand dealer wholesaler retailer mode.

This mode is slow and inaccurate in response to market supply and demand. It often causes agents to order more goods for goods to be broken, and brands to store more commodities for replenishment, which will form a "false appearance" of demand being magnified.

In the past, the market was in a period of rapid growth. This problem is not obvious, but when the industry is approaching the cold winter, the inventory pressure will suddenly become very acute.

And ZARA, UNIQLO and other fast fashion brands are directly from the brand to the retail terminal, with high efficiency, low cost, high flexibility, and it is not easy to form a backlog of inventory.

Gold ten years passed, local brands survive in crevice

Poor marketing, no spirit, no innovation -- sports brand should be differentiated and independent.

Ignoring the inherent discipline of the product, the brand of the local sports brand is uncertain.

When we enter the large and small market of every district, or watch all kinds of TV, we find that the more irrational the local sports enterprises are, the more they will shout the brand culture and the brand spirit. On the contrary, the international brands are shouting the function and technology of the products.

Even if the culture of the international brand is enough, in China, we must start with the internal quality of the products, so we have to reflect on our domestic brands.

How to keep up the position of cross industry competition pressure -- fashion casual outdoor clothing extrusion Market

The trend of outdoor brand sales continues to improve.

In the first half of this year, the trend of outdoor brands increased by an average of 30%.

Facing the situation of squeezing the market in the leisure industry is even more serious. On the one hand, a large number of local leisure brands that have a large number of low prices and have the ability to quickly make up and pfer goods are everywhere. On the other hand, ZARA, UNIQLO and other foreign brands bring forth new ideas, all of which create pressure on the local sporting goods industry.

Lack of R & D power, lack of brand, lack of motivation, lack of ability and backward trend.

The lack of R & D strength and the lack of brand spirit, coupled with the lack of operational capability of domestic sports brands in product speculation, can not lead the local sports brand to the fashion trend, and the product style can only be led by the international brand.

Compared with the "fashion trend", the local sports brand has been lagging behind for a whole quarter.

For example, these new technologies, such as "gradual processing technology" and "ultra light sports materials" have been launched for six months in international brands, and our local sports brands are only now being launched.

Sports brand gold is gone for ten years -- what is the way out for domestic sports brands?

Once

Lining, the local sports brand boss, can completely reflect the ups and downs of this industry.

Catching up with the fastest ten years of economic development and taking the Beijing Olympic express, China's revenue even caught up with Nike.

Now, the whole industry has fallen into a predicament of declining performance, high inventory, internal fighting and external attacks. When can we get back to the peak, no one can give a prediction.

"Sports brand has spiritual and cultural connotations. If local brands want to break through, they need to combine with fashion, art and other elements to create cultural symbols that meet the needs of the times."

Li Guangdou said.