Footwear Industry: Sports Brand Remains High After Olympic Games

"The goods have been piled up for months, but they haven't been cleared yet."

A salesperson complained when he visited Anta store in Nanjing Road, Shanghai recently.

On the two floor, the reporter found a lot of clothes and shoes in the store, and the aisle seemed to be crowded.

For Anta, inventory pressure remains to be solved. At the same time, this is also a common problem faced by other sports brands.

The Olympic Games are still high after the Olympic Games.

PEAK official website sales department told reporters that sales increased by more than 20% in June and July.

But the entity shop seems not optimistic, the reporter visits the Shanghai Nanjing road PEAK monopoly store, the store is all autumn clothing shoes and footwear, the salesman told reporters that no processing of the summer products have been stacked into the warehouse.

In August 14th, PEAK and Hongxing Erke shops ended their discounts at the end of the season, but there were also some of them.

The store continues to promote.

Lining flagship store launched a full 400 yuan to send 250 yuan activities, according to reporters, the activities began for some time.

The activities of Anta East Road store in Nanjing are more favorable, the clothing is as low as 50 percent off, and the two floor clothing is 99 yuan capped, ranging from 39 yuan to 99 yuan, and footwear is basically more than 100 yuan.

Anta salesman told reporters that the products in the store are all new products this year, and there are too many backlogs, so the discount is relatively large.

Since 2011, the major sports brands are facing high inventory pressure, which is still a problem.

"If we do not clear up inventory pressure, it is likely to become a bad asset. As the clearance cycle increases, its value will also decrease, and the cost will not get the right return."

A well-known clothing brand Deputy General Hu told reporters.

about

In the future, the stock market also responded accordingly: in August 22nd, the stock prices of the five major sports brands dropped again.

Among them, PEAK fell the largest, or 5.036%; Lining closed at HK $4.430, down 4.526%; Anta, XTEP and 31st down were all over 2%.

Sponsoring the Olympics costs more money.

How much sponsorship fees Chinese enterprises spent during the London Olympics has become a hot topic.

At present, the relevant official data of the major sponsors have not been released.

There are 8 sports sponsors in this year's Olympic Games in Quanzhou, Fujian.

Information from the Quanzhou industry and Commerce Bureau shows that the sponsorship fee of the local sports brand hit the London Olympic Games is as high as 1 billion yuan.

Lining supports China's badminton, table tennis, shooting, diving, gymnastics five "dream team", all the way scenery, Lin Dan beat Li Zongwei to win the championship is icing on the cake.

How much money has been accumulated behind the scenery? According to the star broker's endorsement of online information, super Dan endorsement fee.

10 million yuan for two years.

The reporter contacted the person in charge of the cultural communication company of Chongqing, a website company. He said that the cost of 10 million yuan for two years is the basic reference price.

Sun Yang signed a famous swimmer before the competition.

But it has not been reflected in sales.

Sun Yang has signed a contract with Coca Cola Co, 31st degree and Erie, and these three items alone can bring him $18 million.

The official website of a famous American swimming magazine recently assessed Sun Yang's potential of "money" and estimated that his advertising endorsement fee would be close to $20 million next year.

Previously, the swimming association once said that Sun Yang's coach was Australia's Dennis Cotterell, and the cost of training was as high as 1 million 570 thousand dollars. Denis has also disclosed that "the Chinese side can give me a month's salary to spend a year."

Anta has defeated other competitors since 2008, becoming the only partner of the Chinese Olympic Committee. Not only did it compete in the Winter Olympics, East Asian Games and other sports events, but in London, the Olympic Games took the lead.

The Chinese team won 88 medals, and Anta debuted 87 times, undoubtedly becoming one of the most eye-catching trademarks in this Olympic Games.

However, the 600 million yuan that Anta has been cooperating with the Chinese Olympic Committee has only been sponsoring the cost of the event equipment. If the publicity and a series of upfront charges started from the beginning, the industry speculated that it was nearly 1 billion 500 million yuan.

XTEP sponsors the national synchronized swimming team. PEAK is the partner of the 7 National Olympic committees. Hongxing Erke and Jordan have been throwing money into the London Olympics, but the huge investment has become a loss.

The effect is not obvious.

For the huge investment in Olympic Games, the sports brand does not seem to get the proper return, and the inventory problem has not been improved very well.

"This dress is 69 yuan? It's cheap."

A female customer sighs in Anta store.

The Olympic Games coincided with the quarter end discount period of the garment industry. After that, there was no expected double profit.

According to the reporters' on-site interviews, consumers who came to pick up sporting goods were mostly cheap because of the discount of clothes.

During the Olympic Games, sales of major sporting goods stores improved, but some people in the industry interviewed reporters that most of the good sales during this period were due to discounts at the end of the season, and the Olympic Games had little effect on the sales of sports brands.

When asked about the impact of the London Olympic Games on clothing sales, most of the salesmen said that the sales volume was normal and not affected by the Olympic Games. Some salesmen did not even know whether their company had any sports equipment designed for London Olympic Games.

The shoe net also said that the sales of shoes on the website had not been increased or reduced by the Olympic Games.

It seems that in the London Olympic Games, some sports brands in China spent money wrongly.