Local Shoe Enterprise Brand Adjusts Terminal Marketing Channel As A Whole.

Previously, Anta, PEAK, XTEP, 361 degrees, Hongxing Erke and so on.

Sports leading brands have issued semi annual reports in 2012. Apart from the slight increase in net profit of 0.3%, XTEP maintained negative growth in other brands.

Combined with the annual reports of major brands, it can be found that the "Wan Dian era" which had been highly appeals has not yet arrived. On the contrary, the number of major brand stores has declined, which is related to the channel adjustment strategies of major brands.

According to the analysis of the industry, channel adjustment has become the focus of major brands in the first half of the year and for a long time to come, including the integration of network resources, the promotion of profitability of single stores, and the strengthening of e-commerce channel construction.

Channel is like a forest resource. It is not endless. Overexploitation inevitably leads to crisis.

The "golden ten years" of sports brand has passed, and the brand must change the extensive growth mode before deepening the channel adjustment.

We often see a sports brand in a street opened four or five stores, often selling discounts are not the same, consumers will have a sense of distrust of brands, and goods supply is greater than the market capacity, there will be too much inventory dilemma, will be like the human body, blood vessels blocked, leading to disease.

According to the annual report, as of the end of June, the number of PEAK stores decreased to 7059, a decrease of 747. According to PEAK's retail network optimization plan, by the end of 2012, the number of outlets will be reduced to 6500.

According to the person in charge of the company, PEAK has turned out to be smaller, less profitable or even less profitable outlets, and PEAK will continue to offer larger quality stores through distributors and retail outlets operators.

Anta, XTEP and 361 degrees have been adjusting the number of stores since last year.

In the environment of insufficient consumption power and overcapacity, the expansion of barbarous stores in previous years is like a time bomb exploding this year. Facts have proved that the rapid growth of stores and the contribution to performance have begun to be weak.

Integrating low efficiency stores is a way for enterprises to find their own blood pfusion, and the method of discount and inventory clearance provides a buffer period for enterprises in a positive way, but it should also master the degree.

In the face of how to solve the inventory problem, some sports brands adopted measures to reduce the supply discount to encourage dealers.

In order to reduce the potential inventory and discount risks of retail channels, the group continued to adopt more flexible placement arrangements.

At the same time, the wholesale discount rate will be reduced in 2013.

PEAK also said that since 2012, it has reduced the discounts of dealers, but according to a salesperson who did not want to be named, the increase in rebate and sales costs offset the rise in the price of goods, resulting in a decline in gross margins.

Under the inventory crisis, enterprises and dealers are under great pressure. As a brand owner, making profits to dealers is an inevitable measure. Reducing supply discounts can increase the enthusiasm of dealers and make dealers more flexible in solving inventory problems.

Now the cost of raw materials, production costs, management costs, wages and so on have been rising, the profit margins of enterprises have not been so impressive. The long-term use of the supply discount mode is not a permanent solution.

A radical cure is to increase the profitability of a single store.

"Integrating shop resources and closing stores is not the ultimate goal. Upgrading the profitability of high quality single stores is the foothold."

In the second half of last year, PEAK took the banner of reform at a higher level. The chief executive of PEAK, Xu Zhihua, quoted the famous English poet Shelley in the media interview. "If winter comes, can spring be far behind?"

The establishment of terminal retail management center has become Xu Zhihua's first initiative.

In the first half of this year, PEAK set up terminal retail management center, integrated PEAK business school and other resources, shifted the focus of training to the upgrading of terminal operation level, and carried out scientific, acupuncture and sexual training in order to improve the distributor's marketing ability in the aspects of storefront standardization, image unification, scientific management and characteristic management.

"Terminal is a stage, is a play, and the product is an actor, so the brand must make the end of the play enough, so that products have stories."

The "decisive end" has been spoken for many years in the footwear industry, but the strict "decisive end" must start from the pre design and price positioning of the product, and terminal sales is just the last step of "winning the terminal". Now, many brand terminal stores display products lacking a series of styles, that is, the early positioning is not clear. In addition, many stores do not update their images for several months, all of which are discounted information, and there is no freshness, causing consumers to see the same play's visual exhaustion.

Comprehensive analysis of major brands semi annual report, otherwise found that brand enterprises have begun to change from the positioning of channels, e-commerce has also become an important channel for brand building.

In a semi annual report, Anta has made a special section on "Anta brand in e-commerce and overseas markets", claiming that it will continue to optimize the existing e-commerce retail network and increase the exposure of some popular e-commerce websites.