Experts Talk About The Development Of Sports Brand In China

In 2012,

As a hot spot of media attention, faced with the entry of investor teams, the exit of the former chief executive and the failure of brand internationalization, Lining began to implement a series of streamlining and contracting strategies, clearly indicating that China's market will be more concerned in the future, and the platform for cooperation in Europe will be closed.

It can be seen that China

Internationalization is still a long way to go.

Hard way to break through

Over the past few years, China's local sports brand has been expanding too fast, and the franchisee has largely digested the stock instead of expanding orders and intensified competition with foreign sporting goods providers. This has become a major factor contributing to the general slowdown in the growth of local sports brand performance.

The competition among domestic sports brands and the weak sense of local culture are also the main factors causing inventory backlog and single profit problems.

Can local brands get out of difficulties in the short term?

361 degrees

It is said that the annual growth rate of 20%-30% will not be realistic after the domestic sports brand returns to 2008.

From the start of the 2013 order situation, next year is still a difficult year for local sports brands.

She believes that China's sporting goods industry will return to the track of rapid growth after 2014.

"Domestic sports brand hopes that the Olympics will break the siege of ADI and Nike, and it will not be very realistic to move towards the international market."

Some securities analysts believe that even if the local sports brands need to get out of the predicament, there is a priority.

"For example, the trend of Lining and China will be better in the second and second quarters of next year, but the plight of other brands may just begin. There will be more competition and more competition for these brands to integrate and adjust.

In this case, the prospects of Anta and PEAK will be better.

Where is the way out for local sports brands?

According to the insiders, under the background of the weak international and domestic market, the local sports brands should optimize and reorganize their resources, merge a batch of enterprises with strong strength and brand influence, and share less resources to occupy the market with strength.

"Merger and reorganization is very good, but for Chinese people, it is not easy to achieve it."

Hu Xingdou, an economics professor at Beijing Institute of Technology, said: "from a policy point of view, the government strictly controls the speculation of some immoral enterprises on the one hand, but also prevents the local brand enterprises from realizing the market self regulation mechanism. In order to grow and grow, the government should create a good legal environment for local brand enterprises, and a loose financing and fund-raising market environment is conducive to the growth of enterprises."

"From the point of view of industry, local brands need to focus on local brand building if they want to break through."

Hu Xingdou, for example, thinks that Lenovo, as a private enterprise, can be regarded as a powerful force in the international and domestic markets. This is due to their importance to brand building, technological research and development, top teams and accurate grasp of the market.

And the local sports brand enterprises to make big and strong, must stand in the high level of international competition, look at and plan the development of enterprises, although their own start at the low end, but the positioning must be in the high end.

Only in this way can enterprises occupy market share.

Some experts pointed out that after 10 years of rapid growth, China's sports brand has entered a mature stage of development. When the channel has reached a large base, it can only raise the gross profit margin through brand pull through brand break out, that is endogenous growth, which is the only way for enterprise development.

And entering e-commerce is a good weapon for the traditional sports brand to break through the brand in the future.