Shoes And Clothing Industry Inventory "High Fever", The Decline Of Traditional Sports Brand Market

In the shoe and clothing industry generally high inventory pressure, many enterprises in the second half of the year is "to inventory" busy.

Recently, it is famous for its outdoor recreation.

Camels, however, have officially announced that they will enter the professional outdoor market.

It is noteworthy that CAMEL camels have been cautious about the electricity supplier channel.

Insiders say that

With the "high fever" and "two sides attack" of the traditional sports brand market, the camels are facing both opportunities and challenges.

Efforts to upgrade channels and products will greatly help the traditional shoes and clothing brands to "get out of trouble". It remains to be seen whether they can succeed in pition.

Business splitting

Recently, the CAMEL camel officially announced that its leisure sector could be divided into two parts, namely, business and outdoor. While maintaining the advantages of the business sector, it also proposed in outdoor areas that we should enter the outdoor professional market on the basis of outdoor leisure.

"Current tradition

The market is generally declining, but leisure outdoors is a growth point. I am very confident about this growth. "

Wan Jingang, general manager of CAMEL camel, said that at present, the share of camel's leisure shoes has occupied 30% of the market. In 2013, camels will carve, research and develop outdoor professional product lines, and produce the top professional outdoor equipment.

"We have a strong market base in the field of leisure and realize the deep expansion of adjacent categories, which is not difficult for camels.

In addition, we will consider increasing the interactive marketing experience with customers.

According to the feasibility study report of "outdoor sports brand project" released by Thailand Asia (002517) in 2011, the outdoor market of China is on a rising trend. The outdoor sports equipment market will grow by 50% every year, and the market will be more than ten billion yuan, while the growth rate of the traditional sports goods industry is relatively slow, with an average annual growth rate of only 15% to 20%.

On the one hand, CAMEL camels have the foundation for outdoor footwear, and on the other hand, the outdoor market is developing at a high speed, Mr Wan said.

It is these two aspects that contributed to the adjustment of the business.

"Camels themselves have re cut and subdivided the market, and upgrading from the former pan household entry level market has some advantages for their own development.

The unit price of outdoor products is relatively low, and the competition threshold is also low. If the professional level of the products is improved, the price segment will also increase.

Independent professional commentator of shoes and garment industry, Ma Gang said, because professional outdoor and leisure outdoors are totally two consumer groups. The technological strength of enterprises, the sales ability of new products and the allocation of human resources are necessary conditions for developing new fields. "Professional outdoor consumers value the professionalism of products more, while consumers of outdoor outdoors value the price performance of products more."

Zhu Qinghua, a light industry researcher at CIC, analyzes camel's move as an effective measure to deal with declining performance. On the one hand, the company implements a product diversification strategy, which can expand the market to meet the needs of more customers. On the other hand, it is conducive to the long-term development of the company. Diversified products can stimulate the company's innovation power and provide fresh blood for the company.

Channel selection

There is an analysis of e-commerce observers. At present, consumers of outdoor products are mostly young people. They are also the main members of the online shopping force. Therefore, it is the general trend for outdoor products to go to the Internet.

According to the forecast of Ai Rui net, the scale of domestic e-commerce market paction in 2012 is expected to be close to 10 trillion yuan, with an overall growth rate of 39%.

But surprisingly, Mr Wan said that camels would focus on the development under the physical line, that is, the development strategy based on offline entities and supplemented by electricity providers.

In fact, camels tested water business in 2009, and took the lead in launching the "brand promotion" action. The sales promotion achieved the sales volume from the initial 10 single day to the current nearly 10000 single day, becoming the standard mode of the traditional brand to enter the electricity supplier road.

Online, CAMEL camels also have 3600 brand stores.

Why do camels do not attach too much importance to the electricity supplier, Wan Jingang explains that the traditional brand operators are easy to accept, but the network brands lack sufficient business experience and strength to support them.

"But in the future retail market, the electricity supplier must be changed."

Wan Jingang said.

On the balance of online and offline channels, the CAMEL camel has made a "pattern distinction" - positioned under the line of mature consumers, with a casual and heavy style; a fashionable online fashion oriented consumer, a stylish and youthful style; at the same time, establishing a high-end flagship store and a concept store for professional outdoor.

Ma Gang believes that the traditional shoes and clothing brand "touches the net" must distinguish products, otherwise the interests of online and offline channels will conflict. "Because offline channels can not be self operated by enterprises. If the interests of online franchisees and online interests can not be balanced, such as whose price is low, who can win consumers, which is bound to infringe on the interests of the partners of the 100% channel partners."

Zhu Qinghua believes that in the current environment of economic downturn, CAMEL camels face more competitive rivals with price advantages, and their sales volume will be greatly improved.

Ma Gang also believes that if we can improve the professionalism of the product and the professionalism of the brand, whether it is from Maori space or brand image, it will undoubtedly be good for camels, but the difficulty of this pformation is not small. Whether the camel can be successful remains to be seen.