Sports Clothing Expanding Malnutrition Is Facing Adjustment

The development mode of the domestic sports brand's horse race enclosure and the number win has been difficult to continue. The increase of labor cost, rent cost and the homogenization of the product make the store close, the marginal benefit of scale become smaller or even lose.

Recently, Lining, Anta and other enterprises have reported the news of reduced profits. Many brand stores have closed down, and the smell of cold winter is thick.

Experts believe that after experiencing the rapid expansion and extensive development of Beijing Olympic Games, the domestic sports brand has entered the stage of deep adjustment, and the whole industry will usher in a major adjustment.

Domestic sports brands encounter cold winter

Data show that a number of domestic sports

There are signs of decreasing retail outlets and declining profitability.

In the first half of this year, the Lining Group continued to push ahead with the change of sales channels. Based on the newly opened 248 stores, the company made a profit assessment, adjusted its operating structure, and closed down 1200 inefficient stores, which accounted for 15% of the shops.

As of June 30th, the number of shops in Lining's regular stores, flagship stores, factory stores and discount stores was 7303, down 952 from the end of last year.

In addition, the total number of stores in Anta sports has decreased by 110 this year.

Reporters in Beijing, Xidan, Wangfujing and other business circles interviewed found that many domestic sporting goods gathered in the mall, dealers mostly played a promotional advertising price.

However, fashion brands and international sports are crowded with people.

Compared with the crowded stores, the store of sports brand clothing stores is relatively deserted.

Xiong Xiaokun, a light industry researcher at CIC consultant, told reporters that the development mode of domestic sports brand "horse race" and "quantity win" has been difficult to continue. Labor and rental costs have risen and the homogenization of products is serious.

Crazy expansion leads to "malnutrition"

From the development trajectory of domestic sports brand, we can see that in the past few years, the domestic sports brand has gone through an explosive growth process.

The 2008 Beijing Olympic Games brought unprecedented opportunities for the development of Chinese sports brands. With the enthusiasm of consumers aroused, commercial sponsorship, advertising marketing and the listing of Hong Kong stocks, many sports brands won sufficient capital and business development momentum.

In the process, many sports brands have opened a large number of stores in the two or three tier cities, on the one hand, they provide "achievement" for the listing of Hong Kong stocks, and at the same time occupy the two or three line city market through this way.

In 2009, the income of sports brand Lining exceeded that of sporting goods giant Adidas, ranking second in the Chinese sporting goods market, and the gap between Nike and the industry leader was also narrowing.

"Due to the lack of brand development in the process of rapid expansion, the homogenization competition is serious. Now too many sports brand stores are crowded together, making the competition between them more and more intense. There are many inefficient stores in these stores, which are not good in management and management."

Internet marketing expert Jiang Yunlu said.

Jiang Yunlu believes that sports brand enterprises are facing not only the same industry competition pressure, but also leisure.

Market squeeze.

As more and more fashion apparel brands emerge, consumers have more choices.

In fact, before the emergence of a large number of Chinese casual wear brands, the domestic sports brand clothing has partly assumed the functions of some casual clothes. Now casual clothes are gradually decomposing the sports brand clothing market, and with the development of e-commerce, many low price products meet the consumers' demand for online shopping.

Deep adjustment period is facing pformation pressure

Experts believe that in order to change the current situation, enterprises should first clear their own positioning, pay attention to adjust their product mix, enhance product characteristics.

Xiong Xiaokun said: at present, the domestic sports brands are facing the dual pressures of two domestic and international markets. On the one hand, many domestic sports brands are "competing with each other" and have fierce competition. On the other hand, international sports brands such as Nike and Adi are entering the two or three line market through low price strategy, which will cause tremendous pressure on domestic sports brands.

Therefore, the domestic brands urgently need to identify the brand positioning, clarify the development ideas, adjust the product structure, and provide personalized products to start their own brand.

Secondly, enterprises need to change the rugged development mode and enhance their profitability.

Some experts have pointed out that the large-scale expansion of the domestic sports brands represented by Lining is facing a difficult situation. The sports brand should change its strategy of operation and development.

We should abandon the current rugged development mode of intensive store opening and quantity winning, subdivide product lines, enhance the profitability of single stores through channels, marketing, services and other measures so as to make them bigger and stronger.

Third, we should combine current e-commerce features to improve marketing methods.

Jiang Yunlu suggested that in the rapid development of Internet and new media, enterprises should pay attention to the effective utilization of electronic commerce and integrate operation with multiple channels.

E-commerce can reduce investment in the marketing chain, reduce the final delivery cost of clothing, and thus form the advantage of price.