Prosperous Scenery No Longer Lining PEAK Shop Thousands Of

domestic

At the moment, collective advance to winter.

A few days ago, the famous sports brand represented by Lining and PEAK broke the news of lower profits, and began to shrink the network layout at the beginning of this year.

According to the insiders, after the rapid expansion of the "extensive style" in the past few years, the domestic sports brand inevitably entered the stage of deep adjustment of "breaking arm and curing poison".

Enter the business contraction period

Domestic sports brands continue to close shop

In the past few years, the domestic sports brand has experienced a rapid expansion process.

The 2008 Beijing Olympic Games brought unprecedented opportunities for expansion to Chinese sports brands. At this stage, many sports brands opened large-scale stores throughout the country.

However, this prosperous scene did not last long.

according to

A report released by sports shows that as of September 30th this year, PEAK authorized 6739 retail outlets in China, a decrease of 1067 compared with the end of 2011.

The order of PEAK sports is also not optimistic. Orders for orders in the second quarter of 2013 dropped by more than 20% year-on-year.

However, reducing the store network is not just PEAK sports.

In the era of Red Star Road, the corner of sporting goods area of Parkson's 5 floor can also see the sign left by Lining's children's wear counters. Its location is currently selling temporary promotions for another children's wear brand. "Lining brand has been removed for some time."

A staff member said.

As an outstanding representative of domestic sporting goods brand, in 2009, Lining, whose brand income exceeded the sporting goods giant Adidas, entered the business contraction period.

According to the data, in the first half of 2012, Lining Group continued to push forward the change of sales channels. Based on the newly opened 248 stores, the company made a profit assessment and structural adjustment to the shops, closing 1200 inefficient stores, and the proportion of this shop is as high as 15%.

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 Anta sports stores decreased by 110 this year.

Shops are decreasing

Discount sales to become normal

Yesterday, a reporter interviewed many domestic sports brand stores in Chengdu, and found that although the peak season of seasonal shopping is now, the major sports brand stores are rather deserted.

Promoting popularity by promoting sales has become the customary way of these domestic sports brands.

Yesterday afternoon, in a shop of Lining flagship store opened by an agent in Chunxi Road, the reporter saw that although the goods sold by the shop were very rich and the business area continued from the first floor to the four floor, the shopping guide also actively greeted the customers, but the customers in the shop were not as large as the number of the shop assistants.

Even in the four floor discount area, few customers visit shops.

"Clearance sale!" and at the door of a Anta sports store nearby, the slogan of "5 yuan before the big sale before decoration" has been played.

And sports

They are all involved in promotional activities.

Many consumers of all ages gathered in the shop. They were busy with code selection, try on, payment and so on.

But in another Anta store which is several hundred meters away from it, we can only see the figure of the shop staff.

At the same time, as the mainstream sports brand in popular department stores, Lining, Anta, PEAK sports and other brands have gradually disappeared.

According to a reporter's survey, not only did the department store stores such as group light not enter these brands, but also the stores such as Wangfujing department stores, Pacific department stores, Itou Haruhee stores and times Parkson stores, which were not sold by the old department stores, were mainly sold by foreign brands such as Nike, Adidas and new balun.

At present, most of the department stores that have Lining, Anta and other counters are community stores. Even if these brands have promotional activities, Nike and Adidas are still the first choice for most citizens.

On the official website of Lining, the reporter inquired

There are 28 stores in Chengdu, which excludes the stores opened by their agents.

Among them, the number of discount stores is 10, which exceeds 1/3 of the total, including Xidan shopping malls, Qian Sheng Department store, Moore Tianfu store, Suning Plaza, overseas Chinese town Happy Valley and other places, all Lining stores are discount stores.

Disadvantages are appearing day by day.

Industry or ushered in continuous adjustment

For Lining, PEAK and other brands of such a large channel adjustment, reporters call the relevant enterprises announced outside the phone, are unable to dial or no answer state, and the relevant agent in Sichuan area also do not want to say more about the matter.

According to an industry insider who does not want to be named, the collective contraction of the domestic sports brand is mainly due to the malpractice brought by extensive and rapid development in the past few years, and the industry adjustment is expected to continue.

It is a good thing for domestic sports brands to actively break arm and cure poison. This adjustment will continue. "The industry analysis shows that concentrating on developing quality stores, strengthening internal management and improving single store performance are the urgent needs of domestic sports brands.

He also analyzed that the domestic sports brand collectives face "winter" mainly for the following reasons: first, many domestic sports brands only pay attention to shop speed in the past few years, the rise of labor costs and rental costs and the serious homogenization of products, some inefficient stores gradually drag the company's overall performance as an important obstacle to the development of the company; secondly, many leisure activities.

The emergence and rise of brand and professional outdoor brands, to a certain extent, have affected the growth and development of sports brands. Third, Adidas, Nike and other brands have also entered the two or three tier market, and the price war has further squeezed the market space of domestic sports brands.