Local Sports Brands Collectively Reduce Stores To Map Out "Throttling"

"Anta, promotion.

"This marketing strategy of 100% test is particularly dismal in this early winter.

Gone through

After the Olympic Games, PEAK, Lining, Anta and other enterprises in the second half of this year have been losing profits and reducing their stores.

In Nike,

When international brands are sinking, how to break away from them becomes a difficult problem to be solved for the domestic sports brands.

"After rapid development, the domestic sports brand has encountered bottlenecks in the market development and excavation demand, and many problems also arise.

"Niu Haipeng, a professor at Renmin University of China business school, has seen that the domestic sports brand has entered the stage of deep adjustment, and the whole industry will usher in a major adjustment.

Low price promotion

On the 14 day, on the first floor of four road Wanda Plaza in Ji'nan, about half of the stores were surrounded by red curtain and made a simple Anta sporting goods supermarket.

Anta stores almost all its products, from sports shoes to sportswear, to basketball and other sports equipment, and even jeans and down garments are not common products on the shelves.

"If I don't know, I think Anta moved the warehouse here.

"It is still a cheaper price for consumers to get excited. The price of basketball shoes sold before 300 yuan is not more than 100 yuan, and some even sell only 60 yuan.

Many consumers, while pushing the shopping cart to collect goods, are puzzled by Anta.

"What has happened to high-end domestic sports brands? Why do they suddenly have such a big discount?"

Such a price cut is a bit of a clearance sale. However, in view of the fact that Anta has closed 110 stores, it has to be doubted that it is another move to shrink the market.

"This sale is done by the head office. We don't know.

"Anta Shandong branch warehouse director told the Economic Herald reporter.

When a reporter called Anta headquarters 15 days ago, a staff member of the brand Department said: "the total sales volume is increasing now, and the profit rate is not clear.

"As for why such a sale is on sale, the staff member is not aware of it.

However, there is one thing to be sure, for this special sale, Anta can spare no effort, a staff member of its Shandong branch told the guide: "Shandong branch staff almost went to the sale site, and made adequate preparations.

"

Collective "subtraction"

Compared with Anta's large-scale promotion, Lining, PEAK and other domestic sports brands are reduced in stores to map out "throttling".

Reporters learned that in the first half of this year, Lining continued to promote changes in sales channels. Based on the newly opened 248 stores, he made a profit assessment of the shops, adjusted the operating structure, and closed down 1200 inefficient stores, which accounted for 15% of the shops.

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

A report released by PEAK sports, a domestic sports apparel company, showed that as of September 30th, its authorized retail outlets in China were 6739, compared with 1067 at the end of last year.

PEAK sports issued a profit warning shows that this year's net profit is expected to decrease significantly compared with last year, the reason is that since the beginning of this year, a wide range of inventory adjustment and weak economic conditions on the group's sporting goods demand has a negative impact.

According to this year, Lining, Anta, XTEP, 361 degrees, PEAK, trend six

In the first half of the year, the total inventory of the six major brands reached 3 billion 721 million yuan, compared with the total inventory of 3 billion 699 million yuan at the end of last year.

In the six big brands, although the stock of 361 degree and trend has declined, PEAK's stock is still rising. Compared with the end of last year, the stock has risen to 529 million yuan, or 25.65%.

In the past few years, the sales of domestic sports brands increased rapidly through publicity and sponsorship, showing a trend of rapid development. Many enterprises opened a lot of stores in a short period of time through direct marketing and franchise.

However, the market itself can not keep growing at a high speed, and the enterprise's ability is not keeping up with itself.

Under such circumstances, shutting down stores and declining profits are unavoidable.

"Niu Haipeng said.

Self perfection

In Niu Haipeng's opinion, closing stores is not a bad thing. This is the way of enterprises to help themselves, so as to control the scale and reduce unnecessary expenses.

Niu Haipeng analyzed that the domestic sports brands encountered some external problems in their growth. For example, the first-line brand took the market potential of the two or three tier cities into consideration, and began to try to introduce low price products to occupy the low-end market, and the competition reduced the profit margins of the domestic sports brands.

"Besides, the macro-economic situation is stagnant and the cost of manpower is rising. This brings pressure to these enterprises. Under the joint action of various factors, the days of domestic sports brands are not too good.

"Niu Haipeng said.

"The most fundamental is also the quality of the domestic sports brand," Niu Haipeng admits. "The brand develops too fast, but the marketing strategy is extensive, and the basic strategy is advertising.

From the perspective of modern marketing concept, we need to make more precise choice of target market and the development of new products.

"

According to Niu Haipeng analysis, the strategy makers of domestic sports brands should get richer materials when making decisions, and have a deeper understanding and understanding of the market and channels.

"From the perspective of sports product management, there is still room for improvement.

"Niu Haipeng said.