Sports Brand Or Enter The Era Of "Arm Breaking Drug Therapy" Adjustment

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 a family nearby.

At the entrance of the sports monopoly shop, advertising slogans such as "5 yuan before the decoration" will be launched. All kinds of clothing and sports shoes are 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 that at present, there are 28 stores in Chengdu, Lining.

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.

Industry malpractice appears increasingly

For Lining, PEAK and other brands of such a large channel adjustment, the reporter called the relevant enterprises announced outside the phone, are unable to dial or no answer state.

The relevant agencies in the region are reluctant to say more about this.

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 the speed of opening stores 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.

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.