Lining'S Flagship Shop Faces The Deep Adjustment Period Of The Sports Clothing Industry.

Recently, I went to Taiwan and the East.

People who buy clothes will find that all the staff and counters have been evacuated. Only those cards that have not yet been removed can be remembers.

Reporter survey found that Lining quietly closed the door is not an example, due to the impact of online shops, rent, artificial high, many times the island's domestic clothing brand horse race enclosure era has been gone, have ushered in shop tide, the island city sports apparel industry is facing a deep adjustment.

It is understood that due to the decline in profits, Lining and PEAK closed thousands of stores in China this year.

Lining flagship store is empty

Yesterday morning, the reporter came to the original site of Lining flagship store, located at No. 40, No. He and he road. The three floor building was closed, and a thick layer of dust had fallen on the glass.

Through the glass door, the reporter saw that the counters and goods in the shop had been evacuated, and the ground had also fallen into a thick layer of soil. Only the huge billboards on the top of the building and advertisements for the windows and doors that were left and removed were still revealed.

The owner of a nearby shop told reporters that Lining flagship store had been closed for two or three months.

When the shop was shut down, the store's franchisee, Qingdao Li Feng Feng limited, was quite sensitive. "We are not closing the door, but changing places."

The staff revealed that the shop was closed, but the strategic adjustment was made according to the instructions of the headquarters, and a new shop was opened for another new location.

Shop in the shop "fitting room"

Recently, domestic sports clothing enterprises

According to the sports release report, as of September 30th this year, its authorized retail outlets in China were 6739, compared with 1067 at the end of last year.

Meanwhile, in the first half of this year, Lining group made a profit assessment on the basis of the opening of 248 stores and closed 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.

A large scale of domestic sports brand has also spread to Qingdao. Many domestic sports brands in Qingdao have also closed down stores with low profitability.

The intensity of market competition can be seen from the intensity of the layout of the store one or two.

On the three way pedestrian street in Taitung, on both sides of the road just 30 meters away, Adidas, Nike, Lining, Anta, Hongxing Erke, 5 top sports clothing brand shops at home and abroad, and some other sports brand clothing shops are lined up.

However, compared with the crowded fashion brands around the world and the popularity of international sports brand clothing stores, the domestic sports brand clothing stores are relatively deserted.

"Many customers are buying clothes on the Internet. Of course, our business is not good."

In a brand store, facing the reporter's inquiry, the shopping guide complained that the shop had become the fitting room of the shop.

Sports brand faces deep adjustment

However, with the island city

Faced with unprecedented "cold winter", foreign brands are expanding rapidly.

In just a few years, Japanese clothing giant UNIQLO has opened 4 large clothing stores in the island city, and sales have gone up against the trend.

Another clothing brand ZARA in the island city also sells well.

In the interview, most companies will focus on the problem of high inventory.

Li Ning Co said that the pressure on channel inventory increased, retail terminal competition became more intense and retail discount increased, resulting in a further decline in terminal retail profit margins.

Li Linsheng, an island fashion brand clothing agent, pointed out the problems existing in the current industry: the development mode of the domestic sports brand's horse race enclosure and scale winning has been unable to continue. The increase of labor cost, rent cost and the homogenization of products make the store open to face the risk of loss.

Wang Haiyu, a lecturer in marketing at Ocean University of China, pointed out that the way out for the rebirth of the island sportswear brand is to find a good location. "Brand attractiveness is the most obvious difference between Chinese and foreign clothing brands."

Wang Haiyu said that whether it is propaganda and marketing or management, there are still many areas for domestic brands to be perfected, and the sports brand of the island city is facing a deep adjustment.