"Shutting Shop Tide" Counter Attack Sports Brand Busy "Thin Body"

In recent years, domestic sports brands such as China, Hong Kong and Macao have closed several stores. To this month, except for shopping malls and shops, in the downtown area, there are only one South Junlu Road, but there are only three shops in the market, namely, 91 street and Tian An Road.

Since the beginning of this year, the number of retail outlets of sports brands has dropped significantly. At the moment, it is difficult for sports brands to avoid such a sensitive problem - fewer stores, fewer orders and more stocks.

　　 "Guan Dian Chao"

"When the lease contract expires, the boss will not continue to operate." Nan Jun road PUMA salesman responded to the closing of PUMA Nan Jun shop. Since this year, PUMA has been closed down in two 91 shops, Nan Jun road and two shops. Just as the world's third major sports brand group's weight-loss plan has just landed, China's local sports brands have also been drying out the latest downsizing plan.

Reporters visited the South Junjun Road, Tuen Mun street, and other business circles found that compared with previous years of blossom everywhere, the sports brand shop appears rather cold. South Junlu Road store salesperson told reporters that in the downtown area, the only shop on the street. As early as a few years ago, the shops in the downtown area were shut down. However, the embarrassment of the shrinking number of shops has not been improved.

Data show that in the first half of 2012, Xie The group continued to push ahead with the change of sales channels. Based on the newly opened 248 stores, it made a profit assessment for the shops, and made structural adjustments, closing 1200 inefficient stores, which accounted for 15% of the shops. As of June 30th, the number of stores in regular stores, flagship stores, factory shops and discount stores was 7303, a decrease of 952 from the end of last year.

There are also sports clubs that are concerned with the group. Compared with the market, the city has always advocated a local market, but now its stores are reduced to less than 10. According to the latest report released by sport, as of September 30, 2012, its authorized retail outlets in China were 6739, a 1067 decrease compared with the end of 2011. The number of stores has decreased by 110 this year.

　　 Consumption turn

Compared with the closing tide of shops along the street, sports brands are more calm and stable.

In the shopping malls of sporting goods, such as Dayang department store, Puxi Wanda Plaza and China min Bahui, most of the distributors have advertised for price promotions. Fast fashion brands with dense crowd flow clothing Compared to sports in stores, sports Brand clothing The stores in the mall looked relatively cold. "As consumers mature, they are increasingly demanding professionalism and fashion. If you turn around without a desirable product, turn around and buy someone else's, and it will not take more than 1 minutes to turn around. " The owner of a sports brand store introduces. Consumers' brand loyalty is far less than 35 years ago, and different consumer preferences are different. Weather and season will also affect the market performance of products. "Only when goods are sold well, can business be done well."

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The opening of Wanda, including the development of fast fashion brands such as ZARA and UNIQLO, has brought more choices to consumers. "Usually, in H&M, ZARA and other fast fashion brand stores, you will see many popular seasonal fashion styles, but the price is not expensive, the styles are updated quickly, and the design is full of fashion sense." Xiao Chen, who is shopping at ZARA, told reporters that he rarely bought sports brands, but rather favored fast fashion. "One or two sports suits are enough, and occasionally play ball and climb mountains, usually wear leisure. Clothes & Accessories More. " Experts believe that the sports brand is not only facing the same industry competition pressure, but also by the leisure and fashion apparel market squeeze. "Consumers are limited, but brands are expanding. With the emergence of more and more fashion apparel brands, consumers have more choices, and the market cake is getting smaller and smaller. Compared with international brands, there is still a big gap between domestic brands in brand marketing and new product development. "

At present, the sports brand "discount war" is becoming more and more popular in the market. The South Junlu road franchise store has launched the "clearance at the end of the year, the whole stadium three fold up" diving promotion, the original price two hundred or three hundred yuan. shoes Now it is reduced to less than 100 yuan. Coincidentally, consumers will enjoy a discount of 12% off, two, 22% off for the new products listed this year. Many sports brands including 361 degrees, Qi, and so on are also playing promotional cards. In the Department of foreign affairs, the new style of down coats newly appeared on sale is also on sale at a discount, which is rare in previous years.

　 Exposure crisis

For the major sports brands, the 2008 Olympic Games is undoubtedly a good opportunity to go to market. The "Crazy" shop has never stopped. After the Olympic year, sports brand competition is fierce all over the world. The famous international sports brand giants, such as China, China and so on, have put their business emphasis on China, and domestic sports brands are also surging, hoping to seize this rare opportunity. Even a mature and steady veteran force can feel the aggressive edge of those rising stars. At present, there are only more than 200 brands of sportswear enterprises, and new brands have entered and segmented rapidly.

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. However, with the increasing pace of expansion, brand homogenization is becoming increasingly grim. "Now that too many sports brand stores are crowded together, the competition between them is becoming increasingly fierce. There are also many inefficient stores in these stores, which are not well managed and managed." The industry pointed out that the current closure is inefficient shops, the evaluation results, the unit area output ratio is relatively low, or the high rent of the pavement is not cost-effective, there are small shops, competitive distributors are not strong enough.

"High inventory" is a common experience this year. Sun letter securities Garment industry Analysts told reporters that this year's macro-economic downturn and the cold market as a whole are the main reasons for the pressure on clothing enterprises to face inventory pressure. "In the past few years, the garment industry has been expanding rapidly, and the stock pressure has been obscured by the good economic situation. Now the economy is in recession, the crisis is exposed."

"Closing the door is something unexpected." Insiders told reporters that the rise in store rentals and human resources has made it difficult for sports brands to survive. At the same time, the homogenization of sports brands in China is serious, and the styles are basically following the trend, without individuality, which are unfavorable to brand development.