The Result Of "Horse Race Enclosure" Highlights Quanzhou Sports Brand Seeking To Break Through The Trend.

< p > a few days ago, PEAK sports announced that its retail outlets were reduced by 1067 compared with the end of last year.

Instead of PEAK sports, Lining and other domestic famous a href= "http://sjfzxm.com/news/index_c.asp" sports goods enterprises /a are also hard to get away with.

In the first half of this year, Lining closed 952 stores.

As early as last year, XTEP and 361 degrees had begun to reduce the number of stores.

In the market downturn, store costs increased today, a few years ago, the blind "horse race enclosure" consequences began to highlight.

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< p > in this wave of closing shop, the Jinjiang Department suffered a lot less influence. This is closely related to its previous series of actions: Anta entered the women's field, launched the sub brand "Shang" 361 degrees, and XTEP further promoted the fashion movement.

Different positioning and different responses make Jinjiang Department "injured" not so heavy.

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< p > in the industry view, sports brand "continuous shop" is a helpless move, but it also provides a channel adjustment opportunity for many brands.

Experts suggest that Quanzhou's sports brand should take advantage of this opportunity to integrate inefficient stores and actively seek changes and upgrading in products, brands and management.

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< p > < strong > survival of the fittest < /strong > < /p >

< p > < strong > domestic sports brands continue to close shop < /strong > /p >

< p > a few days ago, PEAK sports released a report that as of September 30th this year, its authorized retail outlets in China were 6739, compared with 1067 at the end of last year, and the total order volume in the second quarter also decreased by 20%~30% compared with the same period last year.

PEAK sports issued a profit warning. It is expected that net profit in the first half of June and December will decrease significantly compared with the same period last year.

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< p > in fact, PEAK stores are not only a sports company, but also a famous sporting goods company such as Lining.

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 reached 15%.

It is understood that in the first half of this year, the number of shops in Lining's regular stores, flagship stores, factory stores and discount stores was 7303, which was 952 lower than that at the end of last year.

As early as last year, XTEP and 361 degrees had begun to reduce the number of stores.

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< p > > "closing inefficient stores" has become the core word of the internal adjustment of sporting goods brands. PEAK and Lining are the two most recently traded brands.

In the industry view, the sports brand "continuous shop" though helpless, but also for many brands provide a channel adjustment opportunity.

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< p > "the closure of stores is very sensitive in the media, but from the industry point of view, the closure of stores is essentially a process of survival of the fittest."

PEAK CEO Xu Zhihua said that PEAK, which has always adhered to the brand internationalization, has made remarkable achievements in the international market in recent years. The proportion of overseas market income in total income is increasing year by year. The current storefront, no matter the business area or the appearance image, can not meet the requirements of PEAK internationalization. Therefore, some stores will be eliminated in the process of upgrading.

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At the same time, Li Ning Co executives also said in public: "this year, the retail environment of sporting goods industry is obviously under greater pressure. On the one hand, it has been over reliance on distributors to promote growth in the past, and it has not been sustainable. On the other hand, the cost of retail operations is also rising rapidly." P

The operation of independent distributors is difficult to avoid, making their growth expectations for next year more conservative. "

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< p > < strong > the sequela of "horse race enclosure" < /strong > < /p >

< p > although the "continuous shop" behavior based on Quanzhou sports brand has brought about a chance of channel adjustment for brands to a certain extent, in the industry view, "continuous shop" is the sequela of domestic sports brand "horse race enclosure" in previous years.

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< p > "in the past few years, the domestic sports brand has gone through an explosive growth process.

The 2008 Beijing Olympic Games brought unprecedented opportunities for the development of China's sports brands. With the enthusiasm of consumers aroused, commercial sponsorship, advertising marketing and Hong Kong stock listing, many sports brands won sufficient capital and business development momentum.

Ding Yi, a sports marketing expert who has studied sports brand in Quanzhou, analyzed that in this "horse race enclosure" process, many sports brands opened a large number of stores in the two or three line cities, on the one hand, they provided "achievements" for the Hong Kong stock listing, and at the same time occupied the two or three line city market through this way.

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< p > "however, due to the lack of attention to the development of brand characteristics in the process of rapid expansion, the homogenization competition is serious. Now too many sports brand stores are crowded together, making the competition between them become increasingly fierce. There are also many inefficient stores in these stores, which are not well managed by the camp and management."

Ding Yi told reporters that under the environment of insufficient consumption power and overcapacity, the malpractice of extensive store expansion in the past few years has begun to appear: Although stores are increasing at a high speed, their contribution to sports brand performance is weak.

"For this reason, integrating inefficient stores is a way for enterprises to find ways of self pfusion."

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On the other hand, sports brands are facing not only the homogenization competition pressure of the same industry, but also the market squeeze of casual a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > P.

In fact, before the emergence of a large number of leisure brands in China, the domestic sports brands bear the functions of some casual shoes and clothing to some extent.

With the emergence of more and more fashionable shoes and clothing brands, consumers have more choices. Casual shoes and clothing are also gradually distributing sports brand shoes and clothing market.

"People who used to spend money in sports brand stores have been" grabbed "by the leisure brands, and many sports brand stores naturally can't go on.

Brand marketing expert Liu Xiangkun told reporters.

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< p > > strong > cold winter. It is urgent to identify the brand positioning < /strong > < /p >.

< p > in this closing shop tide, the Jinjiang Department represented by Anta is much smaller than Lining.

And this has much to do with the positive response that Anta has made before.

In 2011, Anta launched the women's sports series to enter the women's market.

And 361 degrees also launched a more fashionable and targeted sub brand "Shang" this year.

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< p > "in the past, the era of increasing sales by opening stores has passed. The competition in the future will be the competition of single store benefits. Only by enhancing the value of the brand, the benefits of the storefront and the quality of the products can we meet the requirements of future competition."

Ma Gang, an independent critic of footwear industry, believes that in the past few years, the domestic sports brand represented by Quanzhou enterprises has experienced a golden period of rapid expansion, but the rapid expansion also conceals the problem of poor internal management system.

"For this reason, Quanzhou brand should take advantage of the opportunity of integrating low efficiency stores, actively seek pformation and upgrading in products, technology, brand and management, and jump out of the competition of homogenization competition.

Of course, this is a systematic and strategic topic.

Ma Gang told reporters this.

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< p > the industry believes that under the environment of slowing down of the sporting goods industry, enterprises should clearly define their own position, pay attention to adjusting their product structure and enhancing their product characteristics.

Liu Xiangkun said that at present, the domestic sports brands are facing the dual pressures of two domestic and international markets. On the one hand, many domestic sports brands compete with each other in products and channels. On the other hand, international sports brands such as Nike and Adidas are sinking into the two or three line market, creating tremendous pressure on domestic sports brands.

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"P >" therefore, while Quanzhou sports brand is closing down inefficient stores, it is urgent to identify "a href=" http://sjfzxm.com/news/index_s.asp "brand positioning" /a ", clarify development ideas, adjust product structure, and provide personalized products to start their own brand.

Liu Xiangkun told reporters this.

In addition, industry experts suggest that with the rapid development of e-commerce, Quanzhou sports brands should combine current e-commerce features to improve marketing methods.

"With the rapid development of Internet and new media, enterprises should pay more attention to the effective use of e-commerce and multi-channel integrated operation."

Ding Yi suggests that Quanzhou sports brands can combine online and offline, so that each store can become a "distribution point" on the brand e-commerce chain, reduce investment in marketing and reduce the final delivery cost of products, thus forming the advantage of price and increasing the benefits of various stores.

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