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Domestic Sports Brands Are Big But Not Strong. Casual Wear Has Eaten Up The Sports Apparel Market.

2012/12/19 14:59:00 33

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The promotional activities such as "P eleven" and "double 12" have not cooled the promotion of the commercial market in Beijing. With the advent of Christmas and new year's day, a new round of promotional war is being launched in major shopping malls in Beijing. Among them, the domestic sports brand in the sporting goods store has become the main force of the new round of discount sales, the new product on the shelves has been hit thirty percent off, and the over season or inventory goods can be as low as 77% off. 
 > a href= "http://www.91se91.com/news/index_f.asp" > sports brand < /a > vigorously promoted or even sold, resulting from the enormous pressure of high inventory. According to the 2012 annual report of China sporting goods industry, the total inventory amount of the six major domestic sports brands such as a href= "http://www.91se91.com/news/index_c.asp" > Lining < /a >, Anta, XTEP, XTEP, PEAK and so on this year is up to 3 billion 721 million yuan, compared with the total inventory of 3 billion 699 million yuan at the end of last year, which has increased by more than 22 million yuan. China's sporting goods industry, especially the sports equipment industry, began in the market downturn in 2010, so far there is no sign of haze. 
 "in the sporting goods industry chain, the added value is more reflected in the two ends of design and marketing, and the lowest added value in the intermediate link. Only by realizing the "smile curve" mode of re research, heavy marketing and light manufacturing as soon as possible, can we get rid of the rigid development mode and find a way out, so that the Chinese sporting goods industry can win real sustainable development. Bao Mingxiao, director of the sports and Social Sciences Research Center of the Institute of sports science of the State General Administration of sport, said the 2012 "sports and urban brand" national experience exchange activities held recently. 
 strong > big but not strong, encountering "cold current" /p >
 in the first 10 years of twenty-first Century, as the most open and competitive industry in sports industry, China's sporting goods industry has experienced a "golden" (1675.60,4.90,0.29%) period of sustained and rapid development. Statistics from the China Sporting Goods Federation show that from 2000 to 2010, the added value of sporting goods industry increased year by year. By the end of 2011, the added value of China's sporting goods industry reached 176 billion yuan, accounting for more than 80% of the total proportion of sports industry. Correspondingly, in the past 5 years, the number of sporting goods stores in China has increased at an average annual rate of 10%, with sales growth at an average annual rate of 20%. 
 according to statistics, by the end of last year, "made in China" accounted for more than 65% of the world's sporting goods industry. China has become the second largest sporting goods production and consumption market in the world after the United States. 
 however, while China's sporting goods industry continues to expand, the stubborn diseases such as low product technology content, small scale of enterprises, uneven regional development, and lack of innovation and environmental protection concept have been followed. Among them, the lack of core competitiveness of independent innovation, it is difficult to form brand advantage, in the global division of labor in the low-end processing and manufacturing links, resulting in China's sporting goods industry big and not strong deformity development pattern. 
 take the sports equipment manufacturing industry (sportswear, sports shoes and caps) as the pillar of China's sporting goods industry for a long time. This has occupied the industry of China's sporting goods industry, which is more than 60%. 
 the financial statements of six major sports brand manufacturers from Lining, a href= "http://www.91se91.com/news/index_x.asp" > PEAK < /a > show that the overall growth rate of the industry has slowed down from the end of 2010, and some brands have even declined. 
 specifically, Lining's income in the first half of this year was 3 billion 880 million yuan, a year-on-year decrease of 9.5%, net profit of 44 million yuan, a decrease of 84.9% over the same period last year, and the total income of PEAK was 1 billion 610 million yuan, a decrease of 28.5% over the same period last year, and net profit decreased by 43.3%, with only 240 million yuan. Sales of Anta and 31st two brands were negative year-on-year, ranging from -11.62% to 3 billion 930 million yuan, and -9.95% to 2 billion 869 million yuan. 
Compared with the difficult situation of domestic brands, the international famous sports brands such as ADI, Nike and so on have been "running horses" in the past two years, extending the marketing tentacles from the first tier cities in Beijing and Shanghai to the two or three line or even county-level cities in the past nearly P years. According to Nike's "2011 fiscal year results" released by Nike recently, Nike realized sales revenue of US $2 billion 60 million in the Greater China market, an increase of 18% over the same period last year, a 22% increase in profits compared with the previous year, and Adidas's expansion plan in the Chinese market is also in full swing. The total number of stores in China will reach 2500 by the end of 2015. 
 the survival space of domestic sports brands is being further squeezed. 
 outdoor recreation becomes a new opportunity 
"P", as a pillar industry, is facing a dilemma in the sports manufacturing industry, which makes the overall development of China's sporting goods industry face severe challenges. Judging from the current situation, the "cold winter" of the domestic sports equipment manufacturing industry is far from over. 
 reporter learned from the interview that from the 2013 order statistics of the six major domestic sports brands such as Lining and Anta, the amount of orders for sportswear decreased significantly, and sales prospects for next year are still not optimistic. The amount of XTEP's orders decreased by 15% to 20% compared with that of the previous year, while Anta's decline was about 15% to 25%, while PEAK fell 20% to 30% over the same period. 
 to cope with the severe market situation, the major sports brands in China have offered the "tightening" policy and begun to shrink the front line. According to the reporter, from the beginning of 2012, Lining has closed 1200 stores, PEAK has shut down 1067 stores, and the total number of Anta stores has decreased by 110. 
 with the overall slowdown of the industry growth, the competition of China's sporting goods industry will further intensify, and the trend of the "two shuffle" of the whole industry will become clearer. Facing the increasingly stagnant sporting goods industry, PEAK Group Chairman Xu Jingnan bluntly said: "next year will be the key year, let's see who can survive." 
"P", in a weak environment, how to build a new economic growth point on the basis of stabilizing the original industry has become a major topic before China's sporting goods industry. In response, Ma Jilong, vice chairman and Secretary General of the China Sporting Goods Industry Federation, said in an interview: "after the overall slowdown in the industry, sports goods companies need to increase their efforts in developing new markets if they want to seek breakthroughs. Sports and leisure products, represented by outdoor products, are becoming a new development point for the domestic sporting goods industry. 
 in the third China Yangtze River Delta International Sports Leisure Products Fair and the first China (Ninghai) outdoor products fair held recently, the statistics of the Organizing Committee showed that under the background of the overall slowdown of the industrial development, the sports and leisure products market dominated by outdoor products was different. Over the past 5 years, the average annual growth rate of the industry's total retail sales has reached over 40%. In 2011, the total sales volume of the industry reached nearly 8 billion yuan. The market value of sports leisure industry in China will exceed 20 billion yuan, and the huge market potential of this industry is far from being released. 
 in fact, casual wear has begun to encroach on the sports apparel market in recent years. Before, most people choose leisure sports clothes. Nowadays, casual wear has become a new fashion choice for people. Therefore, breaking through by casual wear is the choice of many sporting goods companies. 
Less than P, the constantly developing outdoor products industry has become a new economic growth point in the eastern coastal areas with emphasis on sports equipment manufacturing. Take Ninghai, Zhejiang as an example, the main sport of outdoor sports products, sports stick, has entered the stage of industrial cluster development. At present, the annual output of Ninghai's walking stick reaches 15 million, and its output value reaches 436 million yuan, accounting for 75% and 80% of the total output and sales volume of the country. It has become the largest production and export base for sport cane production in the whole country and even in Asia. 
 difficult transformation, breaking the bottleneck /p >
 "the development speed of China's sporting goods industry is very fast, but there is an obvious intermittency in the growth process, which is greatly influenced by non market factors. This also makes China sporting goods industry less competitive in the face of increasingly fierce market competition. If we want to break the bottleneck of development, we need joint efforts from industry associations, R & D institutions, manufacturers and sales channels. Tan Jianxiang, a professor of physical education at South China Normal University, who has long devoted himself to the study of sports industry, said: "in order to avoid duplication of construction and vicious competition, industry associations can put more energy into the industrial layout." 
Less than P, after the slow development of traditional products, the development of high-tech products and the development of e-commerce have become an exciting point for China's sporting goods industry to seek sustainable development. "The rapid development of nanotechnology, electronic technology and other high technology has been gradually applied to the development of raw materials such as textiles, which can improve the technical content of sports products and gradually become intelligent." Ma Jilong said. 
 e-commerce will become a new field for sports goods enterprises to concentrate their efforts. At present, many domestic brands of sports shoes and shoes have announced in a high profile that they should intensify their efforts in developing e-commerce and put forward their own development plans respectively. The sports industry's efforts to develop e-commerce are not only cater for the strategic layout of the younger generation's online shopping, but also a tactical consideration to reduce sales costs and digest channel inventory. 
 looking forward to the future of China's sporting goods industry, many industry experts believe that we should vigorously develop the sports fitness market as the primary task. "If there is demand, then there is consumption. On the basis of strengthening the basic sports services of urban and rural residents, it is an important guarantee for the development of sports goods industry to actively build sports fitness market, cultivate the awareness of mass sports fitness and guide the public to consume sports. Bao Mingxiao said.