Sports Brand Industry Reappear New Challenges

< p > Chinese sporting goods companies have been over optimistic about the outlook. Oversupply is a foregone conclusion in 2011.

The impact of the international first-line brand and "a href=" http://www.91se91.com/news/index_h.asp "fast fashion > /a" brand makes the domestic sports brand worse.

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After the successful hosting of the Beijing Olympic Games in 2008 P, the famous sports brands in China predicted that the consumption level of sports goods for Chinese residents will further improve, so they will increase horsepower production and prepare for a big competition in the post Olympic era.

But after the peak of 2009, the market's answer was just the opposite. It began to slide all the way down to the clouds over the whole industry.

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Under the impact of the international financial crisis, China's overall macro-economy has been affected, and the sporting goods industry has entered the adjustment stage after nearly 10 years of rapid development. The two cycles superposed the current difficult situation. "P"

Bao Mingxiao, director of the sports and Social Sciences Research Center of the State Physical Culture Administration, analyzed the situation.

Specifically, the current dilemma of sports brands is mainly concentrated in two aspects: high inventory and poor efficiency of single stores, which leads to a chain reaction of sharp decline in orders.

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< p > indeed, by the east wind of the Beijing Olympic Games, Chinese sporting goods companies have been over optimistic about the prospects. Oversupply is already a foregone conclusion in 2011.

According to the 2011 earnings report, the total inventory value of the six domestic brands increased by two digits compared with the previous year, and the turnover days of inventory increased a lot.

On the other hand, after a wave of listing, the large amount of funds held by the major sports companies also made it possible to expand. In the past few years, the inventory and expanding stores brought about by blind expansion have undoubtedly increased the cost.

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< p > pressure not only comes from domestic, international sports brand and fast fashion brand, but also makes domestic sports brand worse.

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< p > international sports brand Adidas's financial report in the first half of this year showed that sales in the Chinese market increased by 19%, thanks to its implementation of the "2015 way" strategy.

The expansion of the "low line city" is the core part of the strategy. The so-called "low line city" refers to the three or four line city, and Adidas plans to sink to 1400 low level cities in 2015.

When the strategy was launched in 2010, Adidas's business was limited to 550 cities in the country.

Bao Mingxiao said: "the European debt crisis has made Adidas pay more attention to the Chinese market. The sinking of the channel has squeezed the domestic brands that were originally dominant in the low tier cities."

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< p > another challenge comes from some "fast fashion" brands targeting young people.

"361," a href= "http://www.91se91.com/pioneer/" > Public Relations Director Wang Peng /a said: "our brand was originally positioned between 16 and 28 years old, but under the impact of these trend brands, we found that most people who wear 361 degrees are 30 to 50 years old."

Sportswear has its own fashion elements, but it seems to be overshadowed by the brand that really plays a leading role in fashion.

"They are upgrading too quickly."

Wang Peng felt helpless.

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< p > < strong > > the choice to go to the crossroads < /strong > /p >

< p > sports brand enters the pattern of reshuffle, and how sports brand will develop in future will be restricted by many factors such as market capacity, consumer concept, brand influence and so on.

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< p > dilemma is not necessarily a bad thing for the development of an industry.

Zhang Tao said: "from the performance of the past two years, the era of extensive growth based on quantity investment has passed."

Sports brand is entering the pattern of reshuffling, and the way to go in the future is an important subject before all famous brands.

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< p > Li Ning Co has made the first answer. They have invested heavily in sponsoring CBA (Chinese men's Basketball League).

Lining himself said that sponsorship of CBA is the most important thing to focus on resources at this stage. "In fact, our goal is not to invest in CBA, but to invest in basketball."

Li Ning Co's intention to take professional sports Brand Company is obvious.

CEO Zhang Qing, a key sports consultancy in Beijing, said: "Li Ning Co's move to focus on the brand itself and return to the essence of sports should be correct."

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< p > < < a href= > http://www.91se91.com/news/index_s.asp > professional sports brand > /a > route and success. < a href= > http://www.91se91.com/news/index_c.asp > Adidas < /a > is a good example.

"Love sports" is always the core concept that Adidas delivers to consumers. Providing high-end and high-quality sports products will always be placed first.

But the professional route is attractive, and it is hard to say whether it is suitable for the current Chinese market.

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< p > first, specialization has high requirements for brand quality and company quality.

Bao Mingxiao thinks: "professional line needs sports brand to grasp quite a lot of events and star resources."

But China's high quality sports events and star resources are very limited.

In addition, the R & D capability and product capability of enterprises are also crucial.

Wang Peng believes that at present, domestic sports brands can develop some products with high technology content, but they can not produce mass production.

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< p > secondly, specialization is actually the "right way" that sports brands should pursue. But higher cost investment is a fact that must be faced. Sponsorship events, celebrity endorsements and R & D input will eventually be reflected in product prices.

With the current consumption concept and consumption ability of Chinese consumers, it is difficult for domestic sports brands to match the pricing of world-class brands.

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< p >, is it not a realistic choice to lower the cost of fashion? After all, enterprises have to face the current "cold current". If we can not get through the past, we will talk about the long term.

XTEP is the only domestic sports brand in China. Its performance is slightly related to its "less athletic" brand characteristics.

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< p > Zhang Tao believes that such industry adjustment still needs to continue for several years.

In the final analysis, the development of sports brand will be restricted by many factors, such as market capacity, consumer concept, brand influence and so on.

Professionalism? Fashion? Not too many choices. Domestic sports brands are standing at a crossroads.

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