Sports Brand Nike Shoes And Clothing Factory Shop Expands Vigorously

< p > domestic < a href= "http://www.91se91.com/news/index_c.asp" > sports brand < /a > industry is in a low ebb.

Under the pressure of high inventory, how to clear inventory quickly becomes the urgent task of every sports brand.

However, this clean up inventory war has just begun.

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P exclusive reporter learned that Nike, an international first-line sports brand, also joined the battle.

A Nike insider revealed that Nike's latest shop opening plan is to open a 40~50 self run factory store this year, which will speed up the store opening much faster than before. The discount rate of factory stores will remain at 3~4 discount.

Moreover, the scope of the opening of this store has expanded from the first tier cities to the two or three tier cities, which means that the game between the international first-line brands and domestic brands will be launched this year.

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< p > < strong > Nike's "factory store" has expanded greatly, < /strong > /p >

< p > fear of first-line brands seems to have long been far from domestic sports brands.

The low price strategy of occupying two or three line cities has been the "moat" of these domestic sports brands.

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< p > however, whether the two or three line can keep the market? Nike's latest shop plan shows that Nike's tentacles will extend to the two or three line market.

Under the influence of strong brand power, the lethality of low price expansion strategy will be gradually reflected.

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< p > "daily economic news" reporter learned that Nike will launch a game with domestic brands in the two or three line market this year. Nike is proud of the game.

Although many domestic brands have begun to learn Nike shop model, but so far there is still a great gap.

The Nike factory store is a self run mode with a store area of at least 500 square meters.

The above Nike insiders said: "the factory store mainly adopts the big store mode, so the factory store is not only a discount sale, but also a brand promotion center."

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< p > a former Anta personage said, "Nike factory shops have a relatively large lethality. Within one kilometer business area, other sports brands and discount stores are generally difficult to survive."

According to the factory shop discount of Nike, the discount for general winter clothing is about 65% off, the discount in spring and autumn is about 60 percent off, and the discount in summer is about 70 percent off.

If it is a simple calculation, Nike's best-selling campaign is less than a href= "http://www.91se91.com/" target= "_blank" > shoes < /a > if the price is 1500 yuan, then the final market price is also 400~500 yuan.

This price will undoubtedly cause great impact on other domestic brand sneakers.

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< p > at present, Nike plans to open a new 40~50 store in the whole country. Besides Beijing, Shanghai and other first tier cities, Nike also intends to open these stores to the two or three tier cities.

Take the north as an example, Nike plans to open its own stores in Qinhuangdao and Tangshan.

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< p > two or three line cities have always been the main battleground of domestic sports brands. Can we take reasonable measures to deal with the brand sinking of Nike this time? < /p >

< p > a market analyst who has been following the domestic sports brand for a long time pointed out that "this year, domestic brands are basically clearing inventory and channel reform, and facing the surprise attack of competitors, it is basically difficult to deal with."

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< p > key Road Sports Consulting Co., Ltd. CEO Zhang Qing analysis, dealers eager to clear goods have no intention of taking into account other factors, for early shipment, quick shipment, have been discounted as chips.

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"P > Nike insiders also said," compared with the brand image factory shop, these discount stores are basically not competitive, and the location and quantity of discount shops are also very important, because it is easy to erode their brands.

We don't usually open discount stores within 5 kilometers of our stores. "

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< p > < strong > the sales gap of single store is more than 10 times < /strong > < /p >

< p > earlier, because the market ceiling has not yet appeared, the domestic sports brand's big marketing expense and the constantly rising product price make these brands think that they can close to the ranks of the international first-line brands.

However, the reality shows that the difference of brand influence between domestic sports brand and international sports brand is still large.

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< p > according to the survey conducted by a reporter in a business circle in Beijing, from the same discount store, the gap between domestic brands and Nike and Adidas's single day sales is at least 10 times.

An internal data from Nike also shows that Nike sells the worst stores in Beijing for 20 thousand yuan per day, while the sales of domestic sports brands generally do not exceed 2000 yuan.

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The cruelty of competition is more prominent behind the P.

"If you look at the daily sale of only 2000 yuan, the store is losing money every day. After the rent and labor costs, it will surely be a loss. These stores have no way to stock them."

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< p > but at present, the stock pressure is surging, and most domestic brands have to launch the "discount shop" strategy.

In the first half of 2012, Lining (02331, HK), Anta sports (02020, HK), 31st degree (01361, HK), XTEP International (01368, HK), PEAK (01968, HK) and China trend (03818, HK) 6 domestic sports brands total inventory reached 3 billion 721 million yuan, compared with the total inventory of 3 billion 699 million yuan at the end of last year, slightly increased.

Among them, the total stock of PEAK increased by 107 million yuan, and the average stock turnover days increased from 49 days in the previous year to 86 days. The average receivable and receivable turnover days increased from 66 days to 121 days.

The above market analysts told reporters, "these stocks need at least 3 years to clear up the goods. Of course, there is no new product coming out every year."

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< p > discount stores will undoubtedly become a channel for domestic sports brands to clear goods quickly.

According to the reporter's incomplete statistics, the 6 brands of Lining, Anta and XTEP have more discount stores and factory stores, at least hundreds of stores, and the rest of the brands are developing discount stores and factory stores.

But when visiting a number of stores, reporters found that the characteristics of domestic brand shops or discount shops are small shops, basically one hundred square meters, or even dozens of square meters of shops.

At the same time, these stores are not wholly self operated, and a large part of them are operated by third parties.

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< p > "if only the factory store is used as a clear inventory channel, there is basically no way to compete with Nike's factory stores, and the chance of survival in the Nike factory's business circle is too low."

The former Anta sources said.

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Prior to "P", Li Ning Co has just announced that the board has approved the "channel revival plan" to fully implement the expansion plan of its reform plan. The plan expects that the company will focus on supporting inventory clearance, repurchase and integration of sales channels with 1 billion 400 million ~18 billion yuan.

The announcement of many sports brand listed companies also shows that the past few years, which depend on store expansion, lead to large inventory, relatively neglect of R & D investment, and lead to serious homogenization of domestic products.

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< p > < strong > domestic brands go out of stock resistance > /strong > < /p >

Less than P, over the past year, the value of the 6 sporting goods market in Hong Kong fell from HK $about 70000000000 in August 2011 to HK $about 30000000000 in September 2012.

In September last year, Goldman Sachs, a well-known investment company, said that the domestic sporting goods industry entered the downlink cycle, thus ending the study of four domestic sporting goods stocks listed in Hong Kong.

In 2012, these sports were less than a href= "http://www.91se91.com/" target= "_blank" > dress < /a > brand closed 2000~3000 shop, has hit the ceiling of channel size.

This shows that the growth mode of < a href= "http://www.91se91.com/" target= "_blank" > clothing "/a" industry will change from channel and marketing to fine operation.

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< p > however, for these sports brands, the most painful process of changing from extensive to meticulous is cleaning up stock.

Taking Adidas as an example, after the Beijing Olympic Games, Adidas caused a surge in inventory due to marketing failure. Adidas's sales have been seriously affected for 2 years, but the brand has strictly implemented the inventory strategy.

At present, Adidas is the lightest stock in sports brand.

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< p > the situation of domestic sports brands is different.

Because of the franchisee's sales mode, the domestic sports brand faces multiple resistance in the process of clearing stock.

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< p > according to the order meeting data, the demand of domestic sports brand dealers and franchisees is decreasing.

Anta revealed that the value of orders declined in 2012, and PEAK announced that orders in the fourth quarter of 2012 dropped by 20%~30% compared with the same period in 2012.

Among them, the amount of footwear orders fell by 25%~30%, and clothing orders fell by about 25%.

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< p > a large sports brand franchisee in Nanjing has told reporters that due to the pressure of inventory, the stores in the two or three tier cities are now selling at low prices, with a discount of at least 50 percent off, which has great impact on franchisee's business.

And many times, the franchisee had to go to the brand's direct shop to pick up the special price, because the price of the direct store was cheaper than that of the company.

At the same time, in the latest order meeting, the brand also gave the franchisee very high order index, otherwise the corresponding franchisee subsidies can not get.

"Now it's a normal thing to close shop. No one knows what tomorrow will be like."

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< p > under the pressure of clear inventory and the continuous discounts of discount stores, PEAK also had a group run away event.

The above market analysts told reporters that the "a href=" http://www.91se91.com/news/index_s.asp "dealer" /a "escaping incident" occurred not only in a brand dealer but also in domestic brands.

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