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Yinchuan Sports Brand Encountered "Cold Winter" Sales Decline

2013/3/14 17:29:00 8

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March 6th and 7, Xinhua (exclusive store) Street Business District, the sun is shining. The sports brand stores are very cold, and the shop assistants' faces are gloom. The "2~5 fold" and "5 fold" signboards are very eyeshot on the glass doors of various stores, and all the new products listed in the store are also promoted by 20 percent off. Unlike these sporting goods franchise stores, outdoor products are moving forward in Yinchuan. A dealer in Yinchuan market, Bai Qiming, told reporters that sales increased year by year and the rate of increase was almost 20%.. What should the sporting goods dealers do in the future? Will the popular household products go on the old way of sports goods? What is the way out for future development? 
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 sports brand franchised store spanformed into "discount shop" 
 in the Xinhua Street business circle, there are more than a dozen sports and leisure brand stores from around the world within 1 square kilometers, including Nike (franchised store), ADI, CONVERSE, Kappa and so on. 
 in the view of sports enthusiast Zou Rui, it focuses on the styles of most kinds of sports goods that can be bought on the market. Of course, the fashionable style also means that the price is not low, and most of the new products are sold at full price without discount. 
 from the beginning of last winter, these stores have launched the "new product listing, seasonal promotion" sign, discount from 5~8 discount. Among them, there are individual businesses playing the "promotion war" of 2~5 discount. In Zou Rui's memory, almost every household has posted a factory price, special offer and discount price brand. And in a sporting goods store on Xinhua Street, he spent 600 yuan on a 2999 yuan "a target=" _blank "href=" "http://www.91se91.com/" > clothes < /a >, after buying clothes from head to toe for winter, he only spent more than 1300 yuan. 
 March 6th afternoon, in a Lining discount shop near Guangnan street, people's Republic of China, the reporter found that most of the products were old style, and the discount was also 2~5 discount. Citizen Xiao Liu visited a pair of basketball in this store in January this year, < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a >, which sold 200 yuan at that time, while the price of the shoes was 110 yuan when February went. 
 March 6th evening, the reporter visited the shops near Xinhua business circle, and found that the season discount is still the theme of every shop. On the pedestrian street, a sports leisure < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > shop, the reporter found 2 folded labels on each cabinet rack. The reporter asked several clothes and trousers, basically playing 70 percent off, 60 percent off. Even so, the business of this shop is not good. In nearly 300 square meters of shops, the number of customers is not more than 10, while salesmen do not take care of customers and allow customers to turn around. 
 spanformation 
 sales of domestic sports brands declined 
 Guo Zhaoxia, chief executive officer of Ningxia Shengli sporting goods Co., Ltd., told reporters that the sales of domestic brands in the city showed a downward trend in recent years, mainly due to overstock and discounted sales became the main countermeasures. Moreover, the new products produced by Adi, Nike and other manufacturers are mostly pure cotton, which are easy to fade and fewer people to buy. 
 sports brand business downturn is not a special phenomenon in Yinchuan market. In fact, since last summer, the domestic sporting goods market has been like a "bad cold" and has been infusing. 
 public data show that last year, Lining, Anta, PEAK, 31st degree, XTEP and other sports brands had at least 3000 stores. At present, Guan Dian tide has become a trend that the industry can hardly get rid of. Luckily, there was no scale closure in Yinchuan. 
 facing the pressure of the market, Guo Zhaoxia said that the Yinchuan market is also actively developing in the direction of outdoor products, so as to reduce the sales scale of sports brands as far as possible. Reporters found that at the Dongfang red shop of Xinhua Department store, there were more counters for outdoor products, while foreign brands were the main force. The number of brand counters before and after Columbia is more than that of sports brand stores. 
 Bai Qiming told reporters that ADI and Nike are also doing outdoor products, while domestic brands Anta and Lining also have the trend to develop outdoor products. But limited to technical conditions, they are only found on the official website of their products. 
 in Guo Zhaoxia's opinion, for ordinary outdoor travelers, it is not necessary to buy the most professional products. The clothing of the original bird, TheNorthFace and other brands is basically between 2000 yuan and 6000 yuan, which is too expensive for ordinary users. "The domestic brand Pathfinder is regarded as the middle and low end brand in the outdoor products. From the current market situation, the Pathfinder sells very well." Guo Zhaoxia said that the current purchasers are young people who usually love to play, mostly after the 1980s. 
 explore .
 the future development needs to wait and see .
 2008 Beijing twenty-ninth Summer Olympic Games. This is the first summer Olympic Games held in China. The major sports brands have achieved rapid growth through a series of commercial sponsorship and marketing through the enthusiasm of the whole people to participate in the Olympic Games. Lining, the founder of the Lining brand, lit the torch at the Olympic Games, which made the Li Ning Co in the Chinese market competition for a while. The sports brands expanded in the two or three tier cities, winning enough capital. 
In the Yinchuan market, P has also gone through such a process. Guo Zhaoxia has been engaged in sports management for many years. She believes that the current need for spanformation is not just for exclusive stores, but also for spanformation of shopping malls. If the target customers are changing, if they keep on going on and on, they will be eliminated in the future. Though the market of outdoor products is very hot now, it will still be the old way of sports products in a few years, which is a problem for manufacturers who want to survive for a long time. 
 Zou Rui told reporters with his own experience and deeds of his friends. He liked sports during his first two years at school, playing football and playing basketball, and buying equipment were Nike and Adidas. Now everyone likes to climb mountains. Sometimes driving to the mountain barbecue, hiking shoes and windproof clothes are essential, and usually wear casual clothes at work. "Having children, buying clothes for children is a major expense." 
 according to statistics, China will usher in the fourth baby boom: 2015 ~2022 (new baby boom). The new baby boom is the natural cycle of the third baby boom generation born in the 1983 ~1990. 
 reporter found in Yinchuan market that the price of infant clothing is very expensive, but most of them are sold in large shopping malls, and there are no franchised stores on the street. Zhang Qian, a citizen, gave birth to a daughter some time ago. He bought a small "a" target= "_blank" href= "http://www.91se91.com/" in the shopping mall. The hat "/a" spent more than 40 yuan, which made him very puzzled. "Baby products are so expensive. Besides the shortage of supply, the cost of production is high." Zhang Qian said that when he thought of a hat with only two pieces of cloth and simple craft, he even believed that it was because the market was too small and the demand was too large. 
 the number of new born population will increase in the next few years, which will naturally increase the demand for Chinese children's children's clothing, which may be a new direction of spanformation for the struggling sports brand.