Sports Brands Turn To Outdoor Markets And Wait For Spring To Come.

< p > inadvertently, there are obviously fewer sports brand stores in the streets and lanes.

Data show that in 2012, an average of 10 domestic sports brand stores closed every day.

People in the industry say that the sports brand is paying for the rapid expansion of the day, reducing the choice of stores is like breaking arm to survive.

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< p > < strong > helpless suffering < /strong > < /p >.

Last year, Xiao Xu, who often visited Taitung, noticed that Lining's discount shop, which he frequented frequently, disappeared quickly after a crazy promotion. Now there are only empty stores. He even regrets that he hasn't collected more than P.

But what surprises Xiao Xu is that after Lining, all the sporting goods of all sports brands are beginning to be dumped. Even foreign sports brands such as ADI and Nike are no exception.

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< p > however, the discount sale of Xiao Xu's eyes is the most helpless choice for these sports brands.

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< p > in Taitung pedestrian street, we gathered Anta, XTEP, Lining, PEAK, Hongxing Erke and other domestic sports brand stores.

Nowadays, these stores have launched various discount publicity to attract customers.

Reporters saw outside the PEAK brand store that the red advertisement of "buy one get one" is very eye-catching. The banner of "super low sale before decoration" is hung above the gate.

Even so, there are few customers in the shop.

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"P" is not the same. The Anta factory shop that is not far away seems to be having a bad time. The new spring and Autumn Festival "a target=" _blank "href=" http://www.91se91.com/ "> clothing" /a "also produced 50 percent off sales advertisements.

When it comes to the reasons for such a big discount, the salesmen are blunt. "Too much pressure can only be promoted, and the new ones will not be discounted, but also have to be turned into stock."

Next to Hongxing Erke, the new clothes also produced 5.8 slogans that sell up.

Although the specific discounts are different, the mood of brands rushing to get rid of goods is exactly the same.

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Mr. P, acting as the regional agent of a well-known sports brand in China, has not changed his mind about the ups and downs in the industry. He said the signs of recession had appeared a few years ago.

"The garment manufacturers in the south are falling down, the order size of the order meeting is shrinking year by year, but it only takes a certain time to pmit to the market". In Lin's view, such shuffling is not a good thing for the adjustment of the industry.

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< p > < strong > Guan Dian Chao Lai > /strong > /p >

Less than P, there are few sports brand shops everywhere in the streets and lanes. There are fewer sports brand advertisements on TV. More and more sports brand stores have begun to name their factory shops, special stores and discount stores. It seems that only low prices and discounts can help retain consumers.

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< p > 2012 is undoubtedly the coldest winter for many sports brands.

Lining in the first half of last year, the number of Customs stores was 1200, the number of stores dropped to 7303, and the proportion of stores closed to 15%, and the number of stores in the 2012 annual report will continue to rise. XTEP closed 80 to 100 stores last year, and this year it intends to close 100 to 200. The company will continue to promote inventory through discount, and will close down the loss shop. Anta has about 110 stores in the 2012 year, and Kappa closed the 569 stores in the first half of last year, and expected net profit to drop by 40%~50%.

Lining, Anta, PEAK, 31st degree, China trend, XTEP and other sports brands generally have at least 3000 stores.

At present, Guan Dian tide has become a trend that the industry can hardly get rid of.

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< p > for Lin Guan Chao, Mr. Lin thinks that it is a normal phenomenon of the whole industry's periodical adjustment, and is also the inevitable result.

He said that in recent years, the global economic downturn is external factors, and after nearly ten years of rapid geometric growth, the domestic market is understandable.

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< p > < strong > broken arm survival < /strong > < /p >

< p > for the sports brand downturn, people in the industry generally believe that the close shop tide is related to the radical expansion in previous years.

The 2008 Beijing Olympic Games led to the unprecedented enthusiasm of the national sports movement. The sports brand saw unprecedented business opportunities. Every brand took the opportunity to expand rapidly. In order to seize the market, the shops of sports brands spread all over the country in a short time.

Mr. Lin recalls the grand occasion of the year. "Three of the ten shops in the city are sports brands, and opening stores means making money at that time."

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< p > the reason for the rapid expansion of sports brands is that Lin believes that it has something to do with the advantages of the industry. "There is no such thing as sports brands that involve so many categories, men's wear, women's wear, men's a target=" _blank "href=" http:// www.91se91.com/ "> shoes /a, women's shoes, and accessories, such as socks, backpacks and so on.

As for the whole industry being caught up in today's customs, he thought it was caused by market saturation. "You open the wardrobe, ten pieces < a target=" _blank "href=" http://www.91se91.com/ "> clothes < /a > seven are sportswear, do you still want to buy this kind of clothes?" moreover, clothing is not a fast food product, and the cycle of demand is correspondingly longer.

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< p > the continuous downturn of the industry makes the increasing store rentals an unbearable weight for sports brands.

Insiders said that in the past, when the market was good, though the rent was high, it was still within the limits of its ability. "Taking the Taitung lot as an example, from the initial two thousand or three thousand yuan per square meter to the present ten thousand yuan, now the sales are deteriorating, and the high rent has become a mountain on the top."

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< p > in order to reverse the decline of the present situation, closing the store has the meaning of breaking arm to survive, and has become the most rapid and effective way.

In the eyes of Mr. Lin, many brands have been seeking a fundamental solution after such a round of shop tests. "Hard work, detailed management and effective cost reduction will become the effective way of development in the future, at least after the shuffle process".

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< p > < strong > turn to outdoor market < /strong > < /p >.

< p > at the same time, with the increasing pressure of survival, Adidas, Lining, Anta and 361 degrees have launched outdoor products. Puma also intends to focus on outdoor sports products in 2013.

Can we turn the outdoor market to a new breakthrough for sports brands? < /p >

< p > the world's third largest sports brand PUMA (Puma) recently announced that the focus of 2013 will be on outdoor sports products, and will continue to push forward the cost reduction plan in the second half of 2012.

The company believes that at present there are two sports segmentation market potential, one is extreme sports, and the other is outdoor sporting goods market.

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< p > in fact, the sports brand which is optimistic about the outdoor products market is not just Puma.

Previously, Adidas and Lining began to enter the field of outdoor sports.

Adidas has opened an independent outdoor franchise store in China, and Lining has launched a sub brand Li-NingAdventure (Lining exploration), opening many stores in Tianjin, Beijing and other places.

In addition, Anta and 361 degree outdoor products in domestic sports brands have also been listed.

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< p > the industry believes that sports brands enter the outdoor goods market is not blind.

Data show that the total retail sales of China's outdoor products industry in 2011 have reached 11 billion yuan, up 57.82% over the same period last year. In the past ten years, the average growth rate of outdoor products market in China has exceeded 40%.

The sports brand coincides with the customer market of outdoor products market. Therefore, sports brand entry has an inherent advantage in outdoor products market.

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< p > despite the wide market prospect of outdoor products, we need to pinpoint the location if we want to really feel the pulse of the industry.

For sports brands to open up the outdoor products market, Jiang Feng, a keen outdoor sport, said that although the price of outdoor products launched by sports brands is much lower than that of professional products, they still will not consider buying them, because they have established trust in brands and will not change them arbitrarily.

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< p > professor Deng Yuyong, an economics professor at Qingdao University of Science & Technology, said that professional outdoor players demand higher technical power for shoes and clothing. If the function fails to meet the requirements of outdoor sports equipment, the products may be unsalable, and before the mature R & D team and management personnel are available, the traditional sports brands should not blindly follow suit, otherwise the risk will be huge.

Compared with the entry into the outdoor market, Deng Yuyong believes that it is still more promising to do the market according to the consumer segmentation.

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< p > < strong > waiting for "spring" < /strong > /p >

< p > in addition to turning to outdoor sports market, sports brand is also more optimistic about children's wear market.

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"P", according to the annual report published by Anta, last year, the series of professional sporting goods shops and sports life series stores were 8075, 590 fewer than in 2011, and this year will maintain prudent handling of future orders and the implementation of retailers' store plans.

By the end of 2013, Anta is expected to shut down about 500 more.

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< p > at the same time, the number of Anta children's wear shops is on the rise.

Just last year, Anta increased the pace of development of children's sporting goods series, and the number of shops increased from 632 in 2011 to 833.

It is estimated that by the end of 2013, the total number of children's sporting goods stores will reach 950-1000.

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< p > however, people in the industry are not optimistic about this. The independent critic of shoes and clothing industry Ma Gang said in an interview that the children's clothing market has just emerged in the past two years. In order to achieve a higher store opening target, the brand will appropriately lower the threshold.

This may affect the brand image, and may bring other problems in the long run. "Transforming children's clothing may be just another homogeneity trap."

Speaking of the revival of the market, Mr. Lin calmly said, "after this round of shuffling, what is left is to stand firm and always get better. It's like winter is spring, which is also an inevitable rule".

But it is also possible that, as Ma Yun once said, "yesterday was cruel, today is more cruel, and tomorrow is beautiful, but many people die tonight."

Now no one can say clearly when the spring of sports brand will come again.

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