Sports Brands Encounter Awkward Targets, Consumer Groups Are Keen On Online Shopping.

< p > a few days ago, it was reported that Nike plans to expand its new factory shop in China from the first line to the two or three line market this year, with the discount strength maintained at 3 to 60 percent off.

The signal from the global industry leader is that cleaning up inventory may be the best way to release the pressure of market competition.

Such news is even worse for the domestic sports brand. The industry believes that cleaning up inventory has become a problem of the whole industry. Nike's low inventory clearance will lead to further delay in the domestic sports brand inventory clearance.

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< p > < strong > Lining closed 1200 shops half a year, < /strong > < /p >.

By the end of March, Li Ning Co will publish its 2012 earnings report. According to its early warning announcement issued in December 17th last year, it will be the first loss of Li Ning Co listing in eight years.

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< p > professionals believe that excessive expansion leads to an increase in dealer inventories, which adversely affects store performance and profitability of retail stores, and leads to a continuous deterioration of Li Ning Co's cash flow and financial position.

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< p > according to statistics, last year, Lining, Anta, 361 degrees, XTEP, PEAK and China moved six major brands with a total stock of 3 billion 721 million yuan.

Since last year, the major brands have announced the closure.

Data showed that Lining closed 1200 stores in the first half of 2012. PEAK closed 1067 stores in the first three quarters of last year, and 569 stores in China; XTEP closed more than 200 so far, and closed 96 at 361 degrees.

There were 8075 stores in Anta in 2012, compared with 2011 in 2011.

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< p > < strong > Pedestrian Street store less and less < /strong > /p >

The industry professionals may have to look at the financial statements, see the yield curve, gross profit margins and inventory turnover days. For consumers in Changsha, as long as they look at the sports a target= "_blank" href= "http://www.91se91.com/" > the size and size of the clothing /a shop, and the missing young men and women who are struggling to attract customers at the door, they know that the industry is still in the cold winter.

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< p > Huang Xing Road Pedestrian Street is a place where Hunan sports brand stores are crowded together.

"The 35 step here is a sports brand. If you pass by a company carelessly, you can move forward a few steps."

Chen Hu, who is currently the coach of a badminton club in Furong district, is a loyal consumer of the sports brand, and the pedestrian street was once a favorite place for him to visit.

Reporters walked around the pedestrian street last Saturday. At present, there are less than 30 sports brand stores, mainly for XTEP, Adidas, Lining, Nike, Anta, PEAK, CONVERSE, Jordan, and 361 degree sports.

There were about 5 sports brand stores in the Yue Fang square opened last year.

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< p > > at the peak time, there were more than 50 shops here.

At present, Huang Zhicheng, a manager of a sports brand in Hunan, has recalled that the market has been weak in recent years. Although the competitors are in a mess, their days are not much better.

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< p > < strong > target consumer groups are keen on online shopping < /strong > < /p >

< p > Huang Zhicheng believes that the domestic sports brand is gradually abandoned by the 80's and then abandoned by the post-90s, so the market is lost.

"80 is mature, and gradually become an elite class.

International sports brands like Nike and Adi were formerly luxury goods. Now, with the increase of domestic market discount, it has become a common consumer goods, and the gap between domestic brands and price is narrowed. Consumers are more willing to choose international brands.

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Liang Bing, the consumer of P after 80, remembers the first sportswear he bought in 2000.

"I was studying at Xiangtan University, and a T-shirt was 79 yuan, which was a half month's living expenses."

The T-shirt has been wearing ice for five years.

After ten years of work, the brands that accompanied his adolescence grew out of the wardrobe.

"I basically choose foreign outdoor sports brands, sometimes when I travel to Hongkong or abroad, sometimes I buy them online in official flagship stores."

Liang Bing said.

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< p > Huang Zhicheng analysis, the current domestic sports brand loyalty is relatively high consumer groups are college students or workplace newcomers, "but this group of people are very keen on online shopping, they come to the store, maybe just to try size."

On the whole market situation in Hunan, Huang Zhicheng believes that improving brand quality and changing traditional sales channels and sales methods are important strategies for domestic sports brands to change their embarrassment.

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< p > < strong > a former shopkeeper's regret: palm palpability is still poor. < /strong > < /p >

< p > Lei Yong, now the manager of the Hunan brand of an international fast moving consumer goods brand, was once the store manager of a sports brand shop on foot street.

In 2011, the shop was closed because of the demolition of the subway.

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< p > Lei Yong later recalled that perhaps the reason why the company's business strategy was not adjusted was the real reason why it was closed.

"We did a lot of hard work in those years, and every month's performance failed to meet the increase required by the company.

In order to attract customers into the store, we do everything we can.

I often take part-time college students to clap their hands at the door of the shop to attract the attention of the shopping crowd. They are photographed for half an hour, and their hands are swollen for second days, so they can't take toothbrushes.

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< p > although the performance in those years is not as large as that in other industries, but Lei Yong also feels that he has grown very fast in those years.

"In order to maintain a high sales enthusiasm, I have to think a lot of ways to unite my sales team every day, to break the sales target of every month to every day, and we think a lot of target codes that we understand ourselves to motivate our players."

Lei Yong said that these accumulated experience in the sports brand sales industry is a lifetime treasure.

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