Why Do Sports Brands Sell Online? Why Do They Sell "Diving" Frequently?

< p > Sports < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > sports a target= "_blank" href= "_blank" > shoes < < clearance > sale, 19 yuan starting price, this is 7 days Lining (franchised store) on the website of the sales promotion slogan, "low price" price, caused a looting, but also let more people cast their eyes on the sports brand industry market.

At the end of March this year, Lining released his 2012 earnings report, which showed that the company lost 1 billion 979 million yuan last year. It became the first major loss in the 8 years since the listing of Lining. Last year, it closed 1821 stores, while the other major sports brands were also not optimistic.

The reporter's visit found that the sports brand shops in the island city are also gradually decreasing, and all the sports brands which were expensive in the past, even the spring new ones, all promoted sales, some even to as low as half off.

< /p >

< p > 7 night, fan guest's official website played the slogan of "Lining rush to buy 19 yuan from time to time!"

Van guest mall claims to join Lining in a 48 hour low price promotion campaign.

< /p >

< p > the reporter saw on the van guest website that a T-shirt with a market price of 199 yuan, the promotional price was only 19 yuan, equivalent to 90.5% off, fell below 90 percent off, a pair of classic casual shoes 299 yuan, promotional price of 49 yuan, equivalent to 84% off.

< /p >

< p > however, the reporters found that some of the products sold on the van were used by Lining's old trademarks, many of which were produced around 2010, that is to say, these goods were at least 2~3 years old.

< /p >

< p > Lining's low price promotion reflects the fact that the sports industry has encountered unprecedented difficulties in the past year.

According to the 2012 sports report released by sports brands, sports products industry performance has dropped to the bottom of recent years, and they have been shutting down stores.

According to the financial data, the number of six domestic sports brands in Lining, Anta, PEAK, China trends, XTEP and 331 degrees has exceeded 5000.

Among them, the number of Li Ning Co stores was the largest, from 8255 in 2011 to 6434 in 2012, closing 1821.

PEAK followed its retail outlets by 1323.

Such dismal business data seem to have borne witness to the weakness of the sporting goods industry.

< /p >

< p > < strong > Island City sports brand shop is also decreasing < /strong > < /p >.

< p > domestic sports brand large-scale customs shop has also spread to Qingdao. Many domestic sports brands in Qingdao have also closed down low profit stores.

< /p >

< p > 9, the reporter came to the Lining flagship store at 40 people's road. The three story building was closed and the glass was covered with dust. The counters and goods in the shop had been evacuated.

The shoe store owner told reporters that the flagship store had been closed for half a year.

"The business is not very good, and then a lot of special offers were launched, and the customers could do a little more, but the overall traffic volume dropped a lot more than before."

More than 10 years ago, a shop owner said.

< /p >

< p > reporter found that only on the Taitung walking street, there are 30 Adidas and Nike, Lining, Anta, Hongxing Erke 5 first-class sports clothing brand shops at home and abroad, and some other sports such as a target= "_blank" href= "http:// www.91se91.com/" > brand clothing "/a" shop.

Although these stores have launched promotional brands, Nike 5 folded, ADI 5 folded, 361 degrees two folded, Anta 5 folded, Lining new clothes 8.5 folded...

But the shop is still very cold.

< /p >

< p > "sports brand is not ready now. Several brands of my agent have also closed two stores."

An anonymous businessman told reporters.

< /p >

< p > < strong > under pressure, turn to children's outdoors < /strong > < /p >.

< p > for this low price inventory behavior, when the reporter contacted Lining headquarters, the staff said that cooperation with all customers is an attempt by the company to explore the electricity supplier and seek external cooperation.

Li Ning Co has also said that the pressure on channel inventory has intensified, retail terminal competition has become more intense and retail discount has increased, resulting in a further decline in terminal retail profit margins.

< /p >

< p > in a sports brand store in a shopping mall in Taitung, the shopping guide complained that the impact of online shop prices has led to a substantial decline in sales of physical stores, many of which have become the fitting rooms of online stores.

"Sometimes I can't sell two or three pieces a day. I'm worried about people. I can only do more activities to promote sales."

< /p >

While the six major sports brands are cleaning up their inventory, P has begun to explore new ways of "self rescue". Children's wear and the continuous growth of outdoor markets have become new targets.

< /p >

< p > by the end of 2012, the number of children's products stores in Anta was 833, an increase of 201 from 632 in 2011, while children's stores were growing while other brands closed their stores.

The 31 degree brand, which also owns children's wear series, has no exception to say that the sales volume of children's wear products is increasing.

< /p >

< p > a group of old shoes and clothing enterprises are also making efforts to outdoor products business. Outdoor brands such as Lun Deng, Mu Lin Sen, Tian Lun Tian, lion brand, Lei speed and other outdoor brands are mostly shoes or sports shoes and clothing enterprises that have been in Fujian for many years.

< /p >