Market Pressure Is Increasing, And Domestic Brands Are Making A Low-Key Pformation.

In the spring of P, major department stores and clothing stores in provincial capital have launched a new season of spring costumes with high price.

However, there is a large number of inventory campaigns: < span > < a target= "_blank" href= "http://www.fzengine.com/info/ppdt/" > span style= "color: windowtext"; "text-decoration:"; "brand", "clothing brand", "under the pressure of market pressure".

In particular, many international brands, such as Nike and Adi, which have been on the high side for a long time, and are rarely discounted, have joined the discounted inventory force.

The battle for brand breakout of domestic sportswear is quietly being pulled out of the provincial capital market.

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< div style= "text-align: center; line-height: 18pt" > b > new clothes listed sportswear discount, busy /b /b > /div >

< div style= "text-align: left; line-height: 18pt" align= "left" > I visited Taiyuan's Jiefang South Road and the Provincial Gymnasium near span, which is the largest sports clothing and sporting goods business circle in the provincial capital, and found that almost all sportswear brands have discount products.

XTEP, Kangnai and other domestic sports brand new clothes are listed in the range of 5 to 30 percent off, the old discount is 3 to 50 percent off, and the processed products are only 1.

The only domestic brand without discount is the first domestic brand Lining, but according to the salesperson of Lining store, last week Lining's whole product 30 percent off activity just ended.

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"Div style=" text-align: left; line-height: 18pt "align=" left "; similarly, many international brands, such as Nike and Adi, who have been on the high side for many years, are also on sale.

Some of Nike's products range from span > 5 to 20 percent off, some products of ADI are 5 to 20 percent off, and some Puma products are 6 to 20 percent off.

At the moment, domestic brands are almost on sale across the board, while international brands are only partially discounted.

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< div style= "text-align: center; line-height: 18pt" > b > international brand does not rise in price, leaving high-end customers < /b > /div >

< div style= "text-align: left; line-height: 18pt" align= "left". In spring this year, the prices of formal clothing and fashion goods in provincial department stores and shopping centers rose all the same, while sportswear prices did not rise, but because of discounts and processed goods, prices fell.

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< div style= "text-align: left"; "line-height: 18pt" align= "left" > according to the public Mr. Liu, take the seven wolf male dress as an example. < span > 5 years ago the new average price level was between 300 and 500 yuan. This year the new listing price has reached 800 to 1600 yuan.

The international sportswear brand, headed by Nike and Adidas, was 500 yuan to 1000 yuan 5 years ago. This year's new price rises are not obvious.

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< div style= "text-align: left; line-height: 18pt" align= "left". However, the price of domestic sportswear is so low that it is difficult to retain middle and high-end customers, unable to resist the impact of international brands such as ADI and Nike.

Mr. Liu said that although the domestic sportswear brand is also on a large scale and heavily discounted, he is more willing to buy international brands within the price range.

The products of international brands have large span, many styles and colors, and the styles are more fashionable and novel.

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< div style= "text-align: left"; "line-height: 18pt" align= "left" > Liu Dong, who is engaged in retail business promotion work, told the author that the products of the domestic sports brand have now become the daily clothing of the middle school students. Customers who buy the sports clothing habit now prefer the international brand, and the profit margins of the domestic sports brands are falling.

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< div style= "text-align: center; line-height: 18pt" > b > clean up stock sports apparel shuffle acceleration < /b > /div >

< div style= "text-align: left; line-height: 18pt" align= "left" > Sun Qiang, executive deputy general manager of Shanxi Meisha Century Shopping Co., Ltd., introduced that, before span > 2008, the domestic sportswear entered a period of rapid growth under the influence of Beijing Olympic Games.

By 2009, the backlog of inventory in the domestic sports clothing market and the decline in sales have begun to appear.

"Nike, ADI and other international brands began to adjust their stores and production plans in 2009.

And domestic brands are still increasing the sales and marketing responsibilities of agents everywhere.

Sun Qiang said that since 2010, Nike and ADI's two major international brands have begun to conduct seasonal clearing inventory operations across the country without precedent.

As a result, new products which are added to the domestic brands can not be sold, old goods continue to be overloaded, and agents have problems of capital turnover.

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< div style= "text-align: left; line-height: 18pt" align= "left" > Sun Qiang said that in order to base itself on the market, low price sales and year-round discounts have become the sales norm of sports apparel brands, but because of the lack of competitiveness, the road breaking out of domestic sports brands is very difficult.

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< div style= "text-align: center; line-height: 18pt" > b > domestic brand low profile pformation reshaping image < /b > /div >

< div style= "text-align: left"; "line-height: 18pt" align= "left" > high storage is still hard to understand. The sportswear brand of domestic sportswear is still in store, while some domestic sportswear agent dealers think that the adjustment period of this sports apparel brand is coming to an end. The famous domestic sports brand is carrying out industrial pformation in a low profile.

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< div style= "text-align: left; line-height: 18pt" align= "left"; at present, some domestic sports brands have begun to match children's clothing sales, such as Anta, < span > 361 degrees, XTEP.

In 2012, the growth figures released in the 31st degree were that the children's clothing stores increased 282 to 1439 in the year, and children's clothing exceeded the group's 11% income for the first time.

In addition, outdoor off-road sportswear is also the direction of the pformation of most sports brands. Many domestic sportswear brands are trying to shift the design of sportswear to daily leisure.

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< div style= "text-align: left"; "line-height: 18pt" align= "left" > from the movements of several major sports brands nowadays, whether it is to reduce stores or to move towards new directions, all means that sports brands begin to pick up the crazy expansion of previous years, and gradually begin to find suitable development direction in the market.

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