Analysis Of Strategic Adjustment Of Shoe Enterprises Enclosure From The Rise Of Brand Stock Market

From followers to leaders Anta The confidence that sports gains from the two tier market is reflected in the stock price. Although the market situation is not satisfactory, Anta sports's share price has risen for two consecutive months. Statistics from the financial sector show that in 2012, Anta sports increased by about 14.42%, 2012, Anta sports increased by about 11.88%, XTEP international also achieved an increase of 8.85% in 2012.

Recently, "2012 China" was selected by Interbrand, an internationally renowned brand strategy consultant. brand In the value list, Anta rose 4 places in 2011, ranking seventeenth, becoming the highest ranking local sports brand. In 2010, this distinction still belonged to Lining.

　　 Strategic adjustment of enclosure

In early 2012, sporting goods companies including Anta, XTEP, 361 degree, PEAK and others put forward the "Wan Dian plan". However, behind the various brands' "horse race enclosure", the market accommodation limit, marketing management level and so on all grilled the hot tide of the terminal expansion of enterprises.

For this reason, Peak In 2013, the number of stores will be greatly reduced. The number of stores will be greatly reduced in 2013, and 700 stores will be opened, while some stores will be closed. The number will be around 500. In mid 2012, Anta had publicly stated that it planned to increase the Anta sporting goods store to 8200 by the end of 2011. However, at the end of October 2012, Anta also said that it had reviewed the 2012 store opening plan. Anta The number of stores has been adjusted from 8200 to 7800 to 8000.

In view of the overall situation of the domestic sports industry which is not optimistic since the second half of 2012, Anta management said that the industry will be full of challenges in the next six to 1 years.

　　 Brand value to be promoted

In fact, since 2012, Lining While domestic sports brands such as Anta, 361 degree and PEAK are facing tremendous pressure such as slower growth, overstock and declining performance, Nike and Adidas have gained more and more market share in China with their strong R & D capability and sales experience.

Under the cheap strategy of foreign brands, in 2011, Lining, Anta Sports brands such as XTEP and PEAK have raised their prices more than once, up to two digits. However, the growth of brand value did not keep up with the price increase, and the sales pressure of local brands suddenly increased.

"Serious homogenization of products and low brand added value are the main reasons for local brands to encounter setbacks in competition." According to the analysis of the industry, although the local sports brands can compete with the international brands in terms of size and volume, they are far from the old international manufacturers in terms of technology, products and brand culture.

At present, local enterprises are committed to changing this situation. Peak Group CEO Xu Zhihua said in an interview with the media that he hoped to get consumers' approval through the refinement and professionalization of the products. "It is not difficult to achieve breakthroughs if we sink down." How to improve the service and sales volume of the branch, so that the user satisfaction with the branch is close to 100%, and the better shopping experience for consumers has also become the key point of Anta's strategic adjustment.