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Sports Goods Industry: Discount Is The Golden Age Of The Theme.

2013/4/15 20:48:00 23

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Jordan Sports Lining Beijing Olympic Games High Inventory

recently, the domestic sports brand Jordan sports counterclaim "flying man", claims the $8 million incident triggered a heated debate. < a href= "http://www.91se91.com/news/index_h.asp" > "Jordan" dispute "/a" reflects the crisis of the domestic sports brand. Since the beginning of last month, domestic famous sports brands including Lining, Anta, PEAK, and 31st degree have announced their own financial statements last year, and these domestic brands have suffered a decline in profits and poor performance. In the exclamation of a "sporting goods brand winter in China", what's wrong with these leading characters on the cusp? 
 discount is the golden age of the theme gradually fading away .
 in April this year, the drizzle of rain and rain lapped the tiles on the road. The irritating water has not affected the enthusiasm of young people on the side of the boutiques. 
 up and down the nine pedestrian street, never because of the lack of pedestrians in the weather, and there will never be a lack of shopping customers. Wang Yiming, a 47 year old boy, was carrying a leather bag and walked into a 360 degree sports shop in the central section of the upper 9 road. He hoped to buy two clothes for his son. He looked at the new dress near the door, and the 20 percent off posters beside him were very conspicuous. The assistant who took the initiative to see the old Wang looked at the price tag with his clothes. He took the initiative to invite Lao Wang to the shop. "Boss, there are still some styles on the shelves, which are lower in discount. Do you want to come in?" 
 spring rain is still falling outside, like consumers like Lao Wang, walking into different sports brand shops, cleaning out cheap clothes and shoes at different discounts. This scene can be seen everywhere throughout the country. Discounts are good for consumers, but for brands, they are helpless. 
 fiscal year 2012, Anta, Lining, PEAK, trend, XTEP and 331 degrees six domestic sports brands, in addition to XTEP has a slight increase in revenue, the other five brands last year's revenue has more than 10% decline; from the net profit point of view, in addition to the trend of China's growth, the other five brands dropped more than 15%. 
 recall the Olympic Games in Beijing in 2008. How much sports enthusiasm did this national event bring to us? That is the golden age of sports brand. At the height of the boom, the six major brand stores totaled nearly 5, but last year, six major brands closed nearly 5000 stores. 
Less than p years ago, Xiao Yi, a manager of a sports brand in a two tier city in Hunan, said: "in 2008 and 2009, there was basically a discount in one year, and there were still a lot of people. New products that are not discounted can go the same way. 
 golden age, is it really gone? 
 pedestrian street listing and expansion 
 came out from the top nine of < a href= "http://www.91se91.com/news/index_p.asp > > Guangzhou < /a >, and came to many large and medium-sized cities throughout the country. The pedestrian street has become the most prosperous" new business card "of every city. Wangfujing in Beijing, Hunan Road in Nanjing, and Huang Xing road in Changsha... These pedestrian streets are also the most important battleground for Chinese goods. 
 the time axis returned to 2008, and the Olympic Games in that year brought great business opportunities to Chinese sporting goods brands. Anta and China were listed in 2007, XTEP went public in 2008, and PEAK and 31st degree are also on sale in 2009. 
On the one hand, P is a capital drive for the Olympic concept stocks, while the whole country's crazy enthusiasm for sports and the expansion of the "enclosure road" are all spread out in the streets of various cities. 
 at that time, no matter which city it was, you would see a similar scene: the same sports brand, fewer 1~2 families, and more 3~5 homes. Although the area is different and the image is different, all these shops have a plaque and a name. 
Xiao Yi, who had been struggling for years in Hebei, could not help laughing. "My hometown is in a small town in Hebei, less than 2 kilometers in a street, 3 Anta, 3 PEAK, 2 360 degrees." Two of them are on the same street. This is a scene of vicious competition. 
 good lots and good pavements are very limited. "Meet the good location of the shop, a few brands will grab together. You ask for 300 thousand yuan, and up to 500 thousand yuan over there. As a result, shop owners earn the most. Cui Ming, who worked in Lining marketing department, said so. 
 in Lining's 2011 Annual Report, there were 8255 regular shops, flagship stores, factory stores and discount stores in Lining. In addition, there were 9297 stores in Anta's shops plus sporting life and children's sporting goods stores, and more than 7000 stores in PEAK and 31st degree stores. There were 3119 stores in China with the least shops. 
 2011, became the peak year of the national sports brand "horse race enclosure". But who can foresaw what risks this expansion will bring? 
 environmental impact "prosperity", high storage and ambush pen /p >
In fact, P has been repeatedly publicized by the media as a "high inventory". In the crazy expansion mode, first of all, the quality of the shop is uneven; secondly, the brand dealer sells the goods wholesale to the dealer, even if the sale is finished, the seller will not sell it, but the brand will not care. In this way, the data in the report is good, but actually a lot of goods are not bought by consumers, but accumulated in the warehouse of dealers. 
After the outbreak of the global a href= "http://www.91se91.com/news/index_cj.asp" and the financial crisis /a 2008, the problem of environmental recession gradually shifted to the domestic market. Tan Jianxiang, Professor of School of sports science, South China Normal University, has a precise understanding of the domestic sports brand. "In the export-oriented market, the environment is very influential. The European and American markets have not been able to sell, and imports and exports have been affected. When the outside market shrinks, the domestic market will be squeezed, which will form a vicious circle. 
At that time, homogenized products flooded the market of sports products in China. "Homogenization is too serious, and brands are not impressed by consumers," P said. Tan Jianxiang said. 
At the same time, the price war began to take place. Many brands have resorted to the "discount competition". In this way, although the funds can be quickly refunded, the damage to the brand is huge. Consumers also form the habit of "do not discount or buy". 
 according to statistics, Lining reduced the number of stores in 2012 by 1821, Anta's main brand reduced 590 stores, and PEAK closed 1323 stores. 
 about tomorrow and hope that the cake will also expand. /p >
 to get out of the difficult situation needs to be changed. In fact, foreign markets are more optimistic about the sporting goods market. Amit Jones, a sports industry expert, optimistically mentioned this year that the big cake of sporting goods market will continue to expand in March. It will reach US $1 trillion and 800 billion by 2018. 
 "I strongly agree with this view." Liu Xiang, deputy director of PEAK sports brand management center, is confident of the future, even though PEAK is in the most difficult time. "Compared with the international sports consumption developed countries, our per capita sporting goods consumption may not be able to match the 1/10 of other people, so China's sports market will rise." 
 so called "winter", there is no "freeze breaking tendon". PEAK has actually started to move: it has made a good move, including extending its tentacles to the NBA market, WTA's tennis market and the International Basketball Association. 
 put aside the data in the financial statements. After Lining signed a CBA season, the sales volume of basketball products increased significantly, and in the aspect of brand spanformation, it took an important step. 
 Anta continues to follow the subdivision route of differentiation and fashion leisure, and even invensts in the field of children's wear. 
Tan Jianxiang, Professor Hua Shi, said that the brand soft power is very important. P "Our domestic brands also have some, but interaction, consumer participation is far away. And foreign fans of big brands can participate in competitions, star activities and so on, which are obviously closer to consumers. 
 the market has never been cold why business is cold 
 Zhang Jianqiang .
Around P, around 2010, many friends were talking about one thing: sporting goods arrived at the time of shuffling. This is an interesting phenomenon. The sports fever in the market has never cooled. Why do many big businesses play a "winter" stance? 
 think for three reasons. First, they both overestimated the capacity of the market in the period of great development. I once saw a store of two identical brands in the distance between 100 meters away from a pedestrian street in a small city. When the company develops very smoothly, maybe everyone will make the same decision to open shop continuously, after all, seize the terminal is king. 
P, a friend who works in a foreign brand, says that when domestic brands are shrinking, they are on the back. The reason is that those who have only opened stores in big cities have begun to promote the layout of the two tier cities when they saw the contraction of domestic brands. This may be their early prudent expansion and the cultivation of market hunger. 
 Second, the store is no longer the necessary terminal, and network sales are constantly leaping. So closing stores is not necessarily the reason for the so-called "winter" coming, but many sales have been spanferred to the virtual network. 
P has to say that the third reason is the fact that there are too many counterfeit products in China. In the early years, counterfeit products seemed to be aimed at foreign brands only. Nowadays, famous businesses in China are being counterfeited to varying degrees. Some of the logic in the market is simple and crude: when buying bad quality products, if it's a foreign brand, it's easy to think that it's counterfeiting, but if it's a domestic brand, consumers will take it for granted. When there is no quality word of mouth, the appearance of counterfeit products will naturally be more destructive. 
 the third reason is that many domestic businesses are making efforts to improve the direction. They want to improve the quality of products while enhancing brand value, but this is the most difficult juncture. When a sports brand tries to raise its brand value and raise its price, it will find that the market is returning to a huge inventory. 
 so-called winter, maybe it is cold for oneself, but the outside is still scorching sun, and the domestic market has never cooled.