After The "Crazy Expansion", The Local Sports Clothing Brand Is In An Awkward Predicament.

Around 2000, China's bid for Olympic Games swept the country. Especially after the successful Olympic bid, the sporting goods market could be described as "hot". clothing Brand and traditional clothing brand have gone through "golden ten years" together. Sales volume in this industry has been growing at a high rate of two digits per year. After experiencing the "crazy expansion" of the Beijing Olympic Games, sports Clothes & Accessories The brand has ushered in the "cold winter" of profits. According to statistics, as of September 30, 2012, PEAK sports authorized retail outlets in China were 6739, compared with 2011 in the end of 2011. The Lining group closed 1200 inefficient stores in the first half of 2012, and the proportion of stores closed up to 15%. Shang Pu consulting light industry analysts believe that, despite the overall macroeconomic weakness, both domestic and foreign sporting goods companies have been sinking in the sales volume, the apparel industry overall sluggish, but these are external causes.

The main competition before the sports brand enterprises came from the homogenization competition pressure of the same industry, but recently the return of the leisure brand clothing has further squeezed the market share space. The fierce competition has led to more and more clothing brands appearing in the market. Although there are more choices for consumers, the invisible benefits have been increased. But in fact, before the emergence of a large number of Chinese casual wear brands, local sportswear is partly responsible for some of the functions of casual wear, and now the return of casual clothing begins to encroach on sports. Brand clothing Market.

Today, after market precipitation, Lining, Anta, XTEP, 361 degrees, PEAK and so on have become 95% brands that occupy more than 95% of the whole industry market. Analyzing the products of these different enterprises will find that their design and location are very similar. In marketing means, it is also a strange coincidence. Almost all brands are advertised as celebrities. Putting the cart before the horse of such light research and development and heavy marketing makes the overall competitiveness of sports brand gradually weaken.

According to the "2013-2017 year sports clothing market survey report" released by Shang Pu consulting, in the past, when the market environment was good, in order to pursue the scale effect, blindly expand the stores and expand the production capacity, the enterprise aims to pursue the number of shops and the growth of orders. The final result is that the current high inventory has become the biggest problem of the domestic sports brand, causing the whole industry to fall into the embarrassing dilemma of low profit. Therefore, solving the inventory problem is the top priority of the sports brand at present. And when the industry will usher in a golden era, 2013 may be the most critical year.