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Sports Brand Is Not Easy To Fight Outside.

2013/5/6 20:36:00 24

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2013, "closing shop tide" is still threatening. The six major sports brands have been shut down in large quantities to fight for outdoors in search of new outlets. 
 after 2012, when the sports brands were closed, the "closing shop tide" in 2013 was still threatening. Even XTEP, the only six sports brand that did not publicly say that it was closed, recently announced plans to close stores. Coincidentally, as early as last year, sports brands such as Lining and Anta went on a large scale to fight for outdoor games. 
 however, according to experts, outdoor sports brands themselves also have problems, which are being pursued by all parties. The rising cost and the fierce impact of electricity providers will not only bring problems to outdoor sports brand development, but also it is not easy to fight outdoor sports products. 
 sports brand moving outdoors 
The high speed growth and extensive expansion of sports brands in the past few years made the sports brand heavy burden due to excessive inventory and over P stores. According to the 2012 annual report of China sporting goods industry, the total inventory of six major domestic sports brands such as Lining, Anta, XTEP, XTEP and PEAK reached 3 billion 721 million yuan, up 22 million yuan over the same period last year. From the 2013 order statistics, the domestic sports brand "a target=" _blank "href=" "http://www.91se91.com/" > clothing < /a > category order amount has fallen sharply, down 15% to 30% from last year. 
The high speed growth and extensive expansion of sports brands in the past few years made the sports brand heavy burden due to excessive inventory and over P stores. 
 recently, Puma said that it will continue to implement expenditure reduction and rectification plan in 2013. Because of the inventory clearance, Puma's gross profit margin dropped from 49.6% to 48.3%. Among them, < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > products dropped the largest and gross margin decreased by 2.6%. 
Puma's performance in the fourth quarter of last year was not satisfactory. The loss was as high as 56 million 800 thousand US dollars, and more than 90 unprofitable shops were shut down. P To this end, Puma gave up its unprofitable partners and quit the European Rugby market. And decided to stop production of navigation products in 2013 and focus on developing outdoor sports products. 
 with the increasing participation of consumers in outdoor sports, people also pay more attention to outdoor sports brands. There are more and more people who are close to nature, and outdoor sports are becoming more and more popular among consumers. According to statistics, the market scale of outdoor sports products in China has exceeded 10 billion, and there is a trend of rapid growth. To this end, when sports brands encounter difficulties, they turn to outdoor products market. 
 the fate of Puma is very similar to that of Adidas, Lining, Anta and so on. Adidas also opened an independent outdoor product store in China, and the Li-NingAdventure brand went on sale in 2012 for more than a year, and officially opened the curtain on the entry into the outdoor sports brand. At the beginning of this year, after Anta did not live in the house, the new poster of "waterproof breathable windbreaker" appeared in most stores and counters. Some stores also opened special shelves for outdoor products such as waterproof shoes. But the spanformation of sports brands will undoubtedly exacerbate the competition in the outdoor industry. 
 encirclement is not easy. /p >
 sports brand spanformation has become a global trend, but for some sporting goods brands, outdoor industry is hard to fully accommodate. And outdoor sports brand industry itself is also facing some problems, which exacerbates the difficulty of sports brand entering the outdoor products industry. 
 according to the insiders, the outdoor products market is a high growth and huge market. Over the past few years, the retail sales of outdoor products have increased by more than 40% per year. Along with its rapid development, the industry itself has inevitable chaos and disorder, and all sides' pursuit and interception also correspondingly. 
In recent years, commercial leasing costs in all major cities in the country have gone up crazily, and even doubled in some areas. P "If the rental of a city in an outdoor city from 5 yuan per square meter to seven or eight yuan per day, the company can still afford it, but if it rises to 10 yuan to 15 yuan, the company will have to consider adjusting the mode of opening a store," said Sanfo. Recently, Zhang Heng, chairman and chief executive officer of Sanfo outdoor Limited by Share Ltd, Beijing, said. 
 outdoor sports brand industry itself is facing some problems, which aggravates the difficulty of sports brand entering the outdoor products industry. 
 the maturity period of outdoor brand is much longer than that of ordinary sports brand. China's outdoor products industry needs to spend money and energy to build a good brand, and it needs continuous capital to support longer cycle. The rapid rise of rents has forced outdoor brands to consider the issue of capital. The increase in costs has forced outdoor brands to face greater pressure. 
 at the same time, the expansion of the scale of electric business has also caused a strong impact on outdoor professional stores. Because online shopping is cheaper, and can deliver to the designated location, convenient and fast online shopping has become the first choice for many donkey friends to buy equipment. Compared with the electricity supplier, the impact of high cost outdoor professional shops is inevitable. 
At present, there are more than 700 brand manufacturers in the industry, and the outdoor brand market in Europe and the United States has become saturated. Many international outdoor brands have been fighting for the rapidly expanding Chinese market. This makes the spanformation of the sporting goods industry face more fierce competition for P recruits. A series of problems make it difficult for sports brands to fight outside, and it is not easy to get a share from the outdoor market. 
 self change is based on outdoors .
 at present, the market share of sporting goods is becoming smaller and smaller. With the increasing number of public participation in outdoor activities, the proportion of outdoor products market is gradually increasing. Therefore, sporting goods are constantly moving to the outside world to get a share. Faced with many obstacles, how can sports brands solve spanformation problems and smoothly enter the outdoor market? Sports brand spanformation must have independent research and development capabilities, brand culture and new marketing mode. 
 independent research and design capability is the survival of an enterprise. Wang Yilei, director of ISPO project of Munich Exhibition Co., Ltd., said there are two forms of outdoor sports products market in China, one is professional line, the other is the outdoor sports route that ordinary people can also participate in. At present, the proportion of professional sporting goods market is 15%, while 85% of the market belongs to the public. 
With the entry of more p scholars, outdoor products are becoming more and more popular, and a large number of brands and manufacturers will face the result of being eliminated. Moreover, many two or three line outdoor manufacturers have vague positioning, lack of independent research and design capabilities, and some even become pure sales enterprises, which is not only conducive to the development of enterprises, but also can not meet the different needs of consumers. 
 and in the development of outdoor sports brand, there are also problems of plagiarism and lack of brand personality in outdoor brands. This is also a problem that sports products should prevent when they enter the outdoors. Self design can highlight their own characteristics and become the brightest among the stars. An industry insider pointed out that "outdoor professional shops can not compete with the products of the market and brand franchised stores. They must have their own characteristics." Therefore, we must have the ability of independent research and design, in order to have more customers and lovers. 
 on the basis of independent R & D design, enterprises must have their own brand culture. Brand culture is the core and spirit of an enterprise. If consumers have no emotion in buying products, the brand will have no special meaning in his mind. Such a brand is a failure because consumers are not consumer brands but consume shopping mall shopping channels. 
 sports brands must create their own brand culture if they want to enter the outdoor market and develop. At present, domestic outdoor sports brands are also increasing, but only 35 consumers can know and remember names. According to market share, many domestic outdoor manufacturers only live in the two or three line market, and the market share is less than 10%. Building brand culture is a professional and endowed human spirit. Products without brand culture will become mediocre products and will be submerged in the "new blue sea" of outdoor products industry. 
 facing many obstacles, how can sports brands solve the spanformation problems and smoothly enter the outdoor market? 
 the new marketing mode is also important as internal improvement and improvement. Whether the brand sells well or not can sell its brand to a large extent by the marketing mode. Facing the fierce competition market environment, outdoor brands need to establish their own marketing system, spanform their marketing ideas, and restructure their marketing strategies to create a new marketing mode. 
 for many outdoor brands and sports brands, it is necessary to spanform themselves and form their own unique marketing mode so as to become an indispensable and long-term competitive advantage.