The Days Of Sports Brands Are Embarrassed And Unsatisfactory.

In the past two years, the days of sports brand have been embarrassed and unsatisfactory. < p >

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< p > market demand is sluggish, production costs are rising, inventories of enterprises are high, profit growth is dismal, and customs craze continues.

All sorts of negative news, and this once full of vitality, full of hope of the industry has been like a shadow, not to abandon.

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< p > now, it is time to announce the annual report. The ugly wife finally has to see her in law. So we can see the following figures: Lining, Anta, PEAK, XTEP, China are the six major sports brands in Hong Kong.

Anta's first decline in performance in five years, net profit fell 21.5% to 1 billion 358 million yuan; net profit, which has been known for its prudent operation, also declined by about 40%; PEAK's net profit fell by 60.1% to 310 million yuan.

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< p > if the above figures are past achievements, they can be ignored for a while, but the days of sports brands in 2013 seem to have not improved much: the amount of orders in the second quarter of 2013 decreased by 20% - 30% in 2013.

XTEP and Anta also said that the order volume in the second quarter of 2013 dropped by 20% or so.

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P is not only a bad day for local sports brands, but also a bad day for industry giants: Nike, net profit in the first quarter of fiscal year 2013 is US $567 million, while net profit in the first quarter of fiscal 2012 is US $645 million.

Meanwhile, Nike's new orders in China's key market are decreasing, and the number of new orders in Greater China has fallen by 5% over the same period last year.

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< p > in addition to the decline in performance, sports brand is facing two other severe tests: one is the increase in inventories.

According to the data, Lining, Anta, PEAK, XTEP, and China are now in total stock of up to 3 billion 721 million yuan.

The other is the expanding trend of closing stores.

Last year, there were about 1000 shops closed by PEAK and Lining, and nearly 100 XTEP stores.

At the beginning of March this year, XTEP once again said that it intends to close about 100 stores this year, and Anta will lose 475-575 stores this year.

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In the face of all kinds of difficulties, the sports brand has not been comfortable for the past P years.

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< p > but in the face of severe changes and severe market environment, sports brand begins to find a new way, hoping to achieve "bend overtaking" and find another way out in the bleak market.

Therefore, the outdoor sports industry has become the first choice for many sports brands.

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By the end of October 2012, Lining, the domestic sporting goods giant, opened the first outdoor flagship store, Lining. P

The business module authorized by Lining group is specialized in outdoor products, including outdoor a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > outdoors a target= "_blank" href= "http://www.91se91.com/" > shoes > _blank, outdoor accessories and other products.

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At the beginning of 2013, at P, most of the stores and counters in Anta could see the new poster "waterproof and ventilating windbreaker". Some stores also opened special shelves for outdoor products such as waterproof shoes.

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Before P, Adidas, the global sports giant, also aimed at outdoor products, and set up outdoor departments.

Puma, the world's third largest sports brand, also said that the outdoor sporting goods market has great potential and will focus on outdoor sports products in 2013.

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< p > in fact, sports brand is not wrong.

According to the relevant data, in 2001, the scale of China's outdoor sporting goods market was only $4. 5 million, reaching 6 billion yuan in 2010 and 10 billion yuan in 2011.

In the past 10 years, the market has increased by more than 40% in the year.

According to the data, the brand that sells over 100 million yuan in the first 9 years of sales in China accounts for 55.81% of the outdoor products market. This is a growing market with no industrial pattern yet.

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< p > in addition to the high growth rate of the market, the most profitable sports brand is the high profit of outdoor products.

The main products of outdoor products, clothing and footwear unit price are obviously higher than the average level of sports goods.

In the sportswear market, 4 of the top six brands in the single price range are professional outdoor fashion items, and the average price is 70% higher than that of the sportswear.

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For example, the number of Pathfinder with the highest share of domestic outdoor goods market is 46.68%, which has exceeded 1 billion 100 million yuan, and net profit increased by 58.91% compared to the same period last year, reaching 170 million yuan. In 2013, the total amount of orders for product orders increased by 40.21%.

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< p > naturally, in the face of such a blue ocean, the sports brand in the red sea will not let go.

But when we all swarm into this blue sea, will the blue sea continue to be blue ocean? < /p >

What we must see is that although the outdoor goods market has an extremely high speed of development, it is a narrow market after all, and the biggest market capacity in the future is probably tens of billions of P.

In this small market, apart from the many outdoor sports brands, and with so many latecomers, it is only a matter of time before the market overruns.

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< p > secondly, although sports goods and outdoor products have similar development paths, they have their own characteristics, each has their own models, and plunge into a field that has never been touched before. Whether these sports brands have enough good water quality to ensure that they are not choked by water is also a problem.

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< p > at present, most sports brands in China do not have a clear plan for their own future operation plans. Under such circumstances, it will be possible to adapt to the traditional operation mode of sports brands if they enter a new field again.

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< p > another biggest problem is that there are more than 700 brands in the outdoor sports market.

The European and American outdoor brand market has been saturated, and many international outdoor brands have been fighting for the rapidly expanding Chinese market.

Statistics show that Columbia, Oryx, wolf claw, Bly Ark, Miller, mammoth, Voight and other famous international outdoor brands have all entered China, and sales accounted for 54.89% of the total outdoor market sales in China.

Among them, the market share and annual sales of Columbia are the first in the outdoor goods market in China.

This is not a good domestic brand, such as Pathfinder.

In such a situation, it is not easy for the sports brands to come up with a share.

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