Why Does Commercial Merciless Sports Brands Plunge Collectively?

< p > for the sports brand, the Chinese market is becoming an unknown number.

In February, Puma, the German sports brand, announced that it would close more than 90 unprofitable stores in the Chinese market.

This is a continuation of last year's sports brand closing strategy: PEAK and Lining closed more than 1000 stores last year; Anta reduced more than 300 stores; XTEP closed more than 80 stores last year, and plans to close about 100 stores this year.

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< p > Nike even encountered problems in the Chinese market.

Unlike many international brands, Nike's global market revenue has increased, while the Chinese market has shrunk.

According to Nike's 2013 Quarter Fiscal second quarter earnings, the Greater China region's revenue fell 11% to 577 million dollars, while global revenue grew 7% to 5 billion 960 million US dollars.

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< p > however, sports brand is not faced with a shrinking market.

Last year, the total retail sales of consumer goods increased by 14.3% over the same period last year.

Consumers spend more money, but sports brands do not earn more. What is the problem? < /p >

< p > mass storage is the main factor that has tortured sports brand in recent years. Handling inventory affects both the profits of the brand and the sales of new products.

But the stock is only superficial. The whole domestic sports brand is forced to make a difficult change. In the past few years, most of them can expand their business scale through simple wholesale and channel expansion, but there is not enough accumulation for the basic ability of brand, consumer, product focus, supply chain management and so on.

Now, the whole sports industry is making up lessons for the past.

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< p > consumers have changed. In recent years, all sectors of the industry are facing the problem of consumers' interest change, and the younger generation of sporting goods consumers has made the problem more intense.

Today's young people are completely new consumers, another way of being.

In recent years, with the popularity of intelligent terminals and applications, many changes have taken place in the younger generation: the way of vision, the way to contact information, the way to buy and the brand view.

Another notable change is that leisure demand is being separated more from sporting goods, and consumers are turning to the fast fashion brands such as UNIQLO.

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< p > sports brand is facing more complex problems. It is a problem of the whole industry. Generally speaking, a large number of brands, and irreplaceable and even irreplaceable industries for consumers have slipped. Besides inventory and the problem of younger consumers of sports goods, there may be problems in the following aspects.

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< p > idol and its passing values are the driving force of sports brand, but the reality is that young people's sports idols are not so strong. They are far less attractive than previous superstars.

For example, NBA has been looking for the next Jordan, but no other player can achieve similar star effect.

In addition to the competitive rules of sports itself, new technologies provide young people with more information channels and information content, which also leads to the decline of idol's attractiveness.

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< p > this has also led to the following problems. Brand promotion channels and methods have also changed. Whether it is traditional media such as television, Internet media or new mobile media, there is a deviation between the brand and the target audience, that is, there is a difference between the promotion means and the arrival rate.

Another change is consumer shopping behavior.

This is at least an important reason for the sluggish retail terminal in China. Online shopping is easier and easier for sporting goods, and mainstream consumers are just the main force of online shopping.

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< p > sports goods are the most easily changing industries in terms of consumer psychology, fashion trends and buying behavior.

All so-called "essential consumer goods" have to face these changes.

Sports brand is just a step forward, which will inspire other industries.

As a smaller company, local companies like Lining and PEAK are not showing better speed and flexibility. Of course, the deeper problem is the lack of accumulation of these domestic brands.

But in the face of rapid changes in the market and young consumers, these are not excuses. If we can not understand and attract young consumers, sports brands will eventually be abandoned by the market, and business will be so merciless.

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