Facing The Shoe Industry, The Winter Sports Brand, Where To Go?

< p > the news that XTEP intends to close hundreds of stores has spread like wildfire. It is reported that the stores are mainly concentrated in Hunan and Anhui.

At this point, XTEP became the last company in the six sports brands to publicly close information.

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< p > < strong > it is difficult for us to enter the children's clothing shop without any result. < /strong > < /p >

< p > from the current closed shop data, the total number of six major brands has exceeded 3000.

And the news of XTEP's closing shop indicates that the trend of the store's brand closing has not stopped in 2012, but has continued until 2013, when the termination is unknown.

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< p > is the so-called "poor thinking", facing the dilemma, sports brands choose to enter children's < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > clothing market, sports children's clothing is surging for a time.

In 2008, Anta launched "Anta kids". In 2009, Lining and 361 degrees launched "Lining kids" and "361 degree kids" respectively.

As early as the end of 2006, XTEP signed a cooperation agreement with the US Disney and entered the market of children's shoes and clothing with the help of Disney's "curve".

At that time, Disney, vice president of XTEP, had publicly stated that cooperation with the company, besides economic benefits, is also a good opportunity for training and upgrading for XTEP team. Enterprises can accumulate operational experience from cooperation with international excellent brands.

But even so, sports brands can not reverse the decline, after all, children's clothing occupies a very small share in all brands, and the market reaction of children's clothing is not satisfactory in recent years.

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< p > this is a question of waiting for macroeconomic recovery or reform and self-help. For sports brands, this is a problem.

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< p > < strong > it is better to wait for spring than to wait for another way out. < /strong > /p >

Under the environment of low foreign trade, demand has shrunk, and the blind expansion of sports brands has led to a sharp increase in shipments. P

In addition, many companies were kidnapped by the capital market, and a higher price earnings ratio and a sharp increase in the number of stores in order to hit the market.

This has become the fundamental reason for closing stores, and large-scale closes are bound to destroy the company's performance.

According to industry sources, the total inventory of the six major domestic sports brands in the first half of last year was as high as 3 billion 721 million yuan. In the discussion on whether the six major sports brands could digest inventory in 2013, there were major differences.

However, there is no difference between the industry brand and the time of recovery.

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< p > but I do not think so. Waiting is a long process and mixed with many uncertainties.

The recovery of macro economy is a prediction. Is it not possible for us to do nothing during this period? In addition to the reform of the company itself, we should improve our management level, and we should find another way out.

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< p > I believe that sports brands are not aware of fashionable women's shoes. If XTEP really closes 100 to 200 stores in 2013, it is bound to find a way out to ease the pressure brought about by shops.

In recent years, fashionable women's shoes such as Josini, Q and so on have shown strong performance and good momentum of development. The rapid development of Dadong, the emergence of BELLE 15MINS and the strong progress of Shenzhen Suo LAN and misu rice show that the fashion women's shoes market has a bright future.

Whether it is genuine leather shoes or PU women's shoes, they are all competing for development. Why can't sports brands of great strength be able to touch the fashionable women's shoes and share a cup of cake? Accordingly, I dare to guess that XTEP may develop the brand of independent fashion shoes next, and may choose Guangzhou as the key area. After all, Guangzhou is the vane of fashionable women's shoes.

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< p > in the face of the winter of shoe industry, we should not only accept, but also take the initiative to find a way out. The most important thing is to be confident and always believe that if winter comes, can spring be far behind? < /p >