Yang Da Yun's Speech At The First China Sporting Goods Industry Summit Forum: Industry Challenges, Channel Change

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< p > May 30th, < a > the first China Sports Goods Industry Summit Forum < /a > held at Beijing Kang Hotel Riedel. Yang Dayun, President of UTA Fashion Management Group, Xiao Min, assistant director of the State Sports General Administration, Oyama Ki, chairman of the world sports products association, director of the sports equipment and equipment center of the State Sports General Administration, vice chairman and Secretary General Li Hua of the China sports products Federation, Lining, chairman of Li Ning Co, Ding Shizhong of Anta president, Ding Shuibo of XTEP president, and special investigator of the State Council counselor room, were invited to attend.

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At present, the sporting goods industry in China is at the crossroads of P. It faces both challenges and potential opportunities.

As a representative of Chinese sporting goods companies, Lining, Anta and XTEP three giants attended the summit at the same time as guests to explore the road of industry development and enterprise pformation.

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< p > Lining believes that the Chinese sporting goods industry will create a brilliant future. He said: "the past 20 years have been the 20 year of the great development of China's sporting goods industry. The national sports brand of our country is determined to forge ahead, be bold in innovation, dare to take up responsibilities, and grow with China's economy.

In the future, the sporting goods industry in China will continue to follow this path and create brilliant new brilliance after a brief change and adjustment. "/p"

< p > "we all join hands and gather energy together to build a healthy competition environment and seek common innovation and change."

I believe we will be able to usher in a better tomorrow for China's sporting goods industry.

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< p > Ding Shuibo hopes that through this forum, the government and industry associations will be able to provide more practical support for the industry in terms of policy and break the ice for everyone.

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< p > as the organizer of this summit forum, CEO Zhang Qing, Beijing key Road Sports Consulting Co., Ltd., said he was very honored. He said: "sports have the power to change the world. The makers of sports brands will be able to realize the historical pformation of" made in China "to" China "in the process of challenge and pcendence. < /p >

Yang Dayun, as an expert team of actual combat group, is deeply touched by all P entrepreneurs.

Under the challenge of industry, channel pformation is imminent.

It is well known that over the past period, the overall performance of sporting goods has declined.

Although Anta and XTEP brand inventory have been resolved recently, it is true that the reaction of high inventory and key tide is not enough for the past wholesale mode and the whole supply chain management efficiency.

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< p > < strong > to address this topic, Yang Dayun's speech is as follows: < /strong > /p >

"P > Yang:" good afternoon, everyone! I am very glad to be here today to share with you here some sports products channels.

The channel problem is divided into two points: the first point is the past channel and the current channel.

As we all know, a brand, including a product, should be shared among consumers through channels, but this channel itself will change very much with time and competition and market changes.

For example, today we see that the sporting goods industry has been developing rapidly from 03 years to today. We can see that sporting goods are getting a huge scale today. We can imagine that many companies have changed a lot in this process.

For example, the wholesale market occupies a mountain for a long time. As long as someone can take it, it can be sold. Until now, many companies have gone straight to the camp and become a hypermarket, plus the impact of the Internet. Many enterprises are advocating new channels O2O in the Internet and traditional channels.

Double eleven asked me many questions. Mr. Ma Yun said that e-commerce has made the traditional retail industry die. I do not agree with you. Mr. Ma Yun can not listen to everything he said.

Why? I have my understanding. First of all, after 20 years, IT enterprises did not, but 100 years of traditional retail, < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > brand is plenty.

Technology renewal does not have any enterprise inheritance, but brand innovation and continuity can be measured by time.

Second many businesses should not be intimidated by online channels. You must not be influenced by many theories and future philosophies. Enterprises must have their essence.

If you do it online very well, it will not be particularly bad on the Internet.

We imagine that if LV sells 50 percent off online, his website will click on the crash quickly. I think the future channel e-commerce and traditional channels must coexist, but for a traditional enterprise, the coexistence form is two.

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< p > first, the first one is to sell in the store in the future. We have to think about how to make use of the mobile Internet, how to make use of big data, how to make use of cloud computing technology, and achieve 100 square meters in the palace to bring 1 thousand square meters of passenger flow. We need to make use of three technologies to solve this problem.

The guests saw 300 KU in the store, but he did not pick them out. They could be selected through your wall TV, Internet and so on. You can click and update in the store, update < a target= "_blank" href= "http://www.91se91.com/" > clothes < /a > the feeling of wearing, finally ordering in the store, and then sent to the consumer's home, this possibility is bound to exist.

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< p > second now the channel change is pressure on many enterprises, which is the operating cost. For example, the average per capita labor cost is increasing at an annual rate of more than 12%, second cost store rents, and many local rents, especially the critical area rents of more than 30% per year.

The two growth rate is over 40%, and the turnover of many enterprises has increased by more than 20% percentage points per year.

In all sports, the general situation is that the net profit of business growth is decreasing. Why? Why not? Inflation is not the reason. Enterprises can't run out of rent, but they can't run faster.

We must run past them.

But this process is under tremendous pressure, and I think there is no possibility of a decline in channel rent in the next 5 to 10 years.

Now the state has announced that commercial real estate prices are on the rise. In 2020, it was difficult to rely on government regulation to reduce the cost of rent.

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< p > there is almost no visible drop in labor costs.

These two costs are rising only three degrees in the enterprise, the first channel is flat, the provincial generation is eliminated, and the profit from the middle to the terminal channel is managed, so that there is a breathing space, the advantage of this space will not exceed 2 years, and the second is to increase the contribution rate of the channel. We must increase the supply chain of enterprises. But I can honestly tell you that there are several comrades in front of us. I agree with Lin.

No matter how fast the Internet and new theories develop, enterprises choose these technologies to improve their leading ability at different stages of development, but they still need to create value.

I do not agree with many local businesses and Nike as a comparison, have you asked him what level he was 20 years ago.

I have many customers who publish popular information every year. Don't waste your youth.

But as a historical brand, if it is Armani, tell women around the world to wear a round head skin, a target= "_blank" href= "http://www.91se91.com/" > shoes < /a >, then whoever wears square head will represent you.

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< p > we learn Nike today and how to design products, and how to design it is below him. How to do it is also underneath, because he is a leading brand, all leaders become university cases, and become your learning objects.

Chinese entrepreneurs need to solve a problem.

First of all, I want to know what enterprise I want to become, second confidence.

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< p > many enterprises lack confidence in listing, and feel that they can not find confidence from the beginning of the practice.

Please remember that you are in the Chinese territory, your customers in the county, Nike will not go, ADI will not go, you have to consider the Chinese consumers are immature, probably not too many ideas, look at the price and product quality.

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< p > many of our enterprises are making money after going public. They spend a lot of money on advertising. But for their products, there are several sports brands in the country that make professional shoes for professional athletes.

A brand is really built up with consumers, and it must be products.

Second, the quality of our products, our Nike and Adi products do not depend on LOGO. When we look at the visual impact, our products only pick up the LOGO and tell which one it is. We forget that our consumers want the price of the products, but we spend too much money on the nothingness. Finally, sports marketing becomes metaphysics.

Chinese enterprises should reflect and keep up with the future.

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When p is flat, the supply chain should be improved and the push mode will become a pull mode.

Many enterprises are traditional marketing modes. I mean first research and development. After the research and development, the order will be very large. The futures market will be fiercely competitive, and the dealers will have a high demand for their business status.

In the end, all of these models are inventories. An enterprise will eventually fight to meet the needs of consumers. When consumers want to produce them for a long time, the styles that consumers need can be produced at the shortest and lowest cost.

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< p > sports goods will develop in the future. In addition to being flat, the channel will gradually change from quantity to quality, and the number of shops will become the ability to pursue single stores.

It also became a brand collection shop, and gathered the brand in a store, which is what BELLE did.

Do you know that the US Army is useful for air force in Iraq? The most important ground strategy problem is the layout of your store and the channel.

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< p > last question, many of our terminal channel services do not exist, management is relatively low, what is the reason? For one reason, we must know that ZARA terminal is very good, and retail management is related to the shop floor area. If the store is in 60 or 70 square meters, what management will be implemented to the channel will not be implemented.

This is my talk about the future development of our channel. I urge you to be confident. Second, we must know that the Chinese market will be in three or four categories of cities in the future. Third, the growth of Chinese enterprises to this day should not be regarded as a driving force.

The total turnover of 67 listed companies in China has not been equal to Nike's global sales. The difficulty of phased pformation of sporting goods now has a turning point. China's future market will start in 2015 and 2020, and all brand pformation will meet the needs of new customers, 90 years later.

Lining was right after 90 years, but Lining was too old.

You seize 90 years, 90 years is the last demographic dividend, 2015 must be buying after 90, China also has another future market, silver hair economy, 60 and 70s people become more than 50 years old.

All sports industry pformation needs to find customers and opportunities, accurate marketing.

China needs to solve China's problems in a Chinese way.

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