The Homogenization Of Industry Has Hindered Sports Brands From Going The Unusual Way.

Less than p ago, the thirty-first China International Sporting Goods Fair ended in Beijing.

Although the exhibition area has no difference from previous years, the exhibitors have lost a lot of "big guys" shadow.

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< p > < strong > Nike, Adidas and other giants absent < /strong > /p >

"P" recently, the China International Sporting Goods Fair opened in Beijing.

The exhibition was hosted by the State General Administration of sport, the China National Sports Federation, the Chinese Olympic Committee, the China Sports Industry Federation and the China Sports Science Society. Since 1993, it has been held to the thirty-first session.

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< p > according to the data provided by this organizing committee, this exhibition attracted more than 1000 exhibitors, compared with last year's more than 1200 exhibitors, this year's number has decreased a lot.

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< p > on the other hand, the sports giant of the current sports fair is absent, and Nike, Adidas, Puma and other international brands have not appeared.

Among the famous brands in China, Lining and Anta stand next to each other. Reporters recently saw that the Anta exhibition area only displayed some < a target= "_blank" href= "http://www.91se91.com/" > clothes < /a >, there was no interaction, and few staff members.

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< p > < strong > electricity supplier gradually merged into exhibition < /strong > /p >

< p > in the registration of sports Expo, there is a "professional audience" window.

Don't underestimate the "professional audience". Maybe they are the heads of a big business.

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Less than p ago, reporters learned from the Organizing Committee of the sports Expo that this year's "professional spectator" team includes not only distributors, but also Alibaba, Jingdong mall and Gome.

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According to the information provided by the Organizing Committee of the P Expo, in January this year, the total sales of 10 sporting goods companies such as Nike, Adidas, Anta and Lining on Tmall exceeded 140 million yuan.

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< p > it is precisely to see the convenience and popularity of sports goods online shopping. The two organizing committee will invite the electricity supplier as a key audience channel.

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< p > strong > market segmentation should avoid homogenization < /strong > /p >

< p > from last year to now, domestic and foreign sports brands with low performance remain high.

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< p > public data show that only in the first half of last year, the number of shops close to Lining was close to 1000, and its total number of sports brands with Anta, PEAK, 31st degree, China trend, XTEP and so on were over 3000.

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< p > the analysis of the chairman of Shenzhen Hao family Industrial Co., Ltd. believes that the difficulties faced by Chinese sports brands are the rapid growth of the industry from scratch, and the next development is branding and market competition.

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< p > for sports brand homogenization, in Lining's view, it is a problem that must be solved.

"Sports < a target=" _blank "href=" http://www.91se91.com/ "> clothing < /a > and sports a target=" _blank "href=" http://www.91se91.com/ "> shoes < < > the threshold is relatively low, a large number of capital and resources into this industry, to the industry has brought serious homogenization.

All enterprises in the future should develop according to their own characteristics and market demands.

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