Adidas And Other Brands Have Stepped Up The Pace Of China'S Sportswear Market.

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After experiencing the short sale of the 2008 Olympic Games, especially since last year, Lining, PEAK, 361 degree, Anta and other local sports brands almost invariably face the problems of low demand and high storage in the post Olympic era.

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< p > when the local enterprises are still struggling to digest their inventory, the famous sports brands such as Adidas and Nike accelerate the pace of dividing the Chinese sports apparel market.

According to the survey, by the end of 2012, Nike had a 12.1% market share in the Chinese sportswear market, and Adidas has gradually become the main sportswear retailer in China. Its market share has steadily increased.

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Since P this year, the effectiveness of local sports brands' de stocking is gradually emerging.

Not long ago, Anta Group Chairman Ding Shizhong revealed to the outside world that Anta's inventory had been digested almost.

Li Ning Co also came out of the news of shortage.

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< p > however, the experts believe that although Anta and Li Ning Co have released the signal of declining storage and storage, it is not enough to show that the local sports brands have been out of the predicament of the market downturn.

In the process of going stock, several major sports brands closed stores one after another. According to incomplete statistics, Lining closed 1821 stores last year, Anta closed nearly 600 stores, and XTEP closed nearly 100 stores.

The contraction of this channel still has great uncertainties for the improvement of the performance of enterprises in the later stage.

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< p > after all, in the case of shrinking market lines of major sports brands, the order situation in 2014 is still not optimistic unless we continue to increase dealer inventory.

The problem is that since last year, the discount of major brand outlets has been lower and lower, which makes franchisees even more powerless against the market downturn.

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< p > in addition, from the company's announcement, the order of local sports brand is not ideal. The 361 order 2013 winter order will decrease by about 17% compared with the previous winter order meeting. The order amount of XTEP's fourth quarter order in 2013 (by wholesale value) dropped by about 15% to 17% compared with the same period last year. The order volume of Anta in the fourth quarter of 2013, according to wholesale value, also fell 5% to 15% over the same period last year.

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According to P, declining orders and declining profits remain the biggest problems faced by local sports brands. The recovery of local sports brands is still far away from the situation of weak market recovery.

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< p > Xiong Xiaokun, a light industry researcher of CIC, also believes that one of the important reasons for the decline of the performance of several major sports brands is that the blind development of sports brands has resulted in self eating consequences. The major brands do not accurately estimate the market capacity, blindly expand their stores and expand their capacity, and finally fall into a high inventory and low profit level.

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Local sports brand enterprises seem to have realized this problem, and gradually realize that the blind expansion of competition mode is a double-edged sword for both rivals and P.

In addition, Nike, Adidas and other international brands aggressively attack the city, sports brands have expressed the need to "hug and warm".

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< p > Ding Shizhong said that the overall scale of domestic enterprises is relatively small at present, and the overall scale is less than 1/10 of Nike. If every enterprise is dispersed, it is difficult to compete with international brands. Only by establishing a healthy competition mechanism through cooperation, can we first lock the huge market of 1 billion 300 million domestic mouths and win more.

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< p > experts believe that although the industry agrees with the idea of "tug of heating", due to the serious homogeneity of sports brands in the fields of products, channels and brand strategy, fierce competition can not be avoided. There is still a lot of uncertainty about whether they can really knead together.

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