Traditional Sporting Goods Brands Turn To Fashion And Wait For Listing.

< p > subject to the slowing down of the overall growth of the sporting goods market, del Hui urgently needs to open new space through listing.

Zeng Jing, the brand director of del Hui, revealed that in the future products of del Hui, there will be fewer and fewer sports style products, and more and more products will be fashionable and life oriented. If we can successfully achieve the differentiation between products and competitors, there will still be opportunities.

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< p > del Hui will learn from the operation experience of some countries win the fast fashion Brand Company, and strive to improve the product cycle and marketing mode.

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< p > when you watch potato videos, will your feet wear a pair of del Hui? One of China's largest sporting goods business, del Hui, has become one of the main sponsors of the potato photo festival held in Beijing recently.

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< p > "there is a certain spirit agreement between the two brands of potatoes and del Hui, which is the basis for cooperation between the two sides."

Zeng Jing, the brand director of del Hui, said that he hoped to bridge the bridge between the original author and the production organization through the potato image Festival, so that some users of Tudou net could establish a brand recognition of the "del Hui".

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At the same time, P is also making the final sprint for the listing of shares. Del Hui is also experiencing the biggest adjustment in the history of enterprises: from the traditional sports brand to the fast fashion brand.

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< p > < strong > turn fast fashion > /strong > < /p >.

< p > the lack of strength in the market of traditional sporting goods is one of the main reasons for the pformation of del Hui.

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< p > China Light Industry Information Center statistics show that in 2012, the domestic economic environment was complex and varied, and the pressure on the operation of stylistic enterprises was gradually increasing. The average profit margin of the whole industry was 5.75%, up 0.39% from the same period last year.

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< p > the industry generally expects that the pressure on RMB appreciation, the sharp fluctuation of raw material prices, the rapid increase in labor costs and the slow growth of market demand will still cause a great impact on cultural, educational and sporting goods enterprises, and the situation facing the industry is more severe. It is estimated that the growth of the main economic indicators of the cultural, educational and sporting goods industry will further slow down in 2013.

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Zeng Jing, the brand director of P, said that the peak of the growth of traditional sporting goods has passed, and this part of the market has been replaced by some fashionable brands in recent years.

However, in sports a target= "_blank" href= "http://www.91se91.com/" > clothing < /a >, if we can successfully achieve the differentiation between products and competitors, there is still a chance.

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"P > product should be in line with the aesthetic and preference changes of current and future consumers."

Zeng Jing disclosed that the pformation to fast fashion is mainly to expand and upgrade the existing product lines.

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Less than P, specifically, in the future products of del Hui, there will be fewer and fewer sports style products, and more and more fashion and lifestyle products will be available. For example, casual fashion men's dresses may even launch some "pboundary products" between sports and leisure.

The product itself will give more prominence to the sense of design.

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< p > in terms of sportswear products, del Hui has strong design and development capabilities, which lays a foundation for its entry into the fast fashion field.

As early as 2003, he introduced the "a target=" _blank "href=" http://www.91se91.com/ "designer" /a "of Korea and China Taiwan, and established a huge design and development team.

In 2007, a new pipeline was introduced from Europe.

In recent years, at every national order meeting, more than 300 new products have been launched by del Hui.

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The pformation of "P" and "fast fashion" also requires a breakthrough in marketing channels.

Zeng Jing said that Del Hui plans to carry out more intensive, more accurate and richer brand marketing in the future.

Taking Internet dissemination as an example, the past practice of del Hui mainly focuses on image advertising and product advertising, so that the popularity of advertising will be more important. Future advertising will probably emphasize more accuracy and interaction.

Zeng insists that it attaches great importance to mobile Internet, especially micro-blog, which is highly active and consumptive.

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< p > Zeng Jing thinks that for now, for del Hui, some foreign fast fashion Brand Company can learn from their operation experience, and the company will also focus on improving product cycle and marketing mode.

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< p > < strong > waiting for listing, < /strong > /p >

< p > as early as 2012, del Hui submitted the listing application together with two other sports brands from the same province. In August this year, the SFC accepted del Hui's listing application.

But nearly a year has passed, and del Hui is still lining up.

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When p can be listed, Zeng Jing said it was not disclosed at the moment.

He also said that this is mainly determined by the macroeconomic changes of the country and the pace of examination and approval by the regulatory authorities.

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< p > over the past year, many clothing enterprises such as Hai Lan's home, Shandong Shu Lang, Nanjing Vigna S, Zhuhai Wiseman and Shenzhen lady's house crashed IPO, causing the morale of clothing brands to fall.

In 80s of last century, del Hui founded in Jinjiang, Fujian, once popular throughout the country.

However, in the last ten years, as the overall growth of the sporting goods market is slowing down, del Hui also urgently needs to open new space to enterprises through listing.

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< p > Zeng Jing said that in the future, del Hui will pay more attention to the organic combination of online and offline sales.

However, Zeng Jing did not agree with the practice of a big sale of electricity supplier clothing. He believed that doing so could damage the brand on the one hand and disrupt the price system of offline stores.

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< p > at present, some sports brands in China have fallen into a crisis of high inventory and product innovation persistence. Therefore, pformation is almost the only way out.

Whether or not del Hui can go out of a new path remains to be verified by practice.

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