Local Sports Brands Remain Worried. Homogenization Crisis Still Exists.

In the new field of "a href=" http://pop.sjfzxm.com/popimg/xm/index.aspx "> children's wear" /a "and outdoor products, it seems that we have seen the homogeneity of sports products." P "

On the other hand, the a href= "http://www.91se91.com/news/index_p.asp", which is represented by the retail pformation, is the same choice for the first-line sports brands in China. From simple volume expansion to quality improvement, the industry has embarked on a road of self salvation pformation, which may be the ultimate starting point for the shaping of sports brand values.

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< p > first handshake < /p >.

< p > Lining and Ding Shizhong, the first handshake of the two sports brand industry giants, shows the subtle changes in the alternation of industry status and market downturn.

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< p > > when the three giants put their hands together, Lining was in the middle, and Ding Shizhong and Ding Shuibo stood on both sides of the screen. A lot of people in the industry cried out for the first time! < /p >

< p > 2012, Anta's operating income was 7 billion 623 million yuan, surpassing Lining for the first time, and grabbed Lining's top domestic sports brand for many years.

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Prior to "P", Ding Shizhong told the media that he planned to visit Lining in 2008, but later he gave up because of Lining's refusal.

At the forum, Ding said that Lining, the athlete era, was the hero in his mind. Later, he was an example of the enterprise and the goal of catching up with others.

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< p > "in fact, it is very important for enterprises to hug and warm up."

Ding Shizhong said.

It is interesting that careful listeners found that Lining, who had been the first speaker before making this statement, pushed the opportunity to Ding Shizhong on the side.

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< p > "why do we hold together? The overall scale of domestic enterprises is too small and too small. We have not yet had Nike 1/10 as a whole."

Ding Shizhong went on to say, "first of all, how can we lock together the 1 billion 300 million domestic population and not lose it? We need to build a healthy competition. If an enterprise does it alone, it may not do much."

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< p > since 2011, the domestic sports brands have suffered the biggest setbacks in the industry, including the sharp decline in performance, "Guan Dianchao" and the serious stock crisis.

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Ding Shuibo, another representative of the Jinjiang department, said: "no matter market resources or stores, there are many things that can be communicated. I believe that the industry can develop more healthfully through P."

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< p > although no action has been seen yet, the gesture of the three giants of the industry seems to bring enough comfort to the sports brand industry in the low tide.

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< p > continue homogeneity? < /p >

< p > in fact, highly free competition and the homogenization of the industry will be the biggest test of industry alliance.

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< p > "because the threshold of entry is relatively low, a large number of capital and various resources join the industry to make the whole industry grow rapidly. However, a very important pressure is homogenization, which means the homogenization of the whole enterprise management mode."

Lining expressed the hope that the industry can share some information, skills and viewpoints. "This is very important."

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< p > over the past decade, the strong market demand and rapid development of the industry have concealed the disadvantages of the simplification of the mode of homogenization. When the industry is faced with setbacks and challenges, the industry is looking for a way to break through, but even in the field of newly expanding children's clothing and outdoor products, there are homogeneity worries.

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< p > data show that in 2012 Anta children's clothing store increased from 632 in 2011 to 833, and it is estimated that by the end of 2013, this number will reach 950-1000.

This year, Lining and XTEP have also taken market actions to children's clothing.

XTEP plans to add 100-200 children's clothing stores to two or three line cities during the year.

As an early entry to the children's wear market, there are 1590 children's wear stores.

Previously, Zhao Feng, director of the 31st degree brand communication center, said in an interview with the newspaper reporter: "at the end of this year, children's clothing stores will break through 2000, in the sports brand, the number is absolutely far ahead."

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< p > besides, at the end of October 2012, Lining's outdoor brand store, Lining, was launched, and Adidas, Anta and 31st degree have launched their own outdoor products, which is also the focus of Puma's development in 2013.

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< p > the key road sports consulting company CEO Zhang Qing does not deny the homogenization trend in the new field of the industry. "Rapid occupation of children's clothing and outdoor areas can achieve rapid growth, which is the intrinsic demand for the growth of listed companies' performance."

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< p > "quite a lot of enterprises will understand that after just passing through the lessons of development, it is not enough to fill a gap. They must innovate and avoid the path of homogenization."

Zhang Tao, vice president of Anta, said.

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