The Operation Mode Of Local Sports Brand Is Worthy Of Reference From Domestic Outdoor Brands.

This year, when the local sporting goods brands are in trouble, the brand of foreign sports is also tested. But some brands have achieved good results in the counter trend with their unique internal advantages and innovative business models. P

Although there are certain differences between sports products and outdoor products, their operation mode is worth drawing lessons from domestic outdoor brands.

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< p > < strong > Decathlon: integrated industry chain mode < /strong > /p >

In 2012, Decathlon opened a total of 16 shopping malls in China, and the pace is accelerating. They plan to add nearly 100 stores in the latest three years. P

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< p > Decathlon, whether it is a store or a product, a considerable part of Decathlon is owned by itself.

Now, Shenzhen, Chengdu, Ningbo, Jiaxing, Shanghai and other places have Decathlon's self built shopping malls, the number of 6.

Decathlon said it hoped that the proportion of Decathlon self built shopping mall in China could reach 1/3 in the future.

In terms of products, apart from a few brands Acting as agents, most of the products are Decathlon's own brand.

Decathlon almost controls the operation mode of the integrated industry chain.

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< p > because of the integrated supply chain system, Decathlon's price is actually not low, but the price range is relatively wide. Its products and consumers cover a lot of faces, very subdivision, high-end products, and parity products.

At the same time, the control of repair and sale is very precise.

After the goods are sold, the IT system will prompt the automatic repair order. According to the season and sales speed, the order will be automatically balanced, even if the order is soaring, the goods will be able to keep up, and there will be no stock in the store.

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< p > < strong > Jie Road: fast fashion road < /strong > < /p >

< p > in the past year, Czechoslovakia sports brand has been newly added and set up 5 provincial agents in the whole country, laying shop in the whole country. In the next two years, it is expected to set up branches or provincial agents in the northeast, northwest and central China. The total number of shops in 2013 will expand and grow at 10-15 high per month.

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< p > their product design, Jie Lu, from the color, fabric, patterns, design details, according to the international trend of fashion to achieve its unique originality and fashion.

A target= "_blank" "http://www.91se91.com/", "http://www.91se91.com/", "/a" and "/a" and "_blank" href= "http://www.91se91.com/" and "/a >" are subdivided into three series: the fashion series, the leisure sports series and the professional sports series.

We need to diversify and specializes products to meet different types and needs of consumers in the market.

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Huang Yinyun, director of brand design of "P" Jie Road, said: "according to the international trend, add themes to the series of fashion, leisure and sports.

For example, some of the trends this year are like Carnival and witty rainbow. The theme is brightly colored.

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< p > in the product price, Jie road takes the popular price route. At the same time, Jie road has a strong market research team, and continuously feedback the collected market information to the design department.

In addition, it has established long-term and extensive cooperation with some famous international design institutes to make their products more fashionable.

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< p > < strong > Adidas: diversified product line < /strong > /p >

In the logic of Adidas, China is a very special market. The sports participation rate of citizens is much lower than that of Europe and the United States, but in fashion, the enthusiasm for participation is very high. P

Therefore, in recent years, Adidas has put sports and fashion into the focus of its work.

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< p > Adidas has a series of core brand products, such as Adidas, Reebok, Telme, Lok Bu, Reebok-CCM Hockey and so on.

Brand differentiation has emerged for different consumption ages.

"Sports performance" series, mainly do traditional sports "a target=" _blank "href=" http://www.91se91.com/ "> clothing < /a >," clover "series main fashion sportswear," Y-3 "series main push high-end leisure wear.

In addition, Adidas's new sports and fashion brand "NEO" has expanded rapidly in recent years. Because of its relatively low price, it has been seen as a sharp weapon in developing the three or four tier city market.

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< p > Adidas group said that the development of high-end fashion sports industry has not reached its peak yet. Y-3 has become the original brand of high-end fashion sports industry. SLVR has triggered a small climax in this field.

The group is actively planning to develop a new market segment in this industry.

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