International First-Line Sports Brands Began To Lower Their Value And Launched A "Promotional War".

< p > the international first-line sports brand, once famous for its boundless scenery, began to reduce its value and set up a "promotional war".

It is understood that in order to clean up product inventory, Nike plans to open 40 to 50 factory stores in China this year, and the product discount will also be 3-4.

In this city, many new products have been on sale at Adidas and Nike stores.

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< p > recently, Nike's earnings report shows that sales revenue in all regions is growing in fiscal year 2013, while revenue in China has decreased by 5% to 2 billion 450 million US dollars.

Compared with Nike's decline in the domestic market, its competitor Adidas's sales in the Chinese market last year showed an upward trend, but the increase was only 15%.

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< p > just as the performance pressure of the international first-line sports brands represented by Adidas and Nike increased, the discount sale of products began to become normal.

The reporter visited the sports brand area of several shopping malls in the city, and found that a number of first-line sports brands including Adidas, Nike, kappa, Reebok, Puma included not only some of the products had promotions of up to 50 percent off, but also 15% off of the brand new promotions. "Reebok's new a target=" _blank "href=" http://www.91se91.com/ "> clothing < /a > this year, most of them are sold at 20 percent off, and Puma brands such as a target=, _blank, href=, and shoes are mostly 8.5 new products.

The sales staff of a large sports brand area.

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< p > at a Adidas genuine store in Binjiang Road, a discount advertising sign was set up at the door. Most of the sports shoes in the shop and < a target= "_blank" href= "http://www.91se91.com/" > clothes < /a > all had a "3-8 fold" small label. "Most of the discount products are over season style, and there are still many stocks in the store, so the big promotion is also to clear up the stock."

In a Nike discount shop near the city of the times, the "3 fold up" notices paste occupied more than half of the glass doors.

In the shop, clothing, shoes, < a target= "_blank" href= "http://www.91se91.com/" > hat "/a" and other varieties of goods have different discounts, "these men's shoes are all new products, and now they are also sold for 20 percent off."

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< p > the whole industry will face a shuffle < /p >.

< p > this "promotion tide", originally launched by domestic second tier sports brands, has spread to the top tier sports market such as Adidas and Nike after spreading to the domestic first-line sports brand market such as Lining and Anta.

Industry analysts pointed out that the blind expansion of sports brand is actually the result of capital drive. In order to pursue the brilliant results of performance reports, after a large number of shops and large-scale production, high storage will inevitably follow. "Now everyone has to break arm to survive.

The whole industry will usher in a major reshuffle, and now we will see which brand reform is resolute.

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In early 2011, when Nike was in the ascendant of the Chinese market, the company expects to double its annual sales volume to $4 billion in 4 years.

Nike now says sales in China are likely to continue to decline in the next 2 quarters, which will be the 5 consecutive quarterly decline.

Nike's growth momentum has disappeared and its stock has started to increase.

Other first-line international sports brands also suffered the same problems, but they took a lower price strategy earlier than Nike to clear up their stocks, such as Adidas's sales promotion in the Chinese market last year on a large scale.

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< p > "in the past two years, the international first-line sports brand has been producing lots of products and large-scale shops in order to get a higher price earnings ratio. Now, in the face of the decline in the profits of the whole industry, discount sales promotion has become the killer of cleaning up stocks and increasing sales."

Gao Jianhong, a researcher at China Research Institute, pointed out that

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< p > in the face of high inventory at the same time, the impact of the electricity supplier, but also to these big line "down".

A shopkeeper from Taobao told reporters that they had the same channel as shopping mall, and they were all genuine products.

Most of them are shipped from three places in Shanghai, Beijing and Shenzhen. Most of those "cabbage prices" are "goods in stock", plus no share in the rent of the store, which is much cheaper than the physical stores.

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< p > in addition, with the gradual differentiation of consumer groups, young consumers are more likely to be attracted by fashion trends "a target=" _blank "href=" http://www.91se91.com/ "dress" /a "at the same price level, while mature consumers prefer functional outdoor brands.

Outdoor brands and fast fashion brands have separated some of the sports brand customers.

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< p > under this background, some experts say that although the sports brand "discount sale" is helpless at the moment, it can be regarded as an opportunity for channel adjustment.

Brand enterprises should take the initiative in product, brand, management and other aspects of positive changes and upgrading.

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