From The Mad Rush To The Unasked, Sports Industry Encountered A Cold Winter.

< p > sports brand is no longer fashionable, directly leading to a sharp drop in the number of sports brand shops in Wenzhou market, and the original "arrogant" Nike and Adidas even hang with the words "90 percent off" and "99 yuan below".

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< p > low market performance, so that sports brand in the hot summer has never had a "cold spring."

As the first batch of cities in China to connect with the brand of foreign sports, Wenzhou is exploring another spring of sports brand after the fashion bubble burst.

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< p > < strong > hot Wenzhou sports brand market < /strong > /p >

< p > < strong > started in 6 pairs of Nike < a target= "_blank" href= "http://www.91se91.com/" > shoes > /a > /strong > /p >

< p > < strong > Wenzhou is the first city in China to establish ties with Nike.

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< p > as early as 1987, a young Wenzhou young man returned to Wenzhou on the way to a business trip to Shanghai on the way of six pairs of Nike shoelaces which were rare at home. The young man put them on a small sports counter in the shop of her square road.

Starting from this counter, Nike has been popular in Wenzhou for nearly twenty years, leading the fashion trend.

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< p > this young man is called Wu Jianguang, the pilot of sharp sports, and that little counter is the embryonic form of the sharp sports of the third major sporting goods retailers in China.

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< p > 1990, urban park road 134 - 1, Wenzhou's first NIKE brand "Mercedes Benz" opened up, which is full of interest to many people of this strange sports brand. But the high price of nearly 1000 yuan makes the relationship between consumers and Nike far away.

An insider revealed.

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In the short span of 4 years, the popularity of the Wenzhou sports brand market has improved rapidly. In 1994, the P sporting goods Co., Ltd. came into being.

For a time, Nike shoes were almost synonymous with "expensive", "fashionable" and "upper class" in Wenzhou.

A 80 year old man still remembers the special experience of robbing Nike shoes on his feet when he went out on a night in 1997.

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< p > the rapid expansion of market identity stimulated the rapid growth of sports brand led by Nike in Wenzhou market in the past ten years.

Domestic retail giants like BELLE and Baosheng sporting goods are rushing to the Wenzhou market, and some fresh blood, such as "sports house" and "one hundred sports mall", are constantly pouring into the market, which has greatly stimulated Wenzhou's sports brand market.

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< p > 2002 Wenzhou one hundred sporting goods store shifted its business strategy to sports shoes and clothes, and then opened the door to customers. The turnover was over ten million yuan in that year. In March 2002, when the first Street store opened, the crowd was blocked from the five Horse Street to another, and the picture was still printed in the mind of Li Zhicheng, chairman of the company.

In 2006, when the "sports family" of the United square launched the 12% off event, the scene even invited the police to maintain order.

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< p > mixed with the idea of the national movement of the Beijing Olympic Games, such "Craziness" continues to ferment. In 2008, the sports brand market of Wenzhou reached its peak, and the business was full of money.

Sharon sports Wenzhou branch official revealed that at that time, the total market share of several high-end sports brands in Wenzhou was close to 5 billion, and the sales industry squeezed into the list of national sales rankings of sharp sports, and the number of shops increased to 200.

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"P" at that time, the sports brand fire "exploded", "at that time, if you want to buy Nike and Adi at a discount price, it is basically a luxury."

The above director of sports is responsible for introduction.

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< p > < strong > the number of shops declined sharply, and dealers withdrew from Wenzhou > /strong > /p >

< p > < strong > "late spring cold" is very urgent and very fierce < /strong > < /p >

< p > < strong >, in fact, discounts reflect to some extent the changes of sports brand's living conditions in recent years.

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< p > now, including "a href=" http://sjfzxm.com/news/index_x.asp "Nike < /a" and Adidas, there are low discount promotions everywhere in the past "arrogant" sports brand shops.

Located in the Wenzhou one hundred sporting goods mall in the golden San Yi store on the five Horse Street, the wave of sports brand discount is swept from the "5 fold" of Adidas in the gold position on the first floor to the third floor Nike and Adidas under 99 yuan.

And the more discounted discount is a part of the domestic sports brands, such as Lining and XTEP even launched "1-5 fold" and "39 yuan".

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< p > at the beginning of this year, the one hundred sports shops opened a new "sharp multi product discount shop". Some of the new star basketball shoes that Nike just launched soon, the discount rate was as low as 50 percent off, and the first floor guide sign even wrote "special sale 1 fold up".

Even such a big promotional campaign has not brought any improvement to the sales performance of the golden shop in the five Horse Street.

"In July, the turnover was around 140 thousand yuan."

"Such performance has been very good at major stores."

A salesperson in the store said.

The 140 thousand yuan turnover in 2008, the average daily sales price of 800 yuan of sports shoes less than 6 pairs, compared with the hot sports brand, such performance is poor.

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< p > the depressed market is not only in Wenzhou, but in December 12, 2012, the whole Nike entity store was 50 percent off, and it played a "double two" price war with online trading.

The market share of many sports brands, such as Anta, XTEP, PEAK, and 360 degrees, which had been established by the nationally known "Jinjiang model", has shrunk dramatically.

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< p > continuous low discount promotions, the management side sighed: "discounts, do activities, seek death, do not discount, do not do activities, wait for death."

People can't help asking, what's wrong with the sports brand? < /p >

< p > at the end of last year, the store sales ratio of the sharp sports Wenzhou area was close to 20 (sold one, corresponding to 20 stocks).

The depressed market reaction caused many sports brand dealers to close their stores and quit Wenzhou.

In Wenzhou, the total number of shops in Wenzhou has been reduced by nearly half compared with that in 2008, and the share of the market has dropped by more than 30%.

After leaving the 16 sports shops in Wenzhou, one of the five horse street streets was left behind.

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< p > now, the gold shop on the first floor of the "five Horse Street" sports house has changed from Nike and Adidas, which just opened, to the "Taiping bird", which is more popular among young people. This kind of fashion seems to be out of place at the door of the "Sports family" which is particularly conspicuous.

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< p > < strong > domestic a href= "http://sjfzxm.com/news/index_c.asp" > Sports Industry < /a > integration is urgent. < /strong > /p >

< p > < strong > may be completed < /strong > < /p > in five years.

< p > < strong > it is speculated that no longer fashionable can lead to the market performance of sports brands.

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< p > there is such a set of data.

In the early years, people who bought sports brand could only buy about 10% of sports products, but now nearly 100% of buyers only buy sports brand for sports products.

"It means that basketball sportswear and running shoes, these sports equipment consumers can not be as casual as before, and the frequency of wearing shoes is much lower than that of the previous two years. The consumption demand has shifted to other markets, and the consumption habits of people are greatly changing," said the relevant person in charge of the sports area in Wenzhou.

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< p > "in 2007, when many people could see the matching of basketball shoes and jeans, now wearing such a walk on the road will make people feel uncomfortable."

Xiao Chen, who had been enthusiastic about Nike shoes, said.

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At the beginning of last year, the largest Nike flagship store in East China was officially unveiled on the five Horse Street. The goods will be synchronized with the NIKE of New York. When the 11 generation of Jordan's limited edition basketball shoes were launched, they would be robbed by the fans of the P shoes.

In the context of the slump of the sports brand market, a new flagship store has been opened. Many people read it: "story telling" Nike is releasing the new market signal, that is, repackaging the brand through limited edition retro shoes.

The official said: "the limited number of shoes has always been Nike's most profitable."

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< p > in addition, the flagship store has added sports experience projects to expand consumer groups of sports products.

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At the same time, at the same time, the new multi brand integrated shop like fu MA was also stationed at Wanda Plaza in Wenzhou at the end of last year, while some dealers opened flagship stores in Tmall, Jingdong and other online shopping platforms, and some new sports brand management models were also emerging.

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< p > "the fashion bubble of sports brand has broken down, and the already mature sports brand market will return to the development of sports product itself consumption group."

The above person in charge analysis, under such a big background, the integration of the domestic sports industry is imminent.

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< p > Wu Jianguang estimates that the integration result will be about four in the future, which may lead to two poles, and there will not be the volume of dealers in the middle.

The trend of integration is estimated by Wu Jianguang to be completed within five years.

At that time, there might be three plates in China's sporting goods market, one is the domestic legion, the other is the international legion, and there is also an international brand, or a multi brand agent group.

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