How Can Anta And Other Sports Brands Go Ahead After The Downturn?

< p > in the past half a month, half a year's reports on sports brands including Anta and Lining came out one after another: Anta's revenue was 3 billion 370 million yuan, down by 14A compared to the same period last year; Lining's revenue in the first half of the year was 2 billion 900 million yuan, down 24.6% from the same period last year.

Anta's battalion fell back to its 2010 level, and Lining fell back to 2008.

After nearly 20 years of rapid growth, the good days of domestic sports brands have finally come to the top.

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< p > for China's sports brand, at the moment is actually a very important time node.

After experiencing the lows of the past two years, there are two problems that sports brands need to consider: one is why the market will shrink so badly? Two, what should we do next? < /p >

< p > < strong > behind the market atrophy < /strong > /p >

< p > when analyzing the local brand crisis, the most important factor mentioned by the analysts is the barbaric expansion and the healthy ordering mode.

Although these are the main reasons for the widespread crisis of sports brands, they can not answer why the market has shrunk so severely.

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< p > behind the shrinking of the sports market is actually the change in the consumption habits of Chinese consumers.

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< p > in the past 20 years, the sports brand has been carrying the functions of fashion: a target= "_blank" href= "http://www.91se91.com/" > dress < /a >, in other words, a lot of local consumers are buying sportswear not only for sports but for everyday wear.

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On the one hand, after the Beijing Olympic Games ended in 2008, on the one hand, the sports enthusiasm of the domestic people rapidly declined; on the other hand, the foreign fast fashion giants represented by Japan M, ZARA and UNIQLO landed in China, and began to grab the market from the sports brand.

With the further segmentation of the market, the demand of ordinary consumers began to escalate rapidly.

More and more consumers' wardrobes are beginning to be separated from casual clothing.

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< p > although sports and fashion itself is not a relationship, the intersection between the two is becoming smaller and smaller.

Adidas, who had suffered a great deal during the 2008 Olympic Games, recognized this very early. In recent years, the Chinese market has gone all the way to fashion pformation. Relying on Adidas's brand effect, it is proud of itself in the tide of recession in the sporting goods market.

However, the recent semi annual report shows that this kind of trick seems to have come to an end. The growth rate of Adidas in the Chinese market has slowed down significantly.

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< p > the current market recession is actually a manifestation of market maturity. It is time for sports brands to return to sport, although this "return" is passive.

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< p > to a certain extent, this round of market recession is actually a good thing. After a wave of sand, the real sports crowd will emerge. For sports brands, the rest of them are truly valuable users.

But how to serve these core sports people and find their needs is the next important challenge for local sports brands.

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< p > < strong > what is the next step to do? < /strong > /p >

Less than P, the sporting goods industry is talking about doing more to retail pformation. Both Lining and Anta are adjusting their business models in their own way, but these self rescue measures are just making up for past debts.

After finishing the adjustment, what should the local sports brand do next? < /p >

If you want to answer this question, let's look at the core exercise crowd's exercise habits at P.

On the lap of the Olympic Forest Park in Beijing, you will find that the equipment of the runners is no longer just professional running a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > and sportswear. They have quite a sub wrist with Nike or Garmin sports watches.

For some junior runners, the role of their mobile phones is no longer just a sports companion who plays music to relieve boredom. They will open their mobile phone apps such as Njke+Running or card to record their own routes, pace and other data so as to better understand their own sports results.

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< p > most practitioners in sports industry still remain at the level of e-commerce, but in fact, the impact and impact of the Internet on sports brands are far more than the electricity supplier.

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As P, Nike has been working on the road of sports Digitalization for 7 years.

The combination of Internet and integration is changing from product to marketing to Nike's "traditional" enterprise.

Based on its own sports App and various social networking accounts, Nike has built up a complete digital marketing platform and opened up with e-commerce.

For example, the running App of Nike can mark users wearing shoes and wearing the same pair of running shoes for a certain distance. Nike will recommend the new running shoes to users at the right time.

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< p > these sports applications also enable sports brands to achieve direct interaction with large users for the first time, and they are aware of their users' exercise habits and needs, such as running routes, frequency and time.

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< p > in fact, Nike has already designed its own shoes and clothing products based on these data, and has changed its marketing methods.

The Internet is changing the sporting goods industry. It is no longer just a dream of the media.

Insiders in the Chinese version of an international sports magazine tell business value that Nike's advertising in their magazines has dropped sharply in the past three years.

The source said, although partly due to the downturn in the industry, the most fundamental reason is Nike's increasingly reliance on Internet channels.

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P > individual local brands are already aware of this trend and try to embrace this change tentatively.

Just past the seventh day of the Seventh Festival, Lining and plump net cooperation, combined with the App marketing campaign, the user can only use the card App to run a heart shaped map on the map, and have the opportunity to get Lining's latest running shoes.

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P, CEO, also tells (business value) that they are still helping a local brand design a smart sneaker for chip loading.

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Less than P, for local brands, the next ten years will continue to be Nike and ADI's "attendant" or the ability to challenge international giants all over the world. The next step is crucial.

The question now is, who will take the first step in substance? Is it Anta or Lining, or is there someone else? /p