The Adverse Market Entry Of Global Retailer Sport Has Sparked Industry Concern.

< p > in the current domestic sports retail industry downturn, the world's largest sporting goods retailer IIC-INTERSPORT sports market has attracted the attention of the industry.

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< p > yesterday (September 2nd), it is understood that in recent days, the sports department of New Zealand has started business in two stores in China.

It plans to open 80~100 elite sports stores in southern China in 5 years.

To this end, in July last year, Xinhua set up a subsidiary, Intel sports (Fujian) Limited, to specialise in sports.

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< p > as a multi brand synthetic store, Intel sports mode is almost blank in China, and the mature sports goods store industry is just beginning.

In the view of the industry, there are problems in the timing of its entry, and the lack of price advantage brought about by scale effect.

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< p > Xinhua said that in the next 5 years, the two sides plan to set up 80-100 special sports stores in southern China, with a net business area of 110 thousand square meters and a total sales volume of about 4 billion yuan (about 600 million US dollars).

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< p > obviously, Xinhua has high hopes for Intel sports.

Xinhua said that in the future, the business of sporting goods retailing in Xinhua will reach or surpass the scale of the existing offline business of Xinhua.

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< p > analysis pointed out that through joining hands with Intel sports, Xinhua supermarket, whose main business is chain supermarkets, is trying to rewrite the pattern of domestic sporting goods retail industry with its brand advantages, regional advantages and retail logistics advantages in Fujian.

But in terms of sports industry, the current time is not satisfactory.

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< p > Zhang Qing, founder of sports consulting company, told reporters that cooperation between the two sides should have been established earlier. However, when the time comes to implement, the whole industry is in a period of adjustment.

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< p > "with Xinhua, we can establish a hypermarket with Intel sports, and we can cooperate with many brands. The supply of goods is definitely enough. Now the sports brands need more channels to ship their products. This is an opportunity, but there are more challenges."

Shen Zhengyuan, a researcher of CIC's circulation industry, said.

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< p > the hypermarket model of sports goods industry, including comprehensive supermarkets, is more common abroad.

Compared with foreign countries, the mature sports goods hypermarket industry can only be started in China, and the future of Intel sports remains to be seen.

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< p > Zhang Qing told reporters that China lacks a real middle class population at present.

If agents are the main agents, if they are only the brands of Nike and Adi, they will face greater pressure.

"Unless it comes to market development, there will be an opportunity to enter the three or four tier market.

Now the gross profit margin of sporting goods is decreasing, and the channels of the second tier cities are more quickly placed in fast fashion.

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< p > Shen Zhengyuan also said that the entry of Intel will not only conflict with the existing brand stores, but also be in the same way as Suning and GOME stores in pition.

Low prices can get more customers' favours, but because of the superiority of Intel in terms of scale, the price advantage of products is not much.

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< p > Zhang Qing finally pointed out that although the timing of the entry of Intel sports is still a problem, China is now experiencing rapid urbanization, and there are still opportunities for the emergence of the urban complex.

He said that the future success of the Chinese sports market depends on three aspects: first, the choice of location, which involves passenger aggregation and cost; the second is whether we can introduce cooperative brands that enhance the efficiency of the stores; and the third is whether we can make innovations in the store experience under the impact of the electricity supplier.

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