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Sports Brand Industry Continues To Slump, How Can Anta And Anta Break Through The Battle?

2013/9/16 11:54:00 64

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"pressure mountain" - this may be a common problem for sports brand.

first, inventory.

By the end of 2012, the domestic stock market of the six major sports brands reached 3 billion 293 million yuan. As of June this year, inventories of 3 billion 29 million yuan were still less than 10%.

followed by the closing of stores to clean up inventory.

According to incomplete statistics, Lining closed 1821 stores in 2012, and Anta closed nearly 600 stores, while XTEP also closed nearly 100 stores. In the first half of this year, the number of six major brands of Lining, Anta, PEAK, China, 360, and XTEP closed up to 2249, which means 6 companies closed 12 stores a day.

followed by discount sales, orders reduction and net profit decline at the expense of profits.

According to the report released by international giant Nike, net income fell 18% again in the second quarter of this year after the net profit fell 12% in the first quarter. From the major sports brands, the order situation has been announced. The orders of Anta, XTEP, PEAK and so on have all come down. On the terminal sale, sports brand discount is as low as 70 percent off, which is common. Individual brands even launched a 90 percent off price reduction promotion.

look at the recent semi annual reports of several sports brands including Anta and Lining: Anta's revenue was 3 billion 370 million yuan, down 14.4% 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% compared to 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 of the golden period, the good days of the domestic sports brands have finally come to the top. Next, it is the survival of the cracks or the breakthrough in the predicament, which is the problem that the major manufacturers need to solve.

active technology innovation

"P > at Nike's big conference in New York, USA, Nike claimed that the new NIKENITE technology ran" a "href=" http://www.91se91.com/ "target=" _blank "> shoes" /a "appearance. The vamp adopted the computerized flat knitting machine" a href= "http:// href=" http://www.91se91.com/ ">" textile "technology. Its shoe upper is only 34 grams. The whole shoe upper is made of a single piece of material and is made of seamless production. This is quite different from the traditional manufacturing technology of sports shoes, and it will also be a running shoe for Nike to push in the future.

P, Adidas's new seamless technology running shoes adizero Prime knit is also almost launched at the same time, and is known as the "world's first pair of seamless running shoes" reputation. Its revolutionary significance lies in the innovative design. Adidas believes that the running shoes produced by the knitting digital technology belong to the weaving innovation, and also bring the gospel to athletes or sports enthusiasts, because he belongs to a sustainable development structure, which meets the comfort needs of the sportsmen to the maximum.

and at present, only one manufacturer called "Cixing" can do it by knitting technology, and this will ensure the scarcity of knitted integral upper vamp in the source of vamp innovation.

In the "P" domestic brand, PEAK sports recently unveiled the innovative solo technology system jointly developed by PEAK R & D center and international biomechanical research institute with NBA star Tony Parker, which is a gradient dual energy technology sneakers. "PEAK"

PEAK propaganda, compared with the past sole technology, gradient dual energy technology is more humane: according to the different stress characteristics of different regions of the foot in motion, the gradient dual energy technology is subdivided into two targeted technologies: gradient acceleration technology and gradient damping technology, designed for speed athletes and bouncing sportsmen respectively, and according to different users' plantar pressure distribution rules, materials with different mechanical properties are provided to provide the most reasonable mechanical feedback for feet.

in fact, in the past development, especially in the domestic sports brand competition, homogenization development, blind expansion, and price war spoil are the stubborn diseases that have been restricting the development of the industry, and the R & D and technological innovation for products are easy to be ignored.

This lack of personality and new technology support a large number of similar products are copied simply, so that the market's consumption expectations are greatly reduced, coupled with the development strategy of light research and development and heavy marketing put the cart before the horse, so that the decline of sports brand's performance is not surprising.

After the bitter fruit of competition, in recent years, the major sports brands began to attach importance to product technology research and development and gradually produced results. For example, the recent development of high-end technology products, such as badminton racket made of special fibers in space field, sports floor made of inflatable basketball, degradable materials, and so on, made scientific and technological innovation bring sports brand into a new era. Therefore, no matter how the situation changes, we should study consumer trends, segment the market, locate accurately, accurately grasp the needs of emerging market and young consumers' lifestyle change, and continuously develop and innovate product technology, including the real ability of design innovation and channel innovation, so as to form the core competitiveness of ourselves, so that we can remain unchanged and always stand at the forefront of market trend. It is not too late to make up for P. When manufacturers gradually taste this malignancy.

clear positioning, /p >

in the 1952 World Cup finals, the innovative sneakers, which were benefited from Adidas's design, could replace the studs according to the situation of the venues. The German national football team reversed the Hungarian team of the football supremacy at Bern in Switzerland at the same time. This is the shocking "bernych trail". It is through this incident that Adidas not only laid the leading position in the football equipment market for decades, but also integrated the technological innovation into the brand gene.

in 1972, Nike used the large grain Outsole - Huafu outsole's running shoes, was successfully developed by its founder, Bill Ballman, and became popular throughout the United States, contributing to Nike's subsequent use of "air cushion" technical sneakers and ranks among the first tier sports brands.

in fact, in the development of Adidas and Nike's two international sports brand giants, clear positioning and highlighting their professionalism in the field have always been their distinct characteristics. Although the two brands have invested and developed in sports such as tennis and running, until now, the professionalism of German Adidas's football and American Nike's basketball in the two major spheres of the two basketball teams can not be shaken.

as the leader of the domestic sports brand, Lining positioned himself as a professional sports brand at the beginning of his business. However, in the subsequent development, the localization of this specialization had some conflicts with the products of leisure and youth, and had a negative impact on the subsequent development. Lining refocused on Basketball, running and badminton, and returned to specialization.

Besides P, there are still many directions for sports brand positioning.

For example, positioning the brand of fashion sports, including XTEP, KAPPA, 31st degree, Hongxing Erke and so on.

So, you can see Fan Bingbing wearing KAPPA, wearing Jordan Chan of Hongxing Erke, wearing Jay Chou of del Hui, or wearing Anta Elva Hsiao, etc., KAPPA even signed a strategic cooperation alliance with Huayi Brothers, with a view to extensive cooperation in many fields such as film and song.

with the increasing emphasis on the importance of health for consumers, new sports events have also been born and become more diversified, and the demand for the market is also increasing. New healthy lifestyles such as cross-country, mountaineering, hiking, rock climbing and so on are becoming more and more popular. Sports equipment will not be able to meet the needs of the market.

Therefore, a good brand and product positioning, and developing marketable products will also be a new blue ocean for sports brands. In this regard, Pathfinder from a seemingly less applied industry to successful listing for public companies has provided a good reference for peers.

What P has to say is that as a sports brand, professionalism is an important gene of the brand. Although the product line can be diversified, your professionalism in the sports field is an important part of the long-term maintenance and continuous enhancement. Only in this way can you have a higher voice in the market.

combined with modern technology /p >

compared with sports brands shutting down physical stores, online shopping and physical sales can be described as "ice and fire". Data show that last year, the total retail sales in China exceeded 1 trillion and 300 billion yuan, and the growth rate of online shopping was 4.7 times that of the same period.

compared with network sales, the main problem of offline sales is that there are too many links between production and final sales. This leads to its high cost. The other most direct impact is the split of information flow, the ten points of brand manufacturers' prediction of sales scale, the backlog of large quantities of goods to the channel, and the rapid lack of demand and feedback from the consumer market.

the development of network media has provided a good brand marketing and communication platform for sports brands. However, for the current sports brand network sales mode, the way to integrate with the network is based on the B2C platform's network sales, that is, the use of network sales platforms like Taobao, Tmall and Jingdong mall. In this regard, Lining, seven wolves and other brands already have substantive work; another way is based on the C2C platform's online store alliance, whose biggest feature is to realize the rapid expansion of product distribution channels, and alliance merchants in accordance with the Union's unified price, selling agent products, low cost and controllable, is a relatively new network sales mode.

Compared with the above two modes, brand exclusive network sales website has also emerged in recent years. This mode is built by the enterprise self financing platform, requiring the brand to have a certain reputation, and requires higher investment in enterprise resources. It is a long-term sexual behavior. Once it has enough influence, it will continue to promote the network sales of enterprises.

besides carrying out online marketing with modern network technology, there is still much room for expansion of sports brand in the application of modern technology.

for example, Nike launched the outdoor sports watch with GPS function. Its slogan is "make running more fun". This product has regular analysis of sports calorie and running path, also has the functions of network synchronization, data sharing, motion recommendation and analysis. The mode of combining digital and Internet also changes the marketing mode of traditional sports brands, such as Nike running App can mark users wear shoes, and wear the same pair of running shoes for more than a certain distance, Nike will timely recommend to the users to replace their new running shoes, while paying attention to customers, they also advertise sales of new products.

In the domestic brand, Lining also began to realize this trend and carry out exploratory work. In the cooperation of Lining and plump net, the marketing of APP was launched in conjunction with the pop sport P. Consumers could get the latest running shoes of Lining by using APP to run out of a heart-shaped route on the map. It can be said that the application of these movements is also the most direct way of interaction between the sports brand and the users, and let manufacturers really understand the needs of the consumer market, and then improve and improve the products, and even make accurate market forecasts and judgments.

no sunset industry, only sunset enterprises.

Although we can see that the current sports brand industry seems to be in decline, this is also the necessity of market adjustment after the long and rapid development. It is also a reflection of the gradual maturity of the market. Although this adjustment is passive, it is not necessarily a bad thing for the future development of the industry. After going through the tide of the industry, the future of the sports brand can still be expected. Especially for the domestic sports brand, how to seize the advantages in the aspects of product manufacturing, channel laying and so on, and how to make up for the disadvantages in brand value, design and research and development, must be seriously faced and ponder.