Home >

"Cabbage Price" And "Positive Price" Show The Transformation Of Sporting Goods In China.

2013/9/24 21:24:00 31

??? 日本語 Fran?ais English 中文

Sports Footwear Footwear Industry Sporting Goods

on the other hand, the disposal of historical backlog is disposed of at a discount price of "cabbage price", while on the other side, the middle and high-end products are chosen to sell at a positive price. In the past week, such a different scene has been staged in the major sporting goods stores in China. 
 people in the industry say that the "cabbage price" and "positive price" show the change of domestic a href= "http:// www.91se91.com/news/index_c.asp" > sports goods < /a >: the inventory has been cleared up at the fastest speed in the past two years, and the historical burden has been lost. At the same time, we actively take the initiative to improve our differentiated brand or series to separate the market share and make the high-end market. 
 Ming Ming Road: "cabbage price" to clean up the low end inventory 
"P > seasonal change, the National Day holiday will come again, buy that kind of < a target=" _blank "href=" http://www.91se91.com/ "> clothes < /a > the biggest discount. How many discounts? Buy one get one! In Xiamen SM city square, the famous sports brand Lining has just launched a big promotion campaign. Some netizens lamented that the national brand that had been supported by the Chinese people even sold it at the price of "cabbage". Lining, who had been fighting for many years in the shopping mall, could not escape the merciless market. 
 not only is Lining, but other sports brands are also on sale. The discount of "full court 2~5", "7 yuan for the whole court" and "two yuan 50 yuan" have appeared in sports brand stores or counters. A salesperson of a domestic sports brand shop said, "as the holidays are approaching, manufacturers have increased the intensity of discount, and some brands have also focused on selling summer wear in discount stores." Facts are in sight. Another round of summer is a target= "_blank" href= "http://www.91se91.com/" > clothing "/a" > "cabbage price" clearing up goods. 
Consumers' personal experience can best reflect this situation. Xiao Chen, who works in Jinjiang, drove to a famous factory shop named "a" href= "http://www.91se91.com/news/" sports brand /a less than 8 years ago, and bought a total of 500 products. And if the price is in the past, no two thousand of these 8 products will not come down. 
 "it is not clear now. It will turn cold in a few days, and it will only be sold at a lower discount." Xiamen SM City Plaza responsible person introduced this year, the weather is warmer, the summer sales period is shortened, under the pressure of inventory, many new products are listed on the discount, because the longer the delay, the lower the selling price, and this year sales promotion is no longer limited to holidays, low discount to stock become normal. 
 this situation is not only online, but also "cabbage prices". On the evening of September 21st, our reporter searched Taobao, Lining, Anta, XTEP and so on. Male a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > women's shoes, men's wear, women's wear and so on. In addition, Lining and other local sports brands have a large discount on the authorization of multiple network businesses such as fans, Jingdong and Tmall. 
Shortly before "P", a local sports brand opened the promotional activities of the flagship store at the flagship store with the help of the brand new store. It was "19 yuan for the whole field" and "top 70 percent off". The brand said it was "successful" to join all customers in the first battle of inventory. 
 "the old historical accumulation burden has not yet been completely cleared up. The new seasonal inventory has appeared. At present, the whole sporting goods industry still maintains a low price shipment. They sell and sell seasonal stocks through the price of Chinese cabbage. The purpose is to quickly withdraw funds and dredge channels, and rebuild healthy and orderly industrial chains. But it is inevitable that not only will Lining turn away from rich handsome, but the local sports brand image will inevitably be damaged accordingly. The key is CEO, Zhang Qing said. 
 in the industry view, high inventory and low consumption have become the overall pain of domestic sports brands in 2012. Data show that in 2012, Brand Company's inventory totaled up to 3 billion 327 million yuan in the six major campaigns. Take Li Ning Co as an example. Up to the end of last year, the stock has reached 919 million yuan. From last year to the beginning of this year, a series of closing shop tides and layoffs have been launched. Even if you drop your price, you should clear the stock and put it in light. 
 however, going to stock must be a long-term and continuous process. "Facing the high inventory, < a href=" http://www.91se91.com "> brand enterprise < /a > come up with a low price to throw goods, but also need to take into account the popularity and reputation of the brand. Ma Gang, an independent critic of footwear industry, said that sports brands spend a lot of money on advertising, in order to enhance the brand's influence and reputation. 
 span lang= "EN-US" lang= "Microsoft";
 dark: "genuine price" is expected to open up a new situation 
When the price of "P" > Chinese cabbage is on the March, the domestic "a href=" http://www.91se91.com "sports brand < /a > many of its high-end products have ushered in extraordinary sales performance. This seemingly contradictory two phenomena actually appear in the domestic sporting goods market. 
 take the way of Wade as an example. Lining launched two special items, namely "Beijing" and "Shanghai". Although they were sold over 1000, they were not available, but could only be booked, but they were quickly sold out. The 4 common colors introduced later became the most expensive star signing money ever sold by Lining, and most of Wade's way was sold at the original price, and then sold by shoe vendors to Taobao and eBay. When Wade won the championship, the "Hui Hui" matching color was already more than doubled to the original price on the Internet. 
 the same situation also appeared on the local sports brand PEAK. Because of its champion effect, PEAK's whole NBA star basketball shoes became a hot selling product. This is a great miracle in the domestic sports brand. "According to the data from local distributors, every year PEAK players win the championship, which will drive the sales of PEAK products. In the off-season, PEAK Star China activities will become another booster of PEAK's sales volume. Xu Zhihua, PEAK CEO, said in an interview with relevant media. 
 Lining's way of Wade and PEAK's NBA boots are hot, but after all, they are restrained by the market size and the space is small, which can not play a decisive role in their brand performance. In contrast, high cost performance products can become an important factor for the stable performance of domestic sports brands. This can be seen from Anta's KG4 basketball shoes with "national a href=" http://www.91se91.com "/a". 
 in the formal renewal ceremony with NBA star Kevin Garnett, Anta Sports Products Limited announced that the basketball strategy of "strength and invaluable" should be launched in an all-round way. As an important part of the "priceless" strategy, Anta and Garnett jointly launched the KG4 basketball shoes with "national basketball shoes", priced at only 399 yuan. 
 before Anta's basketball strategy was launched, the price of Anta basketball shoes was between $KG3 and the most expensive one was KG3, which sells for 699 yuan. After releasing the basketball strategy of "strength and invaluable", the latest KG4 is only 399 yuan. Anta said publicly that it will introduce more cost-effective products in the future. 
 Zhang Qing said that China's domestic demand has changed with the adjustment of the national macro policy and the transformation of development mode. It has gradually formed the "M" consumption pattern. The consumption market of the M society has two main characteristics: "luxury" for the rich class and "money saving" for the middle and low class of the society. The rich buy high quality products and services at high prices, while the middle and lower classes try to buy products that are low priced but of high quality or fashion. 
 "therefore, the products of the middle and lower class in M society are" first-class image, second class product and three price ", which undoubtedly put forward very high requirements for sports brand enterprises. After all, the price position of domestic sports brands is rather awkward. It is the vast market space for most sports brands to seize the market space and launch cost-effective sports lifestyle products. After all, billions of scale drives the rapid development of the market, so we must have the product of quantity. Zhang Qing said. 
 a message may give some confidence to the industry. Reporters in shopping malls found that Lining, Anta and other domestic sports brand new discount basically fluctuated around 12% off, and this discount basically returned to three years ago, the new product discount level. 
 news analysis 
 continuous inventory 
 or will pay off historical debts /p >
 after more than two years of adjustment, the inventory strategy of < a href= "http://www.91se91.com" > sports goods industry < /a > has achieved initial success. This has been known from last month's semiannual reports of major sports brands: as of the end of June, Anta stock had been reduced from 687 million yuan at the end of last year to 576 million yuan; while the Li Ning Co has declined in key data such as sales revenue and profit, but the average turnover period of channel inventory has dropped from 9 months to 7 months, and the total inventory has been reduced by more than 30%. 
 inventory is only a means, and the revival of the industry is the end. In order to achieve this ultimate goal, the domestic sports brand should increase R & D efforts in the basic sports products, enhance brand value, and continue to subdivide the sports market, waiting for the day when the real sports market demand is released. 
 span lang= "EN-US" lang= "Microsoft";
 search for breakthroughs in category breakthroughs 
 in fact, many domestic sports brands have pursued the marketing philosophy of providing "low quality" products to the public. The so-called "low price and high quality" refers to a product with low price, two product fashion and three personalization, and it is realized through providing diversified product combinations for consumers. 
 as early as May this year, 361 degrees first launched the "collection store" in the industry, creating a broader exhibition platform with the theme of 361 degree movement, 361 degree children's clothing and 361 degree Shang brand three theme areas. It not only created a one-stop shopping experience place that conforms to the consumption habits, and gives creativity to meet the needs of the characteristics, but also cleverly opens the price range through the sub brand division, further promoting the market segmentation. 
"P" and XTEP "XTOP" and "noble bird" ZERO have appeared in different ways. They are accelerating the separation of the market share of traditional sports brands by providing different series or sub brands. At the same time, they also excavate larger market space from sports categories. Fashion, children and outdoors are popular market categories in recent two years. 
 "sports market can be divided into outdoor industry, outdoor industry can continue to be divided into hiking, rock climbing, snow climbing, water fishing, skiing and so on. Our outdoor series may be biased towards outdoor sports market in winter." Huang Tao, deputy general manager of Jordan sports Limited by Share Ltd, said that whether it was the two World University Winter Games or the sponsor of the eleventh Winter Games and sports equipment sponsors, Jordan's early sports sponsorship marketing was closely linked to the winter sports. With the increasing popularity of winter outdoor sports, Jordan will transform these "accumulation" into business and take outdoor ski equipment as an entry point to pry open the outdoor market. 
 increasing the R & D input of basic sports products /p >
 Zhang Qing suggested that local sports brands must increase their R & D efforts in basic sports products and continuously enhance their brand value. "Sports goods in the past have played an enlightening role in casual wear. Over the past few years, international and domestic leisure brands have emerged in an endless stream, and more trends and fashion brands are constantly developing. In this way, when the function is not strong and the differentiation is not obvious, the growth rate will inevitably slow down, and the stock will increase, and we will see the current situation. 
 "however, the huge sports market will come sooner or later. For example, in the European sponsored Football League, ADIDAS fans have contributed to the sales of the sponsors. But in China, the sales of the sponsors are almost negligible, and the domestic sports haven't really become the mainstream way. The demand for professional sports has not yet been fully released. Therefore, local brands are starting early to catch up late. Now we need to consolidate investment in sports basic product development, enhance the functional attributes of sports professionals, and enhance the core competitiveness of brands. 
The idea of has been approved by Huang Tao. He said that 2008 is far from the peak of the sports industry. From 2008 to 2011, the rapid growth of the sporting goods industry is not supported by sports itself. Most of them are stimulating the overall market growth through < a href= "http://www.91se91.com" > Sports Leisure < /a >. With the deepening of people's understanding of sports over the past two years, the concept of sports and leisure in the minds of consumers has gradually become more and more diverse. The different sports equipment needed by different projects have been paid more and more attention by people. For example, running equipment with fluorescent strips should be worn at night. Tennis players should have specialized tennis shoes, so the potential of sports equipment market can be seen. 
 "just as the running trend has led to the hot selling of running shoes, we can extend the tight clothing, heart rate measuring equipment and other peripheral products of professional running equipment to promote the sales of the whole sports series. Therefore, what the domestic sports brand should do is to create the professional function attribute of the product, drive the price, and promote the extended consumption of the peripheral products through professional products.