Quanzhou's Shoemaking Has Become A Brand City.

In the short ten years, Quanzhou p a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > completed the comprehensive leap from shoe capital to brand capital, creating a miracle of the rapid development of China's private economy, and also a unique phenomenon in the history of the world shoe industry pfer.

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< p > by the east wind of the 2008 Olympic Games in Beijing, Quanzhou sporting goods brands are competing to expand their scale.

Enterprises are heading for a more internationalized direction.

In 2010, the footwear industry in Quanzhou reached the scale of 100 billion industries.

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In less than ten years, Quanzhou shoemaking has completed a comprehensive leap from shoe capital to brand name, creating a miracle of the rapid development of China's private economy, and also a unique phenomenon in the history of the world's shoemaking industry. P

Conservative estimate, at present in the domestic market, in sports shoes industry, 80% of the brands are from Quanzhou, more than 10 brand stores all over the country, 400 thousand employees, 21 listed brands at home and abroad, is one of the most concentrated and competitive industries in the same industry brand in the country.

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< p > < strong > 5 billion to 100 billion leap < /strong > /p >

< p > after thirty years of development, the footwear industry in Quanzhou has been calculated from the 5 billion output value of the footwear industry association of Quanzhou in 1998, to the scale of today's 100 billion industries.

In 2007, the shoe industry in Quanzhou broke through 100 billion yuan for the first time and became a truly 100 billion carrier class industry.

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< p > in 2008, Quanzhou sports brand, represented by Anta, 31st degree, XTEP and so on, achieved a substantial increase in turnover, which were 52.3%, 161.7% and 110% respectively.

The Olympic Games have led to the high yield of sports brand, and the enterprises are queuing up on the terminal.

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In July 2007, when Anta was successfully listed on the HKEx, its stock price rose 42% on the first day and the 13 billion yuan on the day of the Ding family.

Anta's listing successfully opened up the tide of listing of Quanzhou shoe companies.

A few years later, XTEP, PEAK, 361 degree, Meck, Baofeng and so on have landed in the HKEx. A tide of listing is taking off in Quanzhou shoe enterprises.

Relevant statistics show that up to now, more than 10 shoe companies have successfully listed in the international capital markets such as China, Hongkong, Singapore, Germany, Malaysia, Korea and the United States, forming the backbone of the overseas listing group.

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< p > international capital market is active in Quanzhou shoemaking enterprises, and the baptism of international capital market has also opened up the dream of brand internationalization of Quanzhou shoe enterprises.

As several leading enterprises have been listed in the overseas market, the internationalization and internationalization of the brand brought by capital internationalization have become a blueprint for the new development of Quanzhou shoe enterprises.

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< p > < strong > the end of the era of Wan Dian < /strong > /p >

< p > by virtue of its outstanding performance in various sports events such as winter Olympics, World Expo, world cup and Asian Games, the performance of several major sports brands in China has increased by over 20% in the past few years. In 2010, the scale of the terminal has broken through the scale of "7000 stores".

When foreign brands are preparing to develop thousands of stores, domestic brands have moved towards the era of Wan shop.

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< p > relying on the huge market space of the two or three tier cities in China, Lining, Anta, XTEP, 361 degree, etc. a href= "http://www.91se91.com/news/index_c.asp" > sports brand < /a > are heading for the goal of Wan Dian scale.

Lining broke thousands of stores in 2012; in 2011, the number of stores in the Anta store was 10000, and officially entered the "WanDian era".

In terms of XTEP, 800-1000 stores were opened in 2011, including star stores, star stores, flagship stores and main stores.

361 degrees, PEAK, and so on, and other brands also made the store plan early, plans to expand the number of stores to 10000 in 3-4 years. After the listing, the implementation speed of this plan has been greatly accelerated, which has made their international brand road more solid.

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< p > rationality is before and passion is behind.

In the face of the macroeconomic trend of the global economy, keen Quanzhou sporting goods brands have stepped down the brakes on the industry's high speed ahead of time.

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A year later, Anta began to slow down shop sales, and some stores closed down. P

PEAK's number of new stores in 2012 is also much lower than in previous years.

In 2011, Lining closed hundreds of stores with poor efficiency.

This situation is also in sharp contrast to several high-profile brands in 2010 that claimed to enter the era of "Wan Dian".

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The "P era" reflects not only the expansion of market capacity and the enhancement of brand strength, but also the acceleration of market integration and the amplification of operational risks.

Because the expansion of the brand retail terminal is mostly carried out in the form of agency stores, the agent's franchisee's "expansion impulse" is not entirely agreed.

The competition is too intense, and the frantic opening of the brand makes the agent fall into the "no profit" embarrassment.

A sportswear agent told the reporters that the brand dealers set up shop for the layout market, regardless of the cost, and asked agents to open more shops. "This brings great pressure to us."

It is unrealistic to try to maintain high profits and high growth through new stores and channels.

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< p > the decline of single store profit is becoming the biggest risk after brand expansion. How to find a better profit model is a problem that every brand should consider.

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< p > < strong > cool thinking after < /strong > > /p >

< p > after years of rapid development, the sporting goods industry began to enter the industry adjustment period. From the performance of various sports brand enterprises listed companies from 2011 to present, the growth rate of the industry gradually slowed down due to the impact of high inventory, rising cost and net profit decline.

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< p > "Rio De Janeiro Olympic Games in 2016, actually we have prepared after the London Olympic Games. This process is long, but it can make us think more calmly about how to avoid the accumulation of stock after the previous Olympic Games."

Cui Yaguang, director of PEAK design and research and development center in Beijing, said that the rapid development of sports brands during the Beijing Olympic Games brought a series of inevitable problems to the enterprises, though they brought the double harvest of turnover and scale.

"With four years to make the enterprise start again better, we are ready now."

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< p > China's sporting goods enterprises are somewhat desperate for Olympic marketing, which is actually a helpless move.

30% years to 50% years of high growth gold ten years has become the past, high inventory crisis has become a matter for every Chinese sporting goods company to consider carefully.

It is imminent to "go out of existence".

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< p > < < a href= > http://www.91se91.com/news/index_s.asp > > order > /a > mode is a change that the major brands have pushed in recent years.

In order to reduce the potential inventory risk of retail channels, many enterprises offer discounts to reduce orders that have not yet been shipped.

The practice of increasing profits by constantly opening stores seems to have come to an end.

The speed of "enclosure movement" in the past also slowed down significantly.

At present, the cost of store rent is higher and higher. Paying attention to the benefit of single store makes several brands consider more prudent and comprehensive when opening stores.

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