The Pformation Of Domestic Sports Brand Is Beyond Comprehension.

< p > experienced the large-scale expansion from the beginning of the Beijing Olympic Games in 2008 to the peak of the whole industry inventory and the closing of stores in 2012, the domestic sports brands from the peak to the peak valley began to seek pformation, both in terms of product positioning, supply chain integration and marketing methods.

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< p > however, the pformation of trial stage makes people somewhat "unable to understand".

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Less than p days ago, Anta (02020.HK) signed a contract with NBA star Rajon Rondo (Rajon Rondo) and launched a signature basketball shoe named Rondo, the 1 generation, priced at 399 yuan.

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< p > in recent years, the major sports brands have invited them to sign NBA stars to China to publicize and take the opportunity to launch expensive signature sneakers.

The price of Nike (Nike) and Adidas (Adidas) is usually more than 1000 yuan. Lining (02231.HK) this month's new "Wade road" also sells for 999 yuan. Even PEAK's (01968.HK) multi player signature shoes price is almost no less than 500 yuan, much higher than the price of PEAK ordinary sneakers.

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By contrast, the price of Anta's sneakers is low, and the low price strategy has led the industry to question whether it is "abandoning the high-end efforts and setting the low end" P.

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Besides P, sports brands, which are deeply impacted by "fast fashion", are also beginning to learn from competitors, and enterprises even propose to change to fast fashion.

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< p > < strong > find the topic or new location < /strong > < /p >.

< p > in fact, Anta's pformation to the low-end market has long been a clue.

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< p > in September this year, when its signing star Kevin Garnett was invited to carry out the "China trip", Anta took the opportunity to launch its fourth generation signature sneakers, the KG4 generation, priced at 399 yuan. In stark contrast, from the KG1 to the KG3, the price of the first 3 generation of Anta shoes was 699 yuan, obviously higher than this price.

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< p > low cost is bound to be a drop in cost. This is also an important reason why KG4 has been widely criticized since its launch.

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< p > "shoe type looks very clumsy, heavy, no sense of design, material is not as good as the previous three generations of products, not wearable."

Bought KG4 Sneaker (sports shoes control) Xiao Xie (pseudonym) told reporters this.

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The 1 generations of Rondo, which were launched after the P, continued this style and priced at 399 yuan.

At the same time, Anta began to carry out the concept of "priceless strength", and its advertising copy put forward "shoes sold for 1799 yuan......"

It doesn't help you to perform better on the scene. 399 yuan is the secret that I hit the best of myself. "The goal directly refers to the high priced signature shoes launched by the international brand.

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< p > for this, the independent critic of garment industry Ma Gang analysis, Anta's market strategy adjustment is actually made a necessary trade-offs.

"After several years of market tests, Anta found that the contribution of high-end products was not so ideal, but brought about a certain degree of inventory problems.

So now it has made some plans that are more in line with the public positioning and cost-effective, and the middle and low end will be the main strategy in a considerable period of time.

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< p > but an insider who asked not to be named told reporters that < a href= "http://www.91se91.com/news/index_c.asp" > basketball shoes < /a > especially signatures sneakers often reflect the overall positioning of a sports brand. It is difficult to decide whether Anta is right.

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< p > "in the short term, it can bring topics and promote sales, but in the long run it sets an unnecessary ceiling for enterprises. It is even more difficult to break through the limitations of the low end and enhance the brand image in the future."

The source said.

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< p > strong > fast or fashion? < /strong > /p >

"P > International" a href= "http://www.91se91.com/news/index_c.asp" fast fashion /a "has entered the Chinese market after strong entry into the Chinese market. The domestic clothing enterprises are almost in danger, and the sporting goods market is no exception. Many brands put forward to pform into fast fashion.

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In P, the most direct way is to extend from sportswear to fashion casual wear.

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Lining, who was the first to act, founded the brand of "Lining sports life", positioning in the fashion and lifestyle of sports products, advocating sports as a way of life, hoping to achieve the "cross-border" combination of sports and leisure. P

But after running a few years, sports life quietly disappeared from the line, and became a pure online brand.

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< p > in addition, Lining's acting Italy leisure "a href=" http://www.91se91.com/news/index_c.asp "sports brand < /a" LOTTO has not developed smoothly since 2008 in China.

In the first half of 2013, the net loss of Lotto brand reached 163 million yuan, and Lining also announced that the term of cooperation with its franchise business would be revised from 20 years to 10 years.

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< p > another sports brand that pforms "fast fashion" as the goal of pformation is del Hui.

Its stakeholders have told the media that in the future products of del Hui, there will be fewer and fewer sports style products, and fashion and lifestyle products will be more and more.

But so far, it is hard to see the result.

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< p > Ouyang Xinzhou, an analyst at the foresight Industry Research Institute, told reporters that people used to buy sportswear as their everyday wear. Sportswear replaced the market of fashion casual clothes to a certain extent. However, with the diversification of consumption demand, sportswear must not be separated from the market which belongs to the casual wear market to the latter.

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< p > "fashion" is not feasible, sports brand has turned to "fast".

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Less than P, from the second half of 2012, Lining's main business realized its retail oriented business mode pformation, developing towards "fast fashion", and plans to build a retail IT information platform to reflect demand forecasting, product mix system, supplier collaborative system and store operation.

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< p > Ma Gang believes that fast fashion is more about supply chain adjustment and product direction correction. Lining's plan is closer to this essence.

But at the same time, he said that the amendment is to pform suppliers and producers into retail service providers, which means a complete pformation of business mode. "This process takes a long time. The pformation of sports brand is still on the formulation, and the measures and effects are not clear enough."

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< p > Ouyang new week also pointed out that the movement of sports brand in "fast" and "fashion", and between "fashion" and "Sports", is largely uncertain because of unclear brand positioning.

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< p > "any mode, including fast fashion, is not necessarily suitable for sports market. It can not be rigidly applied. The most fundamental thing is to adhere to the professional sporting goods route."

He reminded.

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