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Yang Jun'S Talk About Sports Brand Management

2013/11/3 20:25:00 22

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in the list of "2013 China top 100 clothing distributors", we saw a dealer in Nanjing who specializes in sports brand. The reporter initially came to his curiosity from the hot words "Sports" in the clothing circles and business circles in recent two years. In the past two years, the sports clothing industry in China showed obvious fluctuations. Under the condition of the depressed market environment, how did the dealer rush out of the tight encirclement and get on the list successfully, which raised the curiosity of reporters to the exploration of this character's management thought.

insight into market pulse > a href= "http://www.91se91.com/news/index_c.asp" > set shop mode < /a > first /p >

Reporter P learned that in 1991, Yang Jun went to a company specializing in the management of senior fur clothing and applied for business as a salesman. Later he was promoted to the manager of the northeast area, and from then on he became indissoluble with clothing.

4 years later, because of the difficulty of giving up the family far away in Nanjing, he resigned and returned to his hometown.

With the accumulation of practical experience in the clothing circles for several years, and the persistent pursuit of the clothing industry, Yang Jun set up an ACON trading industry Co., Ltd. in Nanjing, specializing in clothing trade.

At first, he chose to represent the popular domestic brand of the Italian casual clothes. After being bought by Shanshan Group, Yang Jun terminated the brand agent, and later he distributed Giordano brand.

, however, a chance to let Yang Jun devote himself to the sports brand industry, the brand that he sells is the LINING that is fashionable at that time.

Yang Jun recalled that LINING wanted to make a 2000 square meter large volume terminal store in Nanjing at that time, but after consultations, LINING thought that the single store mode would reduce the flat effect, and then found Yang Jun to do the distribution mode. "We consider how to stabilize the sales profits, so we will carry out the investment group, use customer resources to attract more mainstream sports brands, and use the collection store as the business mode, and the name of the collection store is rocket sports city."

collection mode is very popular in some European and American countries, but Yang Jun did not deliberately investigate abroad. At that time, only by observing the market observation of his official duties abroad, he would have great market potential in the future.

when it comes to gathering shops, we will think of buyers. Domestic shopping centers, department stores or clothing brands are showing a trend of homogenization. The group stores have made great breakthroughs in differentiated management. Many domestic stores have begun to implement the buyer system, which seems to be a trend.

But Yang Jun's operation of the consortium had weakened the system as early as 2009, and it is so derived from the women's clothing brand, Jifen, who had been distributing it a few years ago. Because the domestic shopping centers often use the joint operation mode, the profits of the brand have been very few years, and it is difficult to resist the market risk. So he continues to adopt the joint marketing mode, and does not buy out the brands he sells.

sports market downturn, internal strength adjustment, brand ratio

but it has to be mentioned that in the past two years, the performance of the "a href=" http://www.91se91.com/news/index_c.asp "sports brand" /a "industry has been plummeting, and the large-scale closes have made everyone in the industry restless. For this reason, Yang Jun admitted:" every industry has its own specific market. Because of the large market space of sports brands in the past few years, more and more people have come to this industry, many of which are poor professional businesses, which have affected the industry standard of this category. Some brands and dealers lack detailed analysis of the market prospect, which leads to a sharp decline in the current high inventory backlog and sales profits, which is undeniable. "

At the same time, another reason is also from the impact of the electricity supplier, especially sports brand, network sales have greater advantages than the line.

recently, the "2013 Hurun clothing rich list" was released. Most of the listed companies were sports brand and casual wear brand. Although the average wealth value had a slight shrinkage, it was enough to prove that the domestic sports industry still occupied more market share.

As a result, Yang Jun has confidence in his sports brand career.

"in the downturn of sports brand category, there must be another clothing category rising at the same time. I found signs of rising in outdoor brand, so I made corresponding adjustments to the brand ratio, added more outdoor sports brands, and then expanded the base for people."

Yang Jun has discovered in recent years that with the general improvement of people's living standard, the choice and direction of the sportswear for consumers are more obvious. In the past, sportswear can attend many occasions. Now, with the finer differentiation of clothing, sportswear may only be suitable for single occasions.

So Yang Jun tried to get involved in other categories, based on the large demand for women's clothing market, 4 years ago began acting Shanghai women's clothing brand Dilali.

at the same time, < a href= "http://www.91se91.com/pioneer/" > Yang Jun < /a > strict requirements for the terminal image of the collection store, including the location of shops and the design of moving lines are unambiguous. Even if some shopping malls give favorable conditions, they will not blindly enter after the comprehensive consideration of the degree of conformity of the shopping mall.

Yang Jun has been operating at a steady pace and has a strong position in the Nanjing market. Its women's clothing brand stores are opened in the shopping centers and department stores of several cities in Jiangsu province. The annual sales volume reaches about 20000000 yuan, and the sports brand collection shop has two street shops and two shopping mall stores. The annual sales volume of single stores is up to 30 million yuan.

When it comes to his anticipation and development direction for the future market, he still speaks in a steady tone: "the Nanjing market can provide customers with sufficient resources and shops, and the market situation in other regions is different. It is not that we are complacent, but we can not act blindly when we do not have enough control capability in the regional market."

Especially at the present stage of the pformation of domestic department stores and shopping centers, some shopping malls are showing an aging trend of hardware and software. The brand will be affected. In the foreseeable future, Yang Jun believes that when there are defects in hardware, the brand will also have to work hard in "internal strength", and further enhance the brand mix and marketing services.

now Yang Jun has joined cycling products and some extreme sports products in the congregshops, such as bicycles, skateboards and skiing, which are more and more popular among young people. Besides, they are advocating green travel nowadays. Although these products are biased towards small audiences, these people are more likely to cultivate brand loyalty and combine green with sports, which will occupy more market space in the future.

In order to enhance the consumer's sense of experience, Yang Jun also built skateboards outside a shopping mall in Nanjing, and had special technical guidance. At the same time, there were skateboard counters in the shop, which used the shop space to train beginners, so as to stimulate consumption and arouse the potential demand of consumers.

In terms of women's wear, Yang Jun will increase the number of brand distribution, and in the field of e-commerce, choose a high-quality e-commerce platform to sell the brand and women's clothing brand of his collection store.