Sports Brand Restores The New Year Or Recovery

< p > the adjustment of channel strategy of China's first-line sports brand has achieved initial success.

A few days ago, when the Beijing commercial daily visited the market, it was found that the terminal promotion efforts of major sports brands were significantly reduced compared with the same period last year.

However, for a small number of two or three line brands, they are facing the risk of shuffling.

< /p >

< p > > a href= "http://www.91se91.com/news/index_c.asp" > garment industry < /a > has experienced a cold winter in the past year, especially the sports brand, clear stock, close shop, shuffle...

The past year can be said to be a busy year. Of course, busyness is also effective.

The sports industry began to recover gradually, and entered the warmer stage after the cold winter.

< /p >

< p > < strong > discount strength reduced < /strong > < /p >.

< p > at the end of the year, fast fashion and leisure brands began to attract consumers with large discounts. The Beijing Commercial Daily reporter recently visited the market, but found that compared with the six months ago, the discount of sports brands such as Lining, Anta, PEAK and so on had obviously shrunk.

In most stores, new clothes are sold at 10 percent off.

Six months ago, the sales promotion of the above line sports brands once reached 40 percent off.

The old products that had been promoted before the store had disappeared from the shelves.

< /p >

< center > < /center >.

< p > in the Sales Department of sporting goods in a large shopping mall in the North Third Ring Road of Beijing, the past discount cards have disappeared.

In the Anta store, only some salesmen called the "off-season products" 6.5-7 discount.

In PEAK, XTEP, and many other a href= "http://www.91se91.com/news/index_h.asp" sports brand /a shops, it has hidden many promotions which have been hanging for many months. There are only a few pairs of shoes on the shelves which directly mark the price after discount.

< /p >

< p > < /p >.

< p > then, the reporter found that the discount of Lining and other brands declined in comparison with the same period last year.

PEAK's promoters said that at present, the stock is not large, and the incoming goods are controlled, and now it is the peak sales period, so the discount is not large in the recent period.

< /p >

< p > < strong > inventory decrease < /strong > < /p >

< p > the inventory of salesmen has declined, and the reporter has been confirmed from the enterprise.

Liu Xiang, deputy director of PEAK public relations, told the Beijing Commercial Daily reporter that the adjustment of channel and product strategy that started in 2011 has brought inventory back to a healthy level, but it is not convenient to announce inventory figures at present.

< /p >

< p > Lining's head of public relations also responded that the company's inventories had been greatly reduced. By the end of June 30, 2013, the average turnover period of the channel inventory had dropped from the peak of 9 months to 7 months below the normal level.

< /p >

In the past year, domestic brands have tried to pform from wholesale mode to retail oriented business mode. This adjustment has worked well in P.

It is understood that Lining changed the order strategy of two seasons a year, and became a "multi frequency, small batch" order.

PEAK also took similar actions to reduce futures and increase replenishment, but Liu Xiang pointed out that the adjustment of the model tested the responsiveness of the enterprise supply chain.

< /p >

< p > < strong > two or three line brand or being shuffled < /strong > < /p >

< p > sales prices rebounded and orders increased significantly in the three quarter of 2014, indicating that the sports brand enterprises have entered the end of inventory, and the industry is expected to fully recover.

< /p >

"P >" this year, the constraints of the stock on sports apparel industry will be greatly reduced, followed by the major sports brands in the business mode and product innovation.

After some department stores, < a href= "http://www.91se91.com/news/index_f.asp" > casual wear "/a" and "electrical test water O2O", sports clothing enterprises will also take an active part in it. The development of O2O mode will become the key to the second round of sports brand competition.

Sports apparel industry is expected to go out in the first half of this year. "

Zhu Qinghua predicted this year's market trend of sports brands.

< /p >

< p > although people in the industry are more optimistic about the sports brand market in 2014, Zhang Qing believes that due to the sharp reduction in inventory prices before the first line brand, the market of the two or three line brand has been hit, and this kind of joint effect has hindered the sale of the two or three line brand.

In addition, the channel of small brands, the speed of product pformation is not fast enough, and the supply chain capability is weak.

< /p >