Sports Brand Enters Fashion And Leisure Area

< p > 2013 is a year when a href= "http://www.91se91.com/news/index_f.asp" > sports brand < /a > has encountered a major crisis. The store has been shut down sharply, the profit early-warning, the management team have changed the blood, the inventory has remained high, the order has declined.

These become almost all sports brands lingering "haze".

After entering 2014, this phenomenon has not improved.

Due to the adverse impact of the overall market environment in China last year, the sports brand is generally declining, and the overstock and the excessive expansion of the channel are still obvious.

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< p > recently, many sports brands have released their 2013 earnings reports.

After reviewing these earnings data, reporters found that most sports brands including ADI, etc., all fell sharply in 2013.

Experts believe that this situation is mainly affected by high costs, high inventories, low purchase demand and the impact of fast fashion brands.

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< p > reporter interviewed later found that in the background of the slow growth of traditional sports brand market, entering the field of fashion and leisure has become the common choice of most sports brands in China.

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< p > < strong > Data < /strong > < /p >.

< p > < strong > many sports brands < /strong > < /p >

< p > < strong > performance group fell sharply < /strong > < /p >

< p > by the overall slowdown of economic growth, domestic and foreign sports < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > brand performance in 2013 is not good.

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< p > Adidas's 2013 earnings report recently showed that the sales volume of the brand in the Greater China region increased by 7% in 2013, far below 23% in 2011 and 15% in 2012.

This means that Adidas's growth rate in 2013 has set its lowest value in the three years in Greater China, which is the first time that ADI has slowed down to single digits in recent years.

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< p > in addition to ADI, the latest performance report released by several sports retail brands in China shows that its net profit has generally fallen by more than 20% over the same period last year.

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< p > taking PEAK as an example, its net profit in 2013 was 244 million, down 21.3% compared to the same period last year.

According to the financial report, PEAK achieved 2 billion 613 million revenue last year, down 10% compared to the same period last year.

The gross profit margin of PEAK also decreased by 12.4% to 927 million yuan, and its gross profit margin was only 35.5%, down 1% from the same period last year.

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In addition to P, XTEP's net profit last year was 606 million, down 25.2% from the same period last year.

According to the results, XTEP's revenue in 2013 was 4 billion 340 million yuan, down 21.7% from the same period last year.

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< p > with the sharp decline in performance, many sports brands also ushered in a large-scale shop closet.

Statistics show that by the end of last year, the total number of XTEP retail outlets was 7360, a net decrease of 150 over 2012. In addition, the number of PEAK sports outlets was 6012, a net decrease of 471 compared with the end of 2012.

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< p > < strong > factorial < /strong > < /p >

< p > < strong > purchase demand change < /strong > < /p >

< p > < strong > the main reason for the decline of the performance is < /strong > /p >

< p > reporter visits found that the problems faced by sports brands are almost the same: inventory is serious, old money can not be sold, new listing is difficult, and profit margins shrink.

In order to digest high inventory, sports Brand Company continue to set off discount and closing stores. Shrinking cost is the top priority for these enterprises.

However, some brands told reporters that inventory problem was not the core issue affecting performance last year.

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< p > "the major change in consumer demand is the main reason for the decline of sports brands."

An industry analyst believes that at present, consumers' demand for sports brand has changed significantly. "Consumers' demand for personalization and differentiation presents a marked change trend, and they put forward higher requirements for sports brand products."

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< p > this person said that before consumers buy sports brand, in addition to meet sports needs, they can also meet outdoor sports, leisure assembly, even fashion dress and other needs.

Nowadays, a large number of professional outdoor brands, such as The North Face and Columbia, have gradually gained a foothold in the Chinese market. Fast fashion brands such as ZARA and UNIQLO also occupy a certain market share, and the consumption demand of sports brands is diverted by more differentiated brands.

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< p > in addition, electricity providers and other channels are fierce, which have a great impact on the original sales channels and business models of sports brands.

The development of online shopping has made the channels for consumers to buy more diversified, and the consumer groups of offline stores have been diverted. While e-commerce has become the "sewer" of sports brand stocks, many stores have become "experiential shops".

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< p > otherwise, sports brand enterprises are weak in innovation, slow in product innovation and slow to meet the needs of consumers.

According to the industry, a traditional sports brand product needs 15 months from design to shelf. The product is designed in the first 9 months, then the order meeting will take place, and then the production will begin. After 6 months, consumers will be able to buy this product.

In this way, it takes more than a year to bring forth new ideas, far behind the pace of modern young people.

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< p > < strong > variation < /strong > < /p >

< p > < strong > traditional sports brands turn to "fashion" < /strong > < /p >.

< p > a brand professional manager pointed out that the whole sports brand industry is in a downturn now. If we want to get out of the predicament, we must start with innovative design and build new marketing channels to meet the needs of consumers, so as to win the market share.

In this context, the major sports brand enterprises began to explore the road of change and pformation, and to move to sports, to launch fashion brands or to increase the proportion of fashion products became the common choice of most sports brands in China.

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< p > take the mid and low end sports brand as an example. Its overall style in the autumn of 2014 is more fashionable and casual, with a strong American style.

From the category of products, we have increased jacket, sweater, windbreaker and other more leisure products, greatly widening the product line.

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< p > in product design, Xide dragon has increased more detailed design and rich fabric application, making the new season products more fashionable and fashionable.

Such as the use of American "five pointed star" and lattice pattern, integrating into the "navigation" elements, cater to the young people's inner feelings and natural exploration and adventurous spirit, and satisfy the fashionable demand of consumers.

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< p > another domestic brand 361, with three child star spokesmen and a number of small models, through the live model show, song singing and other forms, high-profile 2014 autumn and winter children's wear new product series.

Diversified new products < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > meet the needs of different occasions and different environments. A colorful dress is full of strong "urban life" flavor, and will be fashionable, fashionable, personalized and leisure.

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< p > < strong > industry < /strong > < /p >

< p > < strong > wholesale to retail > /strong > < /p >

< p > < strong > local brands seek breakout > /strong > /p >

< p > through rapid distribution and expansion, the wholesale mode helps the brand achieve rapid growth and completes the capital level upgrading through the listing.

However, after the slowdown in market growth, the drawbacks of this model begin to appear, and the problems of oversupply, inventory backlog, and lagging management have impede the advance of sports brand.

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< p > in fact, not only is the sports brand industry, but the whole service industry is faced with the problem of "brand + wholesale" mode, and some companies react slowly to market changes.

A veteran sports brand veteran for many years said that when the growth rate of the whole industry declined and signs of saturation appeared, the previous "wholesale core", rapid establishment of marketing network, market share and too fast channel sinking were no longer suitable for the development trend.

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< p > he believes that the biggest disadvantage of the "brand + wholesale" mode is the lack of information.

For brands, as long as they go wholesale, sales have already been formed, but they can not feel the changes in the market and retail terminals.

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< p > reporters learned that in order to better understand the needs of consumers and changes from the market, as early as 2012, Anta changed the order mode to single store order.

From "brand wholesale" to "brand retailing".

In addition, Li Ning Co related people also said that production, purchase, sale, the whole front stretched too long, easy to keep up with the rhythm of consumers.

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< p > "for example, a product sells quickly, and the market is out of stock or goods pferred. If the company is too late to respond, it will eventually make the information and goods back to the terminal market."

This person said that after realizing this problem, Li Ning Co began to emphasize retail oriented.

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< p > in fact, the mode of "brand + retailers" is the business mode of international a href= "http://www.91se91.com/news/index_h.asp", fast fashion /a, brand ZARA, H&M, etc. This is a mode of operation from the integration of commodity planning to manufacturing and terminal retail.

This attempt and change has brought direct effect to Anta.

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Less than p ago, Ding Shizhong, chairman and CEO CEO of Anta's board of directors, said at the performance press conference that the number of orders for the first three quarters of the company has increased significantly, thanks to the pformation from the company to the retail sector.

In 2014, Anta will continue to innovate and change in terms of retail upgrading, integrated marketing, breakthroughs in key categories and new business expansion.

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