Domestic Sports Brand Lining, Anta And Other Three Short Boards Need To Be Filled.

China's movement is slowly recovering, but at the same time Adidas Foreign brands such as Nike have begun to grow against the trend. The industry said that the local sports brand should only accelerate the transformation and adjustment, and quickly make up the short board gap with the international brand, so as to ensure that the next round of high growth period will not lag behind.

Recently, Lining, Anta, XTEP, PEAK, 31st degree, China trend and so on are the six largest domestic companies. Sports brand In 2013, "report card" was handed over. From the perspective of turnover, the domestic sports brand in 2013 still declined, but the decline was narrowed compared with 2012, and the closing speed was slower than that in 2012.

The sports industry is beginning to pick up.

Recently, sports brand Lining The 2013 annual report shows that its revenue in 2013 was 5 billion 824 million yuan, down 12.8% compared with the same period last year. So far, the six major sports brands in China have suffered a decline in revenue. Among them, Anta's turnover in 2013 was the lowest at a year-on-year decline of 4.5%, while a 360% decline in turnover was 27.6%.

However, after a positive transformation and adjustment, China's sporting goods industry has passed a "warming up" sign. For example, Li Ning Co's equity holders accounted for a loss of 390 million yuan last year, a sharp narrowing of 80.2% compared with the 1 billion 979 million yuan loss in 2012. Anta's net profit and revenue decline were also reduced by 3.2% and 4.5% respectively compared with last year. In addition, from the point of view of closing stores, the six major sports brands closed 3077 stores, compared with nearly 5000 in 2012. Reporters yesterday visited the market also found that the major sports brand terminal promotion efforts compared with the same period last year also significantly reduced, the current discount of the highest is around 20 percent off, and last year, many new discount rate can reach 30 percent off.

Channel transformation promotes recovery

CEO, Zhang Qing, a key sports consulting company in Beijing, told an interview with a Commercial Daily reporter that in the past two years, Lining and Anta have shifted from the original wholesale mode to the retail mode.

"In the past year, the channel revival is almost completed, and direct retail accounts for about 1/3 of the total sales volume; the new product in channel inventory has risen to the level of 2011." Li Ning Co has said that the company has shifted from the traditional wholesale business mode that lacks direct communication with consumers to the establishment of a fast fashion retail direct selling mode through differentiated retail experience. The product deployment mode of "guided order + quick replenishment + quick response" has improved the order and storage arrangement of dealers, which has been supported by more than 90% dealers.

Anta said that the "retail oriented transformation" will bring the organizational structure closer to consumers and start to focus on improving the competitiveness of terminal stores and retailers. In terms of channels, it provides retailers with more precise ordering guidelines to stabilize their inventory levels, while encouraging retailers to flexibly make up orders to reduce inventory risk.

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International brands have returned to growth track

Combing reporters found that, compared with the slow recovery of domestic brands, Nike and Adi, who also suffered from the downturn, have already stepped ahead of the track ahead of schedule.

According to Adidas's annual performance in 2013, according to the exchange rate unchanged, its sales in Greater China in 2013 increased by 7%. Nike's quarterly report on the 2013 third financial services shows that its sales in Greater China also increased by 7%. From the perspective of market reaction, international brands such as Adidas and Nike still have absolute advantages. According to Chongqing strong wave sports related person in charge, at present, Nike, ADI and other international brands will still occupy about 70% of the market, the brand effect is obvious.

"Foreign brands also experienced a slowdown in sales in China in the past few years, but because of the earlier adjustment, they entered the recovery phase ahead of schedule." Zhang Qing said that in the past, international brands basically adopted the sales mode of agents in China, which slowed down due to the pressure from department stores, but later took the lead by taking the strategy of channel sinking. "Compared with international brands, local sports brands are also related to their lack of sports" DNA "in addition to late transformation. He also said that most of the domestic brands were made from foundries and factories, and the understanding of the movement itself was not enough. At the same time, supply chain management is also deficient. At present, the turnover period of international brands is about 40~50 days, while the longest of local brands is about 80~90 days.

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How to catch up with local brands?

Interaction, research and development, differentiation, three wings to fly together

Zhang Qing said that in 2015 ~2020, the domestic sports brand industry will usher in a high growth period, but before that, it will be in a state of adjustment and transformation. Only when the local sports brand is transformed, can we usher in a real spring. He said that what local brands need most now is to transform from extensive to meticulous operation, to strengthen market reaction, to clarify product positioning, and to strengthen the insight and grasp of the new generation of post-80s and post-90s consumer habits. "For example, at present, Nike uses the website, online community and game activities in the field of" digital interactive marketing "to enhance interaction with consumers, which is worth learning from.

Members of the China clothing association expert advisory group, Clothing brand Min Guangya, a business strategy expert, said that the assimilation phenomenon of local sports brands on raw materials was obvious. In this round of reshuffle, we must win. We must strengthen the research and development of raw materials, take the differentiated route and create the core competitiveness of our own products. Among them, increasing investment in R & D, improving the professional quality and professional ability of R & D team, and keeping up with the world trend and avoiding information lag are very necessary.