The Domestic Sports Brand Market Is Frustrated, And The Operation Mode Needs To Be Changed.

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< p > in the past year, many domestic a href= "http://sjfzxm.com/news/index_s.asp" > sports brand < /a > encountered unprecedented difficulties. Not only did all kinds of negative reports emerge in an endless stream, but also sales performance fell to the bottom. "Closing stores" and "inventory" became the frequent keywords in their annual reports.

Reporters learned from Lining, Anta, 31st degree, XTEP, PEAK, China Trends and other well-known sports brand annual reports that in 2013 alone China's trend achieved a net profit rise, the rest of the brand either lost money or profits fell.

Among them, Lining's loss amounted to 390 million yuan; the net profit of 3 brands of 331 degrees, XTEP and PEAK fell by 70%, 25% and 21% respectively.

In response, insiders said that the market dividends brought by the Beijing Olympic Games to the domestic sports brands had been burned out in 2010, and now they are in the "cold winter" stage.

In today's extremely fierce market competition, only when domestic sports brands speed up pformation and adjustment, strengthen professional positioning, and quickly make up the gap with international brands, will it be possible to break the deadlock.

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< p > < strong > the new listing is discounted < /strong > < /p >.

< p > now it is in season of spring and summer. When it is said that a href= "http://sjfzxm.com/news/index_s.asp" > clothing "/a" should be very popular, however, this is not the case.

Reporters visited a number of shopping malls recently found that once the sports brand floors are now occupied by many outdoor brands, fashion brands and pregnant and infant brands.

Among the few remaining sports brands, most of them are internationally famous brands, while domestic brands are few and far between.

A domestic sports brand salesman on the 4 floor of Longde shop, Cui Wei Department store, Beijing, told reporters that many domestic brands had been dismantling from the market because of the sluggish sales situation.

After an hour of observation in the mall, reporters found that not many people came to buy sports clothes.

In this regard, consumers, Mr. Chen said: "because the style of sportswear has changed little in recent years, the attractiveness has declined.

Nowadays, people like to wear outdoor clothes such as assault clothing and fast drying pants, because these clothes are not only more popular, but also convenient to carry and handle.

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< p > apart from the shrinking sales area, a reporter's survey found that the new brand of domestic sports brand began to discount sales when it was just listed.

Reporters at a domestic sports brand store located near Xueyuan Road, Beijing, saw a noticing posters on its windows, with the slogan "new product 20 percent off time limited promotion".

According to the promoters of the store, the clothing displayed at the door is new. Now it sells 20 percent off, and consumers who buy more than 3 can enjoy 32% off discount.

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< p > reporter asked: "why does the new clothing just go public?" the other side said, "now business is not good enough. In order to increase sales volume, it is imperative to do so."

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< p > < strong > the market frustrated by many factors < /strong > < /p >

< p > according to the press, 2008 is the golden year for the development of China's sports industry. With the promotion of the Beijing Olympic Games, the sporting goods and garment industry has been developing at a high speed.

However, the good news is not long. With the Olympic games remaining exhausted, the development speed of domestic sports brands began to slow down, followed by the continuous extrusion of the market and increased inventory.

According to statistics, by the end of 2013, the total stock of the six major sports brands including Lining, Anta, XTEP and XTEP was 3 billion 100 million.

Against this background, some brands have to adjust sales channels and start closing stores.

Data show that in 2013 alone, the six major sports brands in China had closed more than 2000 stores.

Among them, 31st degree and Lining two brands closed the largest number of stores, from 2010 to date, they closed 783 and 519 stores.

"The rapid expansion of sports brand, the long-term failure of ordering mechanism, the disconnection between order quantity and market demand are the main reasons for overstock."

Zhu Qinghua, an industry consultant of CIC, thinks that in the past few years, the domestic sports brand was expanding without the assurance of the quasi market demand, which led to its very weak business. Once it encountered market changes, it would lose money.

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< p > besides the brand's own factors, the rapid development of e-commerce and the emergence of a large number of counterfeit products have also made the sales volume of entity stores under the domestic sports brand line hit hard.

Reporter comparison found that Lining brand with the same sneaker line, the price difference between the line a lot, of which the offline store price is 369 yuan / double, while Jingdong mall selling price is only 211 yuan / double, the difference is 158 yuan / double.

"Buying online is cheap and convenient. Why do you want to buy it in a physical store?" in an interview with reporters, many consumers answered this question.

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At the same time, reporters also visited some clothing wholesale markets, and found that counterfeit domestic brand sportswear is flooding here. P

The reporter saw in a clothing stall that the price of a counterfeit Lining sports shirt or sneakers was only a few dozen yuan.

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Under the impact of all these factors, the sales volume of the domestic sports brand has been unprecedentedly impacted by P.

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< p > < strong > operation mode needs to be changed < /strong > < /p >.

"P > is in sharp contrast to the sales situation of domestic sports brands which are in constant downturn. Sales of Adidas and Nike's two leading international sports brands are very optimistic.

According to the financial data released by Adidas group in 2013, sales in the Greater China region reached 1 billion 655 million euros, an increase of 7% over the same period last year. According to the 2013 fourth quarter report released by Nike, its net profit in the fourth quarter was 668 million US dollars, an increase of 22% over the 549 million US dollars in the same period last year.

According to the analysis of the industry, the two brands of "a href=" http://sjfzxm.com/news/index_s.asp "Adidas" /a "and Nike" have their own clear positioning and prominent features. Their professionalism has not been able to shake up in the field of sports so far.

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< p >, as the leader of the domestic sports brand, Lining's brand positioning at the beginning of its business is to become a professional sports brand of the Chinese people.

However, in the subsequent development process, the localization of its specialization conflicts with the demand of leisure and younger consumers.

In order to cater to the market, Lining focused on product design in basketball, running, badminton and other projects, and looked forward to the brand recognition through this pformation.

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"CEO" is the most important gene in sports brand, CEO Zhang Qing, a key sports consulting company in P.

Sports brand in China can only win more discourse power on the basis of strengthening professional positioning, so that sales volume and brand image will remain forever young.

He believes that the current domestic sports brand needs to pform its operation mode, that is, changing from extensive operation mode to fine operation mode, at the same time, accelerating the response to the market, making clear the product and brand positioning, and strengthening the insight and grasp of the consumption habits of the younger generation consumer groups.

For example, Nike is currently promoting the product in the field of digital interactive marketing by using websites, online communities and game activities to enhance the interaction between brands and consumers.

In this respect, it is worth learning from domestic brands.

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