Sports Brand "Close Shop" And "Inventory" Let Us Reflect.

The moment Sports brands in China The "inventory" and "shut shop" incidents were discussed, which made people who were worried about the prospect of the industry even more skeptical or direct negativity. Coupled with the combination of many negative news on the market, some sports brand operators asked, "is the sports industry going to die? Is it necessary to change a brand or simply change the industry?" I believe there are many people who have these puzzles and ideas.

If an industry is relatively easy to make money, and most of the people who enter it are making money, then the entry threshold of this industry will be reduced, and more and more people will enter, so is the early stage of sports brand. From the beginning of 2001, the good development momentum of sports brand began to appear, and gradually entered a stage of sustained and rapid development. Especially in 2005 ~2008, it can be described as its golden age, and it has pushed the development to a peak. Before that, most of the people who enter the industry earn a lot of money. Therefore, under the effect of making money, there are more and more people entering the industry. The most direct embodiment of the market is that there are many brands in the night, and the number of stores is doubling.

each industry There is a balance point, but once the balance is broken, the corresponding chain reaction will happen. At present, the number of brands, stores and products produced by sports has far exceeded the demand of the market, so the scales are out of balance. Now we see that the market is an unbalanced market, and the current situation of "large inventory, low profits, declining sales and closing stores" is the result of imbalances, which is also the inevitable result of the development of the industry. Because an industry must be mature and standardized, it must be adjusted and baptized. It can not always be plain sailing. After nearly 10 years of rapid development, the sports brand has accumulated more and more problems. Now it is slowly exposed. Therefore, what we see, experience, and self-help carried out by brands and customers is a process of adjustment, just like the previous leisure apparel industry. This process is a painful and joyful process. It is inevitable for a brand enterprise with strong strength and better operation management to be affected by it. But it is also a good opportunity to test and enhance itself, consolidate its position and expand the city, but it is a painful process for those brand enterprises that did not pay attention to their own management and survive only by the natural growth of the industry.

Therefore, for the current brand enterprises or customers, they should recognize their own environment, conduct a comprehensive physical examination for themselves, and immediately implement the corresponding measures of self-help and self-improvement, such as closing down some low benefit stores, improving the detail management of the terminal, raising the efficiency of single store, paying more attention to the purchase of goods, making the orders more scientific and reasonable, paying attention to the sales tracking of products, raising the gross profit and reducing inventory, paying attention to the cultivation and growth of employees, and improving their professional qualities.

　　 Blind diversion Or changing brands or even giving up is not the best choice for brand enterprises. How confident is the new industry after the transition? Is the development of the new industry necessarily good? Do you have a good understanding of its operation rules? How much confidence do you have in changing the brand's internal management of its company? How much confidence do you have in the company's internal management?

There are two ways to deal with a sick person who wants to recover. One is to take medicine, the other is to exercise two. What kind of behavior do you choose? Self help and self strengthening behavior is physical exercise. It can make your body healthier and more resistant, while changing the industry or brand is the behavior of choosing to take medicine. If you are sick, you will be good at taking medicine, but your resistance is not increasing. Instead, you will continue to weaken. When you face the next "virus", you will be more resistant to illness and get worse.

Therefore, whether or not the body is sick, brand enterprises must strengthen their own exercise, improve their physique, and make themselves stronger and healthier. Only in this way can they live without fear when the "virus" comes.