Sports Brand Semi Annual Report Several Joy Several Worries

Here world

Xiaobian of the network to introduce the sports brand semi annual report, several joys and worries.

Although the major commercial circles in Kunming are still the sites favored by sports brands, it is hard to avoid the fact that some sports brands have begun to shrink their fronts.

Dynamic music and clapping clapping do not know when to become a shopkeeper's way of attracting customers.

For Pang Yun (her pseudonym) and her colleagues, clapping around the door has become a part of the work.

With their enthusiasm, they are cold and clear customers.

There are not many people coming and going in the shop, and some even show annoying expressions, because narrow sidewalks are squeezed by Pang clouds.

It is the most embarrassing fact that the salesperson's hot expression and price discount are hard to seduce.

The change of buying mode has become a factor affecting the sale of physical stores.

Even Pang Yun himself, many clothes are bought online.

Though Kunming is big

It is still the favorite site of sports brand, such as the Nanping Street business circle is almost the sports brand world, but it is hard to avoid the phenomenon that some sports brands have begun to shrink the front line.

Closing shop tide continues

In recent days, sports brands such as Anta, Lining and PEAK have announced their business performance in the first half of 2014.

Anta came from behind, PEAK's performance improved, and Lining's losses continued to expand.

With the recovery of many companies, Lining is still unable to escape the embarrassment of the continued expansion of losses.

And Anta set a revenue of 4 billion 120 million yuan, becoming the top seller in the first half of the year.

Lining semi annual report shows that only half a year to close 244 stores, of which South market is as high as 108.

According to media reports, Lining quietly broke up with the Chinese gymnastic team who had worked for 23 years, and Anta replaced it as a sponsor of the Chinese gymnastics team.

Lining Group Executive Chairman Lining said that the company voluntarily abandoned relevant sponsorship rights, taking into account the limited resources of the company, and wanted to concentrate resources on developing core brands and projects.

Zhang Xiong, who has been selling for a brand for many years, said that from 2004 to 2008, China's sports brand was in a rush stage.

At that time, the strategy of the major brands was to expand the enclosure in the whole country, and set up shop crazily.

The open shop mode reached its peak in 2011.

In those days, the number of shops opened by domestic sports brands was more than 7000, plus Nike, ADI and other brands. Tens of thousands of sports brand shops were distributed throughout the country.

Affected by inventory, 2012 of the domestic sports brands began to shop, and Lining, XTEP, PEAK and other 6 major sports brands closed more than 3000 stores.

There were publicly available data showing that Lining closed 1200 stores in 2012. PEAK closed 1067 houses, closed 96 houses at 360 degrees, Anta closed 110 stores, and China closed 569 stores.

"In many major streets of Kunming, shops of sports brands can be seen everywhere."

Zhang Xiong said, nowadays many traces are hard to find, mainly concentrated in the business circle with relatively large volume of traffic.

In the most prosperous business district of Kunming, Nanping Street, small garden and small Simon are almost the sphere of influence of major sports brands.

The distribution of major brands in stores also showed a relatively concentrated trend.

Among them, the layout of Anta stores is the most concentrated.

In the small garden business circle and Nanping Street business circle, Anta's recent two stores are less than 200 meters apart, and do not include shopping centres and professional discount stores.

The layout of professional sports arcade is also more concentrated in the commercial circle. On the people's road, the two sports shops between the Dragon Expo and the Tao Po sports are less than 50 meters apart, and the brands covered by the two sports are actually not different.

It takes time to turn over.

At present, there are nearly 30 well-known sports brands in China, and hundreds of sports brands compete for the market.

Under the impact of the electricity supplier tide, the physical stores are in great danger, and the sports brands have closed the stores with poor performance.

Without exception, in recent years, major sporting goods companies have set off a discount in order to digest high pressure stocks, and the promotional war by means of discount sales has been staged in various places.

Kunming is no exception.

In recent years, there are quite a few discount brand oriented clothing stores in the main business circles such as Nanping Street. Discount brands cover almost all the sports brands in the Kunming market.

People in the industry believe that high inventory not only takes up money, but also the value of inventory is getting smaller and smaller. Discounts are the fastest way to deliver.

However, it is surprising that some discounts are even as low as 80 percent off.

Such overwhelming specials and discounts, which have always been positioned in the middle and high-end brands, have been repugnant to consumers, but they have made a good result in positioning low-end brands.

The newspaper reporter noted that after a sports brand store in Kunming, Lining played a special low to 80 percent off advertising, near Nanping Street, and even appeared temporary shop where Lining dumped goods.

"XTEP is as low as 90 percent off, Metersbonwe even played the sign of 19 yuan, while the discount of international brands Nike, Adidas, Puma and CONVERSE is also about 60 percent off."

Pang Yun's memory of last year's Kunming market is fresh.

Although the sporting goods industry is in a good position in general, the problem of high inventory of major sports brands has not been improved.

As part of

The new round of market competition is about to start, and the sports brand has begun to explore new marketing strategies and ideas in addition to the adjustment of physical stores.

The industry said that the industry shuffle is positive, and in this round of competition, the first thing to do is to change the channel system, and who will finish the adjustment as early as possible, who will have the chance to turn over in the future.