The Dilemma Of Casual Fashion Brand Homogenization Mode

Most of the discount products in franchised stores are in previous years, with a discount rate of more than 50 percent off. In some sports brand factory stores, the discount has been far below half off, such as Nike factory shop, has played 3 slogans.

In the Lining store with four storeys on Nanping Street, the slogan of "let go, buy and buy" can be seen everywhere. As a sponsor of CBA, Lining also launched the promotional activities of "cba20 anniversary". Among them, there are 40 percent off pieces and two pieces of autumn clothes 50 percent off, two new pieces of winter products 12% off, and 3 products on the three or four floor.

In this Lot In a shopping mall, XTEP also launched a 2-7 discount of the whole merchandise, while the discount of international brands Nike, Adidas, Puma and CONVERSE also reduced to around 60 percent off.

A more obvious fact is that the price war has quietly started. Like Anta and XTEP, new products have been added to the promotion war. XTEP launched a new winter product of 15% off, two, 25% off, VIP enjoy 10 percent off discount, while Anta in addition to winter new products 12% off, once changed the strategy of children's wear series also launched 12% off discount.

"Children's clothing will not be discounted during the last season. Now children's clothing products are also involved in sales promotion." A salesperson in Anta store said.

In addition, although Anta, PEAK, 31st degree performance has improved, but Wu Qiang believes that under the background of closing shop tide, sports clothing It will take some time to recover. "Anta, PEAK, and 31st is not the result of its sales, but more from its efforts to cut costs from the closing line, while the sports apparel industry is still overcapacity. This can be seen from Lining. Because Lining is a leading domestic enterprise, it can not only gain profits simply by controlling costs, because this is not a fundamental problem, the fundamental problem lies in the spanformation of channels and product innovation. From Lining's semi annual report this year, we can see that its operating income is actually increasing, but its distribution expenses and administrative expenses are increasing substantially. The increase in distribution expenses was mainly due to the continuous promotion of Direct stores in the first half of this year. From Lining's report, it can be found that compared with December 31, 2013 to June 30, 2014, the number of dealer shops dropped by 337 to 4552, while the number of outlets increased by 193 to 1119.

Zhang Qing also believes that the industry is too optimistic. "At present, the industry is still in excess of capacity and supply." Moreover, the supply of the industry is still homogenized, and the demand of consumers tends to be diversified. Only by changing the supply mode of homogeneous industry can we truly meet the needs of consumers. Future More enterprises will be eliminated in the whole industry. "