The Trend And Hotspots Of Sports Goods Industry In China

XTEP, 31st, PEAK and China's six semi annual reports of local sports leading brands have seen double growth in turnover and net profit of Anta, PEAK, and 361, and XTEP revenue has risen slightly and net profit has declined (mainly because of the increase in advertising and promotion expenses, and the positive increase in stock market expectations caused by the 2015 market recovery). Although the troubles encountered by Li Ning Co and China have not yet been completely solved, the sporting goods industry in China has basically stepped out of the stock crisis, reflecting the gradual improvement of the inventory level and price reduction activities in the sporting goods industry in the mainland. The supply and demand situation of the sporting goods market has been gradually showing a balance between supply and demand, and the domestic sports goods market has been basically established. From Anta, Lining,

The recovery of China's sporting goods market in 2015 is very optimistic.

In 2014, although O2O was penetrating all trades and professions, many traditional shoes and clothing enterprises were still exploring in chaos.

However, time and tide wait for no man. In the era of the Internet wave, all industries can not stand aloof as spectators.

For the traditional footwear industry, we should see clearly the future direction of development.

In Zhao Yingguang, CEO of Korea's clothing house, "the future must be the era of direct selling, and the traditional channels will inevitably perish.

Internet direct selling, people online direct selling, community chain direct selling, these three direct selling modes will go all the way.

Leaving these three direct selling modes, there is no other way out for traditional footwear enterprises.

Zhao Meng, an international brand management consulting firm, also believes that the future mode of direct selling will definitely lead to the outbreak of nationwide marketing.

This is because the direct selling mode can not only reduce intermediate links, but also greatly reduce the level cost, but also pform consumers into distributors.

At the same time, it can take the initiative to share the consumption experience, and form the word-of-mouth effect of product consumption, so as to achieve the effect of fission product promotion, and let every level of consumers have the appropriate income.

Crossover means cross boundary cooperation, which refers to cooperation in two different fields, so that irrelevant or even contradictory elements are interpenetrated and fused with each other, resulting in new highlights and consumption attraction.

Now,

It means that more extensive communication and cooperation means advanced marketing and cultural communication thinking. It is different from the visual impact brought by the simple mix and match of clothing and shoes, but has a vertical three-dimensional strategy mode. It is a successful experience which has been widely tested and widely used in the international market.

Crossover is already the most common word in the tidal current circle. It has become an important part of international marketing culture. It is no longer new.

However, in this era of increasingly personalized pursuit, the demand for brands and products with cross-border brands will become more and more prosperous.

Therefore, Crossover will be a great success in China's footwear industry in 2015, and will become a new hot spot.

The industry is still full of "confusion". It also gives the shoes and clothing brands that want to get out of the low development with a new possibility of choice.

Then let 1+1>2's cross-border cooperation come to its own bowl.

Despite the fact that the instant entertainment fashion triggered by "Daddy's going there" and the policy dividend from the national second child policy have not been so fanatical in the 2014, it is not obvious.

However, a shrewd businessman with a clear pattern knows that instant entertainment is just the engine to start the economic concept of the tide boy. The implementation of the national two child policy in the provinces and cities needs more time to digest.

According to high-dimensional global data, in Beijing's retail property market, the first Pororo cartoon theme park in China was opened in Aegean Sea shopping center in May 2014.

Of course, children's clothing and footwear enterprises, which belong to the economic category of Chao Tong, are also unwilling to lag behind. Apart from concentrating on brands such as Babu beans, Disney, ABC, karting, gang Deng, Fei Ying and so on, BELLE, Anta, XTEP, red dragonfly and other famous adult brands are also concentrating their efforts to take the initiative to layout and scramble for children's wear market driven by the tide child economy.

Journalists have reason to believe that the tide child economy will be ready in 2015, which will become a hot topic of probability.

With China's "strong reform, micro stimulation" of the new economic normal formation, coupled with the recent Shanghai and Hong Kong through the opening of the bank interest rates and other policy boots landing, domestic consumption will be further squeezed.

At this point, if each brand shoe enterprise can seize the business opportunities brought by the Internet wave, pay attention to the application and promotion of O2O online and offline, increase the progress of individuation and differentiation of products and services, and enhance the experience of mobile internet terminal needs.