Sports Brands Have Their Own Way To Save The Nation.

Since 2012, "high inventory" and "clearance sale" have become the most commonly used adjectives in China's sports brands.

According to industry experts, it is precisely because of the low efficiency of information communication caused by the hierarchical distribution system that it is difficult for brands to obtain effective data from terminal consumers and track accurate inventory.

After the age of farewell to the mode of profit making by agents, sports enterprises have put "optimizing channels", "adjusting supply chains" and "integrating resources" on the walls of offices to revive them.

Anta made a deep reform of the channel, from wholesale mode to retail mode.

In addition, Ding Shizhong, chairman of the board of directors of Anta group, was satisfied with the vertically integrated supply chain mode. This mode enabled Anta to go deep into all aspects of the entire supply chain, that is, profits in all links were taken away by Anta.

XTEP has also optimized its distribution channels, increasing the number of distributors from 28 to 37, and closing 250 inefficient outlets.

In addition, XTEP also changed the concept from "fashion sports" to "

Transformation.

Lining went on.

And personnel changes Lining returned to "Lining" to succeed the chief executive officer.

At the same time, cooperate with Xiaomi company to make intelligent hardware.

321 degrees will focus on the children's market. Last year, its children's clothing stores increased from 1858 in 2013 to 2142.

In addition, Baidu has also developed a tracking and walking function.

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PEAK made overseas efforts. Last year, its sales in overseas markets reached 650 million yuan, an increase of 23% in total revenue.

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Reporters at the shoe fair saw that the pursuit of "craftsman spirit" with exquisite craftsmanship and excellence is becoming the way for many enterprises to survive.

Moisture absorption, perspiration, pebble massage, PU elastomers...

A pair of shoe pads looks light and simple, but there is a university question.

Since 1993, Ding Rui has opened the factory to make insoles. It has been more than 20 years to identify a road and do it.

"In foreign countries, buying insoles is just like buying socks. High-end products insole can be seen everywhere in supermarkets."

Ding Ruizhan said that with the improvement of domestic living standards, consumption concepts are changing.

For this reason, Ding Rui has launched the "private order" service of insoles, aiming at the characteristics of customers and the needs of products, developing "one to one" and improving the supporting services.

At the shoe fair, there are not a few enterprises that pursue precise manufacturing and precise marketing.

The introduction of millions of experimental equipment, only to create a comfortable sole, the collection of more than 2 feet of data nationwide, only to accurately create the most suitable for Chinese feet.

"Sneakers are foreign products. At the very beginning, domestic enterprises copied foreign brands, but they didn't know why they were designed."

Ruan Guoqing, director of Anta sports human science laboratory, said.

We must know why it is so.

Chinese shoe companies are also constantly exploring the technological elements behind a pair of shoes, one of the leading brands of local sports shoes, and Anta has pioneered the sports science laboratory in the sporting goods industry.

Ruan Guoqing said that the laboratory of sports science is to integrate the three parts of sports, people and shoes to meet the functional and comfortability of sports.

Today, Jinjiang shoe enterprises are equipped with a large number of advanced international level of technology and equipment. Meanwhile, relying on independent research and development, the city's footwear industry has already mastered 229 core technologies of shoe production, and has 564 patents. Among them, Anta and Guo Hui have become the drafting members of national or industrial standards.

China's manufacturing industry is facing the deep integration of industrialization and information technology, and the footwear manufacturing industry as a labor-intensive industry needs more optimization and upgrading.

Jinjiang has 3338 kinds of shoe making enterprises. Among them, annual sports shoes and tourist shoes account for 40% of the total output of the country and 20% of the world's total output.

The local shoe and clothing industry is very big and needs to optimize integration.

Liu Wenru, mayor of Jinjiang, said that the footwear industry will further optimize its allocation of resources through the integration of market forces, deep rooted technology and Internet thinking.