Returning To Professional Sports Is No Longer A Slogan For Sports Enterprises.

After the sports industry has risen to the national strategic level, the return of professional sports has become the common choice of many sporting goods companies.

Among them, the "return professional movement" by XTEP, which has been hit by the fashion movement, has attracted the attention of the industry.

It's not just shouting slogans.

Whether in XTEP or

The return of professional sports has become the focus of its recent work.

Ding Shuibo, chairman of XTEP's board of directors, is busy recently and is busy with the company's return to professional sports.

Over the past decade or so, while other colleagues have focused on sports events and focused on sports stars, XTEP has gone through a differentiated route, relying on entertainment stars to speak up, and successfully co operating with entertainment stars such as Nicholas Tse and Han Geng, calling the slogan "fashion leisure sports".

But Ding Shuibo was not satisfied with it.

Now, XTEP is going to make a change - they want to go back to sports and put labels on the outside world.

"We are moving from" fashion to sports ", not to abandon fashion, but to say that fashion is still an attribute of ours, but we attach great importance to sports.

Guo Yizhe, brand director, stressed in an interview with relevant media.

Also want to return to professional sports, there is another domestic sporting goods faucet 361 degrees.

At that time, the multi brand strategy of 361 degree has brought positive impact to enrich the company's product line.

Even so, the 361 degree president, Ding Wu, has been seriously reflecting on the negative effects of this multi branding strategy. It has made the 361 degree of sport started to be blurred.

Take the brand name Innofashion, which is launched at 361 degrees, as an example. It is dedicated to providing fashionable clothing for young people in China. It has established a four seasons commodity system covering shoes, clothing and accessories. It invited the international design and development team to develop new materials and editions, and added fashionable clothing styles such as lined shirts and jeans. It also invited Olympic swimming champion Sun Yang, new generation singer Jikun Yi and Taiwan singer Jam Hsiao as spokesmen, hoping to win the market of young people.

After more than 3 years of development, the brand has indeed been recognized by young people. It has sprung up in China's leisure and fashion industry.

But, after all, this is far from the sports blood flowing on the 361 degree body.

"If you want to be in the future.

To remain competitive, only to return to the sport itself, to tell the truth, many sports brands in China were more like fashion brands before.

Sports industry analyst Yan Qiang said.

It is this consideration that makes Ding Wu realize that "return to products and professional sports" may be the direction of the 361 degree future.

In fact, Adidas, an international giant in the sporting goods industry, is also making changes in this area.

In early February of this year, Adidas launched a new flagship ad with "Sport 15" as its theme.

In this advertising film, almost all the athletes signed by Adidas are included.

Adidas said it hoped to move positive young people through sports and create new brand stories.

Industry analysts believe that Adidas's attention to sports is also related to changes in the domestic environment.

With the improvement of the living standards of the citizens, they will inevitably increase their demand for sports, and the rise of running and riding is just like this.

More importantly, the government has combed the sports industry from the national level, relaxed the examination and approval of sports events, and encouraged the movement.

These are undoubtedly good for Brand Company.

Changes in internal structure first

Although shouting back to professional sports, but for the current XTEP and 361 degrees, completely abandon the fashion movement is not realistic, after all, they have accumulated a huge consumer group for the company, how to better deal with this problem, which continues to test their wisdom.

For the future market, Ding Wu's prediction is that people's demand for health and participation in sports is bound to increase. Now people are used to outdoor sports such as running and riding in WeChat's friends circle.

More importantly, the sports industry has been revitalized at the national level and has established the future direction.

As an enterprise, how can we accomplish pformation and upgrading before the opportunity comes? In the view of Ding Wu, we can only think about it from three angles: brand, product and retail.

In order to achieve such a reform goal, he must make corresponding adjustments to management and team building, such as strengthening the retail support construction, building a direct battalion system, strengthening the execution of the retail team, and increasing the agent's retail support.

Hou Zhaohui, general manager of human resources at the age of 361, believes that if the company's position changes, it means that 361 degree is bound to carry out a more significant change in organizational structure.

Because with the change of 361 degree positioning, 361 degree is bound to carry out a comprehensive pformation of management structure, design, channel and so on.

And at the beginning of the year, Ding Shuibo, 45 years old, ordered the meeting of 3000 dealers, and for the first time put forward the slogan of XTEP to "return to sports from fashion movement". Under this positioning change, XTEP will carry out a comprehensive pformation of management structure, design and channel.

At the beginning of his first announcement of pformation, he first gave his CEO position. His explanation is, "since XTEP wants to change, the boss must first change, and first we must change ourselves."

At that time, XTEP new CEO Li Guanyi took office for half a year or so.

Li Guanyi has served Adidas, ESPRIT and other companies, and has obtained a bachelor's degree in fashion design in her early years. Her highlight in her resume is that she once guided Adidas China North District to achieve 3 billion 300 million yuan from 700 million yuan, and then served as the head of ESPRIT China, and helped to achieve brand remolding and channel reform.

After two international brands, Li Guanyi now chooses XTEP with a revenue of only 4 billion 777 million yuan.

In fact, before this declaration, XTEP's internal reform has shocked all levels.

In the face of the 3000 most important dealers in XTEP, Ding Shuibo talked about the three step reform of XTEP.

The first is brand pformation, the second is product, and the third is retail.

The key step is to speed up the pformation and upgrading of the channel, and promote the channel pformation in four steps: national stores inventory, national store upgrading, channel structure adjustment, and store upgrading.

The second step is to enhance the coverage of high-end cities: enhance the coverage of Shoppingmall, department stores and shopping malls.

The third step is to establish a commodity circulation channel to solve the inventory problem in an all-round way.

In this year's Shoe Expo, the XTEP Pavilion will play the "professional" brand.

Characteristics and business opportunities

In addition to the need to make bold adjustments to the internal structure, we need to introduce some products that can convince consumers.

In this respect, both XTEP and 361 degrees can learn from local companies with distinctive characteristics.

In recent years, the overall situation of the industry is not optimistic, Quanzhou Sunhai sporting goods Co., Ltd. has made a market segmentation, specializing in the production of football products, running apparel and riding apparel and other special products for the major international brands.

In particular, in the two categories of functional clothing, such as running clothes and riding apparel, sun Hai has made some efforts and built up its own brand strength.

At present, besides running clothes, running equipment such as arm bags, backpacks, waist bags, glasses and so on will also be on-line to achieve product category breakthroughs.

Ding Siquan, chairman of sun Hai, believes that there is still much room for subdivision of professional sports.

For example, professional riding equipment brand, and professional running equipment development, at present, no matter whether the sports brand or outdoor brand has been set foot in the market, there is still much room to explore in the field of characteristic.

In fact, many small and medium-sized sports brands in Quanzhou are full of confidence in the professional sports market in the future. In the field of riding, the famous customers, the professional football market and the outdoors of Tianlun Tian have made remarkable achievements in these specific fields.

As an outstanding representative of professional football equipment brand in China, it has gained a lot of fame in the domestic football field. In recent years, it has been a series of actions such as sponsoring zhuchao, Guangdong Chao, and refueling the China Champions League.

Zhang Jiameng, general manager of Fujian hi climbing sporting goods Co., Ltd., said that unlike most comprehensive sports brands, most of the riding, running and outdoor brands are focused on single product market. In other words, they may only be developed in some areas such as shoes, knucksack, gloves and so on, and their changes should focus on the planning and extension of serialized products.

"In the past two years, the outdoor brand of Quanzhou has basically completed the integration process of shoes and garments, and has achieved good results in the development of outdoor outdoor products.

The applicability of Tian Lun Tian brand covers a large span from ordinary outdoor life to professional mountaineering exploration, which can meet the needs of professional outdoor sports and meet outdoor needs of primary outdoor sports enthusiasts and even ordinary families.

Xu Tengda, general manager of Tianlun Tian outdoor products Co., Ltd., told reporters that at present, the outdoor brand of Quanzhou not only has the strength to build a mass professional outdoor sports brand, but also can not be underestimated in some emerging small outdoor categories. For example, when riding the road across the United States highway 66, Tianlun Tian first launched a series of professional riding equipment, and won the praise of members of the Tianlun Tianji expedition team.