Sportswear Brand Is In Trouble.

In recent years,

Affected by such factors as economic downturn, market shrinkage, inventory backlog and electronic commerce shock, survival is more difficult.

Let's take a look at the details.

Domestic movement

For example, Lining, the leader.

Since the establishment of the brand, Li Ning Co has maintained a high growth rate. In June 2004, Li Ning Co successfully launched in Hongkong.

Turnover has climbed to 9 billion 478 million yuan in 2010.

However, in the "journey" did not win the general, Li Ning Co after a loss.

According to public data, the performance of Li Ning Co has been in a state of loss from the first half of 2012 to the first half of 2014. Li Ning Co lost 2 billion yuan in the second half of 2012, and 391 million yuan in 2013. It lost 586 million yuan in the first half of 2014, an increase of 400 million yuan over the same period last year.

Li Ning Co is only a case in sports brand, and XTEP international and 31st degree are also facing the problem of business difficulty.

To solve the problem, Lu Le, a researcher at the Institute of quality finance, said in an interview with the China national economic news reporter that it is possible to solve such problems from open source, throttling and improving business management.

Open source is the top priority.

"The explosive growth of the electricity supplier has led to a big impact on the sales of clothing brands dominated by Lining, and the stock has increased significantly."

Wang Jian, senior researcher at the China Industrial and Commercial Research Institute, said in an interview with the China national economic news reporter.

Therefore, to open source, the development and expansion of sportswear brand e-commerce channel is very necessary.

Reporters also learned that in recent years, the market size of outdoor sports products is increasing day by day.

According to public information, the domestic outdoor product market has increased from the scale of 60 million yuan in 2000 to the current ten billion scale.

People in the industry say that as the apparel industry is still in a predicament, outdoor clothing, as a new force in the Chinese apparel market, is growing rapidly.

"Especially the introduction of domestic outdoor variety shows, such as" extreme sports "," running brothers "and the general admiration of the masses, have greatly enhanced the public's attention to the outdoor industry and laid a good foundation for their long-term development.

At present, a large number of outdoor sports brands have sprung up in the market.

It can be said that the rise of leisure sports has accelerated the outdoor products market.

The industry said.

Apart from open source, the domestic sportswear brand should really reverse the declining trend of management. Wang Jian believes that first of all, we must work hard in the management strategy, identify a stable and lasting brand positioning and develop new products that are in line with the market trend.

Secondly, a new round of fitness craze has been launched in China, and the market of smart smart equipment such as smart bracelet is growing rapidly. Sports brands should also grasp this trend and actively develop new products, especially intelligent sports products.

Finally, the domestic sports brand has obvious advantages over the sales channel, but the response speed of the popular elements is not as good as that of Nike and other international brands. The sports brand needs to combine the consumer big data analysis and grasp the change of consumer demand so as to maintain the leading position in the market.

For this reason, Lu Le said, similar to Lining, XTEP,

Such a domestic sports brand needs diversified product management if it wants to remain invincible in fierce competition.

In the Internet era, the characteristics of consumers' needs are more obvious. Companies can launch different product lines for different target groups to meet different levels and different categories of consumer needs.

"Timely and appropriate extension."

Lu Le said that in the low period of the industry, for enterprises, it is a challenge and an opportunity. We believe that the pattern of sports apparel has not yet been determined. Domestic brands like Lining brand have full opportunities and conditions to accelerate the layout of the industry in the reshuffle period, so as to improve their market share and lay a solid foundation for future development.

At the same time, observers in the industry stressed that strengthening brand publicity is also very important.

In the interview, the reporter learned that at present, the competition between sports brand enterprises has shifted from simple competition in price and channel to brand competition in the past. Therefore, strengthening brand building and enhancing brand connotation is more important to the long-term development of enterprises than the expansion of stores.

Lu Le further said that building a competitive team is also essential.

The long-term sustainable development of an enterprise depends on the strength of the team, and the great company needs excellent teams.

Therefore, it is necessary to establish a team with strong executive power, strong vitality and strong creativity. At the same time, the interests of employees and the interests of the company can be bundled together to realize the sharing of interests, so that enterprises can remain invincible in fierce competition.

Lu Le further explained.