The Pformation Logic Behind The Brand Of Sports Shoes And Clothing?

Recently, XTEP, 361 degrees, Anta, PEAK and other leading sporting goods companies in Quanzhou have released data showing single store sales in the two quarter and the first quarter of 2016.

The total amount has increased obviously, most of them exceed 10%, and the individual increase is over 20%.

It is estimated that these sports shoes and clothing brand performance is expected to be improved in an all-round way this year, and the prospects for development will be better after sweeping over the decline in more than three years.

The industry said that after several years of industry adjustment, Quanzhou sporting goods industry leading enterprises finally usher in a strong recovery.

Quanzhou Footwear Association Association official told reporters, despite the current sports

The overall service industry is still in the downturn, but leading enterprises take the lead in realizing the counterattack, deducting "the return of the king", and pmitting positive signs and signals of pformation in the industry.

The sporting goods industry, especially the sports footwear industry, is the core of Quanzhou's traditional manufacturing industry.

Since the reform and opening up, after more than 30 years of rapid development, the production of Quanzhou sports shoes and clothing has risen rapidly, and now it accounts for 1/3 of the world's total.

The sportswear factory and many sports brands on the ground in Quanzhou constitute a beautiful landscape in the industry.

It can be said that the sports footwear industry is one of the few industries with world influence in our province.

Before and after the 2008 Beijing Olympic Games, many sports shoes and clothing enterprises in Quanzhou judged domestic sports shoes and clothing.

Will usher in explosive growth, so desperate to launch a new project to expand production capacity.

At that time, in almost all sports shoes and clothing industry in Quanzhou, large, medium and small enterprises went all the way.

Production capacity has expanded dramatically, and capacity expansion has doubled in recent years.

Subsequently, although the market demand is not small increase, but the supply side increased even more, the whole industry showed serious excess capacity, the problem of high inventory began to hit, and reached the highest peak before and after 2011.

At the same time, along with the in-depth evolution of the post crisis era, the external environment for the development of sports shoes and clothing industry is also deteriorating. Under the combined influence of the demographic dividend declining year by year, financing difficulties and high financing, Quanzhou's sports footwear industry has entered a period of deep adjustment, and many dragon head enterprises have not been spared, suffering from overcapacity and high inventory problems.

To pform industries, to eliminate inventory and eliminate excess capacity is the first step.

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In fact, the sales figures of several leading shoe and clothing enterprises in Quanzhou have greatly improved, and are related to the withdrawal of large numbers of small and medium-sized enterprises.

In recent years, because of the low market environment, some small and medium-sized enterprises with weak risk tolerance have opted out.

When the market comes out, it directly leads to the increase of the market share of large enterprises.

I believe that the upgrading of the market share of large enterprises will inevitably lead to an increase in industrial agglomeration.

This is one of the major trends in the pformation of the Quanzhou sports shoes industry.

In view of the market economy developed in the European and American markets, the sports shoes and clothing industry has gone through a process of ebb and flow.

After decades of market baptism, these countries now only have a few brands such as Adidas and Nike, and the vast majority of small and medium-sized enterprises either choose to withdraw from the market or become the OEM operators of large enterprises in various industrial chains.

The sports footwear industry in Quanzhou is also bound to follow such a road of pformation.

The overall improvement of the sales performance of the leading enterprises is closely related to the active pformation of these enterprises.

In recent years, faced with the low level of the industry, with the advantage of capital and scale, they have vigorously promoted the strategy of fine management and machine turnover in the field of production, and made great efforts in product quality, cost control and production efficiency.

In addition, in the face of industry adjustment, these leading enterprises have also made timely adjustments to the product mix. Under the changing consumption structure, they have contracted the production line of ordinary sports shoes and clothing products in a timely manner. Meanwhile, outdoor sports products and children's shoes and clothing products have been vigorously developed.

The sharp judgement of the trend of market consumption is also the reason for these leading enterprises to win.

In conclusion, under the Matthew effect, the competitive advantage of large enterprises is intensifying, and the industry differentiation is becoming increasingly obvious. This is precisely the pformation logic of Quanzhou sports footwear industry.