Under The "New Golden Age", International Giants Accelerate In China Cloth Bureau.

After several years of continuous downturn and closing stores, the sporting goods market in China will welcome the golden age again.

With the upgrading of consumption, the awareness of fitness for all is improving day by day, and domestic fitness activities are booming, and the sports consumption market is in the ascendant.

The CIC Industry Research Center predicts that by 2020, the scale of sporting goods market is expected to reach 240 billion yuan, and the composite growth rate will be 10% in the next five years.

Cage, chief executive of the US sports leisure brand SKECHERS, China, Hongkong, Southeast Asia and South Korea, said in an interview with the new media reporter of Finance and economics that Skech will open 7 flagship stores in mainland China, such as Shanghai, Beijing, Guangzhou and Xiamen this year.

At the same time, the sinking channel will be allocated to the three or four line market.

The population of China's active sports activities has reached 434 million, and its proportion has increased from 28.2% to 7 34% years ago.

With the government's related policy dividends and economic growth driven, this figure will also be improved.

From the perspective of the development of the industry, the 2001-2011 years witnessed the fastest growth of domestic sporting goods for ten years, basically maintaining double-digit growth. Before 2008, the Olympic Games boom and local sports brands, such as Anta, Lining, PEAK, 31st degree, XTEP and so on, landed in the capital market, making the sporting goods market explode.

In the "13th Five-Year plan" of the sports industry development, it is proposed that the total volume of the industry should be further increased during the period of 13th Five-Year, the total scale of the sports industry will exceed 3 trillion yuan, the industrial added value will be 1% in the gross domestic product, and the industrial system will further improve, and the added value of the sports service industry will be more than 30%.

Skech's business in China grew by 89% over the same period last year, and its sales outlets in China reached 2250, an increase of 79% over the same period last year. The same store sales increased by 25%, with sales of 6 billion 500 million yuan, which accounted for almost an additional 1/4 of global sales. China has become the fastest growing market in the world.

This year, Skech will increase the scale of opening stores, not only increasing the number of outlets in Shanghai, Beijing, Guangzhou and other front-line cities, but also expanding to the three or four line market.

The threshold of retailers is getting higher and higher. Consumer behavior decides that the enterprises that choose Cage as the main sporting goods company have already felt the pformation and rise of new Chinese consumers. This also means a significant change in the market structure of China's sporting goods market.

Roger, Secretary General of the China Sporting Goods Federation, believes that despite the healthy development, the current golden age is essentially different from the "golden age" of sporting goods in the first ten years of this century.

Consumers have changed from "what to use and what to use" to "what I like to use" during the shortage period of sports consumer goods in the past. Consumers are becoming more and more aware of how to exercise, and they also know how to acquire information through different channels such as professional coaches, networks, sports social platforms and so on, and consumer demand is more diverse, professional and detailed. This also spawns and strengthens more segments and professional markets.

But how to seize the consumer and improve the conversion rate is the fundamental.

When it comes to this point, Chen Wei believes that Chinese consumers are very different from the American consumer preferences. At present, 80 and 90 are driving sports and fashion trends. The rise of the new middle class also brings brand opportunities and challenges.

In China, retailers are facing new challenges.

In Chen Weili's view, China's retail threshold is getting higher and higher, but the patience of consumers is getting lower and lower.

With the development of communication and technology, enterprises have become easier to reach consumers, but effective communication with consumers is getting harder and harder to get young.

The recognition is not so simple.

When entering the Chinese market, many international brands feel that consumers should adapt to the brand. But Chen Weili has always believed that brands should adapt to the market.

Consumption habits and sports industry should be accelerated and updated. Only by understanding consumers can they adapt to consumers through structural adjustment of products.

In the era of product kings, enterprises should always choose to sell good products instead of attracting consumers through discount mode. This is also one of the reasons why Cage's price dived.

Chen Weili found that over the past two years, consumer shopping habits have changed and traffic patterns have changed.

"In the new era of enhancing the influence of e-commerce in China, the balance between online and offline is particularly important.

Not only should we have excellent offline stores to provide consumers with experience, but also have strong online operation capability to facilitate consumers to do shopping.

Chen Weili said that technology will be more adapted to consumer spending habits. In the near future, Sri Cage plans to achieve online shopping, offline replacement, or offline trial to buy and deliver door-to-door products.

Although consumers are more willing to buy products at shopping centers at this time, Chen Weili still reminds the shopping malls that they should strengthen management of shopping malls so that consumers like shopping and shopping malls.

If the mall can not understand consumers well, both the store and the brand will be affected.

International brands compete with local brands for the three or four line Market

With the gradual spread of the retail network, Skech's influence and popularity in the first and second tier cities are constantly expanding.

This year, Skech, who has entered the Chinese market for ten years, ushering in a rapid expansion period. The number of stores next to the brand line is expected to increase from 2250 to 3000. Apart from increasing the number of outlets in the second tier cities, the brand will also expand to three or four cities.

Speaking of the three or four line city, Chen Weili showed great interest.

"In the first two years, Skech opened nearly one hundred stores in the three or four tier cities, but it was a big mistake."

Chen Weili said frankly.

"At that time, the city and the team were not ready yet. Blindly entering the three or four tier city is not the right choice."

After entering 2017, Chen Weili thought that the sinking time had arrived.

"Now the consumer income level of the three or four tier cities is rising, and the relevant departments are also guiding the return of the population.

With the development of urbanization, the three or four tier city market has gradually matured.

But sinking does not mean crazy expansion.

Chen Weili said that before entering the three or four tier cities, Skech will conduct detailed market research.

"Every city has different plans. Cage will find the most suitable city for the brand.

Although this year's brand can set up more than 1000 stores in three or four mature cities, but for me, it can satisfy 150 stores. "

While expanding and speeding up,

It will also bring forth new ideas in the layout and subdivision of stores.

Chen Weili revealed that the brand will continue to open a series of leisure shops, and launch a fashion series of goods and designers, in the boutique sale.

Unlike the first and second tier cities, Cage will launch different grades of products for three or four line consumers.

"The product strategy and product price of the three or four tier cities will be differentiated from the first and second tier cities, and the three or four line cities.

The price will be in the range of 399 to 449 yuan.

After entering China in 2007, Cage adopted a joint venture mode to operate and rapidly expanded to the domestic market at all levels through the business mode of brand direct and dealer cooperation.

In fact, dealers are also one of the keys to help Cage open the store.

At present, Cage's distribution partners include YYSports (Baosheng Group), AOKANG International (23.260, 0.25, 1.09%) and Wanda Plaza, etc. the proportion of direct distributors and distributors is 8% and 92% respectively, and more than 2000 shops can still make every home profitable.

In fact, although the three or four tier cities are still to be developed for Skech, this market is precisely the main battlefield of domestic brands such as Anta, XTEP, noble bird (30.760, 0, 0%), Lining and so on. Nike, Adidas, even Under Armour and other international brands have also been layouts in three or four tier cities.

In the sporting goods industry, the three or four tier city has become a red sea, and the competition for sports brand is increasing.

In this case, Chen Weili believes that Cage's biggest challenge is not competition, but a change in consumer spending habits. "It is not enough to catch up with consumers' preferences."

Chen Weili believes that there is a gap between the international giants such as Nike and Adidas and the domestic brands such as Lining and Anta, and Cage is aiming at this opportunity.

In the future, we will close to Nike and Adidas on the channel, and make separate decisions on product design and price.

For more information, please pay attention to the world clothing shoes and hats and Internet cafes.