Why Is This Guy Tragedies In XTEP Shoes?

When you go to a blind date, you must put on your best clothes to make a good first impression on the other person.

According to the world clothing and shoe net, recently, a guy in Xiaoshan, Hangzhou, wore a pair of blind dates.

The sports shoes were rejected by the woman.

The reason is that 27 year old boys are not suitable to wear XTEP shoes; they prefer boys who are more sophisticated.

Photo source: Shaw net Xiaoshan Forum

On the afternoon of January 8th, the official micro-blog, who was certified as Alibaba official culture account, said that the rejected guy was

Senior R & D Engineer.

Alibaba programmers were rejected because they wore a pair of XTEP shoes.

Some netizens say this is the worst time XTEP has been blackened.

So is it inappropriate to wear XTEP? China

Is it really that bad?

Is XTEP really low?

Lining, Anta, PEAK, XTEP and 31st degree are known as the five sports brands in China.

Sports fans are not familiar with these brands. Advertisements are often seen on CCTV sports channels. They can also see their billboards at any time in football, basketball, marathon and other popular sports venues.

Take the XTEP that is "black" as an example.

Xiaobian saw in the 2017 interim report of XTEP International (01368, HK) that XTEP's current position is "professional sports fashion brand".

Due to the marathon fever in recent years, XTEP has also introduced running related products, and only in the first half of 2017, XTEP sponsored the "Xiamen International Marathon" and "Chongqing International Marathon" competitions.

XTEP was first known as the slogan "XTEP, not a common sense", which originated from Nicholas Tse, a movie star.

Movie stars speak for sports brands, which is not conducive to their professionalism.

Therefore, XTEP invited Wang Zhen, Cai Zelin, Chen Ding and other track and field Olympic champion endorsements, and even invited the former European soccer player Shevchenko.

However, compared with Anta, Lining, PEAK and other brands, the reputation of these spokesmen is still inferior.

In terms of movie and TV stars, actress Nicholas Tse has become the spokesperson of XTEP besides Zhao Liying.

Xiaobian found that after experiencing the collective downturn of the domestic sports brands, XTEP's revenue increased year by year from 2013 to 2016.

Photo source: XTEP international 2016 earnings

However, in the first half of 2017, XTEP International's revenues and profits declined year-on-year.

Last December, XTEP international also issued a profit warning.

As the existing products in the sales channel of the repo are manufactured before 2015, the net realizable value is estimated to be substantially reduced.

Therefore, it will have a significant impact on the company's profits in 2017.

It is estimated that the overall net profit of the group will drop by about 25% to 35% in 2017 compared with 2016.

Blind expansion, inventory, cottage

Domestic brands have experienced cold winter.

From the earnings warning notice, XTEP is still facing the problem of inventory.

In fact, it is the inventory problem that nearly crushed the domestic sports brand.

Earlier, with the 2008 Olympic Games in Beijing as an opportunity, sports brands opened a large number of shops in the bustling areas and shopping centers throughout the country.

Even in less demanding cities, there are lots of shops.

However, in 2012 - 2013, due to the blind expansion and opening up of stores, the domestic sports brands suffered a lot. Over the past two years, the total number of major sports brands closed exceeded 3000.

According to statistics, in 2013, the total value of the six major domestic sports brands Lining, Anta, PEAK, 31st degree, China trend and XTEP reached 3 billion 100 million yuan.

In fact, Nike and Adidas also suffered from the cold wave of this movement brand.

But they sold much better in China at that time.

Prior to this, Zhu Qinghua, a consultant of light industry in China investment consultant, told an interview with the China national economic news reporter that the main reason why the sales volume of international brands such as Adidas and Nike showed an upward trend was that, in the face of the harsh market environment, international brands such as Adidas and Nike had been offered discounts and promotions, and those who developed low-end products in the three or four line cities had led to these international sports brands and domestic low-end sports brands competing for market share.

The international sports brand has gained the upper hand in the market competition by virtue of its brand image.

Large scale Chinese young consumers can afford Adidas and Nike.

Domestic brands are "Tucao", another reason is the "Shanzhai" label.

Because the brand name and trademark LOGO are very similar to Adidas, netizens are writing scripts and compiling stories on the Internet.

In the hottest days, Adi Wang's billboard even entered the NBA and Spanish football league matches.

{page_break}

However, in May 2013, "Adi Wang" reconciled with Adidas's 5 year tort lawsuit, "Adi Wang" Chinese trademark and LOGO finally pferred Adidas without compensation.

At the same time, its online shop also terminates the brand name of "Adi Wang" and the triangle LOGO which is very similar to Adidas.

Photo source: screenshot of Guangxi satellite TV

Similarly, because of the use of the Chinese name of NBA legendary star Michael Jordan, Jordan sports and Jordan also fell into a long tort lawsuit.

80, after 90 prefer Adidas, Nike

At present, when more and more Chinese participate in marathon, mountaineering, night running, fitness and other sports, China's sports footwear market has entered a period of rapid development.

The days of Chinese sports brands that have passed the winter are getting better and better.

In the first half of 2017, Anta sports (02020, HK) net profit rose nearly 30%, while gross profit margin continued to rise, more than 50%.

Lining (02331, HK) also saw a sharp rise in net profit of 66.8% and a gross profit margin of 47.7%.

It is reported that the Chinese sports industry special report released by the economist in 2017, "China's start competition - the rising China sports fitness industry" shows that China's consumption upgrading is quietly proceeding, and sports consumption has also ushered in the largest market dividend.

The report shows that in 2016, the size of China's fitness market was close to 1 trillion and 500 billion yuan, of which sports products and equipment accounted for nearly 70% of the total consumption.

The report also pointed out that China's clothing, footwear, health, leisure and education industry will grow by 26%~42% in the next five years.

But a serious problem is: for domestic brands, the continued growth of future cakes does not necessarily mean that they can continue to share more benefits.

According to the economist's report, by 2020, China's sportswear market will be changed from the current foreign investment and local brands to the market, leading to the market leader of foreign sports apparel companies, especially in the high-end market.

Because young people are the main consumers of sports brands, their preferences directly affect the future of enterprises.

But the 2016 Research Report on fashion brand preference after 90 VS80 shows that Adidas and Nike are the most favorite sports brands after 80 and 90.

Photo source: Ai Rui consulted Research Report on fashion brand preference after 90 VS80

Perhaps, due to the young people's preference for international brands, there is a story of "being rejected by XTEP blind."

It can be seen that the domestic sports brand still needs to enhance its brand image.

More interesting reports, please pay attention to the world clothing shoes and hats net.