Domestic Brands And Foreign Brands Compete Against China'S Sporting Goods

2018 is the new year. In this year, there are four world soccer cups, and the major sports events such as the Winter Olympics and the Asian Games. These sports events will not only bring people special sports enjoyment, but also give some related sports.

Enterprises bring new opportunities for development.

In fact, when it comes to sports goods brand, the first thing we think of is nothing but that.

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Nike, Adidas and other well-known domestic and foreign brands.

Recently, domestic sports brands and international brands compete fiercely for more market share. With the coming of 2018, the competition between domestic brands and foreign brands will be further upgraded.

The current situation makes heroes, and the electricity providers join in the "bustle".

According to the world clothing shoes and hats net, in 2017, "China started competition - the rising China sports fitness industry" showed that in 2016, the scale of China's fitness market was about 1 trillion and 500 billion yuan (about 216 billion 800 million US dollars), which accounted for nearly 70% of sports products and equipment on consumption alone.

This means that China's sporting goods market has great room for development.

After seeing the huge development prospects of the sports market, Suning, an electronics giant, joined the sporting goods field.

As early as in June 2016, Suning got about 70% of inter national shares with 270 million euros (about 2 billion 100 million yuan), becoming the largest shareholder of inter rice. This merger event made Suning's layout in the sports industry clearer.

To 2017, Suning began to implement the "sports ecological chain" of the whole industry. At the end of December, it launched the Suning sports commerce flagship store.

In the face of this trillion level sporting goods market, apart from localization of Suning, eBay, Amazon and so on also began to layout sports goods.

Taking Amazon as an example, when it entered the sporting goods market, it began to get a good start in the copyright of sports events. Now, in order to further expand its share in the sports market, Amazon is gradually starting to set up its own sports brand.

Specifically, since October last year, Amazon has cooperated with some sportswear manufacturers to prepare for launching its own sports brand.

Amazon's abundant user resources and sales channels can bring good drainage to sporting goods business.

In addition to these new entries, there are also local sporting goods brands such as Anta, Lining, 361 degrees, XTEP, PEAK, Hongxing Erke and other foreign brands such as Adidas, Nike, new brun and back-to-back in China.

Domestic brands and foreign brands compete against China's sporting goods

In the blue ocean of the Chinese market, the two party camps in China and abroad have begun to show their powers in order to grab more shares in the market, and are intent on becoming the leader in the field of sports goods in China.

One, Lining, Anta, 361 degrees and other domestic sports brands stick to one side of the city.

All along, the development of sporting goods brands in China has shown an upward trend. But due to the fact that too many people came in later, it accelerated the development of China's sports market. In 2012, the sporting goods industry in China was plunged into a stock crisis. Even famous brands such as Lining, Anta, 361 degree, PEAK and so on were also implicated, and the Chinese sporting goods market entered the "cold winter".

After that, enterprises upgraded on the original basis and expanded their own development pattern, and the Chinese sporting goods market began to run again.

For example, in 2016, Anta's "single focus, multi brand, and all channels" brought a brand new development, especially in the "multi brand": the acquisition of FILA in 2009, the acquisition of SPRANDI in 2015, the signing of the cooperation strategy with DESCENTE in 2016, and the inclusion of KOLON SPORT in 2017.

This series of acquisitions represents Anta's ambition to build "multi brand" as well as the overall layout of the outdoor sports market.

Similarly, the key strategy for Lining to upgrade his brand is the overall layout and multi branding.

Specifically, Lining, who focuses on the consumption of male sports brands, has been working with Danskin at the end of 2016 to increase her competitiveness in the female consumer market in the era of women's consumption. In order to get more female consumer users, Lining is also a manifestation of multi brand layout.

At the same time, "Lining YOUNG" is also a multi brand layout of Lining's entry into the children's wear market.

Lining dominated the young user market and caught the mainstream users of market consumption.

Compared with Anta, Lining and other sporting goods brands, the Jakarta Asian Games in 2018 carried a key gun of 361 degrees to start the brand war again.

For the "small and beautiful" 361 degrees, it is urgent for the competition to start its own brand effect.

In recent years, the growth rate of 361 degrees has been rising steadily, and the income in the first half of last year reached 361 yuan, up 16.5% from the same period last year.

For 361 degrees, although its volume is not as good as Anta and Lining, its layout for multi brands has also started, such as layout of 361 degree children's clothing and outdoor sports ONEWAY.

At present, domestic sports brands such as Anta, Lining and 361 degrees have taken the route of "multi brand" and "high-end" in order to gain more market share. This layout has changed the single brand mode of enterprises, brought more profits to enterprises, will also enhance brand influence and reduce the distance from international brands.

However, there are still several problems in the development of China's sporting goods industry.

First, this excessive search for "multi brand" outward development may bring a large accumulation of stock, and finally reproduce the "closing shop tide" in 2012.

Secondly, some domestic sports brands are lack of innovation in their own positioning, and there are traces of imitation of foreign brands such as Adidas in slogans and markings, leading to confusion in product marking.

Thirdly, the development of these brands in China's sporting goods market is approaching the bottleneck stage and is in an upward stage of difficulty.

Although there is still much room for development of the sporting goods market, but in order to penetrate into the international market and seek greater development, the domestic sports brands need to solve the problem of "foreign invasion", such as Adidas, Nike and other international famous brand extrusion market, in addition to solving the "internal worries" such as weak innovation ability and low influence.

Two, Adidas and Nike represented strong imports.

After seeing this big cake in China's sports market, foreign enterprises have entered the game and want to have a share.

Among them, the most successful representatives are famous international sports brands such as Adidas, Nike and new brun.

China is the second largest market of Adidas. In 2013, the US market accounted for two times that of China. By 2016, Adidas accounted for 16% of China's market share and 18% of the US market, and the distance between them was getting closer.

Adidas has been established for almost 70 years.

As an old brand, Adidas's international influence can be seen.

Adidas reported in the third quarter of 2017. Last year, Q3, Adidas's net income increased by 35% over the same period last year, reaching 549 million euros (about 4 billion 270 million yuan).

Adidas's chief executive, Kasper Rorsted, said that by 2020, Adidas will add another 2000 to 12000 stores in the Chinese sporting goods market.

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In China's sports market, besides Adidas, Nike is also a sports brand magnate who can not be ignored.

In 2016, the market share of Nike in China increased by 30 percentage points.

Nike's real interpretation is the product in Rome as the Romans do. In the era of rapid development of China's electricity supplier, Nike adopted the online operation mode of "official mall + WeChat public number + experience shop +nike".

The development of online market has further accelerated the development of enterprises.

Recently, Nike released the Q2 financial report in 2018 as at the end of November last year. The report shows that the quarter revenue reached 8 billion 550 million yuan (about 55 billion 500 million yuan), compared with 2016, an increase of 5 percentage points over the same period last year.

However, there are still some difficulties to be solved in the process of layout of China's famous international sports brands.

On the one hand, as the sports user market is becoming more and more fragmented, the comprehensive international sports brand has a long line of products, which inevitably leads to errors in the management and operation of enterprises, which will reduce the efficiency of enterprises.

On the other hand, compared with domestic brands, these imported products are expensive and serve only high-end people. In China, the majority of the consumers are middle and low end, which limits the expansion of the consumer market to a certain extent.

On the whole, the domestic brands represented by Anta and Lining are mainly in the Chinese market, mainly based on the diversification of layout and high-end, but these are already available for international brands such as Adidas and Nike.

Moreover, the layout of international brands such as Adidas and Nike has gradually shifted to online development from the beginning, although growth has slowed down year by year, but it is still on the rise as a whole.

Although the domestic brands have begun to international layout, but under the containment and interception of Adidas, Nike and other brands, the domestic sports brands are still difficult to enter the international road.

With the help of capital, the brand of domestic sports goods still hurts.

In recent years, many sporting goods brands have appeared in China, but few survive.

This shows that China's domestic sporting goods brands lack of influence, lack of innovation and other urgent problems to be solved.

If the domestic sports brand wants to break through the encirclement and build an international brand, it must do something.

First of all, whether the brand can continue to develop depends on the creation and individuation of the brand.

Domestic sports brands are at a disadvantage in this regard, and their products are mostly built on reference to international brands, and lack of innovative new products and brands.

And constantly introducing new products, re creating their own brand advantages, according to the diversified needs of consumers, the launch of "people's right" products, is the way forward for the development of domestic sports brands.

Secondly, in order to compete for more market resources, the domestic sporting goods enterprises blindly accelerate the expansion of the market, resulting in too much market pressure, resulting in serious accumulation of inventory and reducing brand influence.

The most typical example is the "shop closing tide" of sporting goods brands in 2012.

The total number of five major brand shops headed by Lining approached 5000, and only one family closed 1821 flagship stores.

Nowadays, various enterprises are laying out "multi brands". This kind of behavior that quickly grabs the market, if we do not slow down the pace and rational layout, will probably reproduce the "cold wave period" in 2012.

Nowadays, the basic pattern of China's sporting goods brands has been formed, and quality has replaced quantity as the key to win the market.

Therefore, building personalized and quality brand is very important for the development of the industry.

Finally, the domestic sporting goods brand is slightly less influential than the "foreign invaders" such as Adidas and Nike.

Compared with the international brands such as Adidas and Nike, the domestic sports brands are much younger.

Although its layout of "high-end" is to narrow the distance from international brands, it will take a long time in the current market situation.

Whether in the market experience or brand influence, the domestic sports user brand can not compare with these imported products.

Therefore, the march to the international sports market is undoubtedly an excellent way to enhance the brand influence of domestic sports enterprises and expand the market scale.

Although there is still much room for development in China's sporting goods market, the pain problem makes China's sporting goods market slow in development. Several international competitions this year are crucial to the development of sports goods brand in China.

Nowadays, the development of sports brands with varied patterns has deepened in the Chinese market. As people pay more and more attention to sports events, I believe China's sporting goods brands will play a key role in the carnival of 2018.

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