Can The Market Share Of The Expensive Bird Gradually Shrink To Take Off Again?

With the continuous progress of the times, all kinds of enterprises that can not keep up with the trend of the times will always be eliminated. In today's rapidly developing China, this situation is more common, such as the mobile phone industry, the Huiyuan of the beverage industry and so on.

Today we are going to talk about those sports brands in China. We have to say that from today's point of view, many sports brands that are already very popular in China are hard to see. Such famous brands as Xi long, Jin Lei Ke are now completely collapsed.

And the famous brand of Anta, once famous for its popularity with the world, is now in deep mire.

Since 2011, the whole retail industry in China has been impacted by the economic situation, and many domestic sports brands are facing the situation of shuffling at this time.

By the time 2012, even Anta and Lining, who still maintained the position of the industry giant, had closed many stores at that time.

Naturally, it is impossible to avoid this wave. This homemade sports brand has also been on the decline since then.

Previously, the company announced the company's 2018 earnings report. From this earnings report, the net loss of the birds in 2018 has reached 640 million yuan, compared with the 160 million net loss in 2017, the loss rate has hit 500%.

For the reason why such a huge loss occurs, the financial department of the company also explains why the loss is mainly due to the main business of the company.

But the reason is more than that. Professionals in the industry pointed out that in recent years, the increase in production costs and sales costs of expensive birds has caused the current sales situation of the birds to have stagnated, which has led to today's massive losses.

However, no matter what the reason is, the situation of the birds and birds has fallen into today's situation.

We should know that the "noble bird" established in 1987 is a well deserved old man in the industry. After its establishment, the "noble bird" has worked hard for more than ten years in the shoes capital such as Fujian and Jinjiang. During the period, we can also think of one or two of the accumulated strength.

After 2002, the great bird who thought the time had matured began to expand the strategic layout to the whole country. Moreover, in order to start the first shot to enter the national market, the noble bird sought out the superstar Andy Lau to make endorsements.

Sure enough, there is a reward, and the birds quickly set off their brand in the whole country, and this marketing is no doubt outstanding.

After that, by virtue of the excellent sales strategy and excellent performance price ratio, the precious birds occupy a place in every line city, and even a lot of praise has been gained among the young consumers. In the peak period of the noble bird, its number of stores is even more than 5000.

Since then, Nike, Adidas and other international brands are entering the Chinese market. All the major sports brands in China are all in danger. Under these circumstances, the birds have become the benchmarks for fighting against foreign brands like Lining and Anta. At the same time, there are no more than two of these brands. The three companies have become the leading brands of domestic sports brands.

But it's a pity that the glorious time is always short. In 2010, the bird began to fall into a decline, the sales of its products in the domestic market were declining, and the high reputation among the young people, who was once proud, had become a history.

In this way, the strategy of success has never been able to solve the new problems.

Faced with such difficulties, the noble bird is not ignorant. On the contrary, it has made a series of adjustments, hoping to change this situation.

It is clear that the product is the core of the market competition, so it can be said to be hard work in its main business. Unfortunately, the final result is not satisfactory. The new products launched by the birds and birds have not received much response in the market, and the market share is shrinking.

At this time, when you see that you are not able to achieve fruitful results, you also feel nervous. At the top of the company, the company decided to start a diversified development route for self rescue.

In 2015, the expensive bird spent 240 million yuan on the biggest sports forum tiger diving sports.

What is the situation of Tiger flutter, as we all know, is the largest basketball fan gathering place in China. Its main target group is young men. And the birds and birds also want to restore their reputation among young people. Besides, the development of the tiger is also good.

Immediately after that, the situation turned rapidly. It may be that the tiger's move was too good for the birds to lose their head. When the performance fell seriously, the birds spent 200 million of the time on holding a Spanish football brokerage company. This investment, which can not be effective in the short term, is undoubtedly a big stone in the already fallen mire.

Since then, the operation of the precious birds is even more obvious. Even though many companies have established Ankang insurance, they want to get a share from the insurance industry.

In this way, there is not much money left for the expensive birds. After that, the situation of serious losses will occur.

Nowadays, the expensive birds can be said to be a lot of problems. In the future, we can see whether it can take off again.