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Sports Goods Industry Continues To Adjust, Sports Brand Enterprises Accelerate The Pace Of Transformation.

2019/8/13 12:45:00 2

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The recovery trend of sports goods industry is still continuing. The local movement Brand Company is also in the process of deep adjustment and acceleration of transformation and upgrading.

Anta promotes value retail strategy

This year is Anta's collaborative value year. Anta regards "collaborative incubation and value retail" as an important direction for the future development of the group and the core of deepening the multi brand strategy. Specifically, it is to form a synergy matrix of the brand group, to form a brand group matrix in the field of sports shoes and clothing, to expand from line to surface, to create the ability of collaborative incubation, to build incubator platform, to realize the empowerment of new brands and small brands, including supply chain, electricity supplier, material flow, finance, etc., so that new brands can quickly hatch and grow on the group platform.

Anta sports said that the company will promote the value of retail strategy, through the wisdom of retail applications to master consumer big data. In terms of sales channels, the group will further increase the proportion of shops in shopping centers and department stores in Anta, and continue to promote the growth of the group in the business channel.

Lining built his own supply base in Guangxi

After several years of decline, the domestic brand Li Ning Co has risen vigorously in the past two years. In May 22nd, Lining group's Guangxi supply base was officially launched. This is the first time since the establishment of Li Ning Co in the past 30 years, it has built factories for the first time to engage in the manufacturing links of the upper reaches of sporting goods supply chain. The base involves research and manufacture of raw materials, sports shoes, sportswear, and so on. Li Ning Co's supply chain has long relied on outsourcing.

At present, the progress of Lining's supply chain base in Nanning has been signed. The annual production of 5 million pairs of sports shoes has been signed. The following production lines including clothing, equipment, bags and so on will also be launched. Lining's goal is that the Nanning plant will take up the capacity of the group 1/3 in the future, and the remaining capacity will continue to seek cooperation from external suppliers.

XTEP acquired three brands of K-Swiss, Palladium and Supra

In August 1st, XTEP International announced that it had announced the completion of the E-Land Footwear USA HoldingsInc. purchase of all equity transactions, and E-Land Footwear USA HoldingsInc. has become an indirect wholly owned company of the company. This also means that XTEP group will add three international brands of K-Swiss, Palladium and Supra.

In May 2nd this year, XTEP reached an agreement with the Korean clothing retailer's love and love group to acquire the E-Land Footwear USA Holdings Inc. company of the clothing and love group for $260 million (about 1 billion 750 million yuan) to acquire the ownership of the three major brands of K-Swiss, Palladium and Supra. K-Swiss's parent company is a shoe manufacturing company headquartered in California, USA. Founded in 1966, the group has three internationally renowned brands K-Swiss, Palladium, Supra and two sub brands PLDM and KR3W, mainly engaged in sports, high-performance sports, all terrain adventure activities and fitness shoes, clothing and accessories, as well as casual wear design, development and marketing. XTEP International said that the group is in transition to multi brand groups. The brand of the transaction target and its existing brand complement each other, which will transform the company into a global sporting goods company that meets the needs of different consumers.

361 degrees to start brand remodeling plan

The 361 degree brand launched in June this year aims to enhance the brand image and set the tone for the next ten years of development. The next 361 degrees will remodel the brand from the dimensions of brand, product and activity. Brand level, 361 degrees will continue to uphold the concept of "more love", so that 361 degrees of "love" specific visualization, landing, so that consumers can clearly feel love. At the product level, 361 degrees will uphold the product concept that provides consumers with the right product, giving the merchandise the right functions, concise design and world-class quality to meet the product attributes required by entry-level consumers. In addition, 361 degrees will also create conditions for consumers by organizing activities and so on to drive more people into sports.

As part of the brand remodeling, 361 degrees will create a new basketball into the community project Home Game, the project from the love of basketball, create community basketball venues, and fully integrate the resources of NBA, for basketball fans, especially young basketball enthusiasts to set up professional coaches team. Every year, basketball talents are selected through this project to provide better development space and more professional opportunities for these consumers. At present, the project has entered the end of the preparatory stage, and will continue to advance in the next 3 years. The initial planning of the first basketball court will be completed in 15 first and second tier cities, reaching 100 in 2020, 300 in 2021, and 1000 in 2022. 361 degrees, the goal of brand remolding is to compete for young people and middle class consumers.

Kappa promotes all channel integration strategies

In order to achieve brand recovery, Kappa will promote a full channel integration strategy in 5 to 8 years, that is, a whole set of adjustment strategies from retail terminal to supply chain. Specifically, the Kappa's full channel strategy is "a consumer group, not to take two stock lots", to integrate the inventory on line and carry out efficient management. In recent years, Kappa has opened up visual stores between Direct stores, and has been able to support different stores' orders for self promotion and delivery through cloud storage in various regions, enhancing personalized service, improving user experience and reducing store inventory pressure.

The company will also actively shut down and restructure low store efficiency shops, and will open more than 30 head stores in 2019 to ensure that the annual single store efficiency continues to grow. In terms of digitalization, Kappa will analyze consumer preferences and other personalized preferences, adopt different new product supply and sales strategies, provide different products for different stores, achieve personalized precise sales, and achieve store digitalization.

Sports brand enterprises continue to adjust and accelerate transformation

With the improvement of sports enthusiasm, with the rise of sports fashion, the scale of sports apparel market has been increasing continuously in recent years. Some local sports brands have grown rapidly in recent years, and can be seen as very strong. According to statistics, in recent ten years, the average annual compound growth rate of China's sports apparel market is nearly 10%, which is significantly higher than that of other countries. In the year of 2014~2018, China's sports apparel market was forced to rebound, and the scale of sports apparel market increased year by year, and the growth rate continued to accelerate. In 2018, the size of China's sportswear market exceeded 40 billion US dollars, an increase of 19.5% over the same period last year, the highest growth rate in the past 7 years. It is estimated that China's sports apparel market will reach 65 billion 900 million US dollars in 2023, and the composite growth rate will exceed 10% in the next five years, and the market scale will account for over 16% of the total clothing proportion.

From the recent capital operation and strategic new trend of the local sports brand, the major sports brand enterprises are adjusting their strategies in a bid to consolidate their internal strength and enhance their market competitiveness. Anta takes "co incubation and value retail" as an important direction for the future development of the group and the core of deepening the multi brand strategy. Lining worked hard in the supply chain and built the supply chain base of Nanning herself. XTEP seized three international brands of K-Swiss, Palladium and Supra at the same time, and promoted the multi brand group with big horsepower transformation; launched the brand remolding plan at 361 degrees, set the tone for the next ten years development path; Kappa will promote the whole channel integration strategy in 5 to 8 years, and push the reform from the retail terminal to the supply chain.

Obviously, the recovery trend of sports products industry is still continuing. The local movement Brand Company is also in the process of deep adjustment and acceleration of transformation and upgrading. Some companies have gradually identified the direction and re entered the scale expansion track by constantly adjusting their brand strategy, increasing brand building efforts, exploring new product development and marketing mode, and the stronger Matthew effect of the stronger industry is clearly showing that industry concentration is also rising. With the continuous change of sports industry and the gradual release of policy dividends, sports brand will face a new growth period. In the market of overall performance and differentiation, local sports brand enterprises are quickening the pace of readjustment, optimization and transformation, and those sports brands with superior products, business models that are suitable for their own development and mature strategic thinking will also show more development and imagination in the future.