Offline Stores Recover Less Than 50%, Sports Brands Are Temporarily Playing "Micro Business"

The new crown pneumonia epidemic prevention and control has not yet ended, and consumption in all walks of life has become the most affected area in the short term.

Recently, a number of sports brand enterprises have issued voluntary announcements to disclose the current operation of the company. As the offline store operation has not yet fully resumed business, the major enterprises will turn their attention to online channels. "Cloud exhibition hall" and "cloud shopping street" have become the new retail means of sports brand enterprises.

Many local brands have promoted online sales platforms, such as discounts and other promotions, as a response to the epidemic. At the same time, domestic sports brands including Anta and 360 degrees, employees began to act as "micro business" temporarily.

　　 Stores recover slowly

In February 21st, the motion brand KAPPA parent company China trend announced that the group and its subsidiaries, according to the guidelines and requirements of the relevant government's epidemic prevention and rehabilitation, had resumed the following line stores (excluding KAPPA children's clothing business) as of February 19, 2020, accounting for 30% of the total number of stores, and other stores were gradually resuming work.

As for the supply of goods, the trend of China indicated that the storage of goods stored in warehouses in Wuhan, Hubei province could not be circulated due to delayed reemployment, logistical and customs obstructions, which led to online and children's clothing business being sold out of stock since the outbreak of the epidemic.

In fact, a number of enterprises have issued voluntary announcements since the outbreak of the new crown pneumonia outbreak. In February 17th, Anta first announced that as of February 14, 2020, nearly 40% of the brand stores in mainland China have resumed business, and over 60% stores are still closed. The epidemic will inevitably affect the financial performance of the group in the first half of 2020 and is expected to return to normal level in the second half of the year.

Later, 31st degree and XTEP also announced in the announcement that the group's self-produced factory has been initially restored to operation. It is expected that retail stores in other parts of the country will gradually resume operation before the end of February, except for stores located in Hubei province.

In addition, Li Ning Co responsible person also said that the epidemic on the development of the sports industry has brought a certain impact, at present, Lining Hubei area shops are still in the state of closure. Lining's stores will be divided into dealer shops and self operated shops. According to different types of shops and different business places, there will be ways to suspend business and shorten business hours.

Cheng Weixiong, general manager of textile and clothing brand management and Shanghai Liang Qi Brand Management Co., Ltd., said that at present, it is in a critical period of the "war epidemic" of the whole people, so the business under the brand line of the sports brand may be more difficult to do, and the addition of "cloud" sales platform will undoubtedly become the measures that all enterprises have to take.

　　 Full sales start up

Despite the addition of the "cloud sales" platform, the Beijing daily news reporter found that at present, many sports brand leaders are releasing products and preferential information on social networking platforms such as friends' circle, hoping to boost online sales.

In February 20th, Lin Xiaoxiong, director of PEAK sports brand department, wrote after the success of his friends circle. "Thanks to the support of my elder brother and sister, I am not embarrassed in the internal PK".

Lin Xiao Xiong's shopping in the circle of friends is just a microcosm of sports brand sales. In the face of the problem that consumers can't get into stores and can't see the situation, all sports brand enterprises have launched full staff sales so that employees can sell their products in their WeChat friends circle, and publish product charts and purchase links like microphones.

In order to make up for the impact of the epidemic on terminal sales, the group will transfer the sales to the electronic business platform, and launch the call of "full staff marketing" and increase the "WeChat Mini program" to enhance online marketing.

Similarly, Anta group also revealed that more than 30 thousand employees and dealer partners were involved in the "full retail business". The sales and brand support teams of all brands, as well as all management and sharing teams, have opened micro stores.

Guo Bin, an associate professor of the high quality development research group of the national sports industry research base of Peking University, said that domestic sports brand enterprises are doing global marketing and full staff marketing. Compared with the original marketing methods, selling products relying on friends circle can better shorten the psychological distance between consumers and consumers.

　　 Private domain traffic realisation

In the industry view, behind the sales mode of the whole staff, it is also a manifestation of the realization of private domain traffic at a very moment.

At present, most sports brands adopt the way of CPS (sale), that is, every employee will own his own two-dimensional code. If a transaction is formed through the two-dimensional code of an employee, the employee will get a percentage of the transaction.

From the perspective of industry feedback, the overall performance loss in the first quarter of this year has been hard to avoid, but this epidemic makes people see that traditional industries can overcome the space barrier by digitalization and provide services for more consumers, and also see that digital technology has broad application prospects.

Cheng Weixiong believes that by putting down the brand identity and by leading the circle of friends, enterprises will become the weight to add consumption scenarios, permeate the life of consumers and maintain their emotions. Future digital applications will emerge in an endless stream in the field of marketing.

It is worth noting that an epidemic has made the new outlet of private sector faster than imagined. Within a few weeks, sports brands already have a case against the electricity supplier.

According to the backstage data provided by Anta, from the end of January to February 16th, the group received more than 450 thousand consulting services, exceeding the level of the same period last year. Anta group electricity supplier official said that in January, the group's electricity business overfulfilled its target, and sales in February were also expected to reach expectations.

However, the slow recovery of factories at the moment is a problem for all sports brands. A sports brand official said that the production capacity of the factory can not be restored to normal level, which will result in a shortage of part of the products, and will also affect the sale and promotion activities of the new products in March.

In addition, full sales are also faced with problems such as delay in delivery, lack of express delivery and no deliveries in individual areas, which may cause consumers to reduce their shopping desire and increase the probability of consumers returning the order.

"For sports brand, the difficulty is temporary, I believe that after this epidemic, consumers will pay more attention to health, and sports consumption will also usher in a larger growth." Cheng Weixiong said that the problems and opportunities exposed in the whole sales campaign of sports brand are worth reconsidering the operation mode of all brands.