The Development Trend Of Sports Brand Industry Is Slowing Down, Or The "Winter Mode" Has Been Opened.

2012, sports

What is the winter pattern, referring to several aspects?

Therefore, in 2012, the winter model started with the following points:

First, optimize core business.

Since 2012, Lining has begun the strategy of talent optimization, and has laid off a certain range of layoffs to eliminate the argument about financial pressure in the industry. We can judge from the interview with Mr. Lining CEO Zhang Zhiyong that Lining aims to streamline personnel by streamlining the backstage support department to improve efficiency.

At the same time, it further reduced the development of its sub brands, such as Lotto. It is reported that Lining's sub brand has not made significant profit contribution in recent years. On the contrary, it has somewhat dragged down its overall development.

Lining, an industry analyst, points out that because of the strategy of light assets, Anta is much higher than other brands in the industry in terms of salary and welfare. Analysts point out that if its level falls to the same level as that of Anta, it will save about 470 million of the cost per year, that is, it can increase profits by 470 million.

From Lining's practice, we can see that the intensification of core business is what Brand Company must strive for in such a competitive environment this year. After all, controlling the cost of management and putting money on the knife edge is the most basic way of operation.

Two, adjust product structure and control purchasing cost.

In 2012, with the change of product structure, all brands should take this step to concentrate on developing superior products with superior strength, highlighting the recognition of brand products and seeking differentiated brand awareness.

This international brand has done quite well. Nike's basketball shoes and CONVERSE's board shoes are highly recognizable. But what I'm afraid to do most in China is PEAK's basketball. Because of its focus on NBA, many NBA stars have become the representatives of domestic brand basketball shoes.

On the basis of this, how to control costs is what all brands need to consider. In the face of last year's "boom", every Brand Company has to carry out cost planning from the source, and carry out a round of cost accounting in commodity planning, product design, product proofing and so on. In 2012, it will be cruel in terms of cost control, so as to enhance profit contribution.

Three, sort out inventory, enhance single store sales ability

With the promotion of the idea of "Wan Dian", sports brand has brought capital accumulation with the rapid expansion of stores. Unfortunately, when all brands try to expand in this way, it is obvious that there are three Anta or two XTEP in a street, which is nothing new. This is not only a competition among different brands, but also an internal slaughter, and more importantly, it brings inventory: in order to maintain growth in performance and store goods, Brand Company keeps pressing goods and setting targets, resulting in the accumulation of large quantities of goods by dealers. Lining, Anta and so on gradually appear the so-called "inventory door".

In 2012, digestion inventory will become a hot topic.

The reasonable inventory pressure value is considered by all Brand Company, and the brand discount caused by inventory digestion is a consideration.

Price war is imperative. The key is how to fight the price war well and keep the brand value.

In fact, the key lies in how to match the sales of new and old goods reasonably, and the key promotion of holidays.

It is reported that several leading brands in the industry have begun to adjust the range of the price decline, prompting dealers to strengthen the sale of goods and reduce the inventory cycle.

More Brand Company focus on how to improve the business capacity of single store, especially the sales ability of terminal retailers, and enhance store efficiency and flat efficiency.

Four, further integrate channels to optimize wholesale sales ratio.

In 2010, Li Ning Co carried out the pformation of brand logo, and at the same time carried out channel integration, which increased the ability to build direct battalion, and caused a series of disapproval from distributors and distributors.

But it is undeniable that for international brands, whether it is UNIQLO or H&M, and even Nike and Adidas, there are more excellent operation cases in the direct battalion, depending on their supply chain system established after a long period of exploration.

For a long time, the sports Brand Company in China has been expanding rapidly through distribution. At the same time, they also hold an idea that wholesale can save themselves a lot of marketing expenses.

But obviously, this idea is feasible for pre expansion, and it is dangerous for the long-term operation of the company. Once the channel providers join forces, it is easy to threaten Brand Company.

Therefore, the proper proportion of direct battalion is the main action of various companies in recent years.

But how to manage direct branch companies has become a headache for all branches.

It should be said that, as a Brand Company, there is a train of thought in this area. We should have a clear understanding of the channel distribution: what channels can bring you economic value? What channels can enhance your brand's added value? What channels can bring other public effects to you? What kind of channels must be cut down and replaced? There must be a clear train of thought.

Five. Seize the London Olympic Games.

The nature of sports brand determines its relevance to sports.

In 2012, when the market was declining, the role of sports resources became more obvious. Therefore, in 2012 London Olympic Games, all sports brands put their strategic emphasis on Olympic marketing. Lining has released the strategy of 2012 Olympic Games in London and positioned it as the core work of the year. 361 degrees around the London Olympics joint CCTV launched the 361 degree "London action" series promotion program, while Anta mentioned in last year's mid term earnings report that the advertising and publicity expenses in the "Olympic year" increased from 12.6% to 14%.

The London Olympic Games may not be the same as the 2008 Beijing Olympic Games, but at least in the cold winter of 2012, we can burn a bunch of firewood to warm up.