Domestic Sports Brand Is Facing The Pressure Of Pformation During The Deep Adjustment Period.

The development mode of the domestic sports brand's horse race enclosure and the number win has been difficult to continue. The increase of labor cost, rent cost and the homogenization of the product make the store close, the marginal benefit of scale become smaller or even lose.

Recently, PEAK,

Anta and other enterprises have reported the news of reduced profits. Many brand stores have closed down, and the smell of cold winter is thick.

Experts believe that after experiencing the rapid expansion and extensive development of Beijing Olympic Games, the domestic sports brand has entered the stage of deep adjustment, and the whole industry will usher in a major adjustment.

Domestic sports brands encounter cold winter

A report released by PEAK sports, a sports apparel company in China, showed that, as of September 30th this year, its authorized retail outlets in China were 6739, compared with 1067 at the end of last year.

The order situation of PEAK sports is also not optimistic. The total order volume in the second quarter of 2013 decreased by 20% to 30%.

PEAK sports issued a profit warning showed that the first half of June this year and the year December net profit will be significantly reduced compared with the same period last year, attributable to this year's industry wide inventory adjustment and weak economic conditions on the group's sporting goods demand has a negative impact.

In this regard, PEAK CEO Xu Zhihua said that the closure of stores seems to be very sensitive, but from the industry perspective, the closure of stores is essentially a process of survival of the fittest.

According to other statistics, many domestic sports apparel enterprises also showed signs of decreasing retail outlets and declining profitability.

In the first half of this year, the Lining Group continued to push ahead with the change of sales channels. Based on the newly opened 248 stores, the company made a profit assessment, adjusted its operating structure, and closed down 1200 inefficient stores, which accounted for 15% of the shops.

As of June 30th, the number of shops in Lining's regular stores, flagship stores, factory stores and discount stores was 7303, down 952 from the end of last year.

In addition, the total number of stores in Anta sports has decreased by 110 this year.

In Beijing Xidan, Wangfujing and other business circles interviewed, found that many domestic sporting goods gathered in the shopping malls, most of the dealers have launched a price promotion advertising.

However, compared with the crowded fashion brands and the international sports brand clothing stores, the store of sports brand clothing stores is relatively deserted.

Xiong Xiaokun, a light industry researcher at CIC consultant, told reporters that the development mode of domestic sports brand "horse race" and "quantity win" has been difficult to continue. Labor and rental costs have risen and the homogenization of products is serious.

Crazy expansion leads to "malnutrition"

From the development trajectory of domestic sports brand, we can see that in the past few years, the domestic sports brand has gone through an explosive growth process.

The 2008 Beijing Olympic Games brought unprecedented opportunities for the development of Chinese sports brands. With the enthusiasm of consumers aroused, commercial sponsorship, advertising marketing and the listing of Hong Kong stocks, many sports brands won sufficient capital and business development momentum.

In the process, many sports brands have opened a large number of stores in the two or three tier cities, on the one hand, they provide "achievement" for the listing of Hong Kong stocks, and at the same time occupy the two or three line city market through this way.

In 2009, sports brand Lining exceeded the sporting goods giant.

It ranks second in China's sporting goods market, and the gap between Nike and the industry leader is gradually shrinking.

"Due to the lack of brand development in the process of rapid expansion, the homogenization competition is serious. Now too many sports brand stores are crowded together, making the competition between them more and more intense. There are many inefficient stores in these stores, which are not good in management and management."

Internet marketing expert Jiang Yunlu said.

According to this year's Lining, Anta, XTEP,

In the first half of this year, the total stock of the 6 major brands reached 3 billion 721 million yuan, compared with the total inventory of 3 billion 699 million yuan at the end of last year, the six major clothing brands released.

Although the stocks of the 6 major brands declined, the stock of PEAK continued to rise. Compared with the end of last year, the stock had risen to 529 million yuan or 25.65%.

Jiang Yunlu believes that sports brand enterprises are facing not only the homogenization competition pressure of the same industry, but also the market of casual wear.

As more and more fashion apparel brands emerge, consumers have more choices.

In fact, before the emergence of a large number of Chinese casual wear brands, the domestic sports brand clothing has partly assumed the functions of some casual clothes. Now casual clothes are gradually decomposing the sports brand clothing market, and with the development of e-commerce, many low price products meet the consumers' demand for online shopping.

Deep adjustment period is facing pformation pressure

Experts believe that in order to change the current situation, enterprises should first clear their own positioning, pay attention to adjust their product mix, enhance product characteristics.

Xiong Xiaokun said: at present, the domestic sports brands are facing the dual pressures of two domestic and international markets. On the one hand, many domestic sports brands are "competing with each other" and have fierce competition. On the other hand, international sports brands such as Nike and Adi are entering the two or three line market through low price strategy, which will cause tremendous pressure on domestic sports brands.

Therefore, the domestic brands urgently need to identify the brand positioning, clarify the development ideas, adjust the product structure, and provide personalized products to start their own brand.

Secondly, enterprises need to change the rugged development mode and enhance their profitability.

Some experts have pointed out that the large-scale expansion of the domestic sports brands represented by Lining is facing a difficult situation. The sports brand should change its strategy of operation and development.

We should abandon the current rugged development mode of intensive store opening and quantity winning, subdivide product lines, enhance the profitability of single stores through channels, marketing, services and other measures so as to make them bigger and stronger.

Third, we should combine current e-commerce features to improve marketing methods.

Jiang Yunlu suggested that in the rapid development of Internet and new media, enterprises should pay attention to the effective utilization of electronic commerce and integrate operation with multiple channels.

E-commerce can reduce investment in the marketing chain, reduce the final delivery cost of clothing, and thus form the advantage of price.