Sports Brand "Baotuan" Shocks The Electricity Supplier To Escape "The End Of The World"

< p > April 17th, time flies. In the twinkling of an eye, the Maya predicted "end of the world" has officially said goodbye to us. The turnaround of time has gradually shifted to 2013. Looking back in 2012, China's < a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > industry market, the high inventory of sports shoes industry, the emergence of children's shoes animation industry, the sudden emergence of the outdoor industry, the footwear industry's right and wrong makes entrepreneurs worried. < /p >
< p style= "text-align: center" > img border= "0" alt= "align=" center "src=" /uploadimages/201304/17/20130417015339_sj.JPG "/" < < > >
< p > looking at the current shoe market, local sports brands are in a dilemma. In addition to facing high storage and other problems, there are also new industries such as outdoor and fast fashion. Under such pressure, even if we actively adjust the positioning, or adopt a shrinking strategy, we can not effectively alleviate it in a short time. With the vague concept of professional sports, on the one hand, the products of enterprises can not meet the requirements of the market. On the other hand, serious brand homogenization also hampers the breakout of enterprises. The transition to "leisure fashion" sports style brand does not seem to be very successful, not to mention those new brands in the outdoor market. When faced with competitors who are truly based on these industries, sports brands are often hard to take advantage of. < /p >
< p > < strong > promotional discount is as low as ninety percent off < /strong > < /p >
< p > "casual T-shirt 29 yuan, sports shoes to buy a send..." Opening up the special sale page of the big electricity suppliers, you can see that Nike, ADI, Anta, 31st degree and other famous brand sportswear are dumping at low price, most of the goods discount rate is below 50 percent off, and the discount of some special products is less than ninety percent off. < /p >
< p > according to the relevant person in charge of the shoe and clothing monopoly area of a shopping mall, the mobile a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > especially the domestic sports brand, the inventory pressure is particularly large, many new products are listed on the discount, "the longer they drag off, the cheaper they sell. Now the promotion of domestic sportswear is not only limited to holidays, but vigorously promoted sales have become the norm." < /p >
< p > "short-term target of the company is to restore channel health and improve channel portfolio, productivity and profitability, and enhance cash flow." Lining public relations company responsible person said that last year, Lining through the clearance channel, sale and other ways have digested a large number of stocks, in 2013 will increase the intensity of inventory. < /p >
< p > < strong > Guan Dian Chao swept the leading brand enterprise < /strong > < /p >
< p > after experiencing the golden period of development, a wave of closing shop swept across the domestic sports brand enterprises. < /p >
< p > recently, the six major domestic sports Brand Company -- Lining, Anta, PEAK, China trend, XTEP and 31st degree 2012 annual performance report have appeared one after another. In addition to China's move to the outside world, the performance of other brands has declined sharply. As far as store expansion is concerned, in the whole year of 2012, the total number of other five brands was close to 5000, except for the growth of 217 stores last year. Among them, Lining closed 1821 stores, the top six brands. PEAK followed 1323 closely. China has 1101 trends, Anta 590 and XTEP 86. < /p >
< p > for this Guan chao chao, an insider who declined to be named, pointed out that in the past when the market environment was good, in order to pursue the scale effect, the standard was not strict, and opened a part of the "moisture" storefront. Now that the environment has changed, the number of shops and order growth has been changing to pursue growth in single store performance and increase store efficiency rather than shop number. Therefore, we should close some inefficient and unprofitable stores. < /p >
< p > strong > high inventory becomes the biggest problem < /strong > < /p >
< p > "high inventory is the biggest problem of domestic sports brand, so solving inventory problem is the top priority of sports brand." Related industry analysts pointed out that blind expansion of stores and expansion of production capacity resulted in an embarrassing situation for the industry to end up in high inventories and low profits. According to the published annual reports, high inventory has become a common problem of sports brands in China. The total inventory of the six sports brand enterprises is as high as 3 billion 327 million yuan. < /p >
< p > Gao Jianhong, a researcher at the China Research Institute, said that behind the frequent contraction of the front line of the domestic sports brand, besides the whole industry problem of high inventory, the domestic sports brand retail channel tends to be saturated, the phenomenon of product homogenization is serious, the operating cost is rising, the investment return is not ideal, and the trend of mass consumption trend changing from the sports trend to the wider choice of leisure fashion can not be ignored. < /p >
Above P, the sports market is going through a new round of shuffling. After going through the ebb tide, it will eventually get better when it can really stay behind. We are also waiting for the arrival of sports brand spring. < /p >