Changsha'S "Closed Shop Tide" Is Still Continuing To Become A Darling Of The Mall.

A paraglider is warming up on the open space in the suburbs of Changsha, P.

With the rise of outdoor sports, many people buy outdoor products according to their hobbies.

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< p > "shop closing tide" is still in progress. The next step of sports brand is also attracting attention.

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< p > five major local sports brand production enterprises -- Anta sports, PEAK sports, XTEP international, 361 degree and Lining announced the 2012 results, and Qi Qi "worried".

Among them, Li Ning Co has lost nearly 2 billion yuan a year, which is the first loss in its 9 year listing.

Anta's stores decreased by 590 last year and will continue to close about 500 stores this year.

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P, the German brand Puma, who is also in the "high inventory and close shop tide", has thrown out the "signal flares": the focus of this year will be on outdoor sports products.

And this choice, Lining, 361 degrees and other domestic brands have long been made.

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< p > When did outdoor sports become delicious food? Is outdoor popular in Changsha market? < /p >

"P" [phenomenon] outdoors becomes shopping mall pet "/p".

< p > in the outdoor shop of Huang Xing Road Pedestrian Street, many young men and women are choosing equipment. "Weekend, go to Yunnan to climb Jade Dragon Snow Mountain, this kind of assault clothing can prevent cold and keep warm."

"Changsha citizen Zhou Wan said.

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< p > in Apollo Commercial Plaza, the reporter found that nearly half of the 4 floors were assigned to outdoor sports, 24 sports brands, 8 outdoor sports brands, and last year there were only 3 outdoor sports brands.

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In 2006, we took over the American outdoor sports brand Columbia, becoming the only outdoor sports brand in all the shopping malls in Changsha. "P"

"Changsha Jian Kun sporting goods trading Co., Ltd. Brand Manager Yang Yun said.

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"P," she said, when outdoor sports brands were accompanied by sports brands.

"We have a store next to Adidas. The price of a T-shirt is around 400 yuan. Consumers simply don't know what is outdoors. After reading" a target= "_blank" href= "//www.sjfzxm.com/" > clothes < /a ", it says that it is not expensive to look good, not to buy ADI.

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< p > this situation has improved in the past two years as the tourism market flourished, outdoor sports began to rise and market cultivation was intensified.

Ping Houtun outdoor brand increased from 2 to 4, and Wangfujing currently has 7 outdoor sports brands.

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< p > "in Apollo Commercial Plaza, sales of outdoor sports products accounted for about 30% of the total sports category last year.

"Apollo commercial square responsible person said.

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< p > [status quo] sports brand collective Nuggets < /p >

< p > outdoor sports, for sports brand, is no stranger, but has not yet been developed.

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"P >" sports and leisure brands, whether Adidas, Nike, or Lining, Anta, have always had outdoor products, but they are not professional.

"Chen Yuhua, general manager of casual outdoor club, said.

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Less than P, since last year, the sports market has been saturated and the consumption growth has slowed down. The sports brand has begun to aim at the outdoor "cake".

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Less than 4 months ago, the Li Ning Co opened the first flagship store for outdoor products -- Lining explored. P

Hu Nan, general manager of Lining exploration brand, said: "this year, Lining will explore 60-80 stores.

"The manager of the 13 years of the sports brand acquisition and marketing work in friends and friends has revealed that" Lining is expected to come to Changsha in the second half of this year.

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< p > Adidas also aimed at this market, and specially set up outdoor departments.

There are also a number of old brand a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > clothing enterprises are also making efforts to outdoor products business.

Outdoor brands such as Lun don, Mu Lin Sen outdoor, Tianlun Tian, lion brand, Lei speed and other outdoor brands are mostly pformed from shoes or clothing enterprises in Fujian for many years.

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< p > > outdoor market high growth and high profit < /p >

"P > wolves compete for outdoor activities. In the final analysis, they are still attracted by the high growth and high profits of the outdoor market.

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< p > Yang Yun said, "Columbia, rolls flips and wolf claw have a market share of about 80% in Changsha. Last year, Columbia made about 15 million yuan in the Changsha market, and about 10 million yuan was made by LFX, and the wolf claw made about 7 million yuan. According to this estimate, the total sales volume of Changsha outdoor sports market should be 40 million yuan last year.

And since 2009, it is growing at an annual rate of 20%-30%.

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< p > this is just the beginning.

LU Hong, an outdoor sports outfit in Himalaya, said: "like the mature outdoor brand market in North Canton, the outdoor brand is only worth billions of dollars a year.

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"P", according to people familiar with the matter, in 2008, ADI and Nike achieved 2.5 billion in Changsha, but last year, Nike only made 1.4 billion, and Adi 1.3 billion.

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< p > sports brand "flocked" outdoor market, but also because of high profits.

Luo Hongbo, who has been an outdoor club in Changsha for 8 years, said: "now the outdoor stores in Changsha are making money. At present, the profit of a common outdoor equipment is about 200%.

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< p > Guo Du Securities Research Report shows that the main products of outdoor products are: a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > and footwear unit price is obviously higher than the average level of sporting goods.

A wolves claw in the shopping mall is priced at 2199 yuan.

Among the top six brands in the sportswear market, 4 are professional outdoor fashion products, and the average price is 70% higher than that of sportswear.

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< p > market observation < /p >

< p > is it possible to get gold? < /p >

< p > in Changsha, this start-up outdoor market is not doing so well.

"Last year, there were 5 outdoor shops in Changsha closed," said Yao Sihai, head of outdoor travel products stores.

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< p >, he said, Guan Guan is mainly an outdoor club of 200 thousand -30 yuan opened in recent two years. Its reputation has not been done, and its location coincides with other old outdoor stores. With the increase of rents and shortage of funds, the rise of the outdoor brand of shopping centers has led to the closing of stores.

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< p > Lu Hong thinks: "outdoor products have high requirements for technical content and fabric. There is no mature technology and high-quality fabrics. The products produced can not be called outdoor products.

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< p > at present, there are many outdoor products in Changsha market.

For example, an outdoor shoe of Anta sells for only 180 yuan, which is no difference from sports shoes. The salesperson has introduced that waterproof skin is not used to wet shoes in rainstorm.

"This is obviously not very reliable.

If you want to avoid wet shoes in the rainstorm, the waterproof value of your shoes should be at least 20 thousand.

"Yang Yun said.

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Under P barriers, sports brands need to make great efforts to get a share in the outdoor market.

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Professor Peng Bingzhong, School of economics and trade, Hunan University of Commerce, said: "Lining, Puma and other brands already have a certain reputation, which can be used to open up the situation; in the product positioning, we must divert from professional outdoor brands."

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< p > reporter's notes < /p >

< p > good product is the key to break through. < /p >

< p > after the "high inventory, discount tide and closed shop tide", sports brands are seeking another way out.

Some aim at "Outdoors", others enter the "children's sports" market, and gather up all kinds of products that are "similar to gods".

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P, hundreds of thousands of outdoor products, you may not be able to use it at all, and many outdoor products are not up to standard.

Therefore, consumers who do not know much about outdoor life should not blindly follow suit.

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< p > sports brand is really a "breakthrough" in other fields? < /p >

< p > in fact, it is a "turning point" to make an honest product.

Blindly flocking to new areas, one is not familiar with, two is product homogenization, channel saturation, high inventory and vicious competition and other similar problems may not happen, maybe next shop tide is on the way.

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