Can Shishi Sporting Goods Brand Break Through?

After being bought by Lining, Kaisheng can easily make use of the marketing network and channel of the domestic sporting goods market as the "leading sheep" of local sporting goods enterprises, but what is worrying is that when the classification of domestic sporting goods brands becomes clearer and clearer.

Recently, in the industry, the largest number of Shishi sporting goods enterprises are kaishen.

Whether it is the list of "China's top twenty sporting goods industry" published by the Chinese cultural, educational and sporting goods association, or the list of exhibitors in the China International Sporting Goods Fair, Kaisen is "showing its face".

"Shishi made" helped Lining achieve his hegemony.

On the 18 and 19 th of this month, held in Beijing, "in order to win, who contends" - 2010 Lining, Kaisheng winter products ordering meeting, a piece of news has attracted the attention of the industry: Lining badminton products used only 300 days, sales exceeded 200 million yuan.

Many industry insiders said, "behind the sales of 200 million yuan, we saw the shadow of Kaisheng".

People who often watch sports events or sports newspapers and magazines know that since last May and June, Lining badminton advertising has been "concentrated bombing" in many sports newspapers and magazines across the country, but many people do not know that Lining has made a lot of money to build badminton because of Kaisheng, one of the three brands of the domestic badminton equipment market, and has grasped the core technology of badminton equipment manufacturing.

After the acquisition of Kaisheng, Lining stripped the original badminton business from the red double happiness to integrate. With the help of Kaisheng's production technology and R & D capability, Lining badminton racket focused on the high-end market of 500-1000 yuan, while Kaisheng undertook the task of attacking the city from 200 to 600 yuan in the low-end market.

It is understood that in 2009, Lining achieved sales revenue of 8 billion yuan, an increase of 25.4% over the whole year, exceeding Adidas (China) Co., Ltd., becoming the "second in command" after Nike China, and continued to lead the domestic sporting goods manufacturers.

"Triumph mode" can no longer be copied.

"It is very difficult for stone lions to even produce another company like kaishen, which is likely to be seen by domestic sporting goods manufacturers."

Mr. Zhang, marketing manager of a sporting goods manufacturing company in Yongning city.

Shishi sports clothing production accounts for 1/3 of the whole Fujian, but most sporting goods manufacturers are OEM for Anta, 361 degree, XTEP, PEAK and so on. Shishi also does not belong to its own "big brand lineup".

Taking Lining's and Anta's takeover action as a reference, its acquisition targets are just two categories: one is the top ranked professional market, the core competitiveness and the strong R & D capability of enterprises, such as the red double happiness known for table tennis; and the two is the Chinese or Asian regional proxy in the domestic and foreign market with a well-known brand, such as the early Kappa (KAPPA), the recent FILA and LOTTO.

Shishi sporting goods business is not easy to break through

Not being bought by Lining and Anta, that means Shishi sporting goods enterprises can only rely on themselves, "either bigger or stronger in their own brand, or they can only help big enterprises to OEM."

Shishi quality and Technical Supervision Bureau staff believe that whether it is to make independent brand or help enterprises to OEM, Shishi sporting goods enterprises will have less and less development space in the future.

As Shishi sporting goods enterprises are mostly "heavy assets and light marketing" processing and production enterprises, making bigger and stronger independent brands means investing a lot of money in the fields of terminal network distribution, advertising marketing, talent introduction and expanding production capacity. In the past two years, the company has been making efforts in this direction: to speed up the layout of sales outlets. Besides large shops, large department stores and stores have also recently seen the figure of Skye; through advertising and marketing to expand their influence, cooperate with the southeast TV "entertainment and overturn"; reorganize the official website and set up a network sales platform.

The staff said, "Matthew effect" has been highlighted in the domestic sporting goods market, the strong and strong is inevitable. In the domestic sports goods brand classification gradually clearer today, Shishi own brand must break through is not easy.

In addition, under the background of frequent labor shortage in the coastal areas, the growing industrial chain in the Midwest and abundant labor resources and the industrial pfer from the coastal areas to the inland areas, the OEM is becoming more and more difficult. "For our OEM enterprises, the most important and scarce part of the current technology and product quality is whether the adequacy of labor resources will determine the future of the OEM enterprises."

Zhang said that the OEM is not easy, and it is even harder to make its own brand. Shishi sporting goods company should think about its future.

(Shishi daily)