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Wan Shop Era: &Nbsp; Footwear Sports Brand &Nbsp; "Channel Optimization" Can Win Sales.

2011/10/14 8:46:00 43

"At this rate, China will breed a number of sports brands with a terminal scale of 10000 stores in three years," the industry predicts.

The total number of Anta's brand stores is expected to exceed 1 by the end of the year. The total number of stores will reach 8000 by the end of 361, and will exceed 1 by next year. The total number of stores in XTEP and PEAK has exceeded 7000 last year, and 8000 are expected to reach by the end of 2011.

At that rate, these brands will soon have 1 stores, and the "shop age" of sporting goods in Quanzhou is coming.

A number of shoe companies refer to "Wan Dian".

"This year, Anta plans to expand Anta stores, children's shops and sports life shops to 8200, 500 and 1000 respectively, and the store will increase to 300 by the end of the year."

In Anta's channel layout plan, the number of brand stores will exceed 10000, and there will be a chance to achieve it by the end of the year.

The sword means "Wan Dian" not only the Anta family.

The 361 degree communique shows that the total number of stores in the first half of 2011 has reached 7263, and the total number of children's clothing and flagship stores has reached 487 and 5 respectively. In the future, the expansion rate of 600 to 800 stores will be maintained every year.

Judging from the current shop opening situation, by the end of 2011, the total number of 361 outlets will exceed 8000, and the scale will not be a problem. By 2012, the number of terminal shops will reach 100 million.

In 2010, XTEP had 39 flagship stores and 7451 retail stores, and PEAK's total number of stores in 2010 reached 7224. PEAK and XTEP both planned to increase 800 to 1000 new stores in 2011. If implemented according to the plan, there will be 8000 breakthroughs at the end of the year.

The three or four line market is promising.

Hongxing Erke opened a 200 square meter store in the most bustling triangle Street business district in Dehua county.

Peak

The stores on the same street have a few meters apart from their competitors.

For this mountainous county with a break through price of 4000 yuan per square metre, hundreds of dollars of shoes and sportswear are already common among the rural people who go to market.

"The front-line markets represented by Beijing, Shanghai, Guangzhou and Shenzhen are the most popular brands such as Nike, Adidas, KAPPA and other domestic brands such as Lining, Anta and other leading brands."

Cai Jinhai, director of PEAK marketing, believes that for the domestic sporting goods enterprises, which are still in the branding force, the two or three tier cities, especially the rural market, will become the rear area.

"The village market of 150 thousand to 200 thousand population can support a shop, and the number of such villages in China is extremely large."

Ye Shuangquan, a veteran in the industry, believes that with the process of urbanization, the rural market will be promising in the future.

"Enterprises need to expand rapidly.

Terminal channel

A large part of it depends on the expansion of the three or four line cities.

In the "bird shop" plan of the great bird, deep plowing of three or four line cities has become a key link.

Single store efficiency is the root.

The most fundamental reason for the rise of the "Wan Dian plan" is that it is huge and tempting.

Chinese Market

In particular, the huge capacity of the three or four tier market in China has created the impulse to shop.

The industry believes that, in the market gradually mature, purchasing power continues to improve, brand business large scale "layout" is very necessary.

However, behind the massive expansion of the brand, the decline in single store profits has become a new risk.

"The same kind of storefronts rapidly increased, competition is too fierce, agents have been plunged into" no profit "embarrassment.

June, a sports brand agent in Quanzhou, complained to reporters that the brand is the layout market, requiring agents to open more stores or even cost nothing.

"We are under increasing pressure."

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In fact, some brands have realized the risk, and brand operation ultimately needs to talk about the profitability of a single store.

As of the end of June 2011, the terminal stores had reached 8163 stores, Lining lowered the plan for opening stores in the next two years, and accelerated the integration of stores with poor performance. The communique showed: "Lining closed 256 stores in the first half of the year, and expects to close 400 stores throughout the year."

"Large-scale expansion of terminals in the short term will bring more cost burden to enterprises and bring more challenges to management and management of brands."

Insiders said, "this is the mental preparation for every enterprise that is busy with the" Wan Dian plan ".