Opening Of China's Sporting Goods Retail Terminal

The war of kings in China's sporting goods retail terminal has started.

Despite Chinese Sports Apparel industry It has already been produced. Lining , Anta There are still no obvious winners for local channel providers in terms of domestic sales of 10 billion annual sales. Contrasting the appliance industry can give more imagination to the future of the channel business: when the local manufacturers and brands such as Haier and TCL grow up, the golden age of Gome and Suning will also come.

When will China's sports apparel industry be born at the Gome level ditch companies? In the early November, China was the largest. Women's Shoes BELLE international will channel Southern China's leading sports brand agency, Shenzhen leading sports products Co., Ltd., and it will undoubtedly increase this possibility. The head of the sports planning department told the global entrepreneur that the two sides have already concluded the equity purchase agreement, and now they are going through the relevant formalities, and the cooperation rules have not yet been announced. According to people familiar with the matter, the total transaction amount is around 1 billion 100 million yuan.

"In Shenzhen, we basically buy sports products to lead the race." One person BELLE Insiders told global entrepreneurs that this is why BELLE sees this professional ditch companies. Shenzhen leader was founded in 1988, its predecessor is the dragon fashion international investment group sports fashion department, its agent brand includes Nike, Adidas, Reebok, Lining and so on. BELLE international owned Tao Bo sports is also an important local sportswear channel business. It has nearly 3000 sporting goods retail stores nationwide, but its market share in its base camp, Pearl River Delta region, is far less than the channel sink. The combination of Tao Bo sports and Shenzhen leader will undoubtedly greatly enhance BELLE International's position and competitiveness in the sporting goods agency industry.

China's sporting goods industry has been in a state of power before 2008. The focus of competition is the retail channel. On the one hand, many brands, such as Lining and Anta, build their own stores. On the other hand, BELLE and leading agents control the distribution terminals. The fierce and disorderly competition has dispersed and weakened the overall strength of the industry, making the dealers lack the bargaining power in front of the strong brands such as Nike and Adidas, and the profit margins of sports retailing are also decreasing year by year.

But retailers are not naturally so vulnerable. "In the international market, brand and channel are reciprocal." Chen Yihong, chairman of China trend Co., Ltd. said, "foreign channels, such as Sports2000 in Europe and American Roger, are very powerful. They also sponsor big events and brands are equal."

Around 2008, the Beijing Olympic Games promoted the first integration tide of the industry. Baosheng international began to unify the sports retail market in the north, and the BELLE international listed in Hongkong also began to expand rapidly in the field of sporting goods with the help of capital. In order to counter Baosheng and BELLE's two giants, four strong regional agents decided to form alliances. At the end of 2007, Sichuan's strong wave, Shenzhen's leading position, Shanghai's sharp power and Shenyang Peng Da formed the United Sport Group (USG), and the situation of tripartite confrontation was formed. However, due to the excessive market security of Beijing Olympic Games and the subsequent financial crisis in the United States, the capital chain broke up, and USG was forced to disband at the end of 2008.

Nowadays, the sports brand agents who can compete with BELLE are only Baosheng international, which owns more than 3000 Direct stores and thousands of joint stores in China. Earlier this year, Baosheng Group signed a letter of intent on the purchase of Shenyang Peng da. Now BELLE has incorporated Shenzhen to take the lead, and the trend of the two giants to compete for hegemony is becoming more and more obvious. Now Shanghai has more than 1000 shops, and Sharon is considered to be the next target. Just like the merger and acquisition tide of home appliance industry in 2005 and 2006 and the tide of beer industry mergers and acquisitions before and after 2000, the giant enterprises of these two industries have emerged, and the sports goods and channel industry has shown a trend towards "oligarchy era".

"It is impossible that there will always be dozens of brands fighting in one industry," said Ye Qi, vice president of XTEP. The impact of M & A on the industry based on the survival of the fittest is good. When retailers have enough strength, they will be able to embrace more brands and gradually establish professional sports stores, while supporting discount stores to digest inventory and lead the industry to mature development. But this is bound to be accompanied by rebirth and demise.