European Cup Helps Domestic Sports Brands Break Through

4 year old

The fierce battle is in full swing, and the hot fans market has also made the major sports brands full of money.

This year, the European Cup, which has lasted for nearly a month, is an inspiring and timely rain.

Nevertheless, sports brand industry insiders say that even if there is a rare opportunity for the European Cup and the London Olympics to be held in the same year, the current adjustment cycle is still difficult for domestic sports brands to break.

Local sports brands need at least 3~5 years of adjustment.

Foreign brand soccer products are hot.

This year's European Cup has made fans eager to start from the opening game, and clothing related to the European Cup theme has also been sought after by fans.

Adidas said that the sales of its football related products will exceed 1 billion 500 million euros in 2012 under the impetus of this European Cup.

Nike also increased investment in the football field. They sponsored five teams in Portugal, France, Holland, Croatia and Poland.

According to the director of the public relations department, the European Cup officially authorized nearly 5000 items of clothing per day, exceeding 300 thousand yuan per day.

As the European Cup starts at the weekend, the sales volume of the fan sports product line has increased by nearly 50% during the weekend.

It is worth mentioning that the European Cup themed women's clothing, specially designed for female fans, has also been hot.

Xie Xudong, the head of the world's outlets, told reporters that since the start of the European Cup, many fans went to the bar to watch the ball in the evening. After work, they bought a Jersey on the first floor of Adidas.

Recently, reporters visited the market to understand that during the game, businessmen launched a wide range of football sports and leisure products, including the European Cup LOGO, team badges, players' signatures, players' heads and so on. The styles of clothing are mainly short sleeved T-shirts, Polo shirts, knitted shorts and so on, and the prices range from tens to hundreds of dollars.

In the European Cup, professional agencies predict that sales of global football products will exceed 4 billion euros in 2012, and sales of football products will be increased by 5% in the European Cup.

European Championship difficult to change domestic dilemma

Although the European Cup attracted many Chinese fans' eyeballs, China

But no one has sponsored this European Cup.

A sporting goods company official said that the European Cup, as far as its influence is concerned, is still a regional event, and the relationship with China is not large, let alone the jet lag factor.

This may be the most important reason that can not attract domestic enterprises to put on the court advertisement.

And even if domestic sports brands want to rush out of Asia, the European market is not good at doing so.

The European Cup feast has attracted the attention of the Chinese fans, but it has not reversed the survival dilemma of the Chinese sports brand, and the sports brand market is still in the doldrums.

According to the reporter's visit, the discount strength seldom appeared on sports brand before is very popular now, "59 yuan for summer wear", "10 yuan for sports shoes" and "30 percent off new products".

Many people in the industry lamented that the days of local sports brands were getting worse and worse.

According to Lining, Anta, XTEP,

The annual report of six domestic sports brands released shows that sales growth rate has declined in 2011, while inventory, operating profit and gross profit margin are not optimistic.

Lining announced that the order for 2012 has been completed so far. The annual order for new products will be lower than that of last year. The number of orders for footwear products will be double digits.

In terms of clothing, orders fell by more than 20%, and their average retail prices and orders fell by more than 20%.

In fact, not only is Lining suffering, but Anta, another local sports brand, is also caught up in it.

Anta sports announced in May 17th that the order volume of the fourth quarter of 2012 decreased by a double-digit percentage decline year by year, and the total annual orders increased by a high percentage per unit.

The company's share price also lingered in the trough of nearly 3 years.

PEAK sports and the two companies, the fourth quarter of 2012 orders, its footwear products and clothing products decreased by 20%~30%.

PEAK expects that the number of stores will be reduced to 7000 by the end of this year, with a reduction of around 10%.

From the perspective of the whole industry, the market size of domestic sporting goods has increased from 20% in the recent years to 13% in 2011.

Market participants predict that the growth rate will further slow down to about 5%~8% in 2012.

Expert analysis

London Olympic Games

May not bring a turning point.

The European Cup has not brought much change to the domestic sports brand market. At present, the major sports brands in China only rely on their hopes in the London Olympic Games.

In order to prepare for these 4 years of great business opportunities, the Olympic Games between the domestic sports brands have already become white hot.

Lining, Anta and 31st degree have all thrown out the 2012 Olympic marketing plan.

Li Ning Co executives said in public that this year's core task is Lining's Olympic strategy.

With the help of the London Olympic Games, the Li Ning Co will sponsor the national team to connect the image and concept of Lining, the first sports brand of China, to better connect with Chinese consumers and enhance the brand image.

It is reported that Lining has successfully grabbed the sponsorship of the five Olympic teams of gymnastics, diving, table tennis, shooting and badminton in the Chinese Olympic delegation.

At the same time, some other sports brands in China are also looking for opportunities of relative differentiation. For example, PEAK will provide multi-directional professional equipment for New Zealand delegation. Hongxing Erke has reached an agreement with the Iran Olympic Committee, and talks with the Olympic Committee of South Africa and Uzbekistan are also in progress. Jordan will design the award dress for the 2012 London Olympic Games for the three delegations of Kazakhstan, Turkmenistan and Mongolia.

A well-known sports brand dealer pointed out that if the London Olympic Games were used well in 2012, it would be a great opportunity for the brand to turn over.

Conversely, if it is not used well, it is likely to be eliminated.

However, there are still a lot of people in the industry that the 2012 Olympic Games are very difficult to become the lifesaver of domestic sports brands, because their overseas sales ratio is very limited, for example, in the 2011 half year of Lining, the Lining brand international market sales income is only 1.7%.

It is undeniable that even with the rare European Cup and London Olympic business opportunities, the current adjustment cycle is still hard for domestic sports brands to break.

Local sports brands need at least 3~5 years to carry out structural adjustment.

Wan Guo square Xie Xudong analysis said that the current domestic sports brand market is saturated, most of the share has been occupied by foreign well-known brands, domestic brands are difficult to survive, the European Cup and the Olympic Games are just a gimmick.

To really stimulate domestic demand, it is still necessary for the government and enterprises to guide the public to pay attention to physical health and sports, expand sports venues and increase awareness of national sports awareness.

If consumers have enough time and motivation to exercise, they will also invest in sports consumption, and business opportunities will continue to increase.

Taking Guangzhou as an example, although the Asian Games have undergone major competitions, the movement of the national sports has not lasted.

Now the large sports facilities are vacant rate is very high, have failed to make full use of.