Analysis 2012 Sports Shoes And Clothing Brand Market "Mixed Feelings"

< p > 10 years ago, China's "a href=" http://www.91se91.com/news/index_c.asp "sports brand" /a "master's rise, Anta, XTEP, PEAK and other domestic brands launched a crazy shop strategy.

Especially in recent years, the opening of sports brand has become a blowout trend.

However, the market rule of survival of the fittest began to play a role in 2012 as a result of the saturation of the market and the increase in the cost of production and manpower. The growth of many domestic sports brands decreased and a large-scale storefront closing tide was launched.

< /p >

< p > at this time, < font face= "Times New Roman" > a href= "http://www.91se91.com/news/index_cj.asp" > Electronic Commerce > /a > /font > era has come. It has emerged as a vertical footwear e-business platform. After years of accumulation and diligent experience, it has created excellent achievements. It has not yet provided customers with a knowledge-based encyclopedia platform to solve the problem of buying shoes for customers. At the same time, in order to enhance interaction, a foam shopping platform has been launched recently, and tens of thousands of products are on the foam shopping platform, where you can enjoy the shopping mood of light pine.

< /p >

< p > according to relevant media reports, the order volume of Anta in the first quarter of 2012 increased by 15% compared with the same period last year. The official Anta flagship store's orders decreased compared with last year, which is the smallest increase since 2009.

While PEAK's growth rate slowed down, the growth rate was below 20% for the first time.

< /p >

< p > at the same time, many sports brands have stepped up their sales promotion efforts. The promotion of famous sports brands, led by < a href= "http://www.91se91.com/news/index_x.asp" > Lining < /a >, Anta, XTEP and Jordan, has been unprecedented.

Lining's official shopping mall outdoors casual shoes, basketball shoes, professional shoes and other shoes are playing a half off promotional efforts, in order to attract consumers' desire to buy.

< /p >

This year, XTEP maintains its media exposure in the form of advertising and sponsorship. XTEP sportswear is loved by many sports enthusiasts. Some fashion apparel is affected by the star effect, and sales volume is still considerable. P

In addition to the brand value of the sublimation of XTEP, the domestic consumer praise is also Jordan brand, Jordan sportswear, although low exposure rate, but also a lot of consumers.

< /p >

< p > apart from domestic brands, foreign first-rate brands have joined the ranks of promotions and markdowns.

The sales volume of sports shoes has dropped, but still occupies the sales list.

On the official website of Semir, many consumers have been reflecting the decline in prices. Many new Semir shoe casual shoes have been significantly reduced in price, and are being pursued crazily by netizens.

However, due to the prevalence of high imitation, many netizens still find it difficult to find a breakthrough on the true and false problems of Adidas clover. However, the identification of true and false is not so simple.

Adidas also dared not overlook it in this respect. There are many descriptions of true and false knowledge on Adidas's Shamrock official website.

Adidas has always been an example of the industry in terms of consumer pre sale services. Consumers have a good reputation. In the choice of Adidas shoes, the official website also has a detailed introduction. From the side, its sales volume does not change significantly.

< /p >

< p > in addition to being well received in the forums, the price of new sports shoes on the flagship stores of foreign brands is also lowered.

The price of Nike shoes has been greatly reduced, ranking the top in many stores.

This year, under the influence of inventory pressure, the major brands are holding the marketing mentality of cleaning up inventory, and a substantial reduction in prices has indeed made many consumers get tangible benefits.

However, in this year's sports market, the market share of domestic brands and foreign brands is not equal.

< /p >

< p > except for shoes and clothing, influenced by the Olympic Games, sales of sporting goods increased greatly.

Running and basketball has always been a favorite sport among sports enthusiasts. The official website of ADI has become the online shopping mall that consumers most like to buy. Many Adidas's sports shoes are still ahead of sales.

And domestic brand Jordan basketball shoes are welcomed by some student groups.

But the shoe rankings, compared with last year, the sales performance of domestic sports brand is very ugly.

Compared with last year, the sales volume of Anta's official network store has been decreasing. Lining has turned off thousands of stores.

Industry experts say that the whole sports brand market will be more depressed next year without changing the marketing strategy.

< /p >

< p > but football shoes are different from other shoes, sales increase over last year, of course, thanks to the impact of the European Cup.

< /p >

< p > Adidas football shoes have become one of the most popular brand shoes for many football players, mainly because of their aseismatic and durable appearance.

< /p >

Unlike P sports shoes, some sports equipment sales have not been affected.

Many badminton fans choose Lining badminton racket as sports equipment, insiders say, this is due to the influence of Lin Dan effect.

Besides the popularity of badminton, sales of sports equipment such as table tennis and basketball have been continuously reduced.

< /p >

The market situation of < p > 2012 is not very optimistic. The sales revenue of six domestic sports brands such as Lining, Anta, 361 degree PEAK, XTEP and so on only increased, while the other five all decreased year-on-year.

It is reported that Adidas's official flagship store will adopt a special marketing strategy next year to improve its sales decline. However, the domestic sports brand will not sit still and believe that next year's sports brand market will cause another bloody storm.

< /p >