Domestic Sports Brand Collectively Encountered Cold Winter Situation Is Not Optimistic.

< p > > "discount and clear inventory", "closing shop tides" and "order volume slipping". With the apparel industry as a whole in winter, the sportswear brand, which once sat in a safe box, is also hard to stand alone, and is facing the overall poor performance.

Since the beginning of this year, the news of sportswear brand discount sales has been increasing. Especially in the near future, the attention caused by the discount has gone far beyond the discount itself. The inventory is high and profits are dropping. < a href= "http://www.91se91.com/news/index_c.asp" > domestic sports brand < /a > is encountering "collective diving".

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< p > < strong > high homogeneity reduces consumption expectation < /strong > < /p >

< p > statistics show that domestic sports brand Lining fell 85% in the first half of this year, and its operating income dropped 10% to 3 billion 880 million yuan, and the company's share price fell 35% during the same period.

At the same time, Lining has closed nearly 1000 stores.

In the earlier 2011, Lining's annual sales revenue was 8 billion 930 million yuan, down 5.8% from the same period last year, and the trend of growth decline has begun to emerge.

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< p > not only Lining, but also other sports brands in China.

According to the two quarter of the domestic sportswear brand, the a href= "http://xm.sjfzxm.com/" > the order meeting < /a > showed that the orders of all orders, including Anta, XTEP and PEAK, had declined to varying degrees in the same period last year. "Href="

Among them, XTEP orders fell by 15% to 20%, Anta fell 15% to 25% compared to the same period, and PEAK fell by 20% to 30%.

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< p > the order meeting data is often a barometer of the industry market. How much can we see the dilemma of the domestic sports brands nowadays?

Why is this happening? "The weak economic environment, the sinking strategy of foreign sporting goods enterprises, and the overall sluggish domestic apparel industry are all external causes."

An industry analyst who has been engaged in sports brand management for many years thinks that for Lining, Anta and other domestic sports brands, there is almost no difference in product mix and marketing mode.

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< p > sports brand has created a miracle of production and marketing in the past few years, and consumers are impressed by the endless sports brand that year.

Before and after 2000, China's bid for Olympic Games has brought about a movement in the whole country, especially after the success of Beijing's bid for Olympic Games, the sports goods market in China has been blowout. The sports brand and traditional clothing brand have experienced the development of "gold ten years" together with the traditional clothing brand, and the industry has maintained a high speed growth of two figures per year.

Until the peak of domestic sports brand carnival, people found that only three to four famous sports brands were different from other countries in the market, and the famous sports brands in China were as high as more than 20.

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From P to today, after going through the ebb tide, a href= "http://www.91se91.com/news/index_x.asp" > Lining < /a >, Anta, XTEP, 361 degrees, PEAK and China are becoming the six main brands that occupy the domestic market.

But seriously analyzing the products and positioning of these brands will find their similarity is astonishing.

For example, in terms of products, basketball, jogging, comprehensive training, sports and leisure are all kinds of products developed by these brands, not to mention the similarities in product design and LOGO; in addition, almost all brands have gone through a way of advertising sales, which is "celebrity invitation" and "rush to fame". Blind rapid expansion and light research and development and putting the cart before the horse have led to the gradual weakening of the overall competitiveness of sports brands.

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At the same time, the industry also pointed out that the turn of consumer demand in recent years is also a major reason for the frequent decline of domestic sports brands. P

"Ten years ago, wearing a sportswear went out very well. Everyone usually takes the sport clothes shop as a fashion."

At that time, Lining, Anta and other brands also got a share from the international brands Adidas and Nike.

But a few years later, the fashion trend of foreign brands such as ZARA and H&M soon overcame the strength of sports. Until today, the concept of fast distribution and fast consumption is still prevailing. The young people who used to be the main force of sports brand consumption were mostly taken away by fast fashion, and the demand changed. This is another reason why sports brands are losing their jobs.

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< p > < strong > based on the main business, practicing "mountaineering" internal strength < /strong > /p >

< p > through the customs shop turmoil and high-level changes, this industry adjustment, Lining is undoubtedly at the cusp.

According to the introduction, Lining's goal in the next two years is to increase China's market share by 40%.

After reducing the plan to try to dominate the global sports shoes and sportswear market, Lining is in pition. The goal of brand positioning is to target consumers from rural areas to big cities, with a view to win a greater share in the domestic market and win the affirmation of the mass market.

According to the insiders, the way Lining should be good at and should stick to is to build category resources and work hard to manage these products.

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< p > referring to the development process of foreign brands, whether MIZUNO is a focus in the field of volleyball, < a href= "http://:www.91se91.com/pioneer/" > Adidas < /a > has long been a strong posture in football field, or Nike is absolutely monopolized in basketball field.

Based on this consideration, Lining signed a five year cooperation agreement with the Chinese Basketball Association this year and signed a contract with NBA Miami heat guard Wade to launch the Wade signature version of the "dynastic" series of products, which is equivalent to the Lining version of Nike's hot shoe "flying Jordan" for many years.

In the words of Jin Zhenjun, Lining's current executive vice president, Lining is trying to understand the brand DNA that consumers want to get, though this is the short board of Lining.

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< p > even though Lining is still facing the competition of fashion brands to divide the market, he still believes that sticking to the articles in sports field is the foundation of enterprise development.

"After all, sports consumption is not age based. It can be said to cover all levels of consumption. Consumers can pursue fast fashion and choose sports products when needed."

In Lining's view, the professional foundation of sportsmanship is firm enough to enable enterprises to "grow loose" and grow.

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< p > besides Lining, the reporter saw that Anta, XTEP, 361 degree, PEAK and so on are upgrading and upgrading according to the new market changes.

Experts said that this year's "a href=" http://www.91se91.com/news/index_s.asp "sports brand collectively encountered cold winter" /a ", the situation may remain unoptimistic next year.

"Get out of the plains and start climbing."

Chen Dapeng, vice president of the China clothing association, described the difficulties of sports clothing enterprises in the future.

Under this situation, domestic sports brands can only get out of the cold winter and usher in a new spring only by focusing on market demand, insisting on continuous innovation and differentiated development.

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