The Scale Of PEAK Stores Has Been Shrinking For The First Time.

< p > last year, it was "full of twists and turns" for all major a href= "http://sjfzxm.com/news/index_c.asp" sports brand < /a >.

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In 2012, the retail channel of PEAK sports also contracted dramatically, and the total number of stores decreased from 7806 at the end of 2011 to about 6500 last year. P has become the main theme.

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< p > yesterday, the reporter learned from PEAK sports CEO Xu Zhihua that "a href=" http://sjfzxm.com/news/index_x.asp "> PEAK" /a "will finish the pformation of its 1000 stores this year, and some inefficient stores will face rectification or elimination.

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< p > for the whole industry, PEAK sports is no longer isolated. Other enterprises are also faced with more in-depth channel changes.

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< p > < strong > store scale contracted for the first time < /strong > < /p >

< p > "soon to publish annual reports, so some unaudited data are not convenient to disclose at the moment, but it is certain that PEAK made some adjustments in retail channels last year."

Yesterday, during this year's Q3 international new product conference, PEAK sports CEO Xu Zhihua said in an interview with reporters.

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In 2011, in terms of retail channels, PEAK is still in the expansion stage. Data show that the number of stores has increased by 582 in the year, making PEAK's stores reach the peak of 7806 at the end of 2011.

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< p > and according to the data disclosed by relevant responsible persons of < a href= "http://sjfzxm.com/news/index_f.asp" > PEAK brand < /a >, as of the end of last year, the number of PEAK's stores was about 6500, which means that PEAK, which had been continuously expanding rapidly in recent years, suffered the first contraction of the zero sale channel in 2012.

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< p > "the reduction of the number of stores is just a representation. The deeper reason is that the company wants to make more meticulous management of the channel."

Xu Zhihua said.

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< p > Xu Zhihua revealed that last year PEAK abolished the agents at the provincial level and increased more distributors to flat management of retail channels. "Actually after the listing, this work has been advancing, and we will increase 8 to 10 distributors every year."

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< p > however, according to the reporter, in addition to increasing efforts to inventory, the slowdown of the scale or expansion of stores is also the main theme of the whole sports brand industry.

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< p > data show that Anta closed 110 stores in the first half of last year, while the expansion of XTEP and 360 degrees began to slow down rapidly. But compared with peers, PEAK is indeed the largest dynamic company in terms of channel adjustment.

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< p > < strong > store upgrade "seventh generation" < /strong > < /p >

< p > "the adjustment plan has been put forward for 3 years."

Xu Zhihua revealed that in the adjustment of retail channels, PEAK will have greater action next.

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< p > reporter learned that in 2013, PEAK will upgrade its stores, and will launch the "seventh generation" stores. PEAK requires that these stores have a single store area of at least 100 square meters, and insist on basketball as the core positioning on display.

According to PEAK's plan, it is estimated that about 1000 stores will be completed this year.

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< p > PEAK hopes that on the basis of the flat management of the channel, the store can be upgraded to make the quality of the single store higher. In other words, by reducing the size of the store, we can deal with the risk of declining sales by raising the profitability of the single store.

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< p > upgrading of stores means that the cost of opening stores will also increase. Meanwhile, some small shops that fail to meet the standards will be faced with rectification or elimination.

This means that the size of PEAK stores may continue to shrink this year.

In this regard, Xu Zhihua pointed out that some inefficient or poor image shops will definitely carry out rectification or reduction, but "closed stores will also have new stores, and the number of PEAK stores will probably remain at the end of last year".

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< p > at present, the average area of PEAK stores is about 80 square meters. Xu Zhihua also admitted that 100 square meters is the company's goal, but "not all stores can achieve this level".

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Yang Qian, a sports marketing professional, said in an interview with reporters that the problems encountered by the sports brand industry in the past two years are not only the problem of backwardness of stores, but also related to the whole channel structure, product differentiation and marketing strategies of enterprises. P

"The seventh generation stores" may be more of a "marketing concept", but it is difficult to achieve the desired results if more sales responsibilities are pferred to distributors.

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< p > Xu Zhihua revealed that the upgrading of stores will be provided by PEAK with uniform standards, specifically by distributors. At the same time, PEAK will give certain subsidies to the cost of investment, but it does not disclose the specific amount or proportion.

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< p > < strong > "channel is king" has ended. < /strong > /p >

< p > in Xu Zhihua's view, 2012 is a year full of twists and turns for the whole sports brand. Of course, PEAK is not the only one who has suffered twists and turns.

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< p > "in the past 10 years, the rapid growth of the whole industry has made some brands expect too much of the market. With the intensification of market competition and the shrinking demand, the pressure of inventory has intensified, and retail channels are almost overwhelmed."

A sports brand responsible person revealed.

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"P > channel expansion to a certain extent will encounter bottlenecks, coupled with inventory pressure, the channel must be faced with streamlining and reducing, which has become an industry trend, the official pointed out.

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< p > in his view, the era of "channel is king" has passed, and the reduction of channels will inevitably bring about the "labor pains" of sales and profits falling. But if we do not adjust in time, enterprises will bear a heavier burden in the long run.

Under such circumstances, how to raise the interest rate of single store has become the key to the pformation of the channel. "From this perspective, both Lining's channel revival and PEAK's store upgrading are all hoping to achieve this goal."

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