The Way Of Sports Brand Development: Transformation Is The Inevitable Result.

After the Spring Festival, just after the Spring Festival, the news of domestic sports brand stores has become one hot topic in the industry for several days. Chengdu What's the status of the sporting goods store? After visiting the press, Chunxi Road, Chengdu and Sheng Dao sporting goods store, the reporters interviewed and investigated, and once the prosperous sporting goods market and the once sports shops specializing in shops, which were intensely competitive, did disappear. Despite the fact that Sichuan was not the "worst hit area" in the rush of shops, but when the market was re examined with the eyes of concern, the scenery and the market were already absent. "This is the inevitable result of the adjustment of the industry, and it is good to happen earlier."

　　 Status 1: high inventory and low sales.

It is reported that in 2008, the year of China's sports gold (exclusive stores), the Beijing (exclusive store) Olympic Games strongly promoted the development of Chinese sports. With the slogan of "fitness for all", sports and other sporting goods shops have risen rapidly. In the same year, many sports brands in China expanded with the help of "Dongfeng".

In Chengdu, near the City Sports Center's rear door is a famous sporting goods street. Many sports enthusiasts have chosen sporting goods here, but when reporters approached the rear door again, they found that a large number of sports shops were flourishing, some shops were closed, and some shops were filled with scattered rubbish, leaving only the remaining LOGO imprints. Guirenniao The salesperson at the discount store told reporters: "since the beginning of 2012, business has become more and more difficult. A lot of pressure goods can not be sold, and the original franchise store has already been changed to the current discount store. But even if it is sold at 70 percent off, nobody will be interested in it." When asked the reason, the shopkeeper of the expensive bird bird shop told reporters, "the sporting goods market in the past few years is still good, but all brands are following suit. The competition is extremely fierce. A street has opened a string from the upper street to the next street, such as Lining, Anta, XTEP, and so on.

　　 Status 2: Shop hit, loss of physical stores

In the face of the overall market is not very good, is the international famous brand also affected? Reporters told reporters at the Adidas store behind the door, the salesperson told reporters: "sales since the beginning of the year is very bad, sometimes there is not a guest in the morning, the lowest daily turnover is only one thousand or two thousand, before Adidas is not easy to discount, now even 50 percent off, no one bought more than half of the past, coupled with the network is so developed, Taobao, Jingdong products to save the shop rent, labor, transportation costs, of course, the price is certainly better than the physical store, you will definitely choose online shopping, business will not be good." Reporters compared the same Nike new Hoodie, the store sells for 469 yuan, while Tmall mall sells for only 281 yuan.

　　 Status 3: a large number of counterfeit brands are flooded with market confusion.

From Chunxi Road's north entrance to Ito's Yang Hua Tang just a few hundred meters away, the 3 time the reporter sold the brand fake shoes along the street beckoning "ADI, Nike, Lining cheap genuine genuine goods, or not?" presumably many consumers have had similar experiences. The sale of genuine brands has been hit by a large number of imitation products. Sheng Dao sports Liu Bin told reporters: "counterfeit brand stores in Chengdu are many, some are still thieves, before, many stores have encountered thieves patronage, because they do not know the style of the genuine price, casual valuation on the hands off, caused great confusion in the market."

　　 Industry viewpoint --

Inevitable outcome of industry transformation

Liu Sitong, general manager of Sichuan Jin Lang sporting goods Co., Ltd.

As a sports retail First Brands Inc in the west, Sichuan's strong wave sports have a lot of influence in this round of closing shop tides. It is understood that its main agent brands are Nike, Adidas Lining, UMBRO, Puma, Kappa, Lotto, wolf claw and other international and domestic well-known sports and leisure brands. It has thousands of stores and sports professional stores in Quan Chuan. The reporter interviewed Liu Sitong, general manager of Sichuan Jin Lang sporting goods Co., Ltd. this week. As for Guan chao chao, she considered that it is a normal phenomenon of industrial adjustment and an inevitable result. However, the number of brands represented by Jin Lang sports is not the largest in Sichuan. She also believes that in recent years, the downward trend of the global economy and the change of consumer buying behavior is an important reason for the decline of sports brand sales and thus leading to the closing of stores. "As in 2000, the impact of the emergence of supermarket stores on the industry is similar to that of the whole supermarket retail market. But now it seems that this is a trend, so there is no need to make a fuss over the current customs. Liu Sitong also believes that being able to take the lead in the adjustment of the industry is a good thing, laying the foundation for further development.

　　 Catch up with foreign brands, domestic brands are left behind

Liu Bin, deputy director of Sheng Dao sports investment promotion operation Department

For the reasons for the overwhelming majority of domestic brands in this shop, Liu Bin, a deputy director of Sheng Dao sports investment operation Department, said: "we used to have a domestic brand, but later we found that consumers blindly pursued international brands and disapproved of the domestic brands. In fact, they sold some patent technology, and the quality of domestic brands did not lose the international brands such as Adidas and Nike. Moreover, their prices were more suitable for Chinese consumers. Because of the brand effect and technology content, the international brands had higher prices, most consumers were not professional athletes, so technology professionalism was not so important, but some consumers still recognized the brand, but some consumers still wanted to buy and felt expensive, so imitation became the choice of some consumers."

　　 News background:

The six major sports brands in the country closed more than 3000 stores last year. Among them, Lining There are more than 1000 sports shops in PEAK. At present, Guan Chao not only involves domestic brands, but also affects foreign-funded enterprises. Puma, the German brand, recently announced that it will close more than 90 unprofitable shops.