2013 Domestic Sports Brand "Go To Stock" Is Still The Theme.

< p > sports brand "closed shop tide" has been extended since last summer. For the whole half a year, six major sports brands such as Lining (franchised store) and PEAK (franchised store) have been closed to more than 3000 stores. After the Spring Festival of the snake year, it even infected Puma, an international sports brand. The rest of the world's sports brands, except ADI and Nike, were wailing. < /p >
Although P is not a glorious thing, but in order to survive and reduce operating costs, sports brands have to break their arms to survive. This is also a reasonable response to the crisis. From the point of view of business management, this is a "throttle" in "increasing revenue and reducing expenditure". As for how to open source, sports brand is not too many choices at the moment, "go to inventory" bear the brunt, the six brands, the total inventory in the warehouse together enough to round the earth, the total value of 3 billion 700 million, do you say the pressure is not big? < /p >
The embarrassing situation of P is actually paying debts. Shop in the four tier city, more and more shops, and more and more tight: I believe many consumers have the feeling that in their hometown cities, there is always a "sports Street", which is crowded with six brands: they sell similar styles of < a > clothes < /a >, no difference in shoes, from shop decoration to LOGO advertising language design, "you copy me, I copy you" fight to the end, everyone has gone through a tragic ending from the door to the market, and then to the store, the result of the "great leap forward" is always bitter. After the 2008 Beijing Olympic Games, the six major sports brands staged an arms race to start shop, from the first tier cities. < /p >
< p > sports brand can be said to be "self eating", but in addition to "overcapacity, vicious competition", there is another objective factor that can not be ignored. That is, the age structure of consumers has changed greatly: the biggest consumer of sports shoes and clothing is the 15-25 year old young people, while < a > sports brand < /a > in the past ten years, the high speed growth is not related to the population peak of the "post-80s". However, over time, the number of "post-90s" in the main consumer group has been reduced compared with that of the "post-80s", and the consumption crowd has declined sharply, and the sports brand is no longer in sight. < /p >
< p > Where is the way out for sports brand? When the six sports brands are on one street, the era of holding up stores will be gone forever. Instead, a hundred schools of thought contend. < /p >
< p > Lining's attempt is to make outdoor brand. It is said that Lining has been to an outdoor brand exhibition in Munich, Germany for two days. Lining's new choice may be a good try. After all, compared to the traditional sports brand market, the outdoor sports market with a market size of nearly 11 billion is growing at an annual rate of more than 40%, which is definitely a blue ocean. The way Lining will open up this high profit, high technology and high input market remains to be seen. < /p >
< p > Lining outdoors, while 360 degrees, Anta, XTEP and other companies aim at children's wear. This is a new attempt, but it has broad prospects. As a matter of fact, 360 degrees began to set foot in children's clothing two years ago. In last year's annual report, the only profitable business was a > children's wear < /a >. According to the insiders, the number of new born population will increase in the next few years, which will naturally increase the demand for Chinese children's children's clothing, which may be a new direction of transformation for the sports brand in the predicament. < /p >
< p > there is no doubt that in 2013, for the entire domestic sports brand, "going to stock" is still the theme, this is a matter of life and death, and the development of differentiation outside the theme is the way out, because it determines the height of each company's rebound. < /p >