The National Sporting Goods Industry Is At The Bottom Of The Show.

Data provided by the Wuhan Bureau of industry and Commerce showed that last year, various campaigns of cancellation, revocation, shutting down and transferring were transferred. Casual wear shop A total of about 700.

Behind this group of data is a much larger national sporting goods "closing shop boom". According to the six major sports brands such as Lining stores and PEAK stores, the six major sports brands closed more than 3000 stores last summer.

What's wrong with the sports brand shops that once covered streets and lanes? Where are the future of "Lining"?

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Sports brand, a street transformed into "special price Street".

On the western side of Hongshan's Asian trade, there are 10 home and abroad sports and leisure brand stores, including Nike, Adidas, Puma, Lining and XTEP, on a short three hundred or four hundred meter road.

In the eyes of graduate student Xu of Zhongnan University of Economics and Law, "the style of all kinds of sports goods on this street can be described as the latest trend in Wuhan, and of course the price is high."

Before the Spring Festival, almost all the brand shops on the street came up with the "Spring Festival promotion price". Yesterday, Xu found that the discount of these stores is bigger than that before the Spring Festival. Almost every family store has a factory price, a special price and a discount price. Even Adidas, which has never been discounted, has been greatly reduced. She bought a set of sports clothes at 2-3 discount price. shoes The hat, which only cost less than 1000 yuan, was "refreshed" from head to toe.

Even so, the shops in the streets are not very good. Around 10 a.m. the day before yesterday, there were only three customers in the Anta store. The cashier supported his head in his hands and fell on the cashier.

data

More than 3000 stores in the shop are closed.

In 2012, there were about 700 canceling and canceling all kinds of sports and leisure shops in Wuhan, the vast majority of which were two or three lines and miscellaneous shops.

Sports brand business downturn is not a special phenomenon in Hubei market. In fact, since last summer, the domestic sporting goods market has been like a "bad cold" and has been infusing.

A few days ago, He Ruibo, chief financial officer of XTEP, announced that XTEP intends to close 100 to 200 stores this year. Compared with the number of 80 to 100 shops closed last year, the biggest number of stores is expected to nearly double this year.

This is followed by Lining, PEAK, Anta, 31st degree, China trend and so on after releasing the news of the store, sixth of the six major sports brands in China announced a large number of brand names.

According to the current data of closed stores, the total number of six major brands last year has exceeded 3000, of which Lining and PEAK have more than 1000 outlets.

After the Spring Festival of the snake year, the "bad cold" has been transmitted to a foreign brand which has always been strong and strong. At the end of last month, Puma, the third largest sports brand in the world, also announced a plan to close its stores. In 2013, it implemented spending cuts and rectification programmes, including shutting down more than 90 unprofitable shops in China.

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Today, breaking arms is a way to repay old debts.

"The expansion in previous years was so severe that the negative effects emerged over the past two years." Zhou Rui, a senior sporting goods market in Wuhan, said.

Zhou Rui's "expansion" refers to the enthusiasm of domestic sports before and after the 2008 Olympic Games in Beijing. On the one hand, it grabbed the market, and on the one hand, it rushed to the market through the Olympic Games. The sports brands and private owners increased the number of shops in large and small cities in China, and some of the single brands opened up more than 8000 stores.

Xu Keyang, a post-80s sports enthusiast in Wuhan, is a small boss in the shareholder's wind. In 2009, he and his two friends opened a sports shop beside the Jianhu campus of Wuhan University of Technology. A year later, the shop was declared bankrupt.

In the view of Xu Ke Yang, a large number of shops open shop and supply is far greater than demand, which is the main reason for the mass closure of sporting goods stores nowadays. In the first half of last year, the data disclosed by the enterprises in the first half of last year showed that Lining, Anta, PEAK, XTEP, 361 degree and China moved the six domestic sports brands in the first half of 2012 with a total inventory of 3 billion 721 million yuan.

Secondly, the impact of the Internet on the physical shops exceeded the expectations of many businesses. "Football shoes, for example, store at most two or three times a day, many of which are not yet available. Puma, Elskes, Diadora and so on can hardly be found in stores, but there are everything on the Internet. Xu Keyang said. In addition, the deviation of domestic brand innovation ability leads to less products catering to consumers' individual needs.

High prices and profiteering sales are also the cause. Sports brand One of the reasons for poor shipment. In the first two days, Ms. Liu of Wuchang invited a group of colleagues to go shopping in Huangpi outlets outlets, which featured the factory shop, and bought Adidas style running shoes with good style and quality at 120 yuan. The original price was 400 yuan. "If you open less flagship stores and open more factory stores and special stores, I believe there will be more people to buy."

expectation

Small shops upgrading and outdoor products become the next hot spot

According to the insiders, sports brand collectives have reflected the overall bottleneck of the industry. On the one hand, the era of high gross profit and high growth has gone forever; on the other hand, the growth mode of increasing sales through a large number of new stores has been difficult to sustain.

"Adjustment and transformation has become the core word of the industry. From the industry point of view, closing shop tide is essentially a process of survival of the fittest. " PEAK CEO Xu Zhihua said so.

On the other hand, some sports brands have shifted their business focus to another area: outdoor products market. Adidas, Puma, Lining and other traditional sports brand giants have taken aim at outdoor goods, which is growing rapidly. 4 months ago, Lining opened the first house. Outdoor products flagship store Lining explores. This year, Lining will open more than 60 outdoor stores in many cities across the country.

"The sporting goods industry will remain weak for some time to come. It is optimistic that it is expected to bottom out in the second half of 2013." Xu Zhihua said. Zhou Rui believes that after such a "closed shop tide" and other industries, the market price, supply and demand of sporting goods will probably return to normal and reasonable level.