Lining: Homogenization Is The Biggest Problem Facing The Sporting Goods Industry.

"P > last month, China's local sports brands have released 2012 financial newspapers, the performance of various brands of financial reports plummeted, a large number of shops, brand influence declined, and the result of the operation in 2012 was so optimistic that people questioned the local sports brand.

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< p > of course, people have found many reasons for their decline: brand ambiguity, product homogenization, crazy shop, channel mode shackles, blind expansion of products, imitation, innovation.

The industry pointed out that local sports brands are collectively spending the winter.

In the next two or three years, these enterprises still can hardly usher in the "spring" of recovery. < /p >

< p > then, in 2013, when we had to find a way out, how did the local sports brands represented by Lining save themselves and get out of the predicament? Where was the last straw? < /p >

< p > < strong > retail pformation digestion inventory < /strong > /p >

In the winter of P, six brands began to save themselves. Digestion a href= "http://www.91se91.com/news/index_h.asp" > inventory < /a > and reform channels became the common theme of domestic sports brands.

Compared with foreign brands, domestic brands are widely criticized for their extensive agency mode and huge distribution network, resulting in an increase in their stock ratio and a strong decline in brand reputation.

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Lining, as the elder brother of the industry, pointed out at the annual report conference that the main task in 2013 was to clean up the stock, adjust the business mode and strengthen the retail business.

In the second half of last year, Lining began to act.

In July 2012, the original management of Li Ning Co changed blood, and put forward a new plan. First, pay attention to channels and inventory, and implement the "channel revival plan", which will change the operation mode of wholesale in the past.

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< p > Anta also believes that the existing "brand + wholesale" mode is difficult to meet the market demand. In the future, it will pform to a retail oriented business mode, from the pursuit of order growth to the single store revenue.

It is understood that Anta implemented the IT integration project, which is expected to cover 70%-80% stores at the end of the year. It will strengthen the terminal management of stores and require each store to achieve a separate order, making the replenishment mechanism more flexible.

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< p > "who can survive the winter at this time, and who can get through it is the time to be more comprehensive and sustainable.

"Anta vice president" a href= "http://www.91se91.com/pioneer/" > Zhang Tao < /a >.

According to Zhang Tao, the adjustment that Anta had begun last year included two aspects: digest inventory and improve store efficiency as soon as possible, and pform to retail in a comprehensive way.

Among them, from the retail wholesale to the brand retail pformation process, the key is to "destroy the middle level, so that brand operators and brand operators closer to consumers.

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< p > international giants Adidas provides a good example for domestic brands who want to get rid of extensive business models.

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< p > compared with China, no matter where the location is unsuitable, one will open a business. No matter how unpopular the commodity is, the extensive operation mode of blind production will be different.

The Adidas team first studied the information of the 2010 national census to understand the population and economic development level and wealth level of different provinces. In addition, it also obtained data from retailers, fast food shops and other industries. It also investigated how many banks, schools, department stores and so on in each place. After summarizing these data, it analyzed again how much market share Adidas had in that city or region, how many shares its competitors had, and how many opportunities to enter the area.

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< p > for example, the market share of Adidas is very low. If you want to increase the market share or where it is blank, you can arrange a sequence in this way.

This is a roadmap for Adidas to open shop in the future.

According to what sequence, where to open, where to open, have been very close calculation.

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< p > besides, every day, every selling point and every single list, Adidas requires dealers to feedback the sales data in real time.

Upon receipt, the Adidas team integrates data into standard systems and reports, and then analyzes them.

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< p > data can be refined to the gender of customers. Is there a large number of male customers or female customers in a certain store?

In order to ensure that the consumer enters the store, he / she will find the product that he wants to buy.

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In addition to P, Adidas also took a look at a href= "http://www.91se91.com/news/index_p.asp", "Spanish /a" retailer Zara and Sweden's H&M, both of which are becoming retail models in the Chinese market.

Adidas has been "digging" talents from these two companies.

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< p > < strong > do not homogenization of "pseudo fashion" < /strong > < /p >.

"P >" homogenization "is the biggest problem we face.

"Lining told reporters that" the wholesale mode and excessive expansion eventually led to a distortion of supply and demand in the near future.

In the face of how to get out of difficulties, companies are facing the same challenges.

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At present, Lining, Anta and other brands have launched their outdoor products in P.

In addition, Anta, XTEP and XTEP have also expressed their desire to develop children's clothing and sporting goods.

In this regard, analysts have warned that we should be careful about the problem of overcapacity and homogenization in children's clothing and outdoor products.

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< p > Lining thinks, "before China's sporting goods can develop rapidly, we benefit from everyone's participation.

Now, to solve the homogenization problem in the industry, we have to rely on everyone to go on their own.

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< p > "sports brand has spiritual and cultural connotations. If local brands want to break through, they need to combine with fashion, art and other elements to create cultural symbols that meet the needs of consumers.

"Li Guangdou said.

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< p > although local brands are taking the "fashion" route, "fashion" is bound to be different.

Blindly follow a design, a style, resulting in the brand wandering in the fringe.

And every time a new style product launched by an international brand becomes an opportunity to imitate and follow.

< /p >

< p > local sports brand "fashion overflow" has increased the homogenization of products, and the price competition among brands has become more fierce. < /p >

Compared with Adidas and P, the praise of fashion has benefited the Chinese market.

Zhang Qing, the founder of sports consulting firm, said that Adidas, as a centennial sports brand, has made great efforts in the field of professional sports in the field of professional sports with the advantages of global resources.

However, the general sports brand is also following the fashion style line on the basis of not strong sports attributes, so it is easy to fall into the "Red Sea" of the casual clothing market.

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< p >, how can local brands break through the plight of fashion? < /p >

< p > > a href= "http://www.91se91.com/news/index_x.asp" > sports shoes < /a > clothing should timely guide the consumption of the market, instead of simply providing the products needed for the market, and guide the consumption of the market instead of following the trend of the market.

Enterprises can look for external resources and strong R & D teams, such as the current school enterprise cooperation, or seeking cooperation between famous international R & D companies, and so on. The form of cooperation is diversified.

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< p > must be good at controlling the fashion trend of the market, excel in product hype and market operation ability.

Every quarter of the market has its main trend of fashion trends, including color, style, technology, etc., such as popular Korean clothing, formal casual T-shirts and handcraft packages, etc., the research and development of local sports brands can not always be in a passive situation.

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< p > < strong > prospect is still unknown. < /strong > /p >

< p > although in the cold winter market, many local sports brands have chosen "reform", but the effect of the reform will be how and who can get through the bottom of the valley quickly. There is no answer yet.

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< p > it is reported that < a href= "http://www.91se91.com/news/index_c.asp" > garment industry < /a > the observer Ma Gang takes this stage as a comparison, first slow down and adjust, and then get up quickly.

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Wu Jianming, who was once a Lining dealer, is not optimistic about the current adjustment of P.

"Changes in the supply chain can improve some problems, but the brands are too big for the whole country to regenerate, so it's hard to survive.

< < /p >.

< p > at the same time, the growth of China's sports industry is also staggering.

Data show that in 2008, China's sports added value accounted for only 0.52% of GDP, while developed countries usually accounted for more than 1%. In the United States, the sports industry is the sixth pillar industry, accounting for more than 2% of GDP.

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< p > Zhang Qing said that when the golden age of sports industry and sports brand is coming, it remains to be seen, but this era is sure to come.

However, before the coming of this era, several major sports brands will have to undergo some adjustment and fight.

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"P >" industry shuffle is affirmative, no country has so many sports brands.

In this round of competition, the first thing to do is to build a channel reform system, and whoever gets the first adjustment will have the chance to turn over in 2014 or 2015.

"Zhang Qing said.

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