How To Get Rid Of The Dilemma Of The Brand Of "Shutting Shop Tide"?

< p > recently, six major domestic sports brands -- Lining, Anta, PEAK, China trend, XTEP and 31st degree 2012 annual performance report have appeared.

In addition to China's move to the outside world, the performance of other brands has declined sharply.

A large number of stores shut down, net profit growth.

In 2012, the domestic campaign < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > clothing brand collectively fell into trouble.

Facing difficulties -- < /p >

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< center > < img alt= > "how to get rid of the predicament of" how to get rid of the predicament "width=" 434 "height=" 239 "src=" http://img00.hc360.com/shoes/201304/201304161110434022.jpg "/ < /center >

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< p > < strong > "Guan Dian Chao" is threatening. < /strong > /p >

< p > the low performance of domestic brands is accompanied by the "close shop tide".

In the whole year of 2012, apart from the growth of 217 stores last year, the total number of other five brands was close to 5000.

Among them, Lining closed 1821 stores, the top six brands.

PEAK followed 1323 closely. China has 1101 trends, Anta 590 and XTEP 86.

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< p > Sports < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > brand observation expert Ma Gang believes that the main reasons for the overall decline in the performance of domestic sports footwear industry are three: first, the rapid rise in operating costs of enterprises, while the overall consumption desire of the residents is weak; two, the sports brand retail channels tend to be saturated, and the phenomenon of product homogenization is serious; three, the trend of mass consumption is changing from the trend of movement to the wider trend of leisure fashion.

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< p > < strong > promotion difficulty is not desirable > /strong > /p >

< p > closing shop tides, on the one hand is the increase in operating costs and the unsatisfactory return on investment; on the other hand, it is due to a large backlog of inventory.

In order to digest the high inventory brought by rapid expansion, the major domestic sports brands have taken measures such as discount sales promotion and so on.

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< p > for the major sports brands to rely on discount and low price digestion of inventory practices, Xu Tongqian, associate professor of Advertising Department of Wuhan University School of Journalism and communication, believes that low price sales of businesses to digest inventory, will cause a decline in unit prices, resulting in a decline in revenue.

The bigger potential risk is the continued decline in prices, which may lead to a decline in brand positioning.

Xu Tongqian said: before and after the 2008 Olympic Games in Beijing, the domestic sports brands were in the stage of rapid development, and the major brands did not fully open their stores in the market research.

On the one hand, brand dealers only sell wholesale goods to distributors instead of sales of goods. On the other hand, big brands continuously expand their capacity without fully investigating market demand, resulting in oversupply.

The result of long-term extensive expansion is the problem of excess supply, high inventory and lagging management level.

With the gradual saturation of the market and the rise of upstream costs, China's sporting goods industry finally fell into a trough in 2012.

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< p > < strong > brand building is the key. < /strong > < /p >

How can the domestic sports brands that are deeply trapped in the "closed shop boom" get rid of the predicament and find a way out? Xu Tongqian thinks that the emergence of "shop closing tide" is the embodiment of the market adjustment function. P

In the face of difficulties, these brands' future tasks are to adjust to the changes in aggregate demand and demand structure.

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Zhang Tao, vice president of Anta P, said that the predicament of sports apparel brands is a precursor to the industry's maturity.

"From everyone rushing to the frenzy to make money to most enterprises to earn money, then to most enterprises do not make money, and then opt out, is the inevitable development path of many industries in China, household appliances, mobile phones and automobile manufacturing industry came that way."

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< p >, however, Zhang Tao admitted that the situation in 2013 is still grim, and it is hard to say when to usher in the industry recovery.

In the process, some brands that are not suited to the situation will be eliminated, and enough excellent enterprises will survive and reoccupy the market.

At the same time, 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.

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Ding Shizhong, chairman of the board of directors of Anta P, said that the past development mode was to first advertise, to make the brand and sell the goods to wholesalers.

In the retail mode, we must take into account the situation of distributors under the jurisdiction of the shops, and the demand of stores is more important than wholesalers.

In order to accurately grasp market dynamics and consumer demand, Ding Shizhong has traveled almost all the prefecture level cities in China in the past two years.

He found that with the acceleration of urbanization and the continuous growth of residents' income, the public's demand for leisure and entertainment is also growing.

Therefore, for the future, he is very optimistic: "after this adjustment, the industry will usher in a new golden ten years."

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