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Market Segmentation, Three Or Four Line Brand Still Can Survive.

2013/4/22 12:48:00 30

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in the whole macro-economic environment and the sports apparel industry encountered cold current, high inventory of enterprises, close down inefficient stores, repo distributors, low inventory and discount sale have become the normal movement of sportswear brands, but for the three or four line brands, the days are particularly hard, and the impact of industry shuffling will be the first to reflect on them. 
 when the second tier sports brand collectively encounters Waterloo, the survival of the three or four line brand is even more tragic. 
 listed in 2010, profits in 2011 dropped by half, 2012 revenue dropped by nearly half, and huge losses occurred. Many people may think this is the "story" staged by the domestic gem, but this is the true portrayal of 0953.HK. 
 similar to Meck international, < a href= "http://www.91se91.com/news/index_p.asp" > Jinjiang < /a > there are also many three or four line sports brands, and similar achievements are also happening. NASDAQ: EDS, known as "Xi De Long", showed a sharp decline of 48.4% in revenue in 2012. 
 "the three or four line sports brand originally achieved a certain market share on the basis of cost performance, but when Li Ning Co Ltd, Anta Sports Products Limited, even Nike and Adidas all cleared their inventory at low prices, the time and geographical difference of these brands disappeared. The water has flooded the neck of these brands. " The key road, sports consulting firm CEO Zhang Qing told reporters. 
 Meck "on the rocks" /p >
 in mid April, Jordan sports told Michael Jordan to obstruct IPO's attention, which highlighted the three or four line sports brand in the face of industry predicament, hoping to raise the "hunger and thirst" with the help of IPO. 
Less than P, however, Meck, which has already been listed in Hong Kong, is facing greater risks. Merck international 2012 earnings report showed that the company's sales revenue in 2012 was 331 million 500 thousand yuan, down 47.66% compared with 633 million 400 thousand yuan in 2011. Net profit, the company directly from 2011 2011 net profit of 56 million 118 thousand yuan, into a loss of nearly 151 million yuan. 
 for the "small and thin" Meck international, the loss of 151 million yuan means that its efforts to transform its own brand by Jinjiang top class sole suppliers have been on the rocks. 
Such a huge loss of P is not without warning in advance. As early as July 2012, Meck had made an early warning about its performance. The December 2012 announcement further stated that, after preliminary examination, the company suffered a "substantial loss" in 2012. When explaining the causes of losses, Meck believes that the main reason for its huge losses is that its repurchase stock is resale at 28.21% of the repurchase price. In this case, Meck lost 65 million 403 thousand yuan, which even surpassed the net profit of Meck in 2011. According to the financial report, in 2011, Meck's net profit after tax was 56 million 118 thousand yuan. 
 of course, unlike the second tier brands with relatively high gross profit margins, the three or four line brands that have changed dramatically in 2012 are everywhere. 
 for example, Peak Sport Products Co Limited (1968.HK, hereinafter referred to as "PEAK") reported in 2012 that the turnover decreased by 37.5% to 2 billion 903 million yuan, and net profit dropped by 60.1% to 311 million yuan. The revenue of the company was 383 million US dollars, down 27.5% compared with the same period last year, while net profit fell by 57.7%. The turnover of 1998.HK, which is called "flying international", declined by 29.2% over the same period, and the profit dropped from 85.4% to 31 million 303 thousand yuan. 
 not only is the decline in profits, but the closing of stores has swept the whole industry. According to the 2012 earnings report, nearly six Anta, Lining, PEAK, trend, XTEP and 360o have closed nearly 5000 stores, many of which have a net reduction of more than 1000 retail outlets. 
 by the end of 2011, the total inventory of the six brands mentioned above amounted to 3 billion 697 million yuan. In 2012, this figure has not changed greatly after a year's low price clearance and control orders. 
 compared with the leading brands in the industry, the number of stores closed by the three or four line brands is relatively small, but the proportion of the sales of the top tier brands is even greater. Like Lining at the end of 2011, there were more than 8200 stores, closing 1821 stores, a drop of about 22%, but Meck international reduced from 1859 in 2011 to 1197, down 662 from a year ago, with a decrease of 35.6%. 
 coping with fatigue, /p >
 facing the current severe market "cold winter", the three or four tier sports brands such as Meck international and flying international are more embarrassed. They have little effective response measures. 
 > MC international board chairman and CEO, < a href= "http://www.91se91.com/pioneer/" > Ding Siqiang < /a >, said, "to cope with the challenges, the group will devote more resources to continuously optimize the R & D capability so as to improve the quality of products and enhance the market awareness and recognition of the Meck brand. In addition, the group will closely monitor the integration plan and continue to handle future orders with distributors carefully, so as to avoid inventory hoarding of distribution channels and enhance the influence on distributors. The group will also adopt supportive measures to help distributors. 
 Fei Ke international wants to change the brand from traditional < a href= > http://www.91se91.com/news/index_c.asp > sportswear < /a > into leisure sportswear. In the second half of 2012, the company formally launched the mid-range leisure apparel brand - "flock" and realized a revenue of 14 million yuan. But the problem is that the competition in the domestic mid-range casual wear market is equally fierce, and the inventory situation is not superior to the sportswear market. In this case, the cost of R & D in 2012 dropped by 17.2%. 
 "Meck" is a special case. The company was originally a sole supplier, but because of its high profit rate of its own brand, it was transformed into a brand dealer. But no matter whether the talent structure or the layout of the channel can be solved in a short time. Therefore, compared to the other three or four line sports brands in Jinjiang, Meck international situation may be even worse. The local industry insider, who declined to be named, told reporters in Jinjiang. 
"P", the reporter did not comment on the above statement. 
 "compared with the leading brands, the adjustment strategy of the three or four line brands is still" replicating "and" following ", so it is difficult to find a piece of land from the" water "to climb up. Zhang Qing said that the current three or four line sports brand in Jinjiang is facing a key intersection of category and brand development. 
 if it can not quickly locate and create a particularly prominent brand personality, enterprises should be in the four quarter of 2013. If a leading brand in the industry showed inventory pressure at the end of 2010, sales in 2011 and 2012 decreased, inventory was high, channel adjustment and store closing became the normal industry. 
 "if the loss of some brands in 2012 is not normal, if they continue to lose money in 2013, these brands will surely face risks." Zhang Qing said. 
 integrated signal appears .
 in fact, when the three or four line brands are faced with transformation or not, how to turn around, as soon as possible, or so on, the domestic sports brand market integration signal has emerged. 
 Anta disclosed three mergers and acquisitions in its 2012 earnings report. The acquisitions were Quanzhou East Yida Light Industry Development Co., Ltd., Quan Feng (Fujian) shoes material Co., Ltd. and Quanzhou Huanqiu shoes and Garments Co., Ltd. 
 "sports brand is the futures sales, at least half a year ago, the channel manufacturers have sold the goods under orders. Therefore, when the industry develops rapidly, there is no problem for the brand to increase production capacity, but once the average growth rate of the industry is reduced from 30% to 15%, the inventory of the enterprises without brand appeal will increase. Jordan sports marketing director of Limited by Share Ltd said Huang Tao, sports goods in the next 35 years industry concentration will be higher and higher, this is the inevitable result of market development. 
 Huang Tao is based on the fact that when an industry reaches maturity, the top three and top five enterprises will occupy more than 60% of the total industry turnover. At present, the annual sales volume of Chinese sports brands is about 100 billion yuan. In 2011, Nike, China, Adidas, China, Lining and Anta 4 "first camp" enterprises already occupied about 40% of the industry. In 2012, due to the decline of the three or four line brands, the market share of the leading brands of the industry was relatively higher, and the industry concentration degree will be increasing. 
In the market predicament, Zhang Qing has made three prescriptions for the three or four line sports brand: first, the transformation has become the "tide" brand under the long tail demand. These tide brands focus on the long-term needs of the specific groups, not only in the professional sports field, but also find new positions in the market segments; two, according to the above professional positioning, take advantage of the domestic cost advantage before acquiring foreign market segments before the global economy has stabilized, and have the core brand and design and R & D technology to become the new leading enterprises in the segmentation market. Three, do not simply "follow the tiger" in the canal transformation. face 
 "the three or four line brand is small in size and good in tune, because the consumers' lack of clear positioning in the brand personality marketing investment has made it clear that brand remolding is relatively easy. Once we find a specific market segmentation demand through research, we can spare no effort to invest heavily in product R & D and brand marketing, and create a very distinctive personality and terminal retail experience, which is the online path for these brands to cope with the current cold winter. Zhang Qing said. 
Wu Shaoqing, general manager of "P", "chief manager of the Yao team" and "Bo Run brothers management consultant Co., Ltd." agreed. In his view, the three or four line sports brand shortens the product line and walks to the professional road, which is sure to be an inevitable choice. 
 "China's market space is still large enough to calm down, abandon the original imitation Road, and accumulate the first pot of gold to create a market segment. The three or four line brand can still survive. Like the past few years, the outdoors once ushered in the explosive growth; and the electricity supplier as the access, is also the three or four line sports brand opportunity. After all, the first line brand needs to take account of the huge dealer system under the line, which is the accidental gospel of the three or four line brand. Wu Shaoqing said.