2012 Annual Performance Report Has Appeared In Five Major Domestic Sports Brands Close To 5000 Stores.

During the "P 51" holiday, Mr. Chen wanted to buy a sports suit for his son in high school. He and his wife went to several domestic sports a target= "_blank" href= "http://www.91se91.com/" > clothing /a store, and found that compared with the previous years, although the sales promotion was increasing, business was not so popular, and the customers didn't have much interest.

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< p > "it seems that businesses in Yongkang have also been affected." Mr. Chen said that he knew from the media that in recent two years, the sales performance of several major domestic sports brands are declining, and that the 2013 will face a more severe test.

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< p > < strong > stores generally feel that business is hard to do (/strong > < /p >.

Mr. Lining, the boss of the old brand of sports brand "P", has come straight to the point and sighs that he has been doing this business for more than 10 years. In recent years, business has become more and more difficult. Especially since the second half of last year, business has become even more light. Although there is no detailed calculation, the sales volume is estimated to be about 20% lower than that of the same period last year.

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< p > Mr. Li said that when the business flourishing, there were 6 stores. Now the "Lining" brand has been reduced to 4, and the other 2 have been making women's wear brands.

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< p > reporter survey found that business is hard to do more than the "Lining" family.

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< p > "business is not very good, especially since last year, fewer people have bought it!" said a saleswoman in a domestic sports brand store in Nanyuan road.

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P, another Nanyuan brand owner, also said that sales were down by half this year compared with the same period in previous years, especially since the second half of last year.

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"P", "Anta" brand store owner Mr. Kong said that in the past two years, sales have indeed declined, and the storefront has also been reduced from 8 to 7. Fortunately, the overall situation is still a virtuous circle.

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< p > it is understood that our domestic sports brand market, like many other cities in the country, sprang up in the 90s of last century. Because the market was still in a blank period, all kinds of sports brands succeeded in grabbing landings, and the sale situation could be described as "brilliant" by two words in the case of nationwide manufacturers doing OEM and OEM.

Some old operators in our city said, "as long as you purchase, you can make money. There is no problem of inventory."

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< p > according to statistics, at present, there are more than 10 domestic sports brands such as Lining, Jordan, PEAK, Anta, noble bird, Hongxing Erke and del Hui.

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< p > < strong > the loss of fixed consumption group is less than /strong > /p >

< p > "T-shirt 29 yuan, sports" a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > 39 yuan... "

Opening some homemade sports brand sale page, the discount range of sports shoes and clothing sold in various markets is below 50 percent off, and the discount of some special products is as low as 88% off. No wonder many netizens call it "cabbage price".

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< p > "a new one will sell for 10 percent off, group buying 20 percent off or even lower."

But when some customers enter the shop, they shout that we are selling expensive.

A salesperson at Shengli Street introduces that the pressure of sportswear inventory is large, and many new products are on sale. The sales promotion is not limited to holidays, and the daily time is also in progress. However, as online shopping is booming, many customers begin to abandon physical stores and switch to Taobao online.

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< p > "I don't know why. In the past few years, a group of fixed external customers is also decreasing, and many old customers no longer come."

Nanyuan road a store clerk said so.

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< p > Mr. Kong said that under the influence of the economic environment, many enterprises in recent two years had not achieved good results, and the number of migrant workers also decreased, resulting in the loss of a fixed number of tourists.

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< p > reporters interviewed more than 10 netizens randomly, and 7 of them answered: "they used to like domestic brands, but now they seldom wear sportswear, and buy some outdoor sportswear that combines leisure."

They said that although the price of domestic brands is lower than that of imported ones, the quality and style are inferior, and they can not wear a few sportswear in a year.

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< p > it is understood that some people who originally liked to buy their products changed to other famous brands such as ADI and Nike with the growth of their age and consumption habits.

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< p > shopkeepers have indicated that factors such as the impact of online stores, the intensification of competition pressure, the rising operating costs, the reduction of fixed passenger sources and the changing trend of mass consumption are all the reasons for the cold spell of domestic sports brands.

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< p > "high inventory is the biggest problem of domestic sports brand, so solving inventory problem is the top priority of sports brand."

Related industry analysts pointed out that in recent years, the blind expansion of stores and expansion of production capacity led to the embarrassment of the domestic sports brand industry finally falling into high inventory and low profits.

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< p > < strong > look for < /strong > < /p >.

< p > < strong > more feasible promotion mode < /strong > < /p >

< p > recently, the 2012 performance report of China's six major domestic sports Brand Company has appeared in succession.

Last year, the total number of five major brands was close to 5000.

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< p > experts point out that the dilemma of domestic sports brands nowadays is more appropriate than "cold spring" rather than "cold winter", because this is exactly a precursor for the industry to mature.

It is the inevitable path for many industries in China to come from the crowd and opt out selectively.

However, this year's situation is still grim. It is estimated that the adjustment period will continue in the next two to three years.

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.

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< p > "we must continue to do it."

Li believes that domestic brands need to achieve technological innovation, clearer brand positioning and image and compete with foreign brands in order to get out of the predicament.

In addition, combined with its own operation, it is necessary to strengthen internal management, improve the quality of salesmen, and seek more feasible ways of promotion.

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< p > "the head office is also actively introducing policies to deal with it. As for ourselves, we should work hard to strengthen internal management and enhance their sales enthusiasm."

Mr. Kong said he had worked hard for more than 10 years and would continue to do so.

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"P", "Lining" store clerk Weng Jiangying believes that the "Lining" shoes and shoes are actually better used than before, and the quality is not worse than that of the imported ones.

In recent years, a large proportion of the main customer groups in the shop have come from groups and units besides students and young people. When they are holding some competitions, they still prefer to choose those famous brands that are cheap and fine.

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< p > a sports personage in our city combined with the existing situation of the whole country thinks that only demand expansion can increase consumption.

How to make the domestic brand out of the predicament and vigorously develop the sports fitness market in urban and rural areas is a good way. We should actively build a sports fitness market, cultivate people's fitness awareness, and guide more citizens to sports consumption.

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