Local Sports Brands Are Worried And Homogenization Crisis Still Exists

How should the industry keep warm? In the first line, brands have turned their targets Children's wear In the new field of outdoor products, it seems that sports products have experienced homogenization. On the other hand, retail transformation is the representative Refinement Management is the same choice of domestic first-line sports brands. From the expansion of simple quantity to the improvement of quality, the industry has embarked on a road of self redemption reform - perhaps only the ultimate starting point to shape the sports brand values.

The first handshake

The first handshake between Li Ning and Ding Shizhong, the two sports brand giants, shows the subtle changes of industry status alternation and market downturn.

When the three giants put their hands together, Li Ning is in the middle, and Ding Shizhong and Ding Shuibo are in the picture on both sides, many people in the industry exclaim that it is the first time to see them!

In 2012, Anta's operating revenue was 7.623 billion yuan, surpassing Li Ning for the first time, and taking the top position of domestic sports brand which has been dominated by Li Ning for many years.

Previously, Ding Shizhong told the media that he planned to visit Li Ning in 2008, but later gave up because of Li Ning's refusal. At the forum, Ding said that Li Ning was a hero in his mind in the era of athletes. Later, he set an example for the enterprise and the goal of catching up with him.

"In fact, it is very important for enterprises to keep warm." Ding Shizhong said. Interestingly, the attentive audience found that before Ding made this statement, Li Ning, who had been the first to speak, gave the opportunity to Ding Shizhong.

"Why do we hold together? The overall scale of domestic enterprises is too small and too small. In fact, the overall scale of our enterprises is not 1 / 10 of that of Nike. " Ding Shizhong continued, "first of all, how can we keep the 1.3 billion people in our country together and not lose them, so as to establish a kind of mutual benign competition. If an enterprise does it alone, it may not be able to do much in this industry."

Since 2011, domestic sports brands have encountered the biggest setback in the industry, including the sharp decline in performance, "the tide of closing stores" and the serious inventory crisis.

Ding Shuibo, another representative of Jinjiang department, said: "no matter whether it is market resources or stores, in fact, there are many things that can be communicated. I believe that the industry can develop more healthily through holding groups."

Although there has not been a group action implementation, but as the industry's three big gesture expression, it seems to be enough to bring comfort to the low tide sports brand industry.

Continue homogenization?

In fact, a high degree of free competition and the general homogenization of the industry will be the biggest test of the industry group cooperation.

"Due to the relatively low entry threshold, a large number of capital and various resources have joined the industry, making the whole industry grow rapidly. However, a very important pressure is homogenization, which means the homogenization of the business model of the whole enterprise behind." Li Ning expressed the hope that the industry can share some information, skills and opinions, "which is very important."

In the past ten years, the strong market demand and rapid development of the industry have covered up all kinds of disadvantages under the mode of homogenization and simple "replication"; When the industry encounters setbacks and challenges, the industry is looking for a breakthrough direction. However, even in the new expansion of the industry, such as children's clothing, outdoor products, there are also homogenization concerns.

According to the data, Anta children's clothing stores increased from 632 in 2011 to 833 in 2012, and the number is expected to reach 950-1000 by the end of 2013. This year, Li Ning and Tebu also point to children's wear. Tebu plans to add 100-200 children's clothing stores in the second and third tier cities. As an early entry into the children's clothing market 361 degrees, there are 1590 children's clothing stores. Before that, Zhao Feng, director of 361 degree brand communication center, said in an interview with our reporter: "by the end of this year, there will be more than 2000 children's clothing stores. Among sports brands, this number is absolutely far ahead."

In addition, at the end of October 2012, Li Ning's outdoor brand store, Li Ning exploration, was launched. Adidas, Anta, 361 degrees and other outdoor products have also been launched, which is the development focus of Puma in 2013.

The key is that Zhang Qing, CEO of sports consulting company, does not deny the homogenization trend in the new field of the industry. "Fast occupation of children's clothing, outdoor and other fields can achieve rapid growth, which is the internal demand of the performance growth of listed companies."

"A considerable number of enterprises will understand that it is not enough to just fill in a gap after the lessons of previous development. They should innovate and avoid taking the road of homogenization." Anta vice president Zhang Tao said.