The Pformation Of Domestic Sports Brand Stage

< p style= "text-align: center" > img border= "0" alt= "align=" center "src=" /uploadimages/201310/18/20131018114123_sj.JPG "/" < < > >

< p > experienced the large-scale expansion from the beginning of the Beijing Olympic Games in 2008 to the peak of the whole industry inventory and the closing of stores in 2012, the domestic sports brands from the peak to the peak valley began to seek pformation, both in terms of product positioning, supply chain integration and marketing methods.

< /p >

< p > however, the pformation of trial stage makes people somewhat "unable to understand".

< /p >

Less than p ago, Anta (02020.HK) signed a contract with NBA star Rajon Rondo (Rajon Rondo) and launched the 1 generation of signature basketball named "a target=" _blank "href=" http://www.91se91.com/ "shoes" /a "Langdo", priced at 399 yuan.

< /p >

< p > in recent years, the major sports brands have invited them to sign NBA stars to China to publicize and take the opportunity to launch expensive signature sneakers.

The price of Nike (Nike) and Adidas (Adidas) is usually more than 1000 yuan. Lining (02231.HK) this month's new "Wade road" also sells for 999 yuan. Even PEAK's (01968.HK) multi player signature shoes price is almost no less than 500 yuan, much higher than the price of PEAK ordinary sneakers.

< /p >

By contrast, the price of Anta's sneakers is low, and the low price strategy has led the industry to question whether it is "abandoning the high-end efforts and setting the low end" P.

< /p >

Besides P, sports brands, which are deeply impacted by "fast fashion", are also beginning to learn from competitors, and enterprises even propose to change to fast fashion.

< /p >

< p > so "pformation", where will domestic sports brands turn? < /p >

< p > < strong > find the topic or new location < /strong > < /p >.

< p > in fact, Anta's pformation to the low-end market has long been a clue.

< /p >

< p > in September this year, when its signing star Kevin Garnett was invited to carry out the "China trip", Anta took the opportunity to launch its fourth generation signature shoe, KG4 generation, at a price of 399 yuan. In stark contrast, from the KG1 to the KG3, the price of the first 3 generation of Anta shoes was 699 yuan, obviously higher than this price.

< /p >

< p > low cost is bound to be a drop in cost. This is also an important reason why KG4 has been widely criticized since its launch.

< /p >

< p > "shoe type looks very clumsy, heavy, no sense of design, material is not as good as the previous three generations of products, not wearable."

Bought KG4 Sneaker (sports shoes control) Xiao Xie (a pseudonym) so told.

< /p >

The 1 generations of Rondo, which were launched after the P, continued this style and priced at 399 yuan.

At the same time, Anta began to carry out the concept of "priceless strength", and its advertising copy put forward "shoes sold for 1799 yuan......"

It doesn't help you perform better on the court. "399 yuan is the best secret I have played", aiming at the high priced signature sneakers made by the international brand.

< /p >

"P > this," a target= "_blank" href= "http://www.91se91.com/" "/a" industry independent commentator Ma Gang on the analysis of this newspaper, the adjustment of the Anta market strategy is in fact a necessary choice.

"After several years of market tests, Anta found that the contribution of high-end products was not so ideal, but brought about a certain degree of inventory problems.

So now it has made some plans that are more in line with the public positioning and cost-effective, and the middle and low end will be the main strategy in a considerable period of time.

< /p >

< p > but an insider who asked not to be named told reporters that basketball shoes, especially signature shoes, often reflect the overall positioning of a sports brand. It is hard to conclude whether Anta's move is right.

< /p >

< p > "in the short term, it can bring topics and promote sales, but in the long run it sets an unnecessary ceiling for enterprises. It is even more difficult to break through the limitations of the low end and enhance the brand image in the future."

The source said.

< /p >

< p > strong > fast or fashion? < /strong > /p >

After the "P" international fast fashion brand entered the Chinese market, domestic clothing enterprises were almost in danger, and the sporting goods market was no exception. Many brands proposed to pform into fast fashion.

< /p >

< p > the most direct way to do this is to extend from sports shoes and clothing to fashion leisure a target= _blank href= http://www.91se91.com/ dress > /a > category.

< /p >

Lining, who was the first to act, founded the brand of "Lining sports life", positioning in the fashion and lifestyle of sports products, advocating sports as a way of life, hoping to achieve the "cross-border" combination of sports and leisure. P

But after running a few years, sports life quietly disappeared from the line, and became a pure online brand.

< /p >

Besides P, Lining's development of Italy leisure sports brand LOTTO in 2008 has not been successful in China.

In the first half of 2013, the net loss of Lotto brand reached 163 million yuan, and Lining also announced that the term of cooperation with its franchise business would be revised from 20 years to 10 years.

< /p >

< p > another sports brand that pforms "fast fashion" as the goal of pformation is del Hui.

Its stakeholders have told the media that in the future products of del Hui, there will be fewer and fewer sports style products, and fashion and lifestyle products will be more and more.

But so far, it is hard to see the result.

< /p >

< p > Ouyang, an analyst with the foresight Industry Research Institute, told the newspaper this week that people used to buy sportswear as a daily dress, and sportswear replaced the market of fashion casual clothes to a certain extent. But with the diversification of consumption demand, "sportswear must now be separated from the market which belongs to casual wear to the latter."

< /p >

< p > > strong > Fashion can not get through, and the sports brand has turned to "fast".

< /strong > < /p >.

Less than P, from the second half of 2012, Lining's main business realized its retail oriented business mode pformation, developing towards "fast fashion", and plans to build a retail IT information platform to reflect demand forecasting, product mix system, supplier collaborative system and store operation.

< /p >

< p > Ma Gang believes that fast fashion is more about supply chain adjustment and product direction correction. Lining's plan is closer to this essence.

But at the same time, he said that the amendment is to pform suppliers and producers into retail service providers, which means a complete pformation of business mode. "This process takes a long time. The pformation of sports brand is still on the formulation, and the measures and effects are not clear enough."

< /p >

< p > Ouyang new week also pointed out that the movement of sports brand in "fast" and "fashion", and between "fashion" and "Sports", is largely uncertain because of unclear brand positioning.

< /p >

< p > "any mode, including fast fashion, is not necessarily suitable for sports market. It can not be rigidly applied. The most fundamental thing is to adhere to the professional sporting goods route."

He reminded.

< /p >