Market Segmentation Helps Boost Domestic Sports Brand Performance

After a large scale of closing shop tides, the major domestic companies

They have been pforming and deeply subdividing the market in order to develop new ideas.

It is gratifying for the industry to see that domestic sports brands such as Anta and 31st degree have released good news in 2014.

Data show that Anta's operating income increased by 22.5%, net profit increased by 29.3%, and the turnover of 360% was 3 billion 906 million yuan, an increase of 9% over the same period last year, with net profit of 398 million yuan, an increase of 88.2% over the same period last year.

In addition, PEAK sports increased its operating income by 8.7% to 2 billion 840 million yuan in 2014, including 22.5% to 650 million yuan in overseas market revenue, accounting for 23% of the total turnover.

It can be seen that after the "cold winter" began in 2012, the performance of domestic sports brands began to pick up.

Favorable policies to help warm up

In October 20th last year, the State Council issued the "opinions on speeding up the development of sports industry to promote sports consumption".

The "opinion" has made a programmatic plan to speed up the development of sports industry and promote sports consumption, and strive to make the total scale of sports industry in China more than 5 trillion yuan by 2025, which has become an important force to promote the sustainable development of the economy and society.

Such a good policy is undoubtedly the biggest driving force and good guarantee for promoting the development of the local sports brand.

Xiaobian found that after the introduction of the policy, various local sports and government departments have reached a deep cooperation with sports agencies, including sports events sponsored by local sports brands.

The increase of events has undoubtedly stimulated the whole.

It provides a development opportunity for the domestic sports brand.

At the same time, the "general plan of Chinese football reform" was released at the same time with the "opinions". It raised the football to the height of the "national policy". It is expected that in 2025, 50 thousand football featured schools will be built and 50 million students will be enrolled. The football industry will once again become the focus of attention in the sporting goods industry.

The huge training program in the foot reform program has spawned a hot market for football products. Yiwu has seen a blowout of football sales recently, and many of the dealers in the shop sold their products.

As the "first movement" football not only led the football industry, but it actually led the whole sports industry, and the products related to football were huge, and this kind of influence also led to the overall trend of sports products industry.

In addition to football, people's favorite sports such as table tennis, badminton, volleyball and other peripheral products have been brought up.

The whole market has become unprecedentedly huge. Many domestic sports brands have realized this market phenomenon and have made unique moves. They hope to expand their business scope and seize market opportunities.

Market segmentation helps domestic sports brand "take off"

Faced with such a large market, the industry generally believe that the future sports brand to seize the golden opportunity of sports industry development for ten years, the most important thing is to make efforts in professionalism and in-depth market segmentation.

Domestic sports brands should not be concerned about a single item such as basketball or football as before. They should develop to the whole field, fully understand the market and enrich their products and contents under the professional technical conditions.

To meet the needs of consumers in the era of fitness.

We should intensify research efforts in product specialization, strengthen vertical integration in the industrial chain, and increase the development of upstream raw materials.

And increase the exploration of downstream retail chain terminals, and carry out the development of multi brand mode.

Sporting Goods Co., Ltd. CEO Xu Zhihua introduced last year PEAK invested about 60000000 yuan in research and development costs, to improve product comfort, protection, sports technology and so on.

In the future, PEAK will increase the cost of research and development to 200 million yuan, so as to meet consumers' changing and gradually diversified consumption needs.

At the same time, Xu Zhihua set different fields in different cities for special research and design, and strive to meet the market demand.

This is what we should do as a domestic sports brand that is not favored by consumers.

The new policy of the state has provided system guarantee for China's sports and related derivative industries.

The sporting goods industry will have a large market of 500 million sports population in the future. The vigorous development of sports organizations and clubs at all levels, the greater coverage of sports facilities, and the rapid promotion of free public venues will all stimulate strong demand for sports goods.

Whether domestic sports brands can seize opportunities and fight a "turning around" in international brand competition need time to confirm.

But sticking to market segmentation and satisfying the real needs of consumers is the key to their success or failure.