Domestic Sports Brands Face Deep Adjustment Under The Impact Of Online Shopping

Recently, PEAK,

And so on, and many enterprises have closed down.

Professionals say that with the increase in labor and rental costs and homogenization of products, the development mode of domestic sports brand "horse racing enclosure" and "quantity winning" has been difficult to sustain.

Recently, the results of the survey also show that the once famous brand of domestic sports is becoming "disfavor" in Jiangcheng.

Price war in the mall

"This dress is 98 yuan?" Xiao Feng, a student of Normal University, picked up the coat of a sports brand and looked at the material and workmanship. He thought he had mislabeled the price.

"Only the original price is zero, eighty percent off."

The salesperson seemed helpless.

The reporter saw that the sports brand area of the shopping mall was full of promotional advertisements, and the goods on the shelves were crowded, but the popularity was still weak.

It is believed that many consumers have found that since the beginning of this year, the discount of most sports brand stores in the city is almost unprecedented, and the discount has almost become the norm.

And in the outdoor sports brand area not far from PEAK, Lining and other counters, most products can only play ten percent off, and the season style has only a minimum of 30 percent off discount.

And the price of clothing and mountaineering shoes, which generally exceed 1000 yuan, are understood to be "selling well".

At the same time, for brand stores, department stores are typical "snobbish".

Yesterday, the head of a sports brand of new hundred buildings complained, "when it was time to sell, the shopping mall coaxed them into the field, the location could be picked, and the size of the area could also be discussed.

Now that the market is in a doldrums, the mall begins to ignore or even exclude us.

Reporter visits to understand that in recent years, with the domestic sports brand in front of consumers "disfavor", Wuhu shopping malls in the adjustment of brand, began to coax them to "operate".

For example, Huayi International Shopping Center has adjusted some sports brands to replace outdoor brands, while the new hundred buildings and some shopping malls gradually reduce the operating area of sports brands.

It can be said that gradually reducing or removing sports brand is becoming a new trend of brand adjustment in Wuhu shopping malls.

Problem or wholesale mode.

In just a few years, the domestic sports brand has gone through an explosive expansion process.

The 2008 Beijing Olympic Games brought unprecedented opportunities for expansion to Chinese sports brands.

In the process, many sports brands have opened a large number of stores in the two or three tier cities.

In 2009, Lining's brand revenue even surpassed Adidas, a sporting goods giant, ranking second in the Chinese market.

Yuan Qi is a salesperson of a sports brand in Zhongshan Road walking street. He worked for many years. "Before closing, everyone asked how much we sold, and now we ask others."

Yuan Qi is a bit disappointed. In recent years, the attraction of sports brands has declined to consumers, and sales have also declined. The income linked to them is also not as good as before.

Reporters from this year's Lining, PEAK, Anta, XTEP, 31st degree, the six major sports clothing brands released semi annual report that, in the first half of this year, the total inventory of the six brands reached 3 billion 721 million yuan, compared with the total inventory of 3 billion 699 million yuan at the end of last year, only increased.

Although the stocks of the six major brands declined, the stock of PEAK continued to rise. Compared with the end of last year, the stock rose to 529 million yuan or 25.65%.

In this regard, some dealers believe that the domestic apparel industry generally adopts the wholesale mode of products, which will lead to too fast development, excessive channel inventory and rising costs.

The responsible person of the sports hall of Huayi International Shopping Center revealed that at present, the wholesale distribution mode of "brand dealers wholesalers (agents) retailers" is still widely used in the sales channels of domestic clothing enterprises. This mode is slow and inaccurate in response to market supply and demand, which often causes agents to order more commodities for goods to be broken, and brands also store more commodities for replenishment, thus forming a "false appearance" of demand being magnified.

The official said that the market was in a period of rapid growth. This problem is not obvious. But when the industry is approaching the cold winter, inventory pressure will suddenly become very sharp, and will become bigger and bigger like snowballs.

The "bottleneck period" is coming.

There is some truth in the wholesale mode.

However, in the view of business managers, the current domestic sports brands are facing industrial difficulties, and the pressure is mainly from the industry.

That is, the impact of homogenization competition, consumer group pformation and online shopping shocks.

Sports brand enterprises are facing not only the homogenization competition pressure of the same industry, but also the market of casual wear.

An unnamed business person said that with the development of the economy and the change of consumer mentality, outdoor leisure, business and leisure, including the rise of fast fashion, is directly offset by the sports brand, which has a relatively large number of customers, while the former has stronger appeal and influence.

In addition, an important reason for the excessive pressure on store sales comes from the rapid growth of online shopping groups, and the physical shops gradually become "fitting rooms".

"It is against this background that most brands have opted for unrestrained expansion."

The anonymous person pointed out that for sports brands, the number of ordinary single shops increased to 6000 to 7000 homes, which will encounter "bottlenecks". For those companies that are too much in pursuit of stores, subsequent expansion is bound to be weak.

For the local sports brand, the "bottleneck period" has arrived.

Industry faces deep adjustment

Faced with the development of the industry ceiling, how should sports brands break through? Yang Kai, a senior marketing scholar in our city, said in an interview yesterday, "the way of contraction is an effective way to deal with the current situation, which can help these enterprises to preserve their strength and seek the next blue ocean."

He said that the key to the breakout of the industry is to identify the brand positioning. "Brand attractiveness is the most obvious gap between Chinese and foreign clothing brands". We need to enhance brand differentiation, professional attributes and functionality, and cultivate channels for consumers' experience and communication. At the same time, with the rapid development of the Internet and new media, sports brands should also focus on the effective use of e-commerce and multi-channel integrated operation.

In the interview, reporters also understand that some domestic sports brands have begun to "Penetrate" into the western and other two or three line markets.

But Yang Kai pointed out that the sinking of the channel can not solve the fundamental problem.

In his view, as long as the number of stores has been growing, brand dealers will eventually face the problems of store rentals, labor costs and material costs. For local brands who have already suffered from multiple attacks, upgrading the profitability of single stores is the fundamental solution.

Yang Kai believes that whether it is propaganda marketing or management, made in China

There is still a lot of room for improvement. With the love of Wuhu, the sports brand of Taiwan may soon usher in a deep adjustment.