Sports Brand Collectively Trapped In Three Main Reasons: Blind Expansion, Brand Positioning, Awkward Growth And Fatigue.

< p > at the time of economic downturn, another "a" href= http://sjfzxm.com/news/index_c.asp sports brand industry has been dragged into the mire. < /p >
< p > in the first half of this year, < a href= "http://sjfzxm.com/news/index_f.asp" > Lining < /a > closed 1200 inefficient stores, and the proportion of Customs shops was as high as 15%. As of September 30, 2012, PEAK sports authorized retail outlets in China were 6739, a 1067 decrease compared with the end of 2011. The crisis is much more than that. PEAK's orders next year are very frustrating. The announcement shows that the total order volume of the group in the second quarter of 2013 (calculated at wholesale price) fell sharply from 20% to 30% in the same quarter of 2012. < /p >
< p > the unavoidable reality is that the dilemma of Lining and PEAK is also the collective dilemma of Chinese sports brand. A few days ago, news about the decline in profits of domestic sports brand enterprises and the continuous closing of stores continued. In the international brand giant's "catch up and intercept", the days of domestic sports brand enterprises are becoming more and more sad. < /p >
< p > < strong > blind expansion crisis < /strong > < /p >
< p > "high inventory" is the common experience faced by enterprises in this year's < a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a >. This year's macro-economic downturn, GDP is facing a downturn, and the whole consumer market is cold, which is the main reason for sports brand enterprises to face the pressure of inventory. "In the past few years, the pace of expansion of the industry has been extensive, and the stock pressure has been obscured by the good economic situation. Now the economy is in recession, the crisis is exposed." Japan Securities analyst Wang Bing said clothing industry. < /p >
At the same time, the blind expansion of P has made many domestic sports brands ignore the brand building. Many brand positioning is not clear, the characteristics of differentiation is not obvious, get together and open shop, in the same industry competition lose advantage. Industry experts said that a large backlog of products, not only occupied the company's operating capital, spent manpower and material resources, but also lengthened the turnover cycle of products, and reduced overall profits. "Although it is difficult to achieve" zero inventory ", but this year's surge in inventory also exposed some small and medium-sized enterprises weak management and resilience. < /p >
< p > in recent years, both ready to be listed and listed companies are expanding their stores in a frenzied fashion. Due to the lack of differentiation between brands and the weakness of the whole market, the rapid expansion of new stores has led to almost all sports brand enterprises having high inventory difficulties. < /p >
< p >, however, some experts say that although the market downturn is the main reason for the high inventory of clothing, the industry still can not ignore the drawbacks of the wholesale and distribution mode of clothing industry. < /p >
< p > at present, the wholesale distribution mode of "brand dealers wholesalers (agents) retailers" is widely adopted in the sales channels of domestic clothing enterprises. There are many disadvantages in this mode, which are mainly manifested in the slow and inaccurate response to market supply and demand, and the agents are ordering more goods to prepare for the discontinued goods, and the brand stores reserve more commodities for replenishment, thus forming the phenomenon of "demand amplification". < /p >
< p > an insider has raised an example: for example, the terminal customer actually needs only 10 pieces, and the retailer will think that 15 pieces are needed to reach 20 distributors. Finally, it is reflected in the production enterprise that the number will be expanded to 20 to 30 pieces, which is several times higher than the original one. < /p >
< p > however, as PEAK is dealing with inventory in a painful way, the closure of some inefficient shops on a large scale is a labor pains in transition. The whole industry has entered a stage of slower growth, and the whole growth mode is facing a profound change. "In the past extensive operation, horizontal growth, through the rapid expansion of channels to get performance improvement, this path has come to the end." Beijing key Road Sports Consulting Co., Ltd. CEO Zhang Qing said. < /p >
< p > < strong > brand positioning embarrassed < /strong > < /p >
At present, the domestic sports brand is facing double pressure from domestic and international two markets. On the one hand, many domestic sports brands are competing fiercely. On the other hand, the international sports brands such as Nike and Adi are entering the two or three line market through low price strategies, causing great pressure to domestic sports brands. < /p >
< p > it is obvious that after experiencing the scenery of the past two years, the domestic sports brands have now come to the time when they think about how to make their brand positioning clearly and clearly. In the past few years, when domestic sports brands just appeared, they were popular and popular with consumers because of their novelty, fashion, vibrant style and affordable prices. However, with the development of the market, the price of domestic sports brands has been unwittingly closed to the prices of international brands. < /p >
< p > a Chinese clothing association expert said, "because of the positioning line brand, Lining compares with other listed sporting goods units, its products are concentrated in the high-end market, and must compete with international products Nike and Adidas." In 2009, the income of sports brand Lining exceeded that of sporting goods giant Adidas, ranking second in the Chinese sporting goods market, and the gap between Nike and the industry leader was also narrowing. < /p >
< p > the problem is that domestic sports products still have a big gap compared with international brands in terms of design, development, operation and many other aspects, and their brand awareness is not comparable with that of international brands. This state is equivalent to a person who wants to move forward, and his head has been stretched out, but his feet are still standing in situ, unwilling to move or do not know how to move. < /p >
< p > "high-grade can not catch up with the big brands abroad, and the low price is not the same as the Shanzhai small factory". An industry insider summed up the embarrassing situation faced by the domestic sports brand enterprises in a sentence. The success of Adidas and Nike is largely due to its precise market positioning, namely high-end professional sports products. In contrast, domestic sports brands are more or less vague in positioning. < /p >
P obviously has already been deeply aware of many problems, and they have been trying to break through the current predicament. There are traditional discount promotions, and the use of online and offline widening sales channels. Some enterprises extend their tentacles to the two or three line or even more remote market. < /p >
< p > however, these are only some ways to digest inventory. From the long-term development of enterprises, the domestic sports brand enterprises will eventually work hard on brand differentiation, and how to clear their brand positioning is the problem that domestic sports brand enterprises need to think about and settle. Therefore, the domestic brands urgently need to identify the brand positioning, clarify the development ideas, adjust the product structure, and provide personalized products to start their own brand. < /p >
< p > < strong > growth is weak, < /strong > /p >
< p > Lining closed shop, PEAK also closed shop. Compared with Anta, XTEP and 360 degrees, PEAK stores the most. Some analysts say that the lack of effective means and methods for PEAK to retain franchisees is an important reason leading to high inventory and closing stores. "The whole garment industry must really get out of the difficulty next year." Peak Sport Products Co Limited CEO Xu Zhihua [micro-blog] admitted to the media. But don't think that layoffs can be avoided. < /p >
< p > "because of the lack of brand development in the process of rapid expansion, the homogenization competition is serious. Now too many sports brand stores are crowded together, making the competition between them more and more intense. There are many inefficient stores in these stores, which are not good in management and management." Internet marketing expert Jiang Yunlu said. < /p >
< p > the industry believes that after the rapid expansion and extensive development of Beijing Olympic Games, the domestic sports brand has entered the stage of deep adjustment, and the whole industry will usher in a major adjustment. At present, sports brand must break through tight encirclement, we must review and strengthen internal control and management, eliminate inventory as soon as possible and raise the gross profit rate of single product. < /p >
< p > "the overall slowdown in the future will continue. It will take about two years to complete the inventory adjustment. The real shuffle will also appear. Some marginal enterprises or companies that are not listed in the two or three line will be eliminated if the capital chain breaks. Zhang Qing said. < /p >
< p > sales decline, orders shrink, inventory remain high, the era of triumph has become the past. It seems that the local sports brand enterprises face a downward turning point collectively, which seems to be an unavoidable fact. Facing the ceiling of the industry development, how should sports brand be reorganized to break through? < /p >