Domestic Sports Brand Needs To Change Its Development Mode

For many local sports brand shops to reduce stores, this phenomenon has been analyzed by experts. domestic Sports brand is the time to calm down to change the development mode. Upgrading store efficiency is more important than increasing the number of shops.

　　 Differentiated development

As the shoe capital of China, Jinjiang has the advantage of concentrating its industrial chain, but it is still hard to stand alone in such a crisis. But fortunately, many Jinjiang shoe enterprises are soberly aware of the problems they face and make timely adjustments. "Under the crisis, the injury and opportunity to all industries are equal. What is needed is only the law of survival for all enterprises." Insiders said.

For the closure of many sports brand stores, PEAK CEO Xu Zhihua said that the closure of stores seems very sensitive, but from the industry perspective, the closure of stores is essentially a process of survival of the fittest.

It is reported that in the process of PEAK's adjustment to its stores, in order to enhance the performance of single stores, the dealers in the whole country have been adjusted in an all-round way, and all the outlets in Quanzhou, Fuzhou and Xiamen have been transformed into franchised stores. In addition, PEAK encourages distributors to set up more image stores. At the beginning of this year, a terminal operation management center was set up to guide terminals to make timely marketing response according to market changes.

Ye Shuangquan, director of PEAK terminal operations management center, said that through more sophisticated management, the latest technology products of the headquarters in the future will be pushed to consumers in the shortest time. At present, PEAK is upgrading its store image. After the newly designed "seventh generation stores", it has begun to pilot in some areas.

"Under normal circumstances, Traditional shoes and clothing The expansion of brand terminals is a year to a year, after all, the new terminal needs system maintenance to increase the survival rate and the profit rate of single store sales. Guo Hanyao, an expert in Jiuzhou's brand planning, believes that more and more sports brands are now developing the sales network cautiously, and strategically adjusting the number of new stores. We can not simply believe that this is the signal of slowing down the development of the industry, which can only represent the stage of adjustment of brand.

Experts believe that the development of the industry can not just look at the leader. When formulating the annual marketing plan and development strategy, the enterprises should give full consideration to the development stage of the brand, and what kind of songs they are singing. "Guigu bird last year, the success rate of new shops opened up a lot in the past year. The channel structure has been continuously improved, and there are more than one dozen efficient shops in many shops, such as Hezhou and Guigang in Guangxi."

Yuan Wei, manager of Anta sports and public relations, told reporters that in view of market changes and increasingly fierce competition in the industry, Anta has adopted more flexible arrangements for new and integrated shops to improve the efficiency of distribution networks. In the face of a rapidly changing market environment, Anta believes that upgrading store efficiency is more important than increasing the number of stores.

　　 New marketing strategy

Adjustment and transformation become the core words of sports brands. In addition to adjusting stores, various domestic sports brands have begun to take actions to solve the problem of inventory and enhance profitability by means of channels, marketing and services.

Some sports brands are also actively attacking electronic commerce positions to integrate business through multiple channels. It is reported that Anta will further optimize the management system and work closely with distributors and franchisees to monitor retail performance effectively so as to identify and deal with channel problems early. In addition, it is also working with the popular e-commerce platform to set up an official flagship store in the shoe store and Jingdong, so that Anta's e-commerce business will gradually spread more footprints on the Internet to attract more online shoppers' attention to Anta products.

"E-commerce can reduce investment in the marketing chain, reduce the final delivery cost of clothing, and thus form the advantage of price." Mr. Chen, who has been engaged in sports brand management business for many years, pointed out that in order to develop the local shoes and clothing brands in a long-term way, we should combine the characteristics of the current e-commerce and improve the marketing methods. In addition, we need to work hard at the source, strictly control the quality, and have more innovative ideas in product design.

In addition to setting foot in the e-commerce business, a reporter survey found that the recent "Anta factory store" business format is in Quanzhou downtown Zhongshan Road, Tu Men street and other lively areas. The existence of factory shops is nothing new. But surprisingly, factory stores are located in the urban area, with a low discount and a large increase in the number of goods.

In the shop of Anta sports brand factory in tun Men street, the price of a coat with a price of 499 yuan is only 256 yuan. A pair of 399 yuan sports shoes are only 149 yuan after the discount, and only 39 yuan for a sun hat. A citizen who is paying the Bill said: "more than 100 yuan can buy a pair of brand sports shoes, and the style is also novel, really cost-effective." According to the salesmen in the store, these low-priced products are not "processed goods" or "samples", but they are only old ones, which are the goods of last season.

Opening up children's clothing market is also local. Sports brand The transformation of business strategy and the search for new profit growth point. In recent years, Quanzhou brands such as Anta, 361 degree, XTEP and so on have begun to extend their tentacles to children's shoes, children's clothing and accessories, and participate in the competition of children's products market. The children's market has become a new profit growth point for these adult brands.

Data show that Anta children's sporting goods store grew by 249 to 632 last year, far exceeding the number of children's stores planned for the beginning of the year to 500, while Anta last year added only 229 stores. This shows that the growth rate of Anta children's stores has significantly exceeded that of traditional Anta sports stores.

In fact, Anta is not the only one to expand children's clothing business this year. In April 27th, the 361 degree children's clothing signed a strategic cooperation agreement with CCTV children's channel, transmitting the signal of further expanding children's market.

XTEP executives believe that China entered the fourth fertility peak of ten years in 2008. The size of children is expanding, and the market demand of children's clothing is huge.

　　 Huge space

Yuan Wei said that the cake of China's sporting goods industry is still very huge. In the end, who will get the biggest cake will depend on practicing hard work. It is reported that in the United States, Nike, Adidas two major sports brands occupy 70%, 80% of the market share, and in China, there is no sporting goods brand can occupy 10% of the market share, the space for development is still full of great potential, sports brand is entering a "big fish eat small fish" integration era.

"We are still very optimistic about the long-term development of the sporting goods industry." PEAK CEO Xu Zhihua said, "through the continuous improvement of brand, distribution channel optimization and increased investment in R & D new products, PEAK is confident that it will become one of the first to recover from the current integration of sporting goods industry.

Li Jiaqing, managing director of Lenovo investment, said that the sporting goods companies represented by the Jinjiang Department mostly came from their own brands. They were early in transition and good at domestic market, especially in the two or three line market. "International brands rooted in the first tier cities, because they are located in the high-end market, make them suffer a lot of inventory pressure at present, which gives the domestic enterprises a good opportunity for development."

According to the insiders, the sporting goods industry has entered the era of no mention of price increase. In the face of relatively saturated market, developing enterprises should achieve two breakthroughs and no longer achieve a short-term effect through a breakthrough. They must be promoted in brand management, product research and development, and production management.

Of course, the product should be the basic point, and the core technology will become the competitive advantage of the product. After that, it is the key to refine the marketing highlights.