In 2012, the order amount of Anta in the second quarter was less than 15%, which is the smallest increase in the 11 order meeting held by Anta since 2009.

Sporting goods and accessories recently encountered Waterloo and changed the momentum of price rise in the early stage, and began to analyze how to digest the existing stock. Zhu Qinghua, a consultant of the CIC light industry, pointed out that the lack of consumer demand in the downstream market has both the causes of the market and the brand itself. From the perspective of the market, inflation has not been effectively suppressed, and consumers are inclined to reduce the consumption of sports apparel products and reduce the demand for products.

From the point of view of the product itself, the product itself can be substitutable and the product is not very high. Zhu Qinghua believes that this is mainly due to the fact that the brand of sportswear brand is not only LOGO, but the major sports brands take LOGO as an essential part of product design. Although, to a certain extent, LOGO is a mark of brand status and identity.

As a matter of fact, the brand style that LOGO can not be identified is brilliant, which can truly reflect the value and uniqueness of its products and highlight the product connotation. Zhang Yanlin, director of CIC consultant research, points out that the product features of sports apparel products are not obvious. Many brands are gradually eliminated by the market due to the lack of fashion elements. In the process of entering the adjustment period, the major brands need to enhance the sense of design and enrich the brand connotation rather than just using LOGO as the product differentiation mark.

The 2011-2015 year China sports apparel market investment analysis and prospect forecast report released by CIC pointed out that sportswear began to move towards a homogeneous circle. However, the added value of the brand in the product price is relatively large, which will become a sport.