"65% off", "buy one get one", at the end of the year is a regular discount season for shopping malls, and also a "clearance season" for sports brands. Whether it's a shopping mall or a specialty store, sports brands offer an extra high discount. Although businessmen deny that it is to clear up inventory, industry insiders say that the decline of sports commodity market is an indisputable fact.

　　 The lowest discount is 70 percent off.

The reporter recently visited a number of sports brand stores, found in all the exceptions are discounted, some brands of the profit margin even reached 65% off.

In a sports brand shop on the first floor of a large supermarket, Lining The new down jacket comes out with 600 full 400 vouchers. If you buy a 799 yuan long Lady's down jacket, you can enjoy a "400 yuan" sweater or assault clothing. For some down style clothes, you can enjoy three pieces of 65% off discount. In Jordan's sports, some of the old sales promotion efforts are even more amazing. Buying a lady's cotton dress with a price of 399 yuan can give you any clothing that is lower than this price. Some men's cotton wear price is only 339 yuan, 359 yuan. That is to say, less than 400 yuan will be able to run a uniform cotton clothes. Sales staff Miss Gao said that the number of these promotional items in their shop is also very complete and can be selected at any time.

The same vigorous promotion is also carried out in international brands. stay Nike In the seasonal discount stores, the minimum discount rate is 3. In addition to the absolute anti season summer clothing, many spring and autumn clothing discount strength is also less than 50 percent off. A women's sweater will be directly priced from 599 yuan to 51% off, which is currently only 299 yuan. In the factory of Hai Guang temple, the price of the new style 1499 yuan down jacket this year is only 999 yuan. If you buy two down coats at the same time, you will enjoy 20 percent off discount.

For the reasons for the discount, businessmen said, "this year's market is not good, the major brands are discounted, can not sell too expensive." Speaking of whether or not to dump inventory and greatly reduced, the relevant responsible persons of each store are all secretive, unwilling to take the stand.

　 Six brands inventory pressure 3 billion 700 million

"In fact, there is not much difference in the quality and style of the sports brand clothes, so which price is more affordable, of course, which house I consume." Customer Lee told reporters. Among ordinary consumers, there are a lot of such mentality, so that brand operators have to fight price war.

The main pressure of these enterprises comes from a large number of stocks. According to the semi annual report of listed companies, the total inventory of six state-owned brands such as Lining, Anta, XTEP, XTEP and PEAK reached 3 billion 721 million yuan, exceeding the annual inventory in 2011. Nike and Adidas sportswear enterprises also faced similar surplus problems, but the two Brand Company recovered faster. Some analysts believe that this is because they have more direct management of stores and fewer dealers. In addition, from the first half of this year's performance, the six major sports brands in China are in a doldrums. According to the 2012 semi annual report, Lining's income in the first half of the year was 3 billion 880 million yuan, down 9.5% compared with the same period last year, while Anta and 31st degree sales in the first half of this year were negative growth year-on-year, -11.62% and -9.95% respectively.

In addition, the data released by several sports brands in recent years were also disappointing. According to the announcement, the order amount of XTEP in the second quarter of 2013 (at wholesale price) fell by 15%-20% compared with the same period last year. PEAK's total orders in the two quarter of 2013 dropped by 20%-30%; Anta sports fell 15%-25% year-on-year.

"Sports brand's recent discount is very strong." According to the relevant person in charge of a shopping mall in the city, the body size of sports brands is shrinking year by year, and more than half of them are occupied by brands such as Nike, Adidas and CONVERSE. "Before, Nike, Adidas and other brands, new products listed within 60 days are not allowed to discount, now under pressure, new products will soon join the discount." This also has a great impact on domestic sports brands.

　 Lack of personalized products

It is already an indisputable fact that sports brands are discounted for sale. and Sports brand The lack of personalized products is an important factor in its high inventory. "It is almost impossible to distinguish trademarks from other products." Zhang Qing, a sports marketing expert, said that the domestic sports brand has long been "selling sheep's head and selling dog meat", playing the concept of sports, but actually producing and operating pure leisure products. "The decline in sports brand sales and the backlog of inventory that we have been talking about are the casual clothes under the guise of sports." According to the survey of China National Business Information Center, the market of professional sports goods is not only squeezed, but also has high-speed growth. In 2011, the sales of outdoor products in major retail enterprises increased by 23.9% over the same period last year. Among the top 30 brands in the sportswear market, the four most expensive brands were outdoor brands, namely The North Face, Jack Wolfskin, OZARK (OZARK) and Columbia (Columbia). The fourth place in Columbia also exceeded 700 yuan, much higher than the average price of sportswear. "Today's consumer demand has shifted from wearing comfort to functionality." Zhang Qing said, "even from the perspective of fashion and leisure, the domestic sports brand has no advantage." The entry of ZARA, H&M, UNIQLO and other fast fashion groups, as well as some new brands and designer brands produced by the electricity supplier, have squeezed the market share of traditional sports brands.

"High inventory in the sporting goods industry will take at least 12-18 months to get a thorough solution," he said. Zhang Qing said that sports brands need time to adjust their strategic direction. At present, domestic sports brands have problems in their own positioning, and a successful enterprise can not only have no brand products. "Strengthening and amplifying brand personality; serialization of product research and development; and fully grasping the psychology of the younger generation in marketing means." Zhang Qing believes that at present, domestic sports brands are faced with 3 urgent problems.