Recently, Lining, a street near Yantai shopping mall, South Street. clothing Store stores quietly closed. This is the second store that Lining brand closed in downtown Yantai after the closure of a Yantai store on New Year's day this year. Industry analysis: shrinking stores is a reflection of rational performance of enterprises.

Reporters today in Yantai City South Street shopping mall near to see, originally located in the street Lining store has removed the door card, only a few decoration workers are in construction. Tan Wannian, a construction worker, said: "after several days of work, the shops in the past had already been removed, and they heard that the shop had to dry clothes."

　　 Lining Entering the Yantai market more than ten years ago, it is one of the oldest sports clothing brands in Yantai South Street business circle. As for the specific reasons for Lining's withdrawal from the core business district of South Street, the responsible person in charge of Lining retail store management in Yantai did not make a stand.

Although the reason is difficult to explore, but the domestic sports brand launched a "shop tide" vividly. According to statistics, in 2012, Lining, Anta, PEAK, 361 degrees and other six major domestic sports brands, only 361 degrees. Last year, the number of stores increased by 217, while the total number of other five brands closed to 5000. Lou Liren, Secretary General of Yantai Garment Association, thinks that the middle grade is made in China. Sportswear brand Encountered a new turning point in the development process, therefore, from the other point of view, shrinking stores is the performance of enterprises returning to reason. Lou Liren said: "sportswear has seen a lot of marketing in the past few years, so the competition between the lower and middle sports brands is more intense, and there are some big stock squeezing. They are repositioning and constantly groping. They realize that store selection control is very important to the brand, not only the number of marketing terminals, but also the quality of their stores, and the goal of business management transformation from opening stores to improving the operation efficiency of shops is rational."