< p > domestic sports brand continues to "winter". In the past year, the total number of five major brands has been close to 5000. Since this year, sports a target= "_blank" href= "http://m.pmae.cn/" > clothing "/a" brand has been selling discount news constantly, especially in the near future, the discount has aroused much more attention than the discount itself. In some commercial blocks in Tianjin, nearly half of the domestic sports brand stores have evaporated in the past two years. < /p >
< p > < strong > the pedestrian street store has been closed nearly half /strong /strong >
< p > Binjiang Road pedestrian street in this city is a place where domestic sports brand stores are crowded together. "In the past several steps, there will be a domestic sports brand store, but nearly half of the stores are closed now." A manager of the pedestrian street in Binjiang Road told reporters that these stores were crowded before, and now the closed doors and the number of people who did not close were much less. < /p >
< p > in the major shopping malls, there are fewer and fewer domestic sports brand counters. When asked about the business situation, the salesmen said, "business is bad, they have lost a lot of money". The relevant person in charge of a shopping mall floor said that before, Lining, Anta and other brands in the store in the area of more than 100 square meters, and now most of the shops are closed, the number of business has also been reduced to about 50 square meters. < /p >
< p > "the new ones are all sold at 20 percent off, but last year they bought one for one, and now they do not sell goods, so they can only be sold more cheaply." The relevant person in charge of sportswear monopoly area in a large shopping mall in Binjiang Road has introduced that sportswear, especially the domestic sports brand, has a huge inventory pressure, and many new products are discounted on the market. < /p >
< p > < strong > the largest revenue in the industry dropped by nearly 40%, < /strong > /p >
< p > in the past two years, the whole domestic sports brand market has been like a "heavy cold". < /p >
< p > at the beginning of this year, XTEP said publicly that XTEP intends to close 100 to 200 stores. Meanwhile, in the whole year of 2012, apart from the growth of 217 stores last year, the total number of other five brands was close to 5000. The operational weakness of domestic sports brands is also known from its annual report. In 2012, Lining lost as much as 1 billion 979 million yuan, revenue fell 24.5% year-on-year, Anta's revenue fell 14.4%, PEAK's revenue fell 37.5% compared to the same period last year, and revenue of 331 was down 11.1% compared with the same period last year. < /p >
< p > < strong > explore the cause of multiple factors impact domestic manufacturers < /strong > /p >
< p > "high inventory is the biggest problem of domestic sports brand, so solving inventory problem is the top priority of sports brand." City Department Store Association introduced that blind expansion of stores and expansion of production capacity, resulting in the industry finally caught in the awkward situation of high inventory and low profits. < /p >
< p > domestic sports brands are widely used in the "brand + wholesale" mode. The two problems are also exposed. One is the great leap forward of the channel mode, and the two is that the brand will not pay attention to the change of the retail side. Once the agent overestimates the market demand and stockings, high inventory can not be avoided. < /p >
< p > at the same time, the shrinking of the domestic sports brand market is also related to the rise of online shopping. After all, online shopping has great advantages in terms of price, clothing type and so on, and the impact on traditional sales mode is self-evident. < /p >
"P", "international brands have been a great pressure on domestic brands. With Nike entering the three or four line market, the pressure will gradually increase, especially for those sports brands that have not yet been listed and have a large volume." Gao Jianhong, a researcher at China Research Institute, said. < /p >
< p > < strong > reporter observed < /strong > < /p >.
< p > < strong > two, we are going to reverse the dilemma. < /strong > /p >
< p > when the domestic sports brands were "winter", the two major sports brands, the international giants Adidas and Nike, made a good progress. Adidas's sales revenue in Greater China in 2012 increased by 15% over the same period last year. And Nike's third quarter financial report last year also showed that Nike ended the 10% decline in the Chinese market in the previous quarter, and 55% in the third quarter. < /p >
< p > international sports brand is now in a better position because it realized the stock crisis after the end of the 2008 Olympic Games and began to clear up inventory. By 2009 and 2010, the stock crisis had basically been solved. < /p >
< p > "facing the industry dilemma," de Stocking "and" looking for new growth points "have become the top priority of the development of these domestic sports brands. Gao Jianhong, a researcher at China Research Institute, pointed out that the sports brand movement in China is weak and homogeneous. If we want to break through the bottleneck, we must segment the market and set up global influence from the aspects of design, technology, supply chain and so on. < /p >
< p > in order to reduce inventory, the order was reduced at 31st, and Lining adopted the way of reducing the value. In addition, brands are also trying to digest inventory by setting up discount stores and factory stores. In this regard, Nike also plans to open 40-50 factory stores in 2013 to solve its inventory problems. The extension to the two or three tier cities has also become a consistent choice of sports brands at home and abroad. < /p >
< p > in the search for new growth points, some sports brands have turned their attention to children's clothing and outdoor markets. In 2012, Anta children's sporting goods store increased from 99 to 833, and plans to expand further in 2013. Lining began outdoor exploration, and Anta also made waterproof breathable windbreaker. The average price of outdoor products is 70% higher than that of sportswear. However, high profits are also accompanied by high risks. Many brands are coming in, and it is hard to say how much profits can be divided into long-term competition. < /p >