Six Sports Brands Surpass 3.1 Billion

Can often see discounts, promotional information, such as the 361 degrees brand counter placed in front of a large number of Sports Shoes, the slogan is very eye-catching: "361 degrees sale 3 fold, 4 fold, 5 fold, 6 fold."

"Some new products will buy 100 minus 30, and the special sale area will be between 3 and 6 percent." The on-site salesman said that the discount for the spring and summer models in the sale area would be more than 100 yuan.

"Is it so cheap to break code?" asked a customer. "No, the number is still relatively full." The salesman said, "The reason why such a low discount is because the special sale item is not a new product but an inventory."

On the same day, at the sports brand discount mall in Wangfujing Street in Beijing, the discount rate was also very large. Xtep “buy one get one free”, Li Ning and Anta ranged from 3 to 70%, and some of the newly listed products were also discounted. Looking at the quantity of goods piled up in stores, each stock should be large.

The recently published annual report of listed companies shows that in 2013, the six domestic sports brands Li Ning, Anta, Peak, 361 degrees, China Trends and Xtep's inventory were 942 million yuan, 689 million yuan, 366 million yuan, 409 million yuan, 1.83 respectively. Billion yuan and 537 million yuan, total inventory exceeds 3.1 billion yuan.

In the unfavorable circumstances of the market's lack of recovery power and the slow and difficult destocking, the “store closure” continues. According to the annual report, as of December 31, 2013, the number of Li-Ning regular stores, flagship stores, factory stores, and discount stores was 5915, a net decrease of 519 compared with December 31, 2012.

"The rapid expansion of sports brands, long-term ordering mechanism has not been straightened out, and the amount of orders out of line with the market demand, is the main reason leading to excess inventory." CPI consultant light industry researcher Zhu Qingtao analysis that in recent years, domestic sports brand enterprises in Without accurate grasp of market demand, the expansion of storefronts and occupation of market share led to a large inventory and a decline in efficiency.

Although high inventory makes many people think that the local sports brand has been in crisis, however, the China Garment Association believes that inventory is an industry characteristic of clothing as a seasonal end product in the business process. At present, with the weakening consumption in the domestic market, some clothing brand inventories have increased, which does not affect the production and operation of these brands, and it cannot be concluded that the apparel industry has created an “inventory crisis”.

Contrary to the downturn of local sports brands, Adidas sales in China increased by 7% in 2013 and continued to expand in third-tier cities, especially in the western region.

Zhu Qinglu believes that although foreign brands have caused a certain impact on the sales of local sports brands, this is not a fatal blow, because foreign sports brands and local sports brands have obvious differences in positioning. The key issue is that local sports brands are in product production and markets. There was a problem with the layout.

It is worth noting that although the local sports brands have started to digest inventory through product planning, pricing control, and other means, the market outlook is still not optimistic. Zhu Qingjian said that the local sports brands must strive to achieve an extension from scale-based development that is based on quantity, to product quality and product innovation to win, business model innovation to win, and management advantages to win.

Jinjiang City, Fujian Province, is known as the “Chinese shoe capital” and is now at an important juncture of transformation and upgrading. It faces the constraints of environmental factors such as energy, resources, and markets, and it also faces the impact of product homogenization competition. Liu Wenru, mayor of Jinjiang City, said that Jinjiang must continue to seize the market opportunities and maintain its leading edge in the competition. It must make room for innovation, adopt innovation-driven strategies, and take the road of differentiated operations, from the “manufacturing base” to “intellectual construction.” "City" transformation, leading the industrial transformation and upgrading, seize the high-end industry value chain, breaking through the homogenous competition predicament.

Experts pointed out that local sports brands must actively optimize sales channels, shut down offline stores with low efficiency, actively develop online channels, and reduce overall operating costs. At the same time, they must further improve product quality, improve the ordering system, and strengthen the grasp of market demand. .

"If the local sports brand wants to return to its peak, it must strengthen the innovation ability of fashion design as one of the key directions for transformation and upgrading," said Zhu Qingtao.

Not long ago, the National Development and Reform Commission issued a number of opinions on the promotion of cultural creativity and design services and the development of related industries. It pointed out that in order to build brand and improve quality, the consumer goods industry, such as apparel and apparel, should be promoted to create innovations and increase diversified supply. Guide consumption upgrades.

Zhu Qingyun said that creative industries will have a greater role in promoting sportswear design innovation. If companies can integrate cultural creativity with sportswear, they will certainly lay a solid foundation for the development of branding.

The key to promoting the integration of cultural creativity and sportswear is talent. According to the China Apparel Association, companies should work hard to improve their talent structure and training system, vigorously promote the optimization of corporate organizational structure and upgrade management methods, and create an organizational culture full of innovative spirit and vitality, with a high-quality, international, creative and practical spirit. Industry team, building the foundation for upgrading and restructuring and reconstructing advantages.