The elegant bird brand invested heavily to upgrade into the Southeast Asian market

At the relocation ceremony of the Yunnan branch of the Birds and Birds recently held, the company donated 180,000 yuan for drought relief. Its general manager Xie Guohua also announced that this year the Yunnan noble bird will invest heavily in store upgrades and march into the Southeast Asian market. Wang Jing, deputy general manager of the Bird Company, said that this year it plans to open 1,500 stores across the country and strive to land on small plates or motherboards next year. This article is based on textile resources. Please direct users to directly input textile resources in the browser.

However, I learned from other sports brand agents that they are not as eager to think about listing. Under the pressures of increasing inventory and intensifying competition, the contradictions between agents and the Group's headquarters are looming.

Multi-sports brand sales in Yunnan last year

Xie Guohua said that compared with 2008, the number of storefronts and turnover of elegant bird in Yunnan has achieved a 30% increase. According to informed sources, Anta and Xtep's sales in Yunnan all doubled last year. Even the newly established stars in recent years have achieved multiple growth. This was in line with last year's adidas and Nike brands on the domestic market. The turmoil in the stores is very different.

The author understands that last year's sales of Yunnan sports brand's full line of gains benefited from new stores, and after the store layout was basically completed, many brands claimed that this year will look for growth poles by extending the industrial chain and developing new products.

“The theme of this year's elegant bird is the life movement, which is to increase the proportion of leisure products.” Xie Guohua told the author that all the stores of Yunnan Birds will be upgraded this year, and the existing 60 square meters of shops will all be cut off. The average area of ​​the upgraded shops Will reach more than 100 square meters.

According to the author's understanding, many agents such as Kunming Dehui, 361 Degrees, and Hongxing Erke stated that they will infiltrate Southeast Asia this year. Xie Guohua also introduced that the current bird has entered a small amount of Vietnam and Laos markets, and plans to fully enter Southeast Asian countries next year and set up distribution points.

Brand-listed agents suffer and lose

Helping the capital market has become a common choice for sports brands. After enterprises such as Li Ning, Anta, Xtep, and 361 Degrees have become vested interests in the listing market, from this year onwards, there will be a group of companies such as Diaoyu Bird, Delhui, Hi Delong, and King Lake. Unlike the joy that the IPO brings to the group headquarters, the regional agency has a mixed feeling.

"After the listing of the group, for our agents, one obvious benefit is to accelerate the research and development of new products." Four years ago, a distributor of a certain brand that had been listed overseas in Yunnan told the author that although the group was listed, it was funded. There is not much supply, but for the brand, the speed of product development and production is guaranteed, and the increase in advertising investment can also enhance the brand's visibility.

Another Yunnan general agent who wants to list brands is more cautious about this matter: “The pressure on agents after listing is even greater. This is our fastest growing two years, but it is also the worst of the two years. ”

For this type of region in Yunnan, the agency system is a commonly used mode of operation for apparel and footwear enterprises. However, this matter was suddenly changed a year or two ago. Anta, Xtep and other groups have gradually withdrawn the original agent’s agency rights. Direct headquarters, and this is related to listing. "After the listing of the group, with more abundant funds, we must speed up the seizure of the market. Naturally, we will require the agents to keep the store open. Although the headquarters will support this, it will mainly depend on the agents." Says that much of the money he earned before 2008 was spent on new stores in the two years.

Some industry insiders told the author that for a sports brand, 85% of the sold-out rate is the pass line, but many brands fail to pass the pass line due to the estimation of the order quantity deviation and the intensification of competition. Since 2008, there have even been cases where agents have quit their hands.