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The Sports Brand Has Nearly 5000 Stores Since Last Year.

2013/3/27 12:26:00 8

from last year to the beginning of the year, the domestic sports brand enterprises have entered the "closed shop tide".

According to the statistics of 2012 annual report, only six of Lining's (exclusive stores), Anta (franchised stores), PEAK, China trends, XTEP, and 361 degrees of domestic sports brands, only 361 degrees last year, the number of stores increased by 217, and the total number of other five major brands closed to 5000.

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Lining and PEAK stores are over 1000 /p.

2012, domestic sports brand enterprises broke out in a large scale.

in which Lining has the largest number of stores, from 8255 in 2011 to 6434 in 2012, closing 1821.

Less than P, PEAK's retail outlets decreased from 7806 in late 2011 to 6483 at the end of 2012, with a net decrease of 1323.

China trend store closed 1101 last year, Anta store closed 590, XTEP closed 86.

PEAK public relations Liu Xiang said in an interview with the newspaper that in the past, when the market environment was good, in order to pursue the scale effect, the standard was not strict, and opened a part of the "moisture" shop.

Now that the environment has changed, it has begun to shift from the pursuit of store quantity and order growth to the pursuit of single store growth and increase store effectiveness rather than shop numbers, so we should close some inefficient and unprofitable stores.

high inventory is a difficult problem in the whole industry

for large scale shops, the industry generally believes that this is the beginning of industry adjustment.

> a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > industry observer Ma Gang said that closing shop is a good thing. Only by fully exposing the industry problems can the industry have hope. In this case, if the business is difficult, it will be scamper and let enough excellent enterprises survive and reoccupy the market.

at the same time, Ma Gang believes that in the next two years, adjustment is something that every brand must face, because the problem of high inventory and channel is a problem in front of all brands, without exception.

At present, there are three kinds of brands that may exist in front of all brands. One is to persist in the same, two is to adjust failure, the three is to adjust successfully, and only by adjusting successfully can enterprises seize the opportunity to escape successfully, and the former two are likely to be eliminated in the competition, so that they will die out.

> .

domestic and international brands, "/p".

this month, the two major sports brands, the international giants Adidas and Nike, also released their earnings reports, and their performance has been good.

Adidas Greater China 2012 annual report shows that its sales revenue in Greater China increased by 15% over the same period in 2012. In the six major regions of Adidas, the Greater China region had the highest year-on-year growth rate.

From the data of Adidas's whole group, the sales revenue of group 2012 increased by 6% over the same period, a record high of 14 billion 883 million euros, and predicted that the sales revenue of the group in 2013 will maintain a median growth rate.

Nike's recent third quarter financial report shows that Nike ended the 10% decline in sales in the Chinese market in the previous quarter, the number of orders in the Chinese market has increased, profits in the third quarter have picked up, and Nike's sporting goods revenue has increased by 55% in the third quarter.

Why are international brands and domestic brands showing different trends?

Zhang Qing, chief executive officer of the key way sports Consulting Co. Ltd., said Adidas's current situation is better because it realized the inventory crisis after the end of the 2008 Olympic Games and started clearing inventory. By 2009 and 2010, it had basically solved the stock crisis.

"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."

Zhang Qing said.

"But the layout of the three or four line expansion of international brands can not be fully achieved in a short time, which is the opportunity for China's brand adjustment."

consumer voice

"more inclined to buy foreign brands"

Liu, who is now a graduate student in Shenzhen, told reporters yesterday that he would often buy Anta and 360 garments between 200 yuan and 300 yuan (including < a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > category).

However, due to the fact that they are studying, the current economic conditions do not allow themselves to buy famous sports brands abroad.

"Often used to buy Lining, but now the price of Lining is almost the same as that of Adidas and Nike.

If Lining doesn't give a discount, I will never buy it. "

Mr. Liu said he also wants to buy some products of Adidas and Nike, especially sports shoes.

The main reason is that the clothing and shoes of foreign brands are not only beautiful in appearance, but also much better in quality than in domestic brands.

In recent years, Anta and 360 shoes will wear out in a year and need to buy another pair next year.

Roommates bought Adidas and Nike for several years, and there was no such problem.

Miss P, who is similar to Mr. Liu, has worked in Beijing for a year.

When asked about the domestic sports brand, Miss Wang only remembered that she had bought Anta and del Hui in high school, and other brands could not remember.

But when asked about foreign brands, she immediately gave the names of five brands.

"Foreign brands" a target= "_blank" href= "//www.sjfzxm.com/" > clothes < /a > good-looking, preferential discount is similar to the price of domestic brands, of course, buy foreign brands.