who is the real overlord or the market have the final say. Although on
first trading day of the Lunar New Year of the Dragon, pre-compression
mainland sporting goods stocks showing a full rebound potential. Such as
Anta, Li Ning (Li Ning store) and other sports shoe also on their
physical stocks managed to increase the retail outlets in order to
improve earnings momentum of the day, it may become in the past.
According to the domestic sporting goods company recently released
information, many companies are actively or passively down the growth
rate of the shop. 361 degree data (361 degrees stores) recently released
data show that the fourth quarter of 2011 only 361 degrees out of the
55 new stores, marking the lowest number of new store growth in the
company's history. Xtep (Xtep stores) international public information
display recently, due to the expected sports retail market needs time to
digest the accumulated inventory in the first half last year, the
second half have improved, so the sales target this year will be reduced
from 15 percent to the number of units , while shops will be a net
increase from last year 800-1000, down to about 400. In addition,
according to Hong Kong media reports, last year by the mainland monetary
tightening and bad weather, the sporting goods industry slowdown in
demand, Peak distribution channels excess inventory, continued to
increase in recent months. Olympic sport this year, intends to operate
retail outlets authorized by the end of 7806 reduced to 7000, in order
to enhance the brand image and efficiency. Cities regional market
entered a period of adjustment line setting domestic sports brand, also
had to face competition from international brands "offensive." According
to Adidas (Adidas store) latest results, third quarter 2011 sales of
10.081 billion euros, according to the exchange rate constant case
basis, compared with 9.059 billion euros over the same period last year,
an increase of 14%, of which sales in China reached 900 million euros, €
721 million compared womens nike air
yeezy 2
with the same period last year, an increase of 25%, except
exchange rates, an increase of 28%. Nike's earnings also show that as of
2011 three months in China revenue $ 650 million, year on year growth
of 35%. In response, industry analysis,
international brands at
up to more than 20% growth rapidly expanding market, domestic brands
have to choose a defensive battle, defensive front is the main domestic
second and third tier cities. It is understood that domestic brands from
two, three-line revenues accounted for 70% -80% of the city. But
internationally renowned sports brand in China is increasing second and
third tier urban markets of the excavation. Nike and Adidas Chinese
companies Chinese companies as early as 2010 to have released its next
five-year plan, both said it would increase two, three urban markets of
the new shop, and launch price closer to two, three market products .
The foreseeable future in two, three market battle, the pressure on the
domestic sports brand, or will grow. Shoe product planning and
construction for reasons of domestic sports brand performance decline,
many analysts believe, more or unfavorable environment: one is the
sports apparel industry in recent years, expanding too fast, resulting
in a large backlog of inventory retailers ; the other hand, domestic
inflationary environment, when consumers cut spending sports,
international brand discount processed into a more appropriate choice.
How to solve the current difficulties of local sports brand, Adidas may
be able to refer to the practice.It is understood that, in 2009, Adidas
has encountered inventory problem has now been resolved, one "One
approach is to build brand characteristics, other brands offer something
not available, so I have no; another is to do a Meanwhile series of
brand building activities, improve the consumer experience, not just the
goods sold to dealers, but also allow consumers to products bought from
the hands of dealers to raise shipping rates, but also to improve the
sold-out rates. "actual , in order to respond to reduce the impact of
the brand in the end consumer consumption, Adidas has already begun
gorgeous upgrade,
take sports luxury line, increasing the
development of high-end fashion sports products. Seen in the overall
market environment downturn, the domestic sports brand in order to
achieve a breakthrough, the key lies in product differentiation, create a
genuine core competitiveness. Variety trend in the fashion world, the
movement has become an irreplaceable element "Fan children" will never
be left out of the trend, it is to be young reassembled, with colored
clothing to mix and match styles, publicize their unique qualities. The
trend of street protests that swept China has 5,000 years of history,
stunt bike, skateboard, street basketball, graffiti, hip-hop movement of
these streets across the oceans from foreign influence fashion nike blazer high
tops womens
young family, but also to attract local Chinese sports
shoes and apparel brands to carve and operation of this market. Street
protests are being sought after a large number of young people, the
future market potential, "In the United States, the annual sales of
clothing and shoes, etc. associated with only one of the elements of
street skateboarding culture has reached $ 4.4 billion!." According to
"Washington Observer reported," Data show that "street movement" had
become the market mainstream. The most critical is that the current
domestic market is no street leading sports brand, the shoe can be a
lower cost to enter and occupy a certain inherent advantages. At 80, 90,
after two huge consumer groups, the simple movement elements are no
longer suitable for their needs, which represents the trend and fashion
business and cultural elements such as graffiti, hip-hop, anime, B-BOX,
skateboarding, street basketball these occur in the streets and other
cultural elements becoming their social identification symbol. Demand
determines the market, brand culture must be integrated into the brand,
into products, into society. Through cultural exhibitions to promote the
depth of the street culture,