Local Sports Brands Enter The Adjustment Period

Ultra low discount, hard to change sales volume

"Shop decoration, the whole 62% off" in Binjiang Road,

The sports shop has made such signs, and all the shops are down coats and coats.

The Lining franchise store, which is not far away from it, also says in its obvious position that "100 yuan is reduced by 50 yuan".

Even such a high discount did not bring them high popularity.

In the morning, there were few patronage in the two stores, and several customers who entered the Lining monopoly were on average over 40 years old.

This scene and advertisements are quite different from the image of Lin Dan, who plays the role of young, personality and post-90s.

"I just looked at the discount, it was very cheap, so I wanted to pick two pieces and wear it when you were fit for it.

"Ms. Li, who is buying sports apparel, said that the sports clothes she bought had only two uses, fitness and home.

"The brand is not too picky, looks generous, the price is right.

"

According to the relevant person in charge of a shopping mall in this city, this year, the overall sales of physical businesses are at a low level. The share of local sports brands can hardly be ignored.

"The brand size of sports brand is shrinking year by year, of which more than half are Nike.

CONVERSE and other brands occupy.

"

In addition, official data show that the discount offered by PEAK to distributors has increased from 60 percent off to 61% off this year, and its sales order in the first quarter of 2013 is flat compared with the same period last year.

That is to say, the high discount of some dealers still has the suspicion of losing money.

Shopping malls reduce sports volume

Looking back at 2009, the Olympic year just passed, and there was a sports brand shop every 100 meters in Binjiang Road.

Miss Shen recalls the industry.

Now, not only many sporting goods shops on the road have been replaced by fashion brands, but also the sports brand counters in the shopping mall have been squeezed to a 5 level corner.

Reporters found in many shopping malls in Binjiang Road that sports brands are no longer exclusive to the half floor area of the previous two years. Nowadays, sports brands have been divided into one floor with home textiles, kitchenware, outdoor products and electronic products.

"The sports brand of our mall is only Nike, Adidas and CONVERSE.

"The head of a sporting goods department of a shopping mall said.

In addition, there is Lining, PEAK and 361 degree brands in other stores, but they will soon be "reform".

"We plan to remove some of the sports brands, because their share of sales has been declining.

"

According to Miss Shen, at present, the market has two attitudes towards sports brand. On the one hand, it is a comprehensive shopping mall, and now it starts the action of "sports brand".

The sports brand franchise in the mall is not only crowded into the floors with less passenger traffic, but also generally has only 3-5 brands.

There are few local sports brands in the new comprehensive commercial center.

On the other hand, sports stores such as Shen Ge have begun a pformation.

"Sports brands are becoming more fashionable and decorated with more fashionable and casual brands. Sports flavour has become a major trend this year.

"

This trend is not only in Tianjin.

Zhong Yiqi, chief financial officer, announced that he would no longer announce the order of the order from now on.

The reason is that the sales situation of the order can not predict future sales.

In addition, in order to save costs, Lining has closed 1200 stores in the first half of the year, and high inventory is the direct cause of this problem.

Zhang Qing, CEO of sports marketing and chief executive of Beijing key Road Sports Consulting Co. Ltd., asserts that the high inventory situation of sports goods industry will take at least 12-18 months to get a thorough solution.

Zhang Qing believes that in order to eliminate inventory, local sports brands must make an article in fashion, "China's sporting goods industry has entered a period of adjustment."