How Does Sports Clothing Brand Break Through The Difficulties Brought By The Electric Business?

In recent years, the economy has been depressed, the market has shrunk, and the stock has been overloaded.

Impact and other factors.

Brand survival is more difficult.

Take Lining, the leader of the domestic sportswear brand as an example.

Starting from the establishment of the brand,

The company has maintained rapid growth. In June 2004, Li Ning Co successfully launched in Hongkong.

Turnover has climbed to 9 billion 478 million yuan in 2010.

However, in the "journey" did not win the general, Li Ning Co after a loss.

According to public data, the performance of Li Ning Co has been in a state of loss from the first half of 2012 to the first half of 2012. In the second half of 2012, Li Ning Co lost 2 billion yuan and lost 391 million yuan in 2013. It lost 586 million yuan in the first half of 2014, an increase of 400 million yuan over the same period last year.

Li Ning Co is just one example of being trapped in sports brand.

International, 31st degree and so on also face the problem of business difficulties.

To solve the problem, Lu Le, a researcher at the Institute of quality finance, said that it can solve problems in such enterprises from open source, cutting expenditure and improving management.

Among them, open source is obviously the top priority.

"The explosive growth of the electricity supplier has led to a big impact on the sales of clothing brands dominated by Lining, and the stock has increased significantly."

Wang Jian, senior researcher at China Commercial Industry Research Institute.

Therefore, to open source, the development and expansion of sportswear brand e-commerce channel is very necessary.

It is also understood that the market size of outdoor sports products is increasing day by day in recent years.

According to public information, the domestic outdoor product market has increased from the scale of 60 million yuan in 2000 to the current ten billion scale.

Insiders said that when the clothing industry is still in a predicament, outdoor clothing as the emerging force of Chinese clothing (30.81, -0.27, -0.87%) market is growing rapidly.

"Especially the introduction of domestic outdoor variety shows, such as" extreme sports "," running brothers "and the general admiration of the masses, have greatly enhanced the public's attention to the outdoor industry and laid a good foundation for their long-term development.

At present, a large number of outdoor sports brands have sprung up in the market.

It can be said that the rise of leisure sports has accelerated the outdoor products market.

The industry said.

Apart from open source, the domestic sportswear brand should really reverse the declining trend of management. Wang Jian believes that first of all, we must work hard in the management strategy, identify a stable and lasting brand positioning and develop new products that are in line with the market trend.

Secondly, a new round of fitness craze has been launched in China, and the market of smart smart equipment such as smart bracelet is growing rapidly. Sports brands should also grasp this trend and actively develop new products, especially intelligent sports products.

Finally, the domestic sports brand has obvious advantages over the sales channel, but its response speed is far less than that of ADI in terms of the grasp of the popular elements, the upgrading of the products and the change of consumption demand.

And other international brands, sports brands need to combine consumer big data analysis, grasp the changes in consumer demand, in order to maintain a leading position in the market.

In this regard, Lu Le said that similar to Lining, XTEP, 360 degree domestic sports brand, in order to remain invincible in the fierce competition, we need diversified product management.

stay

In the era, consumers' demand characteristics are more obvious. Companies can launch different product lines for different target groups to meet different levels and different categories of consumer needs.

"Timely and appropriate extension."

Lu Le said that in the low period of the industry, for enterprises, it is a challenge and an opportunity. We believe that the pattern of sports apparel has not yet been determined. Domestic brands like Lining brand have full opportunities and conditions to accelerate the layout of the industry in the reshuffle period, so as to improve their market share and lay a solid foundation for future development.

At the same time, observers in the industry stressed that strengthening brand publicity is also very important.

At present, the competition between sports brand enterprises has shifted from the simple competition of price and channel to brand competition in the past. Therefore, strengthening brand building and enhancing brand connotation is more important for the long-term development of enterprises than the expansion of stores.

Lu Le further said that building a competitive team is also essential.

The long-term sustainable development of an enterprise depends on the strength of the team, and the great company needs excellent teams.

Therefore, it is necessary to establish a team with strong executive power, strong vitality and strong creativity. At the same time, the interests of employees and the interests of the company can be bundled together to realize the sharing of interests, so that enterprises can remain invincible in fierce competition.

Lu Le further explained.