Can The Domestic Sports Brand Develop Through The Bottleneck?

< p > although warm and cold, but the increasingly beautiful spring still lets people involuntarily want to exercise.

The day before yesterday, in order to buy a comfortable pair of sports pants for myself, went to the famous sports clothing street gymnasium Road, which is said to be cheap and fine.

Despite the psychological preparation, the scene is still unexpected. All the shops outside the shop are sportswear, sports shoes, sports bags and so on. There are many brands, and the price is so low that it is hard to believe: < /p >

< a href= "//www.sjfzxm.com/news/index_f.asp > > pure cotton sports pants < /a >

< p > (non famous brand) 30-50 yuan each, it is very comfortable to try it on.

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< p > salesperson told me: "not just our brand, almost all sports apparel manufacturers are selling at low prices because of their large stocks."

"Is it enough?" "anyway, we can't lose money in our own stores."

Looking at a pile of clothes, I realized that the situation of Chinese sporting goods manufacturers' overall decline in performance and a large backlog of products has been passed for more than a year.

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< p > at present, the annual performance report of sporting goods manufacturers in 2012 has not yet come out, but the situation in the first half of last year has set a tone for last year's industry.

In June 2012, after the fourth quarter ordering of sporting goods, Li Ning Co issued an early-warning announcement that the total volume of orders for Lining products fell by more than 20%. in the fourth quarter of 2012. The net profit in the first half of the year was only 44 million yuan, which was reduced compared with the same period last year. 84.9%. Li Ning Co subsequently closed 1200 stores.

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In 2011, Anta sports, the first sales volume in 2011, was also troubled by the rising inventory in 2012. Although the situation was slightly better than that of the Li Ning Co, the performance in the first half of the year also showed a decline of two figures.

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< p > sales growth decline, profitability decline and inventory intensification are common problems faced by several major sporting goods manufacturers in China. Among them, "going stock" has become the most urgent thing for domestic sporting goods manufacturers.

That's why there are sports facilities everywhere. After all, "living is more important". < /p >

< p > 2006-2009 years, the Chinese sports brand experienced a high-speed development stage through the east wind of the Beijing Olympic Games.

However, due to too many manufacturers, too fast expansion speed, serious homogenization of products, and lack of innovative R & D capability, enterprises have found that sales volume has begun to decrease significantly when improving product quality.

By 2010, the domestic brands represented by the leading Li Ning Co were generally under pressure.

Since then, China's sporting goods manufacturers have entered the bottleneck of development.

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< p > except for the weakness of new products and new materials, too many manufacturers are the main reasons for the brutal market competition of "a href=" //www.sjfzxm.com/news/index_c.asp "sports goods < /a".

Lining became famous after the first World War in the Beijing Asian Games. In just 20 years, there were more than ten famous sporting goods manufacturers in China, such as Conway, PEAK, Anta, Jordan, 361, XTEP, noble bird, and Kang Tai.

This is the largest group of sports production enterprises in the world. It has more than half of the world's sportswear, sports shoes, and nearly 70% of sports bags, shoes and caps.

The development of sports goods in China is hard to describe in reason and order. Therefore, the problems that arise today are unavoidable.

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< p >, so the Chinese sporting goods really have no way to go. Of course, the answer is No.

China's sporting goods market is still vast potential.

This can be corroborated from the ISPO Beijing2013 < a href= "//www.sjfzxm.com/news/index_z.asp", "Asia sports goods and fashion show" /a, which is being held in Beijing.

This year, the 9 sporting goods exhibition has been held this year. The rapid growth of -40% in recent three sessions (exhibitors and exhibition area) shows that China's sporting goods market is still expanding, but the demand is changing.

Correspondingly, the China International Sporting Goods Fair, which has been held for 19 years and 30 sessions, is also stagnant after the rapid development of scale, like China's sporting goods production. The same reason is the lack of characteristics and changes.

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< p > after the time when a sportswear has become a working garment, uniform and formal dress, the personalization and specialization of sporting goods has become a problem that must be considered by sporting goods manufacturers.

Mountaineers can't wear running shoes or skiing clothes.

Specialization is the development direction of sports products in the future.

R & D, innovation and effective marketing is the key to the survival of a sporting goods company in the future.

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