How Does The Domestic Sports Brand Break Through The Bottleneck Of Development?

Recently, Anta, Lining, PEAK and other domestic sports Shoes and clothing brand The annual performance report or estimated performance in 2011 was released. From the report, the performance growth of the sports industry has slowed down further, and the growth rate of orders has declined. Individual enterprises have not yet reversed the downward trend. When will the domestic sports brands in the adjustment period usher in "spring"?

　　 Growth trend continues to slow down

From the published performance report, the situation of Anta in domestic sports shoes and clothing brands is most optimistic. Anta's total sales in 2011 rose 20.2% to 8 billion 900 million yuan compared with the same period last year, with net profit of 1 billion 730 million yuan, up 11.5% over the same period last year. This growth rate ensures that Anta has successfully surpassed Lining and become the industry leader of domestic sports brands. But if Anta's sales and net profit over the past few years have exceeded 20% or more, it will decline to a certain extent.

Lining's performance remained unchanged. According to the performance Bulletin released by the company, the total sales volume in 2011 is expected to decline by 6% to 7% and net profit by 7% to 8%, too.

PEAK's performance report is full of joy and sorrow. The total sales volume in 2011 was 4 billion 647 million yuan, up 9.4% over the same period last year. The worry was that it was affected by high inventory and net profit fell 5.4% to 778 million yuan.

　 Growth mode needs transformation

In the past 10 years, China sports shoes and clothing brand, The rapid development of China's garment industry and even Chinese brands, many enterprises from manufacturing to brand, the past expansion depends too much on marketing and channel amplification, and the accumulation of products itself is not enough, and the phenomenon of industry homogenization is widespread. Judging from the performance of many domestic sports brands in recent two years, the adjustment pattern of the industry has been established, resulting in a lot of reasons for the current situation, such as rising raw material and labor costs, rising housing rents, high inventories, insufficient domestic demand, and international brands such as Nike and Adidas.

"The slowdown in industry is a collective phenomenon, not an individual phenomenon. It is also a cyclical law of the sporting goods industry returning to the adjustment of the band in the period of rapid growth. The high speed growth in the past is extensive growth. It is built on the condition that the market is not saturated and the coverage of sales channels is not high. Now the channels are saturated. If we want to continue to grow, we must carry out a new round of industrial upgrading and innovation, in return for rational and healthy growth of the industry. Industry Gang Ma Gang told this reporter.

Ma Gang believes that from the recent behavior of some brands, such as the repeated fund-raising actions of several brands, we can see some difficulties in the industry. If in a limited period of time, unable to reverse the difficulties, then do not rule out the acquisition or closure of some enterprises.

　　 Olympic year should strengthen marketing

The Beijing Olympic Games four years ago is a growth opportunity for domestic sports brands. Domestic sports brand All of them have achieved explosive growth, but some enterprises are not rational enough, which has also laid a disaster for the later high deposits.

This year is the Olympic year, but London is far away from China, so it is difficult to directly promote the sales market of sports goods in China. For many domestic sports brands, what we should do this year is to start from reason, make use of Olympic opportunities, expand overseas influence from marketing, and reduce stock in business, so that enterprises can return to the track of healthy development.