How Sports Brand "Swelling" Has Become An Industry Problem.

< p > 2012, the total inventory of the six major sports Brand Company in China amounted to 3 billion 327 million yuan.

High storage led to a sharp decline in corporate profits. The six major sports brands lost five of their profits last year. It is reported that Lining (franchised stores) lost nearly 2 billion yuan.

Under such a background, many of the "floor price" sale and inventory phenomenon is not unusual. Since the spring of 2013, many online stores have sold sports goods at a minimum discount rate of ninety percent off, and even in the new product marketing, they often have the words "twenty percent off concessions" and "new products special benefits".

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< p > to the more subdivided sports a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > market, how the sports brand "detumescence" has become the most desirable thing for the industry to do but least want to say.

Reporters recently contacted two well-known domestic sports shoes brand, and several sports shoes brand enterprises affiliated with the staff of the association of sports agents, when referring to similar topics such as "inventory" and "detumescence", many enterprises were silent or euphemistic.

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< p > however, in other public occasions, domestic sports brands are happy to express their achievements and Countermeasures in the field of sports shoes.

Recently, in the 2012 annual sales statistics of Chinese market jointly launched by the China Federation of Commerce and the China National Business Information Center, Anta has won the first place in the market share of the sports shoes market with a total market share of 8.4%. Subsequently, Anta brand leader Xu Yang said that in 2012 Anta launched more than 2000 sports shoes and won consumers' favor by innovating and better product mix.

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< p > in fact, in 2012, Anta introduced soft pillar and luminous soft column technology in product innovation.

In addition, Anta's latest anti slip rubber a-stickyrb has been widely applied to its outdoor footwear products.

Its skid resistance can grip smooth and wet ground.

Compared with Anta, which has a large scale and the product development cycle is becoming more and more reasonable, the old brand of domestic sports shoes has made efforts in the past two years, making use of College Students' hand painted marketing activities in product design, and has made some attempts.

But for some reason, the most advanced basketball shoe in the current basketball shoes market is hard to say.

Another famous sports shoe brand in China is now more focused on helping students to meet the needs of physical education. Although no breakthrough has been seen in product development, it has gone to a higher level in the integration of marketing channels.

At present, some industry dynamics show that sports brands such as Lining and PEAK have gone from pursuing orders growth to upgrading single store revenues through a series of reform measures.

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< p > the share in the international market is not small, but the whole industry is "big but not strong". The added value and industrial structure of the brand need to be upgraded and optimized. The effect of industrial cluster obviously restricts the speed of "detumescence" to a certain extent.

According to the "20102011 China sports newspaper industry development report" released in May 17, 2012, "made in China" now occupies more than 65% of the world's sporting goods industry. China is also the second largest sporting goods consumer market in the world after the United States.

As the world's sporting goods manufacturing center, the domestic sports shoes occupy the world market share of over 70%.

In the world's top 100 sports brand enterprises, the United States accounts for the overwhelming majority. There are more than ten Japanese companies and two South Korean companies.

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< p > according to an authoritative statistics, there are about ten enterprises in China producing sports shoes now have more than 10 million sales per year, and the annual sales volume is from hundreds of thousands to millions of enterprises.

The production and development of sports shoes has formed the industrial cluster represented by Fujian Quanzhou and Guangdong Dongguan. The total annual output of the industrial cluster centered on the Quanzhou region is about 1 billion 400 million pairs, which concentrates most of the famous sports shoes brands in the country. The total annual output of the industrial cluster centered on Dongguan is about 800 million pairs.

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