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When Can China'S Sports Brand "Slim Down" Develop?

2013/9/22 10:39:00 68

Sports Brand The Development Of Sports Brand The Dilemma Of Chinese Sports

Lining, who was trapped in the last two years, sought to break through P.

from a certain point of view, PEAK's dilemma is also a microcosm of Jinjiang's brand.

along with the major listing campaigns in China, the Brand Company published the semi annual report in 2013, and the fear of "a href=" http://sjfzxm.com/news/index_x.asp "sports brand < /a" once again occupied the layout of the major media.

this is a public data showing that in the first half of this year, the total number of closed stores of Lining, Anta, PEAK, China trends, 31st degree and XTEP six brands totaled up to 2249, that is to say, 6 companies closed 12 stores a day on average.

in fact, after simple and indifferent numbers, after years of adjustment and exploration, we can see which companies are still swimming naked, and which companies are close to shore.

Perhaps many people are now guessing that in a few years, who will be left behind in our sports brand?

the "Lining" type of breaking ambition:

Li Ning Co is an example that the media is most willing to list when describing and evaluating the development of domestic sports brands.

As a recognized elder brother in China's industry, Lining has been one of the most favorite financial companies in the past two years.

From the beginning to catch up with ADI, to the post Olympic bid changing strategy, and then to the serious setback after the bid change, leaving the top spot of the domestic sports brand.

Every move of the company can become the focus of the media, and the spread of all kinds of negative news can not help worrying about what actually happened to the company.

but in fact, no matter how bad the outside world is, we must realize that the whole level of the company is already on top of other sporting goods companies in China. Its position and role in the industry is no longer as simple as that of the leader, but more like a pioneer in the trial and error ahead of Lining.

For the domestic competitors who are in the rear, observing and studying Lining's initiatives in products, markets, channels, management and so on can give him some help and take some detours.

from the current situation, the difficulties and bottlenecks encountered by Li Ning Co are also met by domestic competitors.

From the high inventory to the channel confusion, from the swing of product strategy to the lack of resources integration, Lining is like a magnifying glass. Through Li Ning Co, we can not only see the problems of a company, but also have a good understanding of the disadvantages of the whole industry.

in the next ten years, China's sports brand market will enter a period of slow growth. In some years, the stagnation of development is not surprising.

Especially in sports less than a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a >, in the short term, it is very difficult for all brands to find a suitable breakthrough.

At such a juncture, who can find the export of differentiated competition first, who can build a new round of competitive advantage in the cold winter.

in order to solve their problems, Lining first made great adjustments in management.

Lining, the founder, returned to the mountains to introduce TPG's funds and management team, and drastically started his own channel to revive the plan.

It is precisely because of the urgent need to correct the mistakes made in the past few years that the Li Ning Co accounts in 2012 would be so ugly.

a lot of fees, and what is most worth mentioning is Lining's optimization and adjustment to the channel. Behind the surface shop numbers is a set of adjustment and support plans for retail channels.

Since the beginning of 2013, the channel management marketing mode of "guided orders, orders plus quick replenishment + quick response" has also been effective in a short time. After a few years, Lining finally succeeded in building several products with a high rate of selling out of the past.

but these are not the key to breaking the Li Ning Co or Lining himself.

The reorganization of management structure, corporate culture and sales channels is just to make the company return to the track of healthy development, and not become a loser in the era of macro-economic downturn.

The key to the real breaking point lies in the snatching of high quality sports resources and the expansion of the whole sports industry chain.

by the end of 2012, Li Ning Co and extraordinary China's "left-handed right-handed" stock trading event became a hot topic in the media. Because of the concept of "sports community" put forward by the extraordinary China, this move was interpreted by the media as a sign of Lining's attempt to enter the real estate industry.

but in fact, apart from working with some local governments to start several Lining sports parks today, the extraordinary China has not had much action in sports real estate, instead emphasizing its role in sports brokers and event operations.

As one of the main shareholders of Li Ning Co, China has won the exclusive right to host the finals of the Chinese Badminton Open, the Asian Badminton Championships and the world badminton super series, and has begun to enter the cross industry integration of sports industry and entertainment industry.

The "sports community", which was originally emphasized by the media, is now excluded from the core business by the extraordinary China and is classified as a "fraternal organization" column.

The appearance of the extraordinary China shows that Lining himself has stepped out of the inherent train of thought that he only sells sporting goods, instead of seeking new development in sports star brokers, sports events management, marketing and consulting. With the continuous popularization and maturity of all kinds of sports events in China, it will be a broader market than sports goods industry itself.

Moreover, it also allows Li Ning Co to build a unique advantage in the homogenization competition of domestic sports brands.

Apart from Li Ning Co, Citroen and red bull, there are also Li Ning Co's biggest competitors in the badminton market, Yonex, and Anta, which surpassed Li Ning Co last year and topped the list of domestic sporting goods.

if we can stroke the relationship slightly, we can find such a strange but very reasonable state: as a company under Lining's control, extraordinary China is responsible for the marketing and promotion of a Anta company, a Yonex company's star and a sponsorship event. The signing star Lin Dan of the China Sports holding company, Lining, plays a competition in the event of the Great China operation and takes part in all kinds of business promotion activities organized by the company.

Lining's left and right hands formed a resultant force.

recent example is that Li Ning Co successfully signed the CUBA and CUBS of China University Basketball League, and successfully monopolized the major basketball matches including primary and high school, CUBA, CUBS, NBL and CBA. Only the last "fat" of the national team has yet to be included in the capsule.

It is the extraordinary China that is responsible for the operation of CUBA and CUBS.

this is the key to Lining's failure.

Jumping out of the competition of sports industry, the industry will extend its tentacles to the whole chain of sports industry, and make use of its overwhelming advantage in sports resources and sports organization marketing to boost the recovery of sports industry.

In the next 1-2 years, Lining's financial statements will not be very good. But as long as the above plans are implemented properly, I believe Lining will be the first successful domestic sports brand to go ashore.

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< lame > > PEAK > .

as Lining's "difficult fellow", PEAK's self-help way is not very different.

December 2012, a news of PEAK's acquisition of Lining was made, and the industry was in an uproar.

At that time, a publication called "China's economy and information technology" revealed to the outside world that the chairman of PEAK had wanted to "restructure" with Lining in 2010, but failed.

2 years later, along with Lining's turbulent adjustment period, the news that the annual deficit of 2 billion does not seem to be lively enough. Such an outflow of news which cannot withstand careful scrutiny is about to ignite the climax of public opinion.

Although the topic "P" has been clarified soon, it also presents the impetuous style of the whole domestic sports brand industry from the side.

If Lining's impetuosity originates from the blind expansion caused by overconfidence, the impetuosity of the Jinjiang department brand represented by PEAK is reflected in the short term achievements of the signing of the resource operation and the momentum, and the neglect of the deep development and construction of products and channels, leading to the situation of "limp" going forward.

from PEAK's operating information, the company has tasted the pain of "lame" going forward.

Compared with Lining, the number of shops in PEAK is nearly 200, but the revenue recorded in the half year is only 1 billion 173 million yuan, which is only 40% of that of Lining. In terms of profit margin, the gross profit margin of Lining reaches 43.6% and PEAK is 34%--, which is in sharp contrast to the description of "Li Ning Co's cost control and internal management control far inferior to PEAK" in the news of PEAK's acquisition of Lining.

from the brand exposure rate, PEAK should be the top three sports brand in China.

Thanks to the effective operation of the contracted resources, PEAK has already had a strong brand influence both at home and abroad.

From NBA, FIBA to WTA, the long PEAK signing list has raised the brand's popularity in the minds of consumers.

PEAK's vision and means of signing a contract are truly unique in the operation of domestic sports brands.

This company is especially good at signing some players who do not seem to be very conspicuous, but their team is deeply concerned by domestic fans and can always play a decisive role in crucial moments. Sean Battier's long term is the best example. Later, PEAK began to sign some veteran players, such as Jason Kidd and Toni Parke, who have great strength but are not valued by other brands. Most importantly, because PEAK has enough players and large coverage, PEAK has signed the three or four player who has entered the playoffs, so that PEAK's signing players can always become the NBA champion in recent years, and PEAK's "champion law" has spread like wildfire. At the beginning,

but the emergence of "champion law" can not cover many problems in PEAK's products and channels.

At the beginning of the "P", PEAK's problem focused on the problems such as the original product, the style design and the low level of material technology. Battier's previous generations of ball a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > had obvious imitations, and the sexual energy was not satisfactory.

Later, PEAK set up a complete design and creative team in Beijing, and began to introduce the most original high-end star style. However, due to the limitations of factory technology and cost control, the market of these stars is not satisfactory.

for example, Sean Battier's sixth generation of war boots, after listing, had a large number of goods falling off the bottom of the forehand, which led PEAK to modify this problem. Another kind of mid team team shoes provided to several NBA stars, from the design to the top of the ball to the final version of the listing, took 3 years. Until now, there are still players who will be wearing the sports shoes in the competition. This is somewhat unexpected in the industry practice of changing the star style one year to half a year.

the most important problem is that PEAK has strengthened its design and research in the middle and high-end style, but has not been able to attach importance to the low-end style. Moreover, most of PEAK's resources are concentrated on basketball, resulting in few products in the field of running shoes and casual shoes. This is basically the same as walking on one leg in the domestic sporting goods market. The mainstream of domestic sporting goods consumption is still dominated by middle and low running shoes and casual shoes. Although PEAK has made the first share in the field of basketball shoes, it has not helped to improve its performance in the whole market.

"P >" and PEAK's channel construction has been far behind the first team led by Lining and Anta. Whether it is the management of the dealers, or the design and display of the front line stores, PEAK has slowed down. Compared with the same camp at 31st degree, Hongxing ERK, it is also a little lower.

At present, apart from continuing to close stores and clean up inventory, it seems that it is hard to see that PEAK has already got rid of the "lame" dilemma of P.

In some ways, PEAK's dilemma is also a microcosm of Jinjiang's brand.

After being used to smashing money, signing stars, advertising, and waiting for dealers to place orders, some enterprises have already lost the ability and enthusiasm to adjust themselves, and the industry shuffle is imperative.

finally, it is worth mentioning the way of China's "winter".

6 years ago, the trend of sports in China made the concept of sports and fashion make the kappa professional sports brand become a fashionable sexy representative in China. Its market value once surpassed Lining and attracted many companies to follow suit. After 6 years, China's trend was less than 400 million in the first half of 2013. If it were not for the support of Japan's regional business and the massive financing of IPO, and the subsidy for the return of several funds invested by the company (China's investment in Mcglaughlin, Alibaba's Yunfeng fund, CITIC sandwich fund, fusion Fund), its performance would be even more ugly.

a sports product company has to rely on the proceeds from investment to fill the hole in the main business. Is this a commendable ability or an indescribable sadness?