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In 2014, China's sporting goods industry seems to have come out of signs of haze. In March 2014, Li Ning (expanding site selection information) announced its 2013 full-year results. Although sales revenue still declined, the loss area has narrowed; in April 2014, Anta 2014 Q4 trade fair data display Anta has achieved a high number of single-digit orders for three consecutive quarters, and same-store sales have also seen year-on-year growth. The performance of several other major domestic sportswear companies has also improved compared to 2012.
The performance recovery is obviously closely related to the transformation of various companies. In the recent sports industry summit, Anta Board Chairman and CEO Ding Shizhong said that the way out of the sporting goods industry is innovation, not just product innovation, but also marketing. And business model innovation. In the past year, Anta has taken the lead in warming up with its retail transformation business model and precise product positioning. The data of 2014 trade fairs have started to turn positive, and the market value has also grown significantly, which has almost reached the combined market value of several other listed companies in the industry.
The extensive development of the golden decade has been the golden decade of the sporting goods industry in the past decade. During this period, the Chinese sportswear industry maintained an annual rapid growth of 30% to 50%. The rapidly expanding Chinese market has achieved ANTA, Li Ning, Peak, Hongxing Erke, 361, Xtep and a number of local sporting goods brands. In the words of Ding Shizhong's words, the past decade was an era in which people could make money with their eyes closed, and sports brands had the opportunity to occupy the market as soon as they expanded their store quickly.
However, this good day has come to an abrupt end since the beginning of 201, and the whole industry of sporting goods collectively fell into a vicious circle of declining performance, clearing up high inventory, and continuing to close stores. Li Ning, Anta, Peak, 361, China Trends, Xtep, etc. The total number of sports stores that have closed stores exceeds at least 3,000.
On the face of it, the inventory overstock caused by overcapacity and rapid expansion is in fact a change in the supply and demand relationship of the market. Nowadays consumers’ demands for brands have gradually changed from satisfying basic needs to becoming personalized and cost-effective. Personalization is also required and functionality is also required. Traditional sports products use more distribution levels, have a longer time to market, and have a slow market response. This has led to a gradual disconnect between products and the market, coupled with the impact of fast fashion products. Fall into the bottom. Zhang Qing analysis. In the past decade, China's sporting goods companies basically adopted the wholesale + brand model. Because the external environment is good, for sporting goods companies, they only need to vigorously build brands, sign up for various race resources, sign sports star celebrities, If the brand is approved by the dealer, it can quickly open stores and expand channels.
The core of the brand+wholesale model is that brand owners do their business and then wholesale the goods to dealers. For brand owners, the entire business activity ends here. As for whether the goods are ultimately sold to consumers, it is How to sell to consumers, consumers feedback, these content brands do not need to consider.
However, the hidden dangers of the brand + wholesale model have always existed. An Jie Zhiyang consulting company chief analyst An Jie told reporters that brand manufacturers manufacture products, wholesale to distributors, and then distributors sold to consumers. Whether this product is really a favorite of consumers, brand owners and distributors are in the dark. Moreover, the brand + wholesale model adopts a fixed ordering mode. Dealers place orders at the order meeting. The brand dealers deliver the goods to dealers and the entire business activity is over. Even in the actual sales process, a product is particularly popular, or a product is particularly difficult to sell, there is no way to be flexible adjustment, special selling products will be sold out, and dealers can not replenish, especially not
China's sporting goods industry seems to have signs of going out of its shadow. Date: 2014-06-28 11:35