With The Advent Of The Olympic Economy, How Can The High Inventory Shoe Industry Take The Opportunity To Reduce Its Burden?

"Through the efforts of the two Olympic cycles, we have completed the registration in 100 countries, extended the products to 100 countries and regions, and strived to achieve international sales revenue of RMB 10 billion yuan in 10 years."

PEAK CEO Xu Zhihua recently announced the Olympic marketing strategy, so far, including Anta, XTEP, 361 degrees and other sporting goods brands in Fujian.

All of them surfaced.

Who can earn more eyeballs and favor may not be the focus, how much inventory can be removed and the bosses will be more interested.

"Inventory can't be sold in three years."

This is the phrase that began to circulate in the circle. The ten years of Fujian sports brand's annual growth of 30% to 50% have become the past. The high inventory crisis has become a problem that every sporting goods company must consider carefully.

Take Lining, the elder brother, for example. In 2011, the stock of Lining was 1 billion 133 million yuan, up 40.57% from the 806 million yuan a year earlier.

In the same period, Lining's net profit was only 386 million yuan, down 65.2% compared to the same period, and the stock of PEAK increased by 25.67%.

The amount of stock in China has increased by nearly 6 over the previous year, and Anta and XTEP have not been spared.

According to PEAK, active control of inventory is imminent.

"The eye effect created by the Olympics can stimulate sales in the short term."

Industry insiders Mr. Lin said that many sports brands in Fujian thought that the marketing effect of London Olympics was limited, but the Olympic marketing strategy remained the most critical task for most enterprises this year.

"4 years ago, during the Beijing Olympic Games, sales performance rose sharply. This year, domestic sports brand enterprises have been troubled by high storage pressure.

Under the pressure of inventory pressure and the obstruction of channel expansion, everyone hopes to bet on the London Olympic Games to break through the current predicament.

Liu Xiang, deputy director of PEAK public relations, said.

More than two months before the opening of the Olympic Games, Anta announced the launch of the Olympic marketing strategy and will cooperate with the "Chinese home" established by the Chinese Olympic Committee.

In fact, 3 years ago, Anta, through nearly a year of arduous negotiations, became the "strategic partner" of the highest level of the Chinese Olympic Committee.

At the same time, 361 degrees for the CCTV sports report group and three Chinese Olympic team to create Olympic equipment, fully support the Chinese sports Corps in 2012 "London action"; XTEP tailored for the Justin Gatlin "Olympic boots", at the same time named sponsorship of the Chinese synchronized swimming team; Hongxing Erke sponsored Iran, South Africa, Uzbekistan three Olympic delegation.

PEAK also took the sponsorship of the 7 National Olympic Committees of New Zealand, Slovenia, Algeria, Lebanon, Iraq, Jordan and Cyprus in one fell swoop, providing them with sports equipment such as the award dress and the match jacket, becoming the Olympic marketing battle, and the number of the signing group is the number one of the domestic sports brands.

Mr. Lin said that the Olympic Games could only be played in the coming year.