Domestic Sports Brand Transformation Into Retail Trend

Less than p days ago, China's trend of KAPPA parent company, which just announced its achievements last year, indicated that the proportion of self operated a href= "//www.sjfzxm.com/news/index_s.asp" > /a > has exceeded 20%, and mastering the retail terminal has become the common choice of the domestic sports brand in the face of a great deal of success. < /p >
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< p > in the view of the industry, the wholesale mode has gone to the end of the sports industry, and the transformation of sports brand to retail has become a trend. But managing five thousand or six thousand stores frequently is a new problem for branding companies. < /p >
< p > "our company is on the right track and has successfully reversed its business decline. However, the weak channel partners still face many challenges." Li Ning Co said in its earnings report that it has performed well in clearing channel inventory, but distributor business is still not improving. Li Ning Co's strategy is to "increase the number of proprietary shops and regular shops". < /p >
< p > data show that the number of Lining shops increased by 46.8% to 926 from the end of 2012, while the number of dealer shops decreased by 14% to 4989 compared to the same period. At the same time, the latter accounted for 64.7% of the total sales revenue, while the share decreased by 10.9% compared to the same period last year, while the share of direct sales revenue increased by 10.6% to 32.6% over the same period of 631. < /p >
< p > < < a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > people in the clothing industry believe that the sales of local brands depend on agents in the past, the circulation of information in the whole industry chain is not smooth, the best-selling products are out of stock, and the backlog of mediocre products is a common phenomenon in the industry. Direct stores can learn more about the terminal market demand and provide the most direct feedback for brand operation. < /p >
Chen Yihong, founder of P, has publicly pointed out that Chinese companies are large wholesale models, and brands do not control retail channels. The whole industry is faced with the difficulties of "brand + large wholesale". "As long as you sell wholesale, the sales volume has already been formed for branding, it will not pay attention to the change of the retail side." < /p >
< p > at present, all sports brands, including China's trend, are trying to get through the "governor's two pulse" of the market from the retail end. China's trend last year's annual report shows that retail stores decreased by 826 compared with 2012, only 1183, the least listed among the six largest sporting goods companies. There are 272 self operated shops, accounting for 22.99%, accounting for the highest proportion among the six major sports brands, while the proportion of self operated sales has reached 18.7%. < /p >
Anta has tasted the sweetness of retail transformation compared with the brand that Lining and Chinese trends are exploring. < p > Although both revenues and profits were reduced last year, the number of orders for Q1, Q2 and Q3 increased for three consecutive quarters in 2014. Anta believes that the "retail oriented transformation" started in 2013 is taking effect gradually. < /p >
< p > in the eyes of the industry, the sports brands that go deep into the retail terminal know more about the "a href=" //www.sjfzxm.com/news/index_s.asp "> market" /a "and the needs of consumers, which are becoming more and more differentiated. However, compared with the brands who are vigorously throwing money into the channels, the products that carry the brand image of the company are not strong enough. < /p >