Media Line Tracks The Market Trend Of Domestic Sports Brands

A year ago Heavy pound The Gome sports officially announced that the Wanquan River store in Beijing was closed in January 8th. It has been less than a year since the high-profile debut. This means that the 5 years of the 100 store plan was badly defeated. Gome sports have the same worries, and Lining, Anta, PEAK and other domestic sports brands. 2011 is a bad year for them, and sales growth is obvious. slow down 。

People can't help asking, what's going on here?

The change of market structure is the most important reason. For sports brands, the most reliant youth market is shrinking as the birth rate drops. Statistics show that the school-age population of the 6 to 14 years old compulsory education stage has decreased from 205 million in 2000 to 158 million in 2010, which has decreased by about 47000000. Relative to the market atrophy The domestic sports brands are increasing: Lining, Anta, PEAK, 31st degree, noble bird, XTEP, Hongxing Erke, Dell Hui, Qixi... The market cake that can be divided naturally is few.

At the same time, per capita income is rising. At present, the average annual income of residents in the second tier cities has reached US $4000. The rising purchasing power of individuals has opened up the market price gradient, but domestic brands are trapped in the low and middle level. At present, in sports shoes, sports shoes less than 400 yuan account for 52% of the total market, while all Chinese brands occupy the market share within 400 yuan, plus these. brand Similar marketing methods, similar type of products, serious homogenization of products, and declining performance are also reasonable.

In the face of market decline, domestic brands have made some efforts, such as Lining launched the brand spanformation strategy in 2010, replaced the logo, and the slogan changed from "everything possible" to "make the change". However, the effect is not obvious. In the two quarter of 2011, the order situation showed that the number of clothing products and shoes products orders fell by more than 7% and 8% respectively. Li Ning Co's share price fell nearly 20% after the announcement.

It should be said that the domestic sports brand does not have no advantage. Lining's design ability does not lose to Nike and Adidas; Anta and PEAK have strong capabilities in manufacturing. But these abilities have not been effectively utilized. Whether Lining or Anta, their product line is very long, from hairpin to sportswear to sports equipment, as long as sports related, have their products. This can certainly make the most of the brand, but the inevitable problem is that it is hard for any product to leave a deep impression on the consumer's mind.

Therefore, in the face of market changes, the domestic sports brand needs to be promoted from the previous purely brand promotion to the fist product, focusing on the huge product line, concentrating on a certain category, a certain type or even a certain product, forming a distinct distinction from other brands, and speaking on the market with its own trump card products. In the final analysis, only products with excellent quality and distinctive characteristics can leave a good brand experience and deep impression in the minds of consumers. This is the fundamental reason for the brand's everlasting prosperity.