Domestic Sportswear Is Hard To Come By.

The smell of winter is strong.

According to China

PEAK sports released a report released by the company, as of September 30th this year, its authorized retail outlets in China were 6739, compared with 1067 at the end of last year.

The order of PEAK sports is also not optimistic. The total order volume in the second quarter of 2013 decreased by 20%-30% compared with the same period last year.

PEAK sports issued a profit warning shows that the first half of this year is expected to decrease significantly compared with the same period last year, attributable to this year's industry wide inventory adjustment and weak economic conditions on the group's sporting goods demand has a negative impact.

In this regard, PEAK CEO

It seems that the closure of stores seems very sensitive, but from the industry perspective, the closure of stores is essentially a process of survival of the fittest.

The data from Lining group are also not optimistic. In the first half of 2012, Lining Group continued to push ahead with the change of sales channels. Based on the newly opened 248 stores, the company made a profit assessment, adjusted its operation structure and closed 1200 inefficient stores, which accounted for 15%.

As of June 30th, the number of shops in Lining's regular stores, flagship stores, factory stores and discount stores was 7303, which was 952 less than that at the end of 2011.

In addition, the total number of stores in Anta sports has decreased by 110 this year.

Internet marketing expert Jiang Yunlu believes that sports brand enterprises are facing not only the homogenization competition pressure of the same industry, but also the market of casual wear.

As more and more fashion apparel brands emerge, consumers have more choices.

In fact, before the emergence of a large number of Chinese casual wear brands, the domestic sports brand clothing has partly assumed the functions of some casual clothes. Now casual clothes are gradually decomposing the sports brand clothing market, and with the development of e-commerce, many low price products meet the consumers' demand for online shopping.

"Lack of" brand characteristics

Obviously, sports

The market is weakening overall.

The performance of the domestic sports brand is more like riding a roller coaster.

The development trajectory shows that in the past few years, the domestic sports brand has gone through an explosive growth process.

The 2008 Beijing Olympic Games brought unprecedented opportunities for the development of Chinese sports brands. With the enthusiasm of consumers aroused, commercial sponsorship, advertising marketing and the listing of Hong Kong stocks, many sports brands won sufficient capital and business development momentum.

In the process, many sports brands have opened a large number of stores in the two or three tier cities, on the one hand, they provide "achievement" for the listing of Hong Kong stocks, and at the same time occupy the two or three line city market through this way.

However, because of the huge inventory and consumer market shrinking, sports brands are having a hard time.

"Closing the door is something unexpected."

In an interview with reporters, He Junfeng, chief planner of China Southern fashion brand alliance, said that the rise in store rentals and human resources had made it difficult for sports brands to survive. At the same time, the homogenization of sports brands in China was serious.

"The most important thing is that after the 2008, the domestic sports brands, in order to seize the market, mostly expand in a rough way, ignoring the service and brand building."

PEAK sports CEO Xu Zhihua is not so pessimistic: "in fact, as early as last year, we began to deal with the market changes, through optimizing channels, improving the efficiency of single store and increasing R & D investment and other measures, by enhancing the reaction speed and flexibility of the terminal, in order to cope with the industry fatigue period in the next two to three years and strive for the first recovery."

It is understood that PEAK's "seventh generation stores" have begun to pilot in some areas. It is estimated that by the end of 2013, nearly 1000 stores will be upgraded.

In the winter of sports brand, Du Yanhong, a consultant in retail industry of CIC, analyzed the current business environment of sports enterprises in a depressed environment, and the demand for sporting goods was relatively low.

And boxing is aimed at better punching. "At present, some closed businesses are closed, which can reduce the operating costs of the company and concentrate on developing quality stores."

From the development trajectory of domestic sports brand, we can see that in the past few years, the domestic sports brand has gone through an explosive growth process.

"Due to the fact that the development of brand characteristics has not been paid attention to in the process of rapid expansion, the competition of homogenization has become serious. Now that too many sports brand stores are crowded together, the competition between them is becoming increasingly fierce. There are many inefficient stores in these stores, which have poor management and management effectiveness."

Jiang Yunlu said.

Xiong Xiaokun, a light industry researcher at CIC consultant, told reporters that the development mode of domestic sports brand "horse race" and "quantity win" has been difficult to continue. Labor and rental costs have risen and the homogenization of products is serious.