Spring Is Getting Stronger And Sports Brands Are Becoming More And More Popular.

< p > after XTEP announced that it would close 100 to 200 stores this year, Germany's PUMA Puma, the third largest sports brand in the world, also announced that it would close more than 90 unprofitable shops.

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"P" is the same as in the two consecutive quarter of growth inflection point, Nike began to increase inventory clean-up efforts.

Recently, there are reports that Nike plans to open 40 to 50 factory stores this year, which is far more than before. At the same time, the new factory stores will expand from the first tier market to the two or three line market, and the discount will be maintained at three to sixty percent off.

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< p > "at present, the whole industry is in urgent need of inventory clearance.

Once foreign brands such as Nike and Puma increase their discount, the blow to domestic sports brands will be fatal and their inventory pressure will be greater.

Recently, Zhou Zhifeng, who was the director of the clothing department in Qingzhou store, told reporters.

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< p > < strong > "buying genuine goods is not cost-effective" < /strong > < /p >

< p > recently, the reporter came to the Ji'nan Sports Center store of GUI he shopping center and gathered a lot of consumers in the Nike season changing discount shop on the ground floor. Compared with Nike's only 10 meters away, the shops are all too few.

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< p > in the Nike season changing shop, a black < a href= "//www.sjfzxm.com/news/index_h.asp" > knitted < /a > discount price is 219 yuan, while in the positive shop, the knitted a href= "//www.sjfzxm.com/news/ index_c.asp" is more closely matched with its color and style. The listing price is 479 yuan, and there is no discount.

At the same time, Nike's seasonal discount shop also has two shelves with "super value clearance" logo, and the discount price of single products, such as coats, sweaters and sports pants, is 199 yuan, and the discount rate is about seventy percent off.

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< p > Wang Xin, who is buying a href= "//www.sjfzxm.com/news/index_f.asp" > sports pants < /a > at Nike's seasonal discount shop, teaches at a Career Technical College in Ji'nan. She often goes to sports brand discount stores to buy clothes.

"In the past one or two years, I have found that more and more discount stores of major sports brands, and more and more discounts, and foreign brands such as Nike, Adidas, Puma and so on have joined in. It is not cost-effective to go to Lining, Anta and other domestic sports brand stores to buy positive clothing."

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< p > the Puma store located on the first floor of the shopping center sports center in Ji'nan. Half of the shops are selling new models just now, while the other half stores are selling three to half off of the last year's inventory.

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< p > < strong > domestic brand turnover is hard > /strong > /p >

< p > it is understood that due to the intense competition in the brand, the overcapacity of the industry and the serious accumulation of channel stocks, the total inventory of 6 domestic sports brands, such as Lining, Anta, XTEP, PEAK, and China, reached 3 billion 721 million yuan in the first half of last year.

The 6 domestic sports brands have begun to adjust their channels and business models. Last year, the major brands had different scale adjustment.

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At the same time, all major domestic sports brands began to adopt flexible purchasing mode instead of blindly pursuing scale growth, such as actively adjusting the order size, canceling some unproductive orders, strengthening replenishment, strengthening cooperation with channel and strengthening terminal retail capacity, thereby reducing the pressure of channel inventory. P

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< p > "this year, domestic sports brands are basically clearing inventory and channel reform, and facing foreign competitors' surprise, it is hard to answer."

Zhou Zhifeng said.

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< p > for this, the key way of sports Consulting Co., Ltd., CEO Zhang Qing, believes that domestic sports brands have entered a rather difficult period. "Over the past 10 years, the sporting goods industry in China has gone through a period of high growth, mainly due to the pursuit of leisure life by the urban population.

But nowadays, people realize that leisure lifestyle is not dominated by sports. When fast fashion and casual leisure products fill the market, the sporting goods industry will enter "cold winter".

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"P >" in Zhang Qing's view, "the sports brand movement in China is weak and homogeneous.

If we want to break through the bottleneck, we must segment the market and set up global influence from the aspects of design, technology, supply chain and so on.

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