Opening Year Test, Sports Brand Continues To Strengthen Online Sales

So far, the outbreak of the new coronavirus has not yet been effectively controlled. Due to its impact, many enterprises have suspended most of the stores' business and are facing more and more serious situations.

The appearance of the new coronavirus epidemic is like giving the enterprises a "big exam". And sports brands did not give up to survive, but actively face. In recent years, quite a lot of sports brands have been making great efforts to strengthen online sales, constantly promoting sales to friends circles, WeChat groups and sales platforms with very low discounts.

From past years, because people have the habit of "wearing new clothes for new year", generally speaking, the two weeks before the Spring Festival is the peak sales period of sports brands, so almost all sports brands will launch a variety of special Chinese New Year holidays to cater for the needs of consumers.

Unfortunately, due to the impact of the new coronavirus epidemic this year, the sports brand failed to usher in the peak sales before the Spring Festival. Even enough stock has become a hot potato. Plus, by the end of the first fifteen months of last year, most of the consumers will work and live normally. As a marketing point, Valentine's day and the all star game of the US professional basketball league will stimulate consumption again.

But nowadays, it is the critical period for the whole nation to fight the whole nation, and also leads to the very difficult business of sports brand under the line. Plus all kinds of fixed expenses. Wages, rents and so on are still needed, so the sports brand is facing a great challenge.

However, in the face of the current market situation which is very not optimistic, many enterprises have shifted the main force under the line to the Internet, and even some enterprises have started their employees to start micro businesses and anchors.

As can be seen from Tmall, a lot of enterprises have greatly strengthened online sales and constantly attract customers by discounts. For example, Lining launched a member activity, up to 499 yuan or 50 yuan, but relatively speaking, the discount rate is relatively small. However, the discount of XTEP will be up to 400 yuan or 50 yuan.

Anta is launching a campaign called "opening season Juhuasuan". It consums 398 yuan in Anta Tmall store, which can be reduced by 100 yuan, and there are more stacking coupons to distribute. Anta group's relevant electricity supplier director said that in January, the group's e-commerce business has already overfulfilled its target, and sales in February will also be expected.

Some sports brand related responsible persons disclosed that although the epidemic does have a certain impact on sales, but now that the company is ready for emergency response plan, so now everything is in the controllable range, and now the main focus is to vigorously develop online sales.