The Concave Reflection Of China'S Sports Brand "Foreign Retreat"

In 2009, it was a year of loss of foreign sports brands.

March 2009, the world Sports Nike, the product owner, shut down its only Taicang factory in China, and then reduced orders to OEM companies. Second of Adidas in the world released a gloomy earnings report after being reported "1 billion stocks". Its sales revenue in the first half of the year dropped by 2% to 5 billion 30 million euros, and its profit dropped 95% to 13 million euros compared with the previous year.

Things are far from over.

According to the latest quarterly financial report released in 2009 of 9-11 in December 17, 2009, as of November 30th, the revenue of Nike Greater China was 404 million US dollars, down 3% compared with the same period last year, while the sales of another sporting goods giant Adidas in the Chinese market is not optimistic. Its latest third quarter financial report shows that sales have declined 7% in the third quarter compared with the negative growth in two consecutive quarters, the largest decline since 2009. In addition, MIZUNO, Japan's biggest sports brand, also closed down 200 stores in China, while Puma, a German sports shoe company, reported a planned closure of its 1/3 stores at the end of 1 this year. BELLE, Daphne and so on fade out of the international sportswear agency business.

A series of negative news and gloomy achievements not only make people exclaim: International motion What exactly is the brand business? At the same time, the local sports brand enterprises are just like a rainbow. After a series of listing (following the trend of China, Lining, Anta, XTEP and 361 degrees, PEAK) landed in Hongkong capital market in September 29, 2009 and became the sixth sporting goods company listed in Hongkong. After the merger and acquisition craze, they showed their beautiful "report cards".

In mid August 2009, Anta launched the first 09 year's interim report. As of the first half of June 30, 2009, its turnover increased by 27.7% over the previous year, reaching about 2 billion 820 million yuan, gross profit margin increased by 2.6 percentage points, and net profit increased 40.1% over the same period last year. In August 26th, Lining also released the interim results report. The company's revenue grew 32.4% to 4 billion 52 million yuan in the first half of the year, and its net profit increased 41.6% to 473 million yuan. In terms of net profit, Lining first surpassed Adidas, the world's second largest sporting goods company.

A series of data is illustrating that over the years, the market structure dominated by Nike and Adidas has been gradually disintegrating in the domestic sports industry. With the rapid rise of a series of domestic sports brands such as Lining, Anta, PEAK and XTEP, the sporting goods market in China is now showing the trend of "ocean retreat and privatization" since the financial crisis.

In this regard, Peak Xu Zhihua, chief executive and executive director, said frankly that in the next few years, China's sports brand will enter the top five in the world.

Then, can this prediction be realized? What on earth has led to the glory of international sports brands? Is the trend of domestic sports brands advancing in stages or a trend in the future?

Interview outline:

1, what do you think of the trend of China's sporting goods market?

A: a careful person will find that from the twenty-seventh Olympic Games in 2000 to the twenty-ninth Beijing Olympic Games in 2008, the medal ranking of the Chinese Olympic team is third, second and first respectively. The Chinese sports, which has been hovering in fourth places for many years, has steadily climbed to the top of the world since 2000. During this period, China's economy, China's consumption and all walks of life in China have undergone tremendous changes. As far as apparel industry is concerned, the most important thing is the sportswear industry.

Before 2000, only a few of Lining's and PEAK's strong support for the brand of the domestic sports brand contended with many international giants such as Nike, Ardi and backrest. At that time, people still did not know Anta or XTEP. Since 2000, Anta has won the dream of winning millions of dollars in Kong Linghui's championship. The domestic sports apparel industry has set off a vigorous movement of "CCTV advertising + celebrity endorsement". Hundreds of "brand buildings" are just like rising overnight. The competition between the domestic sportswear brand and the foreign brand has gradually possessed the condition of "the wolf pack tiger". With the strong stimulation of the successful Olympic bid in 01 years, from 2000 to 08, it became the most brilliant and golden period in the history of China's sports apparel market.

So, in this beautiful golden period, how does the domestic brand make the wolf go to the tiger and turn the "Pro democracy retreat" into reality?

Just as the performance of the Chinese Olympic team in all previous Olympic Games after 2000, the Chinese domestic sports apparel brand after 2000 is also making a fierce fight with foreign brands in an exhilarating manner. The author concludes that there are about 3 deadly skills!

Kill one: flying knife technology

The secret of flying knife lies in "quick, accurate and ruthless". The domestic sports brand is perfect in this technique. 央视广告+明星代言可令品牌一夜之间在960万平方公里家喻户晓——品牌知名度建设何其“快”!大众化的风格、价格定位笼络了中国最大多数的消费者，而且他们的年龄和教育程度注定他们的消费特点以“知名度导向”为主要特征——国产品牌不失时机地掣出“传播制胜”的招式，出手何其精“准”!明星代言+央视广告动辄千万——砸钱做广告何其“狠”!起初，洋品牌对国产品牌的“飞刀”是不以为然的，毕竟在行业、在国际地位上的貌似“德高望重”“举足轻重”、实力上的“天壤悬殊”让洋品牌有足够的理由自信满满，绝不会因为国产品牌练“飞刀”就上赶着再多花钱去买中国消费者的小心。 Finally, relying on the "flying knife technology", the domestic brand has killed a blood route for itself, and has won the "base area" and "Jiefang District" which depend on survival and development.

Kill two: crotch axe

This skill is very terrible, {page_break}.

　　在04年前后，国产品牌的招商加盟政策拼得可谓“竭斯底里”!贴装修、送货架、承担转让费、免费铺货、贷款发货、广告补贴、零风险、零库存、保姆模式打造甩手掌柜等等，几乎造就了史上最诱人的特许加盟政策!接下来又以“萝卜加大棒”的方式推动“开多店、开大店”的开店运动，致使06年的昆山县城光安踏就拥有13家门店!不得不令人叹为观止!所有这些的首要目的就是抢占终端资源——你店都找不着了还怎么跟我竞争?!这就断了人的后路：你那啥都没了还出来混?!——勘称史上最决绝、彻底的釜底抽薪式“掏裆斧”!试想洋品牌怎可能这样比拼加盟政策?不出5年，国产品牌的门店如病毒般在960万平方公里的土地上恣意蔓延，有的品牌网点数量直达4000家，即便贵人鸟这样的后起之秀，在一个浙江很多小镇的单条街上就存活着两个门店之多，可想而知地市级的市 What kind of wonder is the dot density of the site? - at this point, the domestic brand's siege towards the foreign brand wolves is gradually forming.

Kill three: trump card

With the increasingly rational maturity of Chinese consumers, price performance has become the last resort of brand competition. This is the ultimate "mace" of the domestic brand for ten years.

Domestic brands use the "flying knife technology" to create brand reputation. Although they did not feel that the foreign brands gave people a sense of "high mountain and high mountain", they accumulated the general goodwill of the overwhelming majority of the people; and then, through the "crotch ax", the size and quantity of the outlets and the market density were most likely to be raised. Almost any place could see the domestic brands; while the foreign brands could only sigh for those rural roads; although they had tried to expand the share of the rural market, they were still "hard" and little effective compared to the "flying knife" and "crotch axe" of the domestic brands. Therefore, foreign brands do not take much advantage in brand reputation, and they lose domestic brands at the depth of the channel and density of the domestic brands. Moreover, the sports apparel products are currently homogenized and the technology process is spanparent and balanced. Under this premise, the domestic brands have always maintained "restrained" price positioning, while the foreign brands are still flaunting the "frightening price" (which is higher than many domestic brands such as Anta, XTEP and so on). In the face of the increasingly mature Chinese consumers, the foreign brands that once had a beautiful atmosphere gradually became self pity.

In addition, the outstanding achievements of China in sports, economy and diplomacy in the past 10 years have greatly encouraged the national pride and pride of the Chinese people. In addition, the domestic brands have lost the opportunity to play the national sentiment card, striving for a lot of consumers' sympathy and affinity, gradually abandoning the original favorite foreign brands and becoming the supporters of the domestic brands. After listing, the hard power of the domestic brands has increased sharply, and the domestic brands are "not bad money". They are sponsoring large scale tournaments, buying high specification communication resources, and making the brand PR public.

To sum up the reasons, the ten years' resistance war has created a frightening trend after the Olympic Games.

2, is this situation sustainable? What is the problem behind it? If we want to enlarge and extend this trend, what aspects of domestic sporting goods enterprises have great potential? What is the direction of future efforts?

Answer: whether the situation can last for a long time, I am afraid that both sides of the competition are still unable to answer exactly. But one thing is certain: domestic brands should maintain or even exacerbate this trend. "Beating the dogs" must keep their minds calm and not be arrogant. "We should spare the courage to catch up with the poor and not to sell the name to learn the overlord". We should be more self reliant, especially in product research and development and quality improvement.

3. How will this trend affect the future pattern of China's sports apparel industry?

A: the emergence of this trend is one of the signs of the great shuffle of China's sports apparel industry in the post Olympic era. The two brands of the ocean will have a short stalemate. Ultimately, the deer's hands will still be divided. At the same time, a lot of 234 brands of domestic brands either try their best to earn the first tier, or reluctantly give up the rapids and retreat. They also take their own "country road", or simply make a first-line brand processing plant, and make foreign trade output. All in all, this shuffle is bound to promote the formation of the polarization of China's sports apparel industry.

4, the international sports brand takes Nike as the representative, mostly adopts the typical dumbbell pattern, is only responsible for the research and development design, the brand management, other links basically outsourcing, for example, the production, the retail sale and so on; but the local sports brand, especially the Jinjiang department, represented by Anta, XTEP and so on, has adopted the "vertical integration" mode. From the product development design, raw material purchase, production and manufacture to distribution logistics, marketing promotion, retail and so on, the whole process of participating in the industrial chain links, how do you view these two modes? Do you think that the emergence of the "foreign retreat and civil progress" situation means the winning or losing of the two modes in the Chinese market?

Answer: the two mode itself can not be a crime of winning or losing. The "dumbbell mode" of foreign brands is heavy product development and brand management. Compared with the "vertical integration" mode of domestic brands, the intermediate links are easy to expose in theory. But in fact, foreign brands do not obviously lag behind domestic brands in terms of product supply timeliness, retail management and so on, and seem to be better than domestic brands in product R & D and brand management. Therefore, the two mode is not the main reason for "going back to the country".

5, recently, a big move of Adidas is: Reebok and its cooperation partner, Baosheng international, have signed a cooperation agreement and adopted the "China centric" approach to design and produce Reebok apparel products locally. The original intention is to realize the development of "short, flat and fast". In this regard, how do you think it is feasible?

Answer: too little information.

6, is this "foreign retreat" trend in sports apparel possible to extend to the entire garment industry? How big is the gap between domestic brands and international brands?

A: actually, it is common to see that the whole garment industry has entered the whole garment industry. However, it can not be said that the overseas brands are declining as a whole. However, some of the famous foreign brands gradually declined, such as sprit, JEANSWEST and so on, while some private domestic brands are flourishing, such as meatbang, CABBEEN and seven wolves. But in fact, the absolute share of foreign brands in the Chinese market is still very large. They are also the fashion leaders of the domestic apparel industry, such as JACK&JONES, Levi's, CK and so on. I believe that in a very short period of time, China's apparel industry will not be able to achieve the trend of "going back to the masses" on the whole.