Interpretation of the domestic market sports brand changes

Editor's note: Changes in the market are the most important reasons. For sports brands, the most dependent young people market is shrinking as the population's birth rate declines.

GOME Sports, which was launched a year ago, officially announced that its Beijing Wanquanhe store had been closed on January 8. From the high-profile debut to less than a year, GOME sports only two stores have closed. This means that its five-year 100-store plan has suffered a major setback. The same troubles with GOME sports include Li Ning, Anta, Peak and other domestic sports brands. In 2011, for them, it can be described as a negative year. Sales growth has slowed down significantly.

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

The change in market structure is the most important reason. For sports brands, the most dependent young people market is shrinking as the population's birth rate declines. According to statistics, the school-age population aged 6 to 14 years old in the compulsory education stage has decreased from 205 million in 2000 to 158 million in 2010, a decrease of more than 47 million. Compared with the shrinking of the market, domestic sports brands are constantly increasing: Li Ning, Anta, Peak, 361 degrees, elegant birds, special steps, Hongxing Erke, Deerhui, Qixi, etc..

At the same time, per capita income continues to increase. The per capita annual income of residents in second-tier cities and above has reached 4,000 US dollars. The rising individual purchasing power has opened a market price gradient, but domestic brands have been trapped at the low-medium level. At present, in sports shoes, sports shoes within 400 yuan account for 52% of the entire market, and all Chinese brands are within 400 yuan to seize each other's market share, and these brand marketing methods are similar, similar models, product homogeneity Seriously, the decline in performance is also reasonable.

In the face of the market decline, domestic brands have also made some efforts. For example, Li Ning launched a brand transformation strategy in 2010, replaced the logo, and changed the slogan from “everything is possible” to chr(34)make the changechr ( 34). However, the effect was not obvious. In the latest quarterly orders for the second quarter of 2011, the number of orders for apparel and footwear products fell by more than 7% and 8%, respectively. After the announcement, Li Ning's share price fell by nearly 20%.

It should be said that domestic sports brands are not without advantages. Li Ning's design ability is not inferior to Nike, Adidas; Anta, Peak, has a strong ability in the manufacturing sector. However, these capabilities have not been effectively used. Regardless of whether Li Ning or Anta, their product lines are very long. From hair bands to sportswear to sports equipment, as long as they are related to sports, they have their products. This of course can maximize the use of the brand, but it brings an inevitable problem is what kind of products are difficult to leave in the minds of consumers ingrained.

Therefore, in the face of changes in the market, domestic sports brands need to rely solely on brand promotion to promote the promotion of competitive products, focus on a large product line, and focus on doing a certain category, type, or even a product. The obvious distinction of other brands is to use their own ace products to speak in the market. In the final analysis, only products with excellent quality and distinctive characteristics can leave a good brand experience and a deep impression in the minds of consumers. This is the root of the brand's long-lasting prosperity.