International Shoe Cards Seize The Opportunity Of The Olympic Games, And Local Brands Feel Embarrassed.

Sports brand is a small industry with smaller market capacity and consumers' convergence. There is almost no product differentiation among domestic sporting goods companies.

In addition, Nike and other major international brands take the whole market by cutting prices. At present, enterprises are experiencing the most difficult time, and the valuation of sports goods listed companies will also be suppressed.

One industry insider is talking about China at present.

Market situation.

Although there are less than 100 days to go before the opening of the London Olympic Games, it seems that 2012 is not easy for local sports brand enterprises.

On the one hand, due to the lack of highlights and homogeneity of local sports brands, on the other hand,

Since 2011, Nike and Adidas have begun to enter the two or three line shoes and clothing market in China. For local brands, both the price and the cost performance have a certain distance from the international famous brands, resulting in the local sports brands unable to predict the market situation, blind production and being unable to breathe under the pressure of "high inventory". Therefore, the search for profits has become a "difficult road".

It is understood that there are 3016 footwear manufacturers in Jinjiang, Fujian, with an annual output of 1 billion pairs of shoes and an output value of more than 70 billion yuan.

Among them, sports and tourist shoes account for 40% of the total output of the country and 20% of the world's total output.

Roughly estimated, only sports shoes produced in Quanzhou and Jinjiang are more than 500 million pairs a year.

"Jinjiang's sports shoe factory does not start in 3 years, and it is estimated that the shoe here will not be sold."

A staff member of a shoe accessory in Jinjiang said.

Therefore, when you walk through the streets of Quanzhou, the major sports brand stores are visible.

At the entrance of the shop, there is a discount, except for the job advertisement.

Reporters have noticed, whether Anta, XTEP, PEAK or 331 degrees, this year's new products can play 30 percent off, 20 percent off, and some last year's style, and even sold for 70 percent off.

Behind this wave of discounted sales, the hidden fact is that the major sports brands are trying to digest inventory by lowering prices.

In fact, Nike, Adidas and other international famous brands have launched an offensive not only for the adult sports market, but also for the Chinese children's shoes and clothing market. In recent years, sports brands such as ADI, Nike and others have extended their product lines to the middle and big children's field. They are also important sentinel posts in the Chinese market. In addition to ADI and Nike, the German fashion sports R100 teenage dress entered China in 08 years, and in a few years, they have made remarkable achievements in the industry.

Industry analysis "product homogenization is serious, brand low added value is caused.

The main reason for setbacks in competition.

Although local sports brands can compete with international brands in terms of size and volume, they are far from the old international manufacturers in terms of technology, products and brand culture.

At present, local enterprises are committed to changing this situation.

PEAK group CEO Xu Zhihua said in an interview with the media that he hoped to get consumers' approval through the refinement and professionalization of the products. "It is not difficult to achieve breakthroughs if we sink down."

It can be seen that there is no brand difficulty in the market of sports shoes and clothing. The main problem is how to make products and how to make innovative and technological products. Therefore, only by breaking the homogeneity and local sports brands can we get out of the current development dilemma and get the confidence and capital that we can compete with internationally famous brands.