The Sports Shoes Industry Will Enter The Era Of "Big Fish" And "Small Fish".

March 2nd dispatch 2010 multiple sports

A few days ago

According to relevant information, by virtue of outstanding performance in various sports events such as winter Olympics, World Expo, world cup and Asian Games, last year, several major sports brands in China increased by over 20%, and the scale of the terminals broke through the scale of "7000 stores" one after another.

Relying on the huge two or three tier cities in China

Like Lining, there are thousands of shops planning such as Anta, PEAK and many other "Jinjiang wolves" from Quanzhou.

Ding Shizhong, chairman and CEO of Anta's board of directors, said that by the end of 2010, the number of Anta stores has exceeded 8000. In 2011, the number of stores in each brand will exceed 10000, and will officially enter the era of "Wan shop".

XTEP has revealed that it will open 800~1000 stores in 2011, including star stores, star stores, flagship stores and main stores.

361 degrees, PEAK, and so on, the brand also set up the store plan early, plans to expand the number of stores to 10000 in 3~4, after the listing, the implementation speed of this plan is greatly accelerated, which makes their international brand road more solid.

Who will become the first sporting goods brand in China with 10000 retail terminals? We will wait and see.

Li Kailuo, an expert in China's fashion industry economy research, believes that the most fundamental reason for the rise of the "Wan Dian plan" is the huge and alluring Chinese market, as well as the huge consumption class of China's economy. At present, the huge capacity of the 234 line market in China has created the impulse to start shop, and it is very necessary for the brand business to expand its distribution in a large scale when the local market is gradually maturing and the purchasing power continues to improve.

Liu Yueping agrees with him. He thinks that "Wan Dian" embodies economies of scale, and the real meaning of "Wan Dian era" lies in the competition of sports industry and the two or three line market.

In such a new expansion, the extensive mode of development is still the main manifestation of competition in the sporting goods industry. Stores, outlets and agents become important resources for enterprises. The rapid development not only guarantees the possession and control of resources, but also draws a beautiful and attractive "big cake" in the capital market.

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Expert viewpoint

"Wan Dian era" single shop profit is thin or "dead hole"

Li Kailuo, an expert on economic research in China's fashion industry, said that the "Wan shop era" reflected not only the expansion of market capacity and the enhancement of brand strength, but also the acceleration of market integration and the amplification of operational risks.

Because the expansion of brand retail terminals is mostly carried out in the form of agency stores, the agent's brand expansion is not entirely agreed.

The competition is too intense, and the frantic opening of the brand makes the agent fall into the "no profit" embarrassment.

A well-known domestic sports brand agent told reporters that now the brand business is to open up the market, regardless of the cost, and ask agents to open more shops. "This brings great pressure to us."

Zhou Kaiqing, a veteran in the industry, pointed out that the crisis triggered by the pursuit of scale effect is inevitable and the situation of single store profit will be difficult to change.

The scale is 8000 or 10000, which is actually just a figure, and there is no essential difference for businessmen.

Even if these brands can develop into a "Wan shop" scale as scheduled, it is still a regular profit model.

Inevitably, the decline of single store profits is becoming the biggest risk after brand expansion. How to find a better profit model is a problem that every brand should consider.

In addition to triggering the impact between brands and agents, the retail management system can not keep up with other risks.

There is no doubt that large scale terminal expansion in the near future will bring more cost burden to enterprises and bring more challenges to management and management.

Li Kailuo believes that in addition to testing brand power, channel power and capital strength, the WAN shop plan is also a factor that can not be ignored. In the past, the practice of simple competition based on cost and price based on the market has not worked.

Concepts, creativity, management, channels, terminals, talents, culture and so on, any one link will directly affect the operation ability and market competitiveness of the brand.