The Pattern Of The Global Athletic Footwear Industry Take A Dramatic Change

    The sudden global financial crisis has not only changed the pattern of the world's financial industry, but also to the Chinese sporting goods industry has brought no small vibration. The formation of the domestic sporting goods industry for many years with Nike, Adidas occupy the mainstream market, the pattern is gradually disintegrated, Li Ning, Anta, Pick, special steps are a series of rapid rise of domestic brands. Contrast to domestic and international sports performance brand in 2009, is not difficult to find sporting goods industry is now the beginning of the "national retreat into the ocean," Trends.

    The performance of very different domestic and international sports brand

2009 is the year of the foreign sports brand frustrated. In which Nike's revenue in the Chinese market fell into a quagmire, according to December 17, 2009 published in 2009 from September to November the latest quarterly financial report statistics, as of November 30, Nike Greater China region to achieve 404 million revenue U.S. dollar, down 3%. One footwear revenues 210 million U.S. dollars, down 1%;, apparel revenues 170 million U.S. dollars, down 7%; Sports Equipment income 25 million U.S. dollars, down 2%. Reduction in income at the same time, Nike Greater China sales and administrative expenses increased, resulting in lower profit margins. It is understood that Nike is not only in the Chinese market from a sales decline, has also closed some time ago the only of its own factories in China. Another sporting goods giant Adidas sales in the Chinese market is not optimistic. Adidas recently released 2009 third-quarter financial report showed that sales for two consecutive quarters of negative growth in the third quarter, down 7% year on year, marking the biggest decline since 2009. According to relevant reports, adidas Group sales in the third quarter of 2.888 billion euros, with the same period in 2008 compared to 3.083 billion euros, net of exchange rates, down 7%. In addition, the Japanese sports brand Mizuno's largest, closed down loss-making in China, 200 stores. 100 Korea, Daphne, etc. were under the International sportswear have faded agency business.

    As compared with foreign brands in 2009, the domestic sports brand is more popular with consumers, in the first half of 2009 sales revenue and net profit both have emerged rapid growth. It is understood that Li Ning's first half of 2009 revenues up 32.4% to reach 4.052 billion yuan; net profit growth of 41.6%, reaching 473 million. The net profit, the Li Ning's first half of 2009 for the first time exceeded the world's second-largest sporting goods maker Adidas. Anta Sports Products Limited announced 2009 interim financial report shows that in the first half, as of June 2009 within 30 days of the first half, turnover achieved a 27.7% year on year growth of about 2.82 billion yuan, gross margins increased 2.6 percentage points, reached 41.5% of. In addition, the net profit of 608 million, an increase of 40.1%. Following the trend in China, Li Ning, Anta, special steps, and 361 °, the Pick company September 29, 2009 landed in Hong Kong capital market, making it the sixth sporting goods companies listed in Hong Kong.

    Three elements that determine whether the pace of development

What makes an international sports brand is no longer brilliant, while domestic brands have made big strides ahead? Expert analysis, this is the context of the global financial crisis, prices, distribution network, cost control, three of the factors.

Chinese Cultural and Educational Sporting Goods Association, the Secretary-General Yi Xiao-li said that the international financial crisis, people's consumption habits change, the overall decline in the purchasing power of making a more cost-competitive domestic market, the brand has been so favorable for consumers to buy warm bullish.

    The pace of expansion of sales network sports brand development is also crucial, and the international brand expansion significantly weaker than the speed and intensity of domestic brands. By the end of 2008, the number of outlets up to 5667 Anta, Anta in May 2009 the first store opened in 6000. 361 ° program in June this year, its sales outlets by 5925 to over 6900. By the end of 2007, Adidas direct sales stores in China, about 1000, and 2008 only increased by more than 300 of about 1332. Long been engaged in sporting goods industry experts in the study believed that Chen, the data show a rapid increase in store brand performance for the local movements hidden role in promoting growth. An analogy, such as the ANTA within half a year to open 600 new stores (if the ratio of total outlets 10%), the new shop will be in the second year and even then the performance on the promotion of ANTA 10% growth.

    In the sales model, the international brand with Nike as the representative is only responsible for R & D design, brand management, and other manufacturing, retail and other sectors have outsourced. Local sports brand with a clear distinction between research and development from product design, procurement of raw materials to manufacturing, distribution and logistics, marketing and promotion, retail sales are all integrated. Full participation in all aspects of the industrial chain, industrial chain will be able to access every part of the profits, thereby enhancing the company's profitability. Yi Xiao-li said that although the international campaign to brand the operation and management level is generally higher than local enterprises, but the cost pressures in manufacturing for OEM, or transfer to the international brand. During the economic downturn period, part of the business model of outsourcing makes the adjustment of the chain is not easy, not to better control all aspects of costs and enhance competitiveness.

    Industry consolidation phase has been the arrival of

The global financial crisis to the domestic campaign provides an important opportunity for the brand. Anta Sports Products Limited chief operating officer Lai Shixian said that in the context of the international financial crisis, business costs down, just to have the strength in times of adversity sporting goods businesses to expand opportunities. The local sporting goods enterprises listed in Hong Kong after another, allows businesses to obtain adequate financing on the one hand, on the other to make their stand on a higher platform, toward a broader market, the brand internationalization, the internationalization of capital, personnel of international technology, R & D internationalization and a series of long-term goal a step forward. With the financial strength, domestic sports brands start developing an international brand acquisitions. Anta acquisition fila, Li Ning, the acquisition Latour (lotto), Xtep also indicated its intention to buy a foreign sports brand, to get the brand lift.

    According to industry experts, 10000 King, said in an interview, the domestic sports brands in particular, the leading brand not wait to buy foreign sports brand is the hope that, through multi-brand operations to improve its product categories and expand its market position, showed that the Chinese sports goods industry, Brand Integration stage has come.

    Market Economics and Management, Tsinghua University professor Song Xue-Bao said that the domestic sports brands onto the market and the acquisition of foreign brands, indicating its confrontation with the international brand competitiveness already has increased dramatically. The acquisition of an international brand of domestic brands can achieve complementary advantages, the high-end international brands in general take the brand line, in the international brand, science and technology research and development has obvious advantages, while the main advantage of domestic brands are concentrated in the supply chain management and point of sale, etc., the acquisition After facilitating the enhancement of the competitiveness of domestic brands to accelerate their entry into China's high-end sporting goods market schedule.

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