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National Sports Brand Continues To Slump In Olympic Year

2012/1/31 13:56:00 36

Olympic Sports Shoes Brand Market Industry

Sports before and after the Spring Festival

shoes

The product is still the most common cold product for many consumers, especially those with children.

Compared with previous spring festival sports shoes and clothing market, many consumers said that this year, sports shoes and clothing supplies discount more than in previous years, but it can make people look at the new products less.

2011 sports industry, especially national sports.

brand

In the doldrums, the 2012 Olympic year is still going on.

After the golden period of the average growth rate of more than 30% in the past few years, the national sports brand has entered the adjustment period.

industry

The downturn in the past year is very obvious, Lining, Anta and other continuous profit warning.

Ma Jilong, vice director and Secretary General of the China Sports Goods Industry Federation, recently summed up the situation of the sports industry in the past year, said the director of the equipment center of the State Sports General Administration and the Secretary General of the China Sports Goods Federation. "The sporting goods industry has increased by 120% from the beginning of 11th Five-Year to the end of 11th Five-Year.

This rapid growth is compensatory. One is to meet the needs of the market, the other is to compensate for the shortage of historical development. At the same time, compensation may also take the lead. Especially after the Beijing Olympic Games, many sports goods brand terminals have expanded too much, resulting in many enterprises shutting down outlets in the past two years, and some brands have already passed more than 1000 stores.

In addition, a large number of stocks also prompted the adjustment of the whole industry. This is not just domestic sporting goods brands, but also international brands such as Adidas.

Some business owners have been feeling that they have been in sports clothes for 20 years and have never met these challenges today.

It is true that over the past year, the market for sports shoes and clothing has been shrinking continuously, the number of orders has declined, and there has been zero growth or even negative growth.

Ma Jilong is not optimistic about the market reaction of the Olympic year, "the Olympic Games are more to stimulate the local economic development, but for other countries sports industry, the pulling effect is not so obvious.

But it is beneficial to improve the enthusiasm and attention of the public.

Does this mean that the ceiling of the sporting goods industry has arrived? Ma Jilong denied that, "I don't think so. In the middle of the adjustment process, the overall market may linger for one or two years, but it will not be long."

I believe there will be positive growth next year, but it will not be very large. I think that will usher in a new development period of China's sporting goods industry.

This new development period can accurately reflect the market and adapt to the development needs of people's sports and cultural life.

Ma Jilong believes this adjustment will be a "soft landing".

In addition, in view of the strategy put forward in this year's central economic work conference "to firmly grasp the solid foundation of the real economy" in the 2012 and future period, Ma Jilong believes that it is a very good information for China's sporting goods industry.

"Chinese sporting goods enterprises are just the real economy, and most of them are built up by running factories.

Until now, while building their own brand, they are still firmly grasping the entity.

Now that there is a signal to develop the real economy, we believe that the state will provide a more relaxed environment in terms of finance, finance and policy, which will greatly help the development of enterprises.