Sports Shoes Enterprises Face The Dilemma Of "Internal Pressure And External Pressure" Pformation Is Imminent

On the morning of "P" 18 days, more than 500 a href= "//www.sjfzxm.com/news/index_c.asp" > shoes > /a > enterprises, thousands of buyers, "a href=" //www.sjfzxm.com/news/index_z.asp "> fifteenth China (Jinjiang) International Footwear Expo" /a "were opened.

In Jinjiang, known as "China Shoes Capital", the shoe Fair has become the "vane" of the sports shoes industry.

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Since last year, the industry dilemma of overcapacity, inventory backlog and homogenization competition has been puzzling sports shoes enterprises since last year. P

Reporters learned at the shoe fair, faced with unprecedented pressure on survival, domestic shoe enterprises are planning in various ways, trying to explore their respective "breakthrough" road.

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< p > < strong > "internal extrusion external pressure" < /strong > < /p >

Since P last year, competition in the domestic sporting goods market has intensified, and many sports brands have encountered a dilemma of declining sales revenue and rising inventory.

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< p > Li Ning Co's annual report shows that the loss in fiscal year 2012 is close to 2 billion yuan. Anta sports 2012 annual report shows that the turnover of the company is 14.4% lower than that in 2011 due to the reduction of orders and the negative growth of wholesale income.

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Less than P, the 31st degree (China) Co., Ltd. and Jinjiang Cheney shoes and clothing company participated in this shoe fair. Enterprises such as the "a href=" //www.sjfzxm.com/news/index_h.asp "go to inventory < /a" this year.

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Zhao Feng, director of the company's sports marketing center, said that since the end of last century, with the rapid increase of disposable income of residents, the demand for sports and leisure products has exploded, which has brought a very long boom cycle to the Chinese sports shoes industry. P

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With the coming of P, a large number of enterprises and funds are pouring into the industry, which will inevitably bring about a certain degree of industrial surplus.

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< p > < strong > pformation is urgent. < /strong > /p >

< p > reporters learned at the shoe fair that faced with unprecedented pressure, "pformation and upgrading" has become the consensus of the industry.

The severe market environment forced the sports shoes to seek new changes and accelerate the exploration of the road of pformation suited to their own characteristics and positioning.

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< p > for example, dodge group, founded in 1994, has been insisting on foundry production in the past 20 years.

From the initial three acres, one floor, now has developed into Adidas and other famous brand foundry, annual production of 20 million pairs of sports shoes.

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< p > "when other enterprises are smashing money to advertise and brand, we insist on one, only do foundry, and bring the manufacturing capability to the extreme."

Lin Yongcan, chairman of the board of directors of the group said.

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In order to keep up with the international brand's quality requirements and fashion trends, the Dodge group has invested tens of millions of dollars in research and development expenses every year only in P.

After 20 years of accumulation, the sales revenue of dodge group increased by 68% last year, and this year's production orders have been discharged until June.

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