The First Handshake Of Lining And Ding Shizhong's Sports Brand Tycoons

< p > after experiencing a sharp decline in operating income, a "closed shop boom" and a severe inventory crisis, the domestic sports brand industry finally arrived at the time of "hug and keep warm", even if it only stayed in oral.

The first China Sporting Goods Industry Summit held in May 30th, Lining, chairman of sporting goods Co., Ltd., President Ding Shizhong of Anta Sports Products Limited, President Ding Shuibo of XTEP (China) Co., Ltd., and so on, finally came to the same stage for the first time on the same stage of the industry in.

< /p >

In the new field of children's clothing and outdoor products, P seems to have seen the homogeneity of sports products.

On the other hand, the meticulous operation represented by retail pformation is the same choice for the first-line sports brands in China. From simple volume expansion to quality improvement, the industry has embarked on a road of self salvation pformation, which may be the ultimate starting point for the shaping of sports brand values.

< /p >

< p > < strong > first handshake < /strong > /p >

< p > Lining and Ding Shizhong, the first handshake of the two sports brand industry giants, shows the subtle changes in the alternation of industry status and market downturn.

< /p >

< p > > when the three giants put their hands together, Lining was in the middle, and Ding Shizhong and Ding Shuibo stood on both sides of the screen. A lot of people in the industry cried out for the first time! < /p >

< p > 2012, Anta's operating income was 7 billion 623 million yuan, surpassing Lining for the first time, and grabbed Lining's top domestic sports brand for many years.

< /p >

Prior to "P", Ding Shizhong told the media that he planned to visit Lining in 2008, but later he gave up because of Lining's refusal.

At the forum, Ding said that Lining, the athlete era, was the hero in his mind. Later, he was an example of the enterprise and the goal of catching up with others.

< /p >

< p > "in fact, it is very important for enterprises to hug and warm up."

Ding Shizhong said.

It is interesting that careful listeners found that Lining, who had been the first speaker before making this statement, pushed the opportunity to Ding Shizhong on the side.

< /p >

< p > "why do we hold together? The overall scale of domestic enterprises is too small and too small. We have not yet had Nike 1/10 as a whole."

Ding Shizhong went on to say, "first of all, how can we lock together the 1 billion 300 million domestic population and not lose it? We need to build a healthy competition. If an enterprise does it alone, it may not do much."

< /p >

< p > since 2011, the domestic sports brands have suffered the biggest setbacks in the industry, including the sharp decline in performance, "Guan Dianchao" and the serious stock crisis.

< /p >

Ding Shuibo, another representative of the Jinjiang department, said: "no matter market resources or stores, there are many things that can be communicated. I believe that the industry can develop more healthfully through P."

< /p >

< p > although no action has been seen yet, the gesture of the three giants of the industry seems to bring enough comfort to the sports brand industry in the low tide.

< /p >

< p > < strong > continue homogeneity < /strong > < /p >

< p > in fact, highly free competition and the homogenization of the industry will be the biggest test of industry alliance.

< /p >

< p > "because the threshold of entry is relatively low, a large number of capital and various resources join the industry to make the whole industry grow rapidly. However, a very important pressure is homogenization, which means the homogenization of the whole enterprise management mode."

Lining expressed the hope that the industry can share some information, skills and viewpoints. "This is very important."

< /p >

< p > over the past decade, the strong market demand and rapid development of the industry have concealed the disadvantages of the simplification of the mode of homogenization. When the industry is faced with setbacks and challenges, the industry is looking for a way to break through, but even in the field of newly expanding children's clothing and outdoor products, there are homogeneity worries.

< /p >

< p > data show that in 2012 Anta children's clothing store increased from 632 in 2011 to 833, and it is estimated that by the end of 2013, this number will reach 950-1000.

This year, Lining and XTEP have also taken market actions to children's clothing.

XTEP plans to add 100-200 children's clothing stores to two or three line cities during the year.

As an early entry to the children's wear market, there are 1590 children's wear stores.

Zhao Feng, director of brand communication center, said in an interview with our reporter: "at the end of this year, there will be 2000 breakthroughs in children's clothing stores, and this figure is definitely far ahead in sports brands."

< /p >

< p > besides, at the end of October 2012, Lining's outdoor brand store, Lining, was launched, and Adidas, Anta and 31st degree have launched their own outdoor products, which is also the focus of Puma's development in 2013.

< /p >

< p > the key road sports consulting company CEO Zhang Qing does not deny the homogenization trend in the new field of the industry. "Rapid occupation of children's clothing and outdoor areas can achieve rapid growth, which is the intrinsic demand for the growth of listed companies' performance."

< /p >

< p > "quite a lot of enterprises will understand that after just passing through the lessons of development, it is not enough to fill a gap. They must innovate and avoid the path of homogenization."

Zhang Tao, vice president of Anta, said.

< /p >

< p > < strong > coincide pformation < /strong > < /p >.

< p > in this forum, the good news from Anta and XTEP is that the inventory is almost processed.

In mid May, the news of the promotion of Quanzhou's industrial economy at the present stage indicated that during the Spring Festival to that time, the city's < a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > the service enterprises had gone to stock up to 5 billion 260 million yuan.

< /p >

< p >, however, Lining admits, "from our company, many news is bad news, and there is not much good news."

< /p >

A person in charge of operations in a provincial area told P: "Jinjiang's major sports brands are distributed from the company headquarters to the provinces and markets, and then to the terminal clearing. The digestion process takes longer."

He estimated that the inventory in 2011 and 2012 would not be digested until the middle of next year.

< /p >

< p > Zhang Qing's observation is more rational.

He said that whether the domestic first-line sports brand can go out of the trough, the 2013 winter order meeting (which is made in autumn 2014) will be an important observation node; many sales lines of two or three line up and down on the 1 billion yuan, "pressure is quite large", depends on whether the enterprise can quickly pform and find the entry point of market segmentation.

"It is still more difficult for the industry to recover completely within one or two years."

Zhang Qing said.

< /p >

Less than P, however, earlier than the industry's recovery is the first-line brand self redemption.

< /p >

"P", the official said, "now several brands have stepped up market regulation, including adjusting the structure of goods and increasing support for new stores."

"The company headquarters sends people to investigate in the terminal market, and then supports them according to the actual situation."

The responsible person said, "I am in charge of the region, this year the overall market improvement effect is better."

< /p >

< p > Lining's "channel revival plan" is designed to reduce intermediate links and increase the reaction speed of orders to the market. Anta's retail pformation wants to change the "wholesale wholesale" mode and build the whole supply chain system around the terminal customers.

< /p >

< p > "first line brand coincide with the path of meticulous management," Zhang commented. "The concrete measures are different. In essence, everyone's practice is the same."

< /p >

< p > with this wave of market shuffling, sports brand concentration will be even higher.

The ultimate competition of the industry will be the shaping of the value of the major brand sports lifestyle and meticulous management, perhaps just the ultimate starting point for the brand.

< /p >