Domestic Brand Enterprises Are Doing Inventory Clearing And Channel Reform.

< p > Lining, who worked with all customers to clear inventory through e-commerce, recently began to carry out inventory activities in a shopping mall in Hexi District, Tianjin. 19 yuan has attracted many people to choose.

On the spot, we will not accept the return of special merchandise, and the number is not complete.

With the increase of sports brands' clearance, sales promotion of discount stores, factory stores and special stores will occur frequently.

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< p > this year, domestic brands are basically clearing inventory and channel reform. Dealers eager to clear goods have already taken no notice of other factors. They have made discount as a bargaining chip for early shipment and quick shipment.

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< p > according to the 2012 earnings report, Lining, Anta sports, 31st degree, XTEP international, PEAK and China are 6 domestic sports brands with a total inventory of 3 billion 327 million yuan. Market analysts revealed that "these stocks need at least 3 years to clear up the goods. Of course, no new products have been calculated every year."

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< p > discount stores will undoubtedly become a channel for domestic sports brands to clear goods quickly.

According to incomplete statistics, the 6 big brands of Lining, Anta and XTEP discount stores and factory stores are relatively large, at least hundreds of stores, and the rest of the brands are developing discounts and factory stores.

But when visiting a number of stores, reporters found that the characteristics of domestic brand shops or discount shops are small shops, basically one hundred square meters, or even dozens of square meters of shops.

At the same time, these stores are not wholly self operated, and a large part of them are operated by third parties.

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< p > however, according to the survey, from the same discount store, the gap between domestic brands and Nike and Adidas's single day sales is at least 10 times.

An internal data from Nike also shows that Nike sells the worst stores in Beijing for 20 thousand yuan per day, while the sales of domestic sports brands generally do not exceed 2000 yuan.

In the face of the current situation, the domestic sports brand needs to be constantly innovated, from the aspects of production quality, brand promotion and sales channels, so as to optimize the market in order to adapt to the market changes.

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< p > in addition, the price of the new product is also rising at the same time as the sports brand's ultra low discount inventory.

From the recent ordering news of Lining, Anta and other five brands, it is found that in 2013, consumers may have to spend more than fifty yuan to buy products that are of the same quality.

A few days ago, Lining announced that in the fourth quarter, < a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > product prices will rise by 7.8%, a target= "_blank" href= "//www.sjfzxm.com/" > clothing < _blank > will rise 17.9%.

Coupled with the announcement made by Anta, XTEP, PEAK and 31st degree at the order meeting, the sneakers of the five famous sports brands in the country and < a target= "_blank" href= "//www.sjfzxm.com/" > clothes < /a > rise again to 20%.

According to an agency survey, the price of these five core products is about 200 to 300 yuan, and the increase will cost consumers 50 yuan per item (double) on shoes and clothing.

Public information shows that this is not the first price increase of the five major brands in the country. From the data released at the beginning of this year and the annual report released last year, the price of its products has risen by 10% to 20% so far this year.

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< p > China's sporting goods market is moving towards a brand new stage. At present, the decline of the industry is essentially a upgrading of consumer demand.

But in the face of how to get rid of inventory pressure and complete the pformation of growth mode from channel and marketing to fine operation, the sports industry may still have a long way to go.

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