The Profit Margins Of Sports Brands Are Getting Thinner And Thinner.

Less than P, last year, the a href= "http://sjfzxm.com/news/index_f.asp" sports brand "/a" has been staged.

According to reports, He Ruibo, chief financial officer of XTEP, said XTEP closed more than 80 stores last year, and intends to close 100 to 200 stores this year.

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< p > at the same time, the related orders are also declining.

It has been reported that the order data in the first quarter of 2013 were not ideal, and the brands such as Anta and XTEP dropped by about 20%.

< a href= "http://cailiao.sjfzxm.com/matertial/show/default.aspx" > PEAK < /a > also indicated that the total orders for the second quarter of 2013 showed a 20% to 30% decrease compared with the same quarter in 2012.

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"P > local sports brand has continued" severe winter "since last year, and some brands have been caught in the market growth dilemma.

According to the analysis of experts in the industry, the impact of the international financial crisis on China's macro-economy has been affected, and the sporting goods industry has entered the industry adjustment stage after nearly 10 years of rapid development.

The two cycles superimposed, resulting in the current difficult situation.

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< p > I think homogeneous products and limited domestic market are also important reasons.

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< p > over the past few years, the local sporting goods industry has gone through a "horse race" expansion process. Many local sports brands have opened a large number of stores in the two or three tier cities, and have rapidly expanded the market through low price advantages.

But careful observation is not difficult to find that some enterprises in this extensive expansion process, do not pay attention to the development of brand characteristics, so that the same industry, product mix, service consumer groups and other homogenization phenomenon, some well-known brand products and positioning similarity is amazing, the style has no personality.

The result of homogeneous competition among industries is that the profit margins of businesses are getting thinner and thinner. They can only rely on low prices for competition.

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< p > how to grasp the opportunity of the industry to rush out of the predicament is an important topic before all brands.

If a href= "//www.sjfzxm.com/" > sports brand < /a >, if we want to win the market, the development strategy of "horse race enclosure" should turn to "intensive farming". This requires enterprises to calm down in the low market and actively adjust their business strategy, operation management and commodity category, and implement product innovation and differentiated competition.

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