Where does that leave the Chinese sports brand?

Olympic year and failed to solve the inventory of sports brand, in falling sales, high inventories, spending in the triple pressure, domestic sports brand was in deep winter. Domestic brands in the Olympic marketing spend heavily apparently were not in vain, the London Olympic Games first gold winner silingyi that anta coat, li ning lingerie & other; Mix the wind & throughout; , let the Chinese sports brand cut a swath on the London Olympic Games. Recently, along with the Olympics domestic sports brand, frequent appearance, its share price soared. The personage inside course of study is generally believed that the Olympic in sports brand, nature is a very rare opportunity to marketing, but in the short term the Olympic marketing refractory high inventory of all brands, such as decline in sales, capital chain difficult problem. Is considered a lifeline of the Olympic Games, according to reporter understanding, in the London Olympics, anta as the highest level strategic partner of the Chinese Olympic committee, the market expects its sponsorship of 600 million yuan. Li-ning has in addition to including China table tennis team, gymnastics, badminton, diving, and shooting team, five & other; The gold medal team & throughout; Provide the equipment of outside, still choose signed a contract with some well-known world class players; And peak sponsored seven from Europe, Asia, Africa and Oceania countries delegation. For various enterprises, anta sports Ding Zhizhong, chairman of the board, said although different enterprises & other; Throughout the Olympic marketing &; Appeal point is different, but through the race, visibility and reputation of the enterprise will be greatly improved. Benefited from the Olympics, anta shares rose, only 6 August, its up to 17. 25%, other brands also have different degree to go up. Now domestic sports brand in the mind of the Olympic marketing spend has finally paid off in capital market. However, analysts expect the sports advertising costs accounted for the proportion of sales, this year will be higher than normal 1 - 2%, but the Olympic sponsorship for performance almost no help, because the mainland media gives the attention of the London Olympics is obviously not as good as the Beijing Olympic Games, plus the jet lag, consumers also much less of the feelings of the games, the marketing effect is limited. Sports brand, analysts also believe that short-term Olympic marketing refractory lingering questions. Three big problem hard to overcome, in fact, anta sports published first-half results will reflect the problems facing the domestic sports brand. According to reporter understanding, anta in the first half of this year, the company turnover of 39. 3. 4 billion yuan, year-on-year decline in 11. 6%; Gross margin is 16. 4. 4 billion yuan, fell 13. 7%; Net profit attributable to shareholders of listed companies of 7. 700 million yuan, down 17% year-on-year. Although li ning, xtep, a batch of public sports goods enterprises such as peak annual report has not been released, but the number of inventory backlog, exchange fair in 2013, the latest data, plans to open stores in some of the worst levels of recent years. Among them, the inventory problem to each brand the most headaches. In 2011, according to li ning's stock has reached 11. 300 million yuan, is almost twice as many as in 2008. Several other major brands of inventory as great, anta inventory. 6. 1. 8 billion yuan, xtep inventory. 6. Inventory 4 7. 1 billion yuan, 361 degrees. 5. 1 billion yuan, peak 4 inventory. 2. 1 billion yuan. High inventories also takes up a lot of liquidity, enterprise cash flow tight, must be at a discount product, this will naturally lead to sharp decline in profits, vicious circle, short-term unable to revitalize the cash position. In addition, the order status is not optimistic, anta, according to the order in the first quarter of 2013 by the end of the July order amount is about 20% 30% decline, and constructions profitability has declined slightly in the first half of this year, the future will slow down the pace. Domestic sports brand, what is the way out of anta is pale and half annals is just a start, the personage inside course of study is widely expected to other brands less profit is down more than up, is necessarily domestic sports brands this year very difficult year, these companies how to deal with? Brand strategy expert Li Guangdou said, crazy after the expansion of domestic sports brand is facing a new cycle. High premium & other; Foreign brands & throughout; Nike, adidas giants hangs on to the domestic sports brand in the high-end market, local brands do sports brand & other; Throughout the consumer &; Tendency, and break through in the white-hot competition is the enterprise to a proposition. “ Sports brand is a spiritual and cultural connotation, local brands to break through, need to combine with the elements such as fashion, art, in line with The Times to create the culture symbol of consumers. ” Li Guangdou said. Beijing key way of sports consulting co. , LTD. CEO reddick also suggested that domestic product homogeneity is the biggest problem. Homogeneity serious, under the premise of a large surplus of low-end products, if you want to survive this period, and have the opportunity to grasp the business opportunity rushed out of the encirclement, I'm afraid I still need to return to the path of value innovation. Enterprises to develop their own special products, go the way of differentiation, is the most effective way to save themselves.
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