Transformation Of Sports Brand: Strengthening Retail Channel Wholesale To Retail

The past ten years have been the ten year of gold in the sporting goods industry in China. During this period, the domestic sporting goods industry maintained a high growth rate of 30%-50% every year.

The core of the "wholesale + brand" mode is that the brand business will make the brand of the enterprise do it, then wholesale the goods to the dealer. For the brand business, the whole business activity will end here. As for whether the goods are sold to consumers in the end, how to sell to consumers, what feedback consumers have, these brands need not be considered.

What sports products enterprises need to do is to vigorously build brands, sign various sports resources and sports stars, and get the recognition of dealers.

In 2008, the number of Lining stores was 5000; in 2011, the number of Li Ning Co stores reached 8000.

In the three years, Lining's store grew by 60%.

However, the wholesale mode has always been hidden.

With the change of the domestic retail environment and the rapid rise of e-commerce, sports brands are facing enormous pressure on the market, and the brands are beginning to vigorously sell goods.

In 2012, Lining, the first domestic sporting goods brand, appeared in the past for the first time since its inception, with a deficit of nearly 2 billion yuan.

After ten years of experience

The domestic sports brand began to take the lead.

The road.

In the industry view, the "wholesale" mode has been unable to meet the escalation of consumer demand, brand manufacturers must develop products according to consumer demand, and deal with inventory flexibly according to the actual sales situation.

Lining established.

The revival plan introduced the strategy of "small batch and multi SKU" on the product, and introduced a new business mode combining "guided order + quick replenishment + quick response", which improved the dealer's order guidance and group goods arrangement. Anta made and launched "retail oriented" according to the industry situation and its own situation.

From the aspects of brand power upgrading, retail culture construction, management efficiency enhancement, commodity competitiveness enhancement, flexible supply chain, effective inventory control, channel optimization, etc., enterprises have carried out all-round pformation and upgrading.

Industry analysts pointed out that the retail pformation of domestic sporting goods enterprises is only a necessary condition for the re emergence of sports brands, but it is not a sufficient condition.

More importantly, enterprises should further improve their product design, application of new materials, brand communication, supply chain management, and make personalization and differentiation of products.