As Li Ning Company made a layoff order, the growth of domestic sports brands has become a focus again. Li Ning, Anta, Xtep and a number of listed sports goods companies, the 2012 latest order data, inventory backlog, plans to open new stores, etc. are in the worst level in recent years. Will domestic sports brands collectively encounter industry downturns and will the layoffs begin?
The local sports brand has entered a growth dilemma. Just after the Spring Festival, Li Ning announced layoffs to reduce personnel costs. The current number of people has not yet been determined. According to the performance forecast released by Li Ning, the Group's revenue in 2011 is expected to decline by 6%-7% compared with 2010.
In addition, a number of domestic sports brands such as Peak, Xtep, 361 Degrees, and Anta are also facing similar problems. The reporter learned from Anta, who once surpassed Li Ning's turnover, that rising costs and the inventory backlog of sales channels further exacerbated competition in the domestic sportswear retail market. The group expects to face certain pressure in the future.
From the trajectory of the expansion of domestic sports brands, it can be found that nothing less than the use of the Dongfeng Beijing Olympic Games and an upsurge of listing in Hong Kong, adequate capital for enterprises is even more powerful.
According to statistics and analysis of Dong Kexin apparel industry analyst Tan Ke, the number of newly added local sports brand companies listed in 2007-2009 totaled nearly 20,000. The number of terminals at the end of 2009 increased by nearly 2 times compared to the end of 2006.
However, behind the frenzied expansion, various problems such as the deceleration of scale growth, high market concentration and high inventory are exposed. This explains to a certain extent why a number of listed companies have lowered 2012 sales expectations, even Reduce costs through layoffs.
Li Guangdou, a brand strategy expert, said that the competitive situation of local sports brands changed in 2011, and Anta surpassed Li Ning in operating income. “The current domestic brands are facing the predicament of 'strong enemy before and after the pursuit of troops.' In the case of severe product homogeneity, local brands did not grow well after the Beijing Olympics.â€
The analysis of the domestic sports brand outlets in the industry believes that sports brand companies not only face homogenous competition pressure from the same industry, but are also being squeezed by the market of the leisure industry. On the one hand, a large number of low-cost and fast-changing local leisure brands with fast repair and transfer capabilities are on the rise. On the other hand, the innovation of foreign brands such as ZARA and Uniqlo has exerted pressure on the local sporting goods industry.
“Li-Ning announced that it will begin layoffs. It is only the first domino. The prelude to layoffs for other sports brands will be opened up.†Shao Ligang, chief consultant of a domestic clothing consulting company, told reporters that 2012 is bound to be a very difficult domestic sports brand. In one year, since 2008, the “buzzwords†that the sports brand's crazy expansion market has placed will be detonated one by one, and the downturn of the sports brand has arrived, to see who can beat it.
The industry generally believes that the crazy expansion of the local sports brand is currently facing a new cycle. The high premium foreign brands Nike and Adidas firmly control the high-end market of domestic sports brands. How local brands deal with the tendency of sports brands to “consumption in foreign countries†is a proposition that companies should consider in the white-hot competition.
The local sports brand has entered a growth dilemma. Just after the Spring Festival, Li Ning announced layoffs to reduce personnel costs. The current number of people has not yet been determined. According to the performance forecast released by Li Ning, the Group's revenue in 2011 is expected to decline by 6%-7% compared with 2010.
In addition, a number of domestic sports brands such as Peak, Xtep, 361 Degrees, and Anta are also facing similar problems. The reporter learned from Anta, who once surpassed Li Ning's turnover, that rising costs and the inventory backlog of sales channels further exacerbated competition in the domestic sportswear retail market. The group expects to face certain pressure in the future.
From the trajectory of the expansion of domestic sports brands, it can be found that nothing less than the use of the Dongfeng Beijing Olympic Games and an upsurge of listing in Hong Kong, adequate capital for enterprises is even more powerful.
According to statistics and analysis of Dong Kexin apparel industry analyst Tan Ke, the number of newly added local sports brand companies listed in 2007-2009 totaled nearly 20,000. The number of terminals at the end of 2009 increased by nearly 2 times compared to the end of 2006.
However, behind the frenzied expansion, various problems such as the deceleration of scale growth, high market concentration and high inventory are exposed. This explains to a certain extent why a number of listed companies have lowered 2012 sales expectations, even Reduce costs through layoffs.
Li Guangdou, a brand strategy expert, said that the competitive situation of local sports brands changed in 2011, and Anta surpassed Li Ning in operating income. “The current domestic brands are facing the predicament of 'strong enemy before and after the pursuit of troops.' In the case of severe product homogeneity, local brands did not grow well after the Beijing Olympics.â€
The analysis of the domestic sports brand outlets in the industry believes that sports brand companies not only face homogenous competition pressure from the same industry, but are also being squeezed by the market of the leisure industry. On the one hand, a large number of low-cost and fast-changing local leisure brands with fast repair and transfer capabilities are on the rise. On the other hand, the innovation of foreign brands such as ZARA and Uniqlo has exerted pressure on the local sporting goods industry.
“Li-Ning announced that it will begin layoffs. It is only the first domino. The prelude to layoffs for other sports brands will be opened up.†Shao Ligang, chief consultant of a domestic clothing consulting company, told reporters that 2012 is bound to be a very difficult domestic sports brand. In one year, since 2008, the “buzzwords†that the sports brand's crazy expansion market has placed will be detonated one by one, and the downturn of the sports brand has arrived, to see who can beat it.
The industry generally believes that the crazy expansion of the local sports brand is currently facing a new cycle. The high premium foreign brands Nike and Adidas firmly control the high-end market of domestic sports brands. How local brands deal with the tendency of sports brands to “consumption in foreign countries†is a proposition that companies should consider in the white-hot competition.
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