Brief Analysis: 2012 Development Trend Of Sports Footwear Industry In China

Clothes & Accessories

It has already become a necessity of people's life, and it will increase with the improvement of the living standard of Chinese people. So many experts in China predict that the growth rate of China's overall footwear industry will still exceed 20% in 2012.

Retail prices of products will rise moderately.

In addition, the accumulated problems due to the above reasons, such as rising prices of raw materials, artificially increasing prices, increasing pressure on everyone, etc.

Chinese expert Ye Qi pointed out that in fact, the retail price of finished products in the industry will also increase moderately, and the pressure of such cost will naturally be released.

As a consumer market in 2012, experts feel that they will still develop towards a better level and direction.

1, industry brands are highly concentrated, and domestic brands are hit by international brands.

Over the past year, due to the continuous involvement of multi-party brands, the brand of domestic shoes and clothing has been impacted by international brands. The concentration degree of sports and sporting goods industry will increase accordingly. For example, many brands that are active on the two or three line will concentrate on the first-line brand, and the brand will gradually decrease as the competition continues.

The industry will usher in a different degree of shuffling.

2, competition perspective will focus on a few big brands, "big fish eat small fish" is obvious.

Many competing perspectives are likely to be concentrated on several brands.

The days of brand comprehensive influence, capital strength, management ability and relatively weak competitiveness of commodities will be rather sad.

The two or three famous brands abroad and some domestic brands will be relatively comfortable.

In 2012, the phenomenon of "big fish eating small fish" will become more and more serious. The intensity of brand killing and robbing sites will also continue to escalate.

"An industry can not always exist so many brands, although the cake is growing, but the cake is also increasing, this is the so-called" too many "; at the same time, because of the fierce competition in the brand and life by layer, it is likely that from the original is" fast fish eat slow fish ", will gradually evolve into" big fish eat small fish "situation.

Channel competition

1, brand manufacturers still dominate the channel control.

Under normal circumstances, sales channels will not change much in a short time.

In particular, the sports industry is mainly located in the south of the Yangtze River in China.

In today's sporting goods industry, the strength of brand manufacturers is often decisive. Precisely because of its unshakable and authoritative nature, it will affect the various aspects of marketing channels to a large extent.

2, the more intense the battle of network channels is, the more obvious.

In the future refinement competition, channel differentiation will be intensified.

The competition of e-commerce will be more obvious in 2012.

Online sales is a very important battlefield, and it is a region that needs key competition.

3, not only are manufacturers competing, shopping malls and retailers are also competing.

No shopping mall can go all the way, even if it is Wangfujing in Beijing, it has its limitations.

Chinese expert Ye Qi said, including large chain supermarkets, WAL-MART, Carrefour are actually open shop, they are not traditional shelf competition, from this point of view, in fact, retail terminals (such as shopping malls, supermarkets, etc.) have also been increasing dramatically.

4, sports goods stores will rise in the future.

In addition, in 2012 and for a long time to come, there are likely to be large retailers trying to set up shop or sporting goods store.

As a shop, though it is for sale of sporting goods, he will not sell only one brand product.

For example, many types of shops in foreign countries are categorized to place merchandise, which can greatly weaken the brand's position in the store and form information interaction between sales and purchase.

At the same time, because many brands are put together in the same category, it is necessary to fully consider whether goods can impress consumers, and whether the price performance ratio can constitute an advantage.

The role of brand retreats to the second line, and the role of commodities rises to the forefront.

The promotion of goods is a brand enterprise that should pay attention to one aspect at the moment.

According to the introduction, this model is very common in foreign countries, but in view of the limitations of the development of sports goods industry in China, this mode can not form a big trend in our country.

However, we should always be alert to international trends. Today, any trend may be a signal to drive the market trend, so we must not overlook it.

Consumers gradually change from "passive acceptance" to "active participation".

Ye Qi feels that with the progress of the times, the Chinese will become more and more active to be a participant rather than just a spectator.

The concept of participation more than accepted will gradually guide people's consumption trend.

Direction of enterprise development

1, enterprises' work should be more and more detailed, and deeper and deeper.

In 2012, more brand enterprises were still competing in "internal strength", such as commodity, brand building and channel construction.

This requires that "work should be done more and more thinner, deeper and deeper", that is to say, we should benefit from management rather than benefit from resources.

2, the final ratio is executive power.

In China, there are not many resources that can excate people like football World Cup.

At this time, what can we do to stimulate the market and enhance our brand? Of course, this has entered the so-called normalization. At this stage, product strength, terminal power, brand power are faster than quick response, service and so on.

But knowing that may not be able to achieve, easier said than done! In fact, the ultimate comparison is executive power.