From 2000 to 2010, China sporting goods market experienced from Nike, Adidas two dominant to the present “Three Corps” scuffle process. To sales and brand impact as markers, lions sporting goods manufacturers and even “not eligible” to join “Three Corps.” In the “not too many competing brands in mature markets” theory, the lions sporting goods manufacturers to “rushing.”
“Three Army”
Pull off melee
87 Road, 92 Road East, Walking Street, “off” the word, including Nike, Adidas, 361 , and Anta in front of such stores can be seen throughout the year, “former Nike Adidas New basically do not discount, and now they are cast aside and the promotion of domestic brands playing war. “shop in the 92 road, agent of a sports brand, Mr. Chen said, if 10 years ago, Nike, A adidas dominated the world, now is the “Three Corps” dogfight era. Reason is that lions who had only picked Nike, Adidas, Puma and other foreign brands to wear, is Li Ning, Anta and Peak frequency of occurrence in people who are not low.
The so-called “three Legion”, refers to the domestic sporting goods market, “the three pole”, the first great Nike, Adidas, Li Ning and Anta come from behind, the second most movements, including Beijing, 361 , particularly step and the Peak and other listed companies in Hong Kong stocks, the third most include Erke major sports such as gold does not occupy the resources of the company. According to “Three Corps” in 2009 earnings terms, the First Corps in the 55-100 million sales between each, the second Army 30-40 billion in sales each up and down, sales of each of the third corps home in the 10-20 billion.
“As we were all listed companies, natural with ‘provocative’ lung power and capital of international brands.” Fang said the industry, previously brand road and abroad overturned, the walking side, Nike, Adidas main attack Tier , Anta, Li Ning in the first and second inter-city bypass operations, The Peak, 361 , etc. Jinjiang brand more is to front on the third tier cities, “but now the situation has changed, we started the whole competition.” Nike, Adidas came third tier cities, Pick, 361 to Beijing, Shanghai opened its flagship store, “the three Army” has been kicked off the melee round.
Sporting Goods Industry
“Greater integration” around the corner
“Sports will soon be integrated, merger, estimated that 2012 also 5-8 big brands.” Yesterday morning, reporters interviewed by micro-Bo-known domestic sports industry experts, the body of Star Culture Communication Co., Ltd. General Manager Wang Qi, he said that Adidas may even be a new round of reshuffle in the “Anta are” out of going.
It is understood that, in 2009, Li Ning’s sales for the first time since 2004 the company more than Adidas in China, sales reached 8.387 billion yuan, from the outside world is estimated that Nike sales in China 10 billion yuan gap of only 16 billion yuan . In 2008, Li Ning’s sales of 6.69 billion yuan, up 25.4% according to the speed of Li Ning in the next two or three years have the opportunity to regain the throne of the domestic sales of the first. At the same time, Anta although only 5.87 billion yuan in sales last year, but up 27%, after-tax net profit of 1.25 billion, or more than Li Ning’s 945 million yuan. In addition to Erke than sales of 2.889 billion yuan in 2008 decreased by 30.8%, the trend, including Beijing, 361 , Pick up the sales amount of 20% or more basically, “Phase By contrast, Nike, Adidas, these international giants China sales growth slow or decline. “Adidas Greater China sales last year fell 16%, only 70 million, and if its not this year With the World Cup in South Africa to achieve marketing success and a big increase, then it is possible within two years Anta catch up with Adidas, Wang Qi words became reality.
In addition, in accordance with the “do not have much competition in mature markets the brand” theory, the domestic sporting goods market in recent years will certainly be frequent integration, mergers and moves, “such as lions and Kai Sheng Li Ning is just the beginning.” Industry that Mr. Fang.
Lions sports manufacturers
Must have a sense of crisis
If sales of one billion yuan to join the “Third Army” of the measure, lions sporting goods manufacturers are basically all been kept out, “In contrast, lions sporting goods manufacturers are really good think about the future of the Development Road. “Fang said the industry, If, as Wang Qi said, that many of lions sporting goods manufacturers will truly become the sports brand Jinjiang processing base,” Now while doing their own brands, while also helping 361 , Peak OEM, later if not do up their own brands, it will only return to the original OEM Way. “
“Re-brand, light assets” is the brand a must, from the literal understanding of lions sporting goods manufacturers will not be short order, but practical problems such as recruitment difficulties whether order will remain in Shishi constraints. According to Tian Peng Zhao, a vice president of sports production company, this year, after spring because they drive a brand enterprises in Jinjiang single and launched a human battle, the result the other side of “extra 500 yuan per worker” terms from the business won over 50 new tactics to workers, “can not stay, the other rich and powerful. We could not see so much money.” Zhao assistant manager that now many big brand sporting goods manufacturers regard the marketing headquarters moved to Xiamen, Beijing, Shanghai, the production of pressure onto all the lions in Jinjiang of processing enterprises, processing enterprises regardless of whether they can retain workers or pay level, as long as the value for money, these companies will place an order, if reasonable price is not cheap, they will bring order to other companies, “only the cost of salary up their own business digest.”
Labor costs only limited production of lions sporting a factor in the development of enterprises, including business owners are behind the development of ideas, lack of senior marketing personnel, lack of development funds, including a number of factors are affected to different degrees lions sporting goods manufacturer development and upgrading, “To compete in the market in the future grab a share of the lions of sporting goods manufacturers to do a lot.” Fong said.

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