Shanxi Taiyuan: Domestic Sports Brand "One Brother" Competition Is White Hot

The boss will change his mind.

Tongluowan commercial pedestrian street in Liu Xiang, Taiyuan, is less than 300 meters long, and has gathered many domestic sports.

So close sales distance, promotional activities are naturally one after another, you sing me on the stage, even at the same time in discount promotions, in order to attract consumers' eyeballs, white hot competition can be seen.

A rural besieged city "one brother" trapped

The reporter inquired from Lining's official website that as of July 16, 2011, there were 11 Lining brand official stores in Taiyuan, and only 3 Official stores in Anta. But Anta has a large number of stores in Datong, Xinzhou, Jincheng and other prefecture level cities, a total of 15 stores, and the strategic siege of Lining by the "encircling the cities in the countryside". XTEP, Hongxing Erke and other brands adopted similar strategies, extending the sales terminal tentacles to a wider local county and city, where there are more population and consumers than the provincial capital cities, and are also in line with the positioning characteristics of the products in the middle and low end market.

Moreover, the population of Taiyuan accounts for only about 1/10 of the total population of Shanxi.

Lining brand constantly adjusted strategic deployment, and even launched the low-end "new movement" brand to block the pursuit of second line brands, but its main position in the post-90s market has given Anta, XTEP and other "catch up" opportunities. Meanwhile, its stores are relatively concentrated in the first tier and second tier cities. Compared with Anta and other brands, a large number of stores have opened to three or four tier cities or even county level units, occupying a large number of low-end markets, and in the middle and high-end market, the battle between Li Ningtong ADI and Nike has also been on the downside. The brand influence is far less than these international brands. A dealer who has been acting as a sports brand for many years told reporters that in recent years,

B "one brother" decline in performance, brand influence remains

Not long ago, the Lining brand released the first half of fiscal year 2011, the sales revenue of the first half of the year decreased by 5% compared with the same period last year. It can be said that from 2011, Lining's brand performance has been declining.

However, from last year's overall sales, Lining brand still ranked first in the annual turnover of domestic sports brands.

In 2010, Lining's business income reached 9 billion 479 million yuan, higher than Anta's 7 billion 408 million yuan.

Anta, second only to Lining, also said it would seize this opportunity and expand vigorously, thus strengthening its penetration in the two or three line market and the high growth potential area, and striving to break through 10000 stores in the end of 2011.

Although Lining's sales decline, but in terms of brand influence, and will not decline as a result of the decline in performance, because the brand is a concept and time accumulated loyalty problem, not simply for sale is good or bad.

Speaking of this issue, a person who has been selling sports brands for many years said that if the figures were from the perspective of sales and profit margins, the ranking of domestic sports brands would change in the past one or two years, such as Anta replacing Lining as the market share.

But the changes in these numbers do not mean a fundamental change in brand status.

In addition to market share, brand status depends largely on brand status in the minds of consumers.

From the results of the survey, it is difficult for consumers to recognize a brand in a short time.

Especially in 2008, Lining's lighting of the Olympic torch is still in the minds of people for a long time, and during the Olympic Games, all the hosts and reporters of the CCTV have all the costumes of the costumes. This is to firmly position Lining's domestic sports brand "one brother".

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In July 16th, Li Ning Co issued a notice that the overall sales revenue in the first half of the year decreased by 5% compared with the same period last year, and net profit fell to 6% to 7% compared with 12.9% in the same period last year.

By the end of the 11 day, Lining had been down for 4 days. At present, the stock price is only 10.20. The market value is more than 22 billion yuan higher than the 31.15 yuan high in April last year.

Anta sports 2010 annual performance announcement, as of the end of December 2010, Anta's annual turnover increased 26.1% to 7 billion 408 million yuan over the same period last year, net profit increased 24% to 1 billion 551 million yuan over the same period last year.

At the same time, the number of Anta retail stores increased by 958 to 7549 last year.