UGG BootsGroup over the shoes the turning point of sports shoe change under restructuring plan

buy shoes: the turning point of sports shoe seeking change under transformation
2010 years, for large and small, local sports brand, is bound to be an eventful year.
2010 year-end, the leader in local sports brand Li Ning Company (02331.HK) since the second quarter of 2011, orders were down factors influence the amount of the stock in December 20, 2010 record fell nearly 16%, day market value wiped out about 3.5 billion Hong Kong dollars. And fell, the stock has not stopped the decline. Capital markets, a true record of the market prospects for the local sports brand management concerns.
market observers generally believe that the amount of orders fell just a fuse, the market is the fear of violent reaction to make local sports brand by thickening of the performance of new stores across the path of the company on behalf of the local sports brand for years if you do not change the development of rigid routines, will face difficulties.
time to move forward back, mid-2010, the market came Nike, Adidas, buy shoes and other international brands have been besieged local sports brand, which in the Chinese market sales decline, the desire to adjust the channel structure into the second and third tier markets, and in order to meet the second and third line of the consumption level of the market, will launch low-priced shoes, grab the original sports brand firmly in control for the local market. Cheap shoes, Nike just released the news immediately caused a chain reaction in the capital market. July 6, 2010, sports apparel stocks fell across the board: special steps down 5.98%, down 2.01% Li Ning, Anta, down 0.74%,UGG Boots, down 2.92% trends in China, Olympic or 2.92%, 0.36% or 361 degrees.
addition to order quantity dropped, the Li Ning Company also announced the integration of distribution channels in 2011 the message, will close some underperforming stores a single operation, the number of closed shop of about 500 ~ 600.
After years of rapid development, along with the sporting goods market blowout, the Jinjiang brand representative of the local sports brand to achieve the extraordinary development. However, the order of 2010 decreased by Li Ning Company,UGG Boots Clearance, closed shop integration as a symbol, means that the entire industry has entered a transition period.
extensive and intensive
in people's minds, the rise of local sports brand with generous resources, a strong desire to build brand, cottage style is inseparable from the instinct of imitation, such as wilderness in general, throw open the doors . China Central Television Channel 5 channels into Jinjiang, Jinjiang business competition for celebrity endorsements, the stores have mushroomed everywhere, constitutes a buy shoes,Moncler Down Jackets, Anta, 361 degrees, special steps, Jordan, Pick, Erke, Del benefits, Meike, and many called Xidelong name or no name come to the movement path of brand development.
However, such a development path to a critical point. However, from 2009 to 2010, relying on shop channel, multi-shop to bring the level of growth patterns encountered a bottleneck, to a critical point. Li Ning Company, as the number of stores across the country has reached 7,000, body mass is very large, there is some difficulty managed to maintain relatively high margins difficult. The ability to achieve increased brand premium vertical growth, there is still some space.
not only Li Ning, Anta, special steps, Jordan, 361 degrees, buy shoes and other brands have felt the market pressure. Increase in resources on brand building, grab high-quality sports resources, through the channels to open new store to promote business growth, which is the main local sports brand momentum. However, due to substantial increase in rent, get out of the store more and more difficult to make money, Li Ning Zhang Zhiyong, CEO said: On the one hand, used to rely on a large number of new store growth model has been difficult to sustain; the other hand, the terminal operator of the retail stores rising cost, which makes Li Ning, the company's dealer growth prospects for the next year more and more cautious.
industry believes that, Enhance the brand's appeal and ability to improve the brand's premium is an inevitable choice. Nike entered the second and third tier markets and a low-priced shoes can make local sports brand paranoia, it is because although the local sports brand through a phase of branding, but with international brands, there is still not a small gap, when the loss of price , channels and other advantages to face competition, local sports brand is inevitable,
Zhang that the industry will be the emergence of a new form of competition, that is, channels formed from supermarkets, such as household appliances industry, Gome, Suning, as groups such as the Eagle United States investment in sharp move is to integrate a number of sports brand Together, through the professional channel management control prices.
This will be a future direction, but will still be divided, after all, sportswear emotional factors will be more spending, store experience is essential. Li Ning Company has developed a retail brand with the possibility of financial crisis in 1997, in response to the dealer is not getting goods, distribution of pressure in the case, Chen Yihong once led the establishment of 12 subsidiaries as a retailer, there was independent channels may grow into large companies, but the financial crisis was incorporated up. If the spin off development to the present, at least not lose Belle.

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