How Will The Domestic Sports Brand Closing Shop Tide Turn Its Way?

< p > the root cause of such a gloomy sports brand in China is that it is difficult to maintain the mode of distribution and stock management and brand management.

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< p > seeing the tall building and seeing the collapse of the building, the domestic sports brand, which was once thrived, has now entered the bleak season.

According to reports, in the past two years, the domestic brand of the movement has been continuously closed, and with it, not only is the sharp decline in revenue and profits, but its share price is generally plummeting, and Lining and 361 degrees have lost 71.60% and 60.32% respectively in more than two years.

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< p > If only looking for external factors, it can be attributed to both. When the 2008 Olympic Games Dongfeng will bring the domestic sports brand to the summit, it will naturally slide into the sliding stage, and it can be attributed to it. As the main consumer group of sports brands, the decline of the school age population at the age of 6-14 has reached nearly 20 million in the past five years.

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< p > but external factors can explain why domestic sports brands are slow to move forward, but it is difficult to explain why it is so gloomy.

The root cause of such a gloomy sports brand is that it is difficult to continue the distribution of goods and inventory management and brand management.

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First, the distribution mode of P is not sustainable. In the initial stage of the domestic sports brand, because of the need to speed up the flow of funds and stimulate the enthusiasm of distributors, the distribution mode has made great contributions to the rapid expansion of domestic sports brands.

However, after becoming a Xiao He and defeated Xiao He, after the domestic sports brand is already large and the distribution outlets are doubled, the continuous distribution of goods will inevitably cause the indigestion of dealers, which will lead to the losing control of the domestic sports brands to the distribution outlets and the high pressure of continuous storage.

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< p > further discussion on the dual inefficiency of inventory management and brand management. It is well known that in today's fast selling era, especially for fast fashion sports brands, the high inventory of their products will not only affect the efficiency of capital turnover, but also create a negative impact on the brand of innovation, so that domestic sports brands must admit that they are lagging behind international sports brands. Compared with the international stock brands such as Adidas and Nike, the turnover period of domestic sports brands is generally as high as 80-100 days.

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< p > in addition, the poor management of the domestic sports brand is also one of the root causes of the gloomy business. The management of the domestic sports brand is short of its own growth history, and has no strength to compete for the world's major competitions. It is also related to its lack of systematic brand building. However, with the increasing brand recognition ability of the consumers in China, the lack of brand system management capability will inevitably lead to further weakening of the market space of the domestic sports brands.

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In terms of the current situation, the domestic sports brand obviously needs to learn from the bitter experience, profoundly reflect on the internal causes of its increasingly gloomy business, and enhance its inventory management and brand management capabilities in an all-round way, but not p's external factors.

Only in this way, can the domestic sports brand achieve the end of its twists and turns into brilliant after 2-3 years of stable repair.

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