London Olympic Games Is Difficult For Local Sports Brands To Save Lives

Looking back every four years, is it Olympic time again? With the 2012 London Olympic Games approaching? Anta? The "Oriental Sports Brand" led by local enterprises such as 361 ° has opened a "war" without smoke?

But limited by high inventory? In addition to the sluggish market such as homogenization, and the attraction of the Olympic Games to domestic consumers is far lower than that of 2008, the industry expects that it will be difficult for local sports brands to take the opportunity to "cash in". Moreover, it may take 2-3 years to get out of the "cold winter" period?

　　 Betting that London Olympic Games enterprises will show their talents

For local sports enterprises that are eager to get out of the predicament, is the quadrennial Olympic Games undoubtedly the "battleground" for brand marketing?

Li Ning, the chairman of the board of directors of the "Big Brother", not only personally carried the torch in Athens, Greece, but also "snatched" gymnastics from the Chinese Olympic delegation? Diving? Table Tennis? Shooting? Sponsorship of five sports teams, including badminton? In addition, Anta spared no money to exclusively sponsor the Chinese sports delegation's London Olympic champion's winning uniform - "Champion's Dragon Clothes"?

And some second and third tier local sports brands are "looking for a new way" to share in the London Olympic Games? 361 ° exclusively sponsored clothing for CCTV sports reporting group, and built Olympic equipment for Chinese cycling and hockey teams; PEAK sponsored New Zealand? Lebanon? Iraq and other seven countries' Olympic delegations?

The reporter visited and saw that the Olympic uniforms of five sports teams were placed in the most prominent position at the entrance of the Li Ning flagship store on the Nanjing Road pedestrian street in Shanghai, attracting many consumers to take photos? The shopping guide of Li Ning store of Beijing Chongguang Department Store said that these T-shirts will become the main products during the Olympic Games?

"With the increasing recognition of the brand by enterprises, no one will be willing to give up this opportunity to show up even if the industry is no longer depressed and the sponsorship fee is no higher, because to a certain extent, it is also related to the enthusiasm of enterprises when they signed the partnership for the 2016 Olympic Games in 2013." 361 ° Vice President Zhu Chenye told reporters that "?

　 "Embarrassment" of Olympic promotion

Journalists in Shanghai recently? The major shopping malls in Beijing have seen that many sports brand counters are hung with "sale" signs? 30% off for one piece? 60% off for two pieces? "Slogans" such as "buy 200 minus 80" can be heard everywhere, and some even "shout" for 50% off?

"This kind of strong sale is rare in the promotion war of sports brands," said Ma Gang, an independent commentator in the clothing industry. As time passes, the good days of local sports brands have passed?

It is understood that in 2008, when local sports brands were rising strongly, the Olympic Games were held at home. Enterprises closely combined marketing and offline sales, which made many enterprises make a big profit? Anta's operating income soared by more than 50% that year?

But this Olympic Games is in London, England. Most of the domestic consumers will only watch the excitement, and their sense of participation is not strong. So enterprises have no choice but to get into the "stage to make money"? Embarrassment of "busy off stage discount"?

Zhang Qing, president of key sports marketing organization, said frankly that the Olympic Games only provided a platform for manufacturers to focus on the market? "Corporate sponsorship of the Olympic Games is like taking stimulants, which will have some effect in the short term. It is unrealistic to use the London Olympic Games to completely change the current dilemma?"

A dealer of a domestic sports brand confirmed this phenomenon, "Although we look at the manufacturers with London Olympic resources, we are still cautious in picking up the goods. Too high inventory will seriously affect the cash flow? The orders just ended in the first quarter of 2013 will decrease by 40% year on year?"

It may take three years to "get back on track"

Guojin Securities Clothing industry Analyst Zhang Bin pointed out that although the London Olympic Games is a rare opportunity for local sports brands to "dig gold" in the international market, according to the current situation of the whole industry, it will take at least three years to make structural adjustment?

"Discount seems to damage the brand image, but it is the only way out at present?" Zhang Qing said that in the clothing and footwear industry, in addition to the brand effect, the core of the competition is the inventory turnover days, that is, who sells faster?

In fact, since 2011, local sports brands have collectively fallen into the dilemma of "high inventory" and declining performance? Under pressure, the top priority of major enterprises is to "dump goods"?

Jin Zhenjun, the new executive vice chairman of Li Ning, said, "The biggest goal of the company this year is to solve the inventory problem. It is estimated that it will take another 6 months to 1 year to clear the inventory."

Zhu Chenye also said that the 361 ° order meeting orders have already bid farewell to the previous double-digit growth market, and are now striving not to decline or increase slightly? Based on the competition of resources for the next Olympic Games in the industry in 2013, whether it is star endorsement or advertising, is it an expensive brand maintenance fee?

Industry insiders generally believe that although the Olympic East Wind is difficult to become a "life-saving straw", it has to be grasped at present, otherwise it is more likely to be forgotten by the market? Is there a long way to go for the "turnaround" of local sports brands?

Experts suggest that enterprises must make up their minds and move later, and must not take one step at a time; It is not suitable to swarm in hot events; In addition, increase research and development? The investment in supply chain management and other aspects can distinguish itself from competitors and become the final winner.