Anta out since 2009, the first 6000 stores, Quanzhou another sports brand Pick in the country's first 6000 stores also settled in Shanghai recently. It is understood that Xtep, 366 the number of stores is about to reach this value. Driven by the strong market growth, many enterprises have seized the opportunity of the financial turmoil caused by the drop in shop costs and store resources and accelerated the pace of terminal expansion. According to the current situation of expansion, experts believe that in the next two to three years, the sports brands Terminal competition in the major commercial streets across the country will also intensify. The age of the sports brand chain of thousands of stores or will come.
Financial crisis is conducive to big brand expansion
Lai Shixian, chief operating officer of Anta Sporting Goods Co., Ltd., which broke through 6,000 stores at the earliest, believes that the international financial crisis has played a role in lowering the comprehensive commercial cost of opening a shop in 2009, which is an opportunity for the brand to be used in terminal construction.
From the beginning of 2009 to the present, Peak's channel construction accelerated noticeably, adding nearly 1,000 stores in less than a year. Peak CEO Xu Zhihua believes that the industry's channel competition is entering the "6000 store" level, and the market began to stabilize, some brands of market channels gradually maturing.
Disney sports brand appeared in early last year opened 20 stores a week phenomenon. Ye Shuangquan, director of Disney Sports Marketing Center of Xtep (China) Co., Ltd., believes that the financial crisis has caused the investment in many industries to be conservative while the direct payment on commercial terminals has resulted in a decrease in the transfer fee. He analyzed that under such circumstances, the rent of a single terminal shop may not actually fall, but due to the limited resources, the future rent will still be higher and higher, but we are at a low ebb when there is strength Brand terms, it has become a good chance to seize. "In the past, there was money but no shop, but in 2009 the chances are more," he said.
Industry experts believe that some well-preserved shops will still be in a much-sought-after situation, but the overall market is not as strong as in previous years. That is, the transfer fee is an unlimited plus. Relative to the previous year's unlimited plus, this year's rent is not up actually can be said to reduce the cost of the shop. This is a great opportunity for a strong brand. In the context of the financial crisis, some sports brands are still rapidly expanding, indicating that China's sportswear domestic market growth is still great room. On the other hand, under the influence of the financial crisis, the drop in some terminals' opening costs and the exit of some less-competitive small-sized brands also provided room for expansion and great opportunities for some powerful big brands. With several major sports brands in Quanzhou over 6000 store scale mark, several major sports carving up the pattern of the Chinese sporting goods market will become more pronounced after the Olympic Games in China sportswear market will be a big brand integration of small and medium-sized brand resources era.
The future competition will be in the second and third tier markets
Ye Shuangquan think Quanzhou sports brand in recent years the rapid expansion of the terminal for China's commercial development adds a touch of color. Its biggest contribution is to open up the domestic market, store economy.
And to lead the first wave of the domestic economy of the store is the first of a number of Hong Kong brands Giordano, followed by the Wenzhou shoe brand. Today, however, a significant portion of the major commercial storefront resources in major cities in China are occupied by Quanzhou's sports brands.
Xu Zhihua that the strength of domestic sports brands and international brands to contend with, from the beginning is derived from the domestic second and third tier cities. This is also a unique phenomenon in the development of Chinese sports brands. As Nike, Adidas and other international brands earlier stationed in the domestic first-tier cities, the basic monopoly of the industry now. Domestic brands started later. They chose the strategic pattern of "encircling the cities from rural areas" in the early stage of development and took second- and third-tier cities as their main consumer markets. Whether it is the price or the product, domestic sports brands more easily accepted by consumers in these regions, so there is a lack of front-line market share of domestic sports brand situation. The facts also prove that a truly vast market really exists in these regions. With the financial turmoil sweeping the globe, the high-end price of international brands is obviously less competitive than the low price of domestic brands. This year, sales of major sports brands in China are highly increased, while international brands have experienced a backlog of inventories and declining sales.
Ye Shuangquan predicts that within the next three years, Quanzhou, the number of stores in the country reached 10,000 levels will also appear. He believes that on the one hand, the current occupation of the sports market in Quanzhou in the first-tier market is still "fur" level. According to the concept of marketing 4C, consumer convenience is already a new requirement of the market. At present, there are still plenty of room for the "three districts" (communities, campuses, and parks) in the first-tier market to upgrade. Currently there are many first-tier cities in the community there is a shop, so Quanzhou sports brand, in the first-line market there is still room for development. On the other hand, in the second and third tier markets, the current space is still huge. Quanzhou sports brand has fully realized the "rural encircling the city." At present, the market of towns and villages with 200,000 and 150,000 people can support a shop. The number of such villages and towns in China is extremely large.
However, after stabilizing the second and third tier cities, entering the first-tier cities is an inevitable choice for the development of domestic sports brands and the pursuit of an international sports brand market and expansion of development space. Peak 6000 stores stationed in Shanghai, precisely for this reason.
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