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High Inventory Of Shoe Enterprises Is Affected By Factors Such As Production And Operation Of Sports Industry.

2012/12/13 10:42:00 31

according to the relevant data, in the first half of this year, < a href= "http://xm.sjfzxm.com/" > Lining < /a >, Anta, 31st degree, XTEP, PEAK and trend, the total inventory of the 6 famous domestic sports brands reached 3 billion 721 million yuan, an increase of 22 million yuan from the end of last year and a new high. 
P > Lining began in July, attracting consumers at factory stores and discounts. Since then, many other sports brands in China have joined the ranks of "go to stock". They have played a low discount of 2 to 50 percent off, and a price war is looming. 
 actually, from the second half of last year, domestic sports brands began to collectively "winter". Looking for annual reports: Lining's inventory reached 1 billion 130 million yuan at the end of last year, about two times that of 2008, and the inventory of 331 reached 450 million yuan, which was nearly 5 times higher than that in 2009. The pressure of the other 4 sports brands is also enormous. 
 the gradual increase of stock means that the goods produced can not be sold according to the original plan, and enterprises will face the pressure of shortage of funds. Low price sell-off may help enterprises recover funds in the short term, but in the long run, it may have a negative impact on brand building and channel management, not a permanent solution. 
 from the source, we look at the predicament faced by China's sports brand. Apart from the economic depression and the macro environment of low consumption, various enterprises' problems in product design, production and operation have aggravated the imbalance between supply and demand. 
 from the perspective of demand, domestic sports brand product innovation and brand building ability are weak, leading to the loss of some customers. As the saying goes, selling things depends on shouting. When modern enterprises develop to a certain period, they need to establish brands to stimulate consumers and win the market. However, the findings of the research institutes on the main customer groups of sports brands in China (13 to 30 years old) show that the brand image of domestic sports brands is blurred, and the styles, designs and celebrity effects are quite different from those of international brands such as < a href= "//www.sjfzxm.com/news/index_c.asp" > Adidas < /a > Nike. Young people have low brand recognition. 
On the supply side, the brutal expansion of the domestic sports brands in the early days laid a "focus" for late management. P Generally speaking, the sports brand adopts the operation mode of "light assets", that is, distributors first place orders and payments to the brand head office according to the needs of stores, and the brands are produced according to the requirements after receiving orders, and are not responsible for sales. In this mode, the production of products has a lag period, the market demand may have changed, and it is not easy to adjust. As of December 31, 2011, the number of franchised stores managed by Lining brand distributors has increased from 2272 to 7495 in 2004 when it was listed on the main board of Hongkong stock exchange. The surge in the number of stores has led to the expansion of production. When market shrinkage is not adjusted in time, it will easily lead to backlog of stocks. 
 aiming at the actual situation of labor cost and raw material and other traditional elements, the experts in the industry put forward that reform is the biggest bonus of future economic development. 
 in the present, our country's < a href= "//www.sjfzxm.com/news/index_x.asp" > sports shoes < /a > clothing enterprises should cherish the welfare of policies, drive innovation and development, speed up the research and development of new products and new technologies, implement production management innovation, establish brand image, fundamentally improve competitiveness and turn danger into opportunity.