The sports shoe Jixun Breakout path

Difficult market environment Forced sneakers seek change, to accelerate the transformation of the way to explore its own characteristics and positioning

18 morning, brought together more than 500 domestic and foreign shoe companies, thousands of buyers "15th China (Jinjiang) International Footwear Expo opening. Shoe Fair has become known as "Chinese shoes are" Jinjiang, "wind vane" of the athletic shoe industry.

Since last year, the production of excess inventory backlog, homogeneous competition to highlight the contradictions plight of the industry continued to plague the sports shoe. Reporter was informed that the shoes Bo face unprecedented pressure to survive, the domestic shoe is multi-planning, trying to explore their own "escape".

Within the crowded external pressure

Since last year, the domestic sporting goods market competition, the the multiple sports brand suffered a decline in sales revenue, rising inventories dilemma.

Li Ning [-2.49%] recently released report shows that in fiscal year 2012 losses amounted to nearly 20 billion; ANTA Sports [0.15%] 2012 annual report, due to fewer orders, negative growth in wholesale revenue, the company turnover is lower than in 2011 14.4%.

361 degrees (China) Co., Ltd., Jinjiang Cheney shoes and apparel companies and other enterprises to participate in the session of the shoes also said that this year the industry as a whole to pressure on the stock.

361 degrees Sports Marketing Center Director Zhao Feng believes that since the end of the last century, along with residents of the rapid increase in disposable income, people demand for sports and leisure goods explosive growth, which brings to the athletic footwear industry, a very long boom growth cycle .

Followed, the influx of a large number of companies and funds in this industry, will inevitably bring about a certain degree of industry overcapacity problem.

Transformation is imminent

An interview with reporters in the shoes Bo learned that the face of unprecedented pressure, the transformation and upgrading has become the industry consensus. The difficult market environment Forced sneakers hoping for the new change, to accelerate the transformation of the way to explore its own characteristics and positioning.

For example, was founded in 1994 Dodge Group, to insist on OEM production for nearly 20 years. From the first three acres of land, the floor, and now has developed into a well-known brand Adidas foundries, with an annual output of 20 million pairs of sports shoes.

Other companies are throwing money at advertising, playing the brand, we adhere to the one, to act as contract manufacturing capabilities to the limit. "Says the Chairman of the Board of the Group Linyong Can.

In order to keep up with the quality requirements of the international brands, fashion trends, Dodge Group a year R & D expenses have invested thousands of yuan. After 20 years of accumulation, the Dodge Group sales revenue last year, an increase of 68%, this year's production orders have been routed June.

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