From Lining'S "Guan Dian" To See The Pformation Of Sports Shoes Brand Sales Channels

January 13th news overview

The famous brand of famous sports in recent years

It is not clear how many stores in Chengdu will be involved in the closed stores.

The industry believes that the future sports brand sales channels will enter the integration period, sports supermarkets will rise.

Lining wants to close more than 500 stores.

In the face of fierce competition, Lining has thrown out a series of solutions, including integrating some poor performing stores, and promoting the growth of company's performance by increasing the sales revenue of single stores.

According to the total number of stores and the decline in orders, the number of outlets may reach 500-600, accounting for less than 10%.

As of June 30, 2010, Lining's retail outlets in China reached 7478.

By June 30th this year, 129 dealers in Lining had operated 7004 franchise stores in China, and there were 474 Lining stores in 18 provinces and municipalities in China.

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The number of outlets in Sichuan is uncertain.

How many Sichuan stores will Lining adjust to this adjustment? Yesterday afternoon, Li Ning Co headquarters in Beijing said that more than 500 stores were closed for the need of channel integration, and the growth of the company's performance was promoted by increasing the sales revenue of single stores. The specific data in various places are not yet clear.

For Lining will close hundreds of stores news, Chun Xi Road, a Lining store staff said he did not know.

The staff pointed out that at present, there are two Lining stores on Chun Xi Road, one is the concession shop opened by Jin Lang sports, and the flagship store. One is the Lining direct shop, and the largest one in Chengdu.

Retail pressure on sports goods

In the eastern part of Chunxi Road, except for XTEP store, there is a Nike in less than 50 meters, next to Jordan sports and Anta sports.

In the western part of Chunxi Road, there are not only Nike, Adidas and Anta, sports 100 sports shops, but also a sports mall.

Competition is getting hotter.

The 2011 quarter of, the second quarter, the large order meeting showed that the order volume decreased by about 6% compared with the same period last year.

Zhang Zhiyong, group chief executive, believes that the retail environment of the sporting goods industry this year is obviously under greater pressure. On the one hand, it has been unable to sustain growth in the past due to excessive reliance on distributors to open stores, and on the other hand, the cost of retail operation is also rising rapidly, so the growth expectation for next year's growth is also more conservative.

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Experts believe that sports supermarkets will rise in the future.

Lining group chief executive officer Zhang Zhiyong pointed out that these measures will bring short-term pains, the next two quarters, Lining brand orders may still face some pressure, but will be conducive to long-term, stable and healthy development.

Sun Wei, chief consultant of Beijing Yiyi management consultant Co., Ltd., thinks that stores that have been opened to expand market share may not be able to meet the needs of development.

"The future sports brand retail will develop in two directions," Sun Wei pointed out. For the first-line sports brand, creating professional boutiques will be an inevitable trend, and for the two or three line sports brand, the sports supermarket will be the best end result.