How Does First-Line Brand Grasp The Opportunity Of The Industry And Rush Out Of The Tight Encirclement?

In 2012, a number of listed sporting goods enterprises such as Lining, Anta, XTEP and so on, the latest order meeting data, inventory backlog, planned new shops are all at the worst level in recent years.

According to the industry analysis, sports brand enterprises are facing not only the homogenization competition pressure of the same industry, but also the extrusion of the leisure industry market. On the one hand, a large number of low-cost local brands, which have the ability to quickly make up and transfer goods, blossom everywhere. On the other hand, Zara, UNIQLO and other foreign brands bring forth new ideas, all of which create pressure on the local sporting goods industry.

"The Li Ning Co announced that the massive layoffs are only the first Domino, and the layoffs of other sports brands will be drawn up." Shao Ligang said that 2012 is bound to be a very difficult year for domestic sports brands. Since 2008, the bombs planted by the crazy market expansion of sports brands will explode one by one, and the cold spring of the sports brand has arrived, to see who can get through.

After the crazy expansion, the local sports brand is facing a new cycle. High premium "foreign brands" Nike and Adidas two giants firmly control the high-end market of domestic sports brand. How to deal with the tendency of "brand foreign consumption" by local brands and break through in the white hot competition pattern is a proposition for enterprises to think about. "Sports brand has spiritual and cultural connotations. If local brands want to break through, they need to combine with fashion, art and other elements to create cultural symbols that meet the needs of consumers.

The inventory problem of shoe enterprises is concentrated on the management of supply chain. For the inventory problem of footwear industry, promotion can only eliminate pathogenic factors, while the optimization management of supply chain can consolidate the right and cure the root. Supply chain management is a management idea and method of logistics, information flow and capital flow integration. Its starting point is to pay close attention to the actual needs of customers, and the relevant departments in the supply chain nodes give full play to their core competencies, forming complementary advantages and sharing information.

In the era of information economy, the fundamental way to realize supply chain optimization is to realize information transparency and break the malpractice caused by information asymmetry. In addition to strengthening the planning and design of goods and raising the accuracy of rolling prediction as much as possible, inventory problems should also accelerate the response speed of the entire supply chain to adapt to market changes, and reduce the stock of shoe enterprises is actually equivalent to producing less marketable products.

With the increasingly fierce competition in the industry and the increasing demand of consumers for shoe enterprises, higher requirements for the quick response ability of footwear enterprises are put forward. Shoes enterprises should carefully conceive and organize the supply chain's organization and management, and focus on research and massive input in warehousing, logistics and information management systems, because supply chain management capability has become one of the core competitiveness of shoe enterprises.

Under the premise of serious brand homogenization and a large surplus of low-end products, if we want to pass this period safely and have the opportunity to grasp the industry opportunity to rush out of the tight encirclement, I am afraid we still need to return to the track of value innovation.