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Date: 2018-01-16 15:37
When you go to a blind date, in order to give the other party a good first impression, you must put on your best clothes.
Recently, in Xiaoshan, Hangzhou, a young man was rejected by the woman because she was wearing a pair of special step shoes during her blind date. The reason is: 27-year-old boys are not suitable for dating special-ticket shoes; they like finer boys.
â–² Image Source: Xiao Xiaoshan Xiaoshan Forum
On the afternoon of January 8, the official Ali Weiwei microblogging, which was certified as Alibaba's official cultural account, stated that the rejected boy was a senior R&D engineer at Alibaba.com.
Alibaba programmers were rejected because they wore a pair of special shoes. Some netizens said that this was the worst time Xtep was black.
Isn't it appropriate to wear Xtep? Is China Sports Brand really so bad?
Is Xtep really low-end?
Li Ning, Anta, Peak, Xtep and 361 Degrees are known as China's top five sports brands. Sports-loving audiences are no strangers to these brands. Their advertisements are often seen on CCTV's sports channel. They can also be seen at any time on football, basketball, marathon and other popular sports venues.
Take this darkened special step as an example. Xiao Bian saw in Xtep International (01368, HK)'s 2017 interim report that Xtep’s current position is a professional sports fashion brand.
Due to the marathon heat in recent years, Xtep also launched running related products. In the first half of 2017 alone, Xtep sponsored events such as the Xiamen International Marathon and the Chongqing International Marathon.
Xtep was the first to be known. It was a special step of the ad words from film and television star Nicholas Tse. It was not a general feeling. Movie and television stars endorsement of sports brands, is not conducive to its professionalism. Therefore, Xteb invited Wang Jin, Cai Zelin, Chen Ding and other Olympic athletes to endorsements, and even invited former European football player Shevchenko. However, compared with Anta, Li Ning, Peak and other brands, the reputation of these spokespersons is still a lot less. In terms of movie stars, in addition to Nicholas Tse, actress Zhao Liying also became the spokesman for Xtep.
Xiao Bian found that after experiencing the collective trough of domestic sports brands, Xtep’s revenue increased year by year from 2013 to 2016.
â–² Image Source: Xtep International 2016 Financial Report
However, in the first half of 2017, Xtep International's revenue and profits all declined year-on-year. In December last year, Xtep International also issued a profit warning saying:
As the existing products in the repurchasing sales channels are produced before 2015, it is estimated that the net realizable value will drop significantly. Therefore, it will have a significant impact on the company's 2017 profit. It is expected that the Group's comprehensive net profit in 2017 will fall by approximately 25% to 35% from 2016.
Blind expansion, destocking, cottage
Domestic brands have experienced winter
As can be seen from the earnings warning announcement, Xtep currently faces the problem of destocking. In fact, it is inventory problems that have almost undermined domestic sports brands.
Previously, with the 2008 Beijing Olympic Games as an opportunity, sports brands opened a large number of stores in busy areas and shopping centers across the country. Even in the less demanding cities, there are also a large number of shops. However, in 2012, 2013, due to the rapid expansion of the market and the opening of stores, the domestic sports brands have suffered a bitter result. In two years, the total number of stores closed by major sports brands exceeded 3,000.
According to statistics from China Net, in 2013, the total inventory value of the six domestic sports brands Li Ning, Anta, Peak, 361 Degrees, China Trends and Xtep reached RMB 3.1 billion.
In fact, Nike, Adidas also suffered this wave of sports brand cold wave. However, they sold much better in China at that time.
Previously, China Investment Advisor light industry researcher Zhu Qingyi analyzed in an interview with a reporter from the "China Sankei Shimbun" that the sales of Adidas, Nike and other international brands showed a converse trend. The main reason is that in the face of a bad market environment, Adidas, Nike and other international Brands have made discounted promotions, and the development of low-end and mid-tier products in third- and fourth-tier cities has caused these international sports brands to compete with domestically produced low-end sports brands for market share. The international sports brand has gained the upper hand in the market competition with its brand image.
Large-scale Chinese young consumers can afford to wear Adidas and Nike, and that’s when they started.
Domestic brands are being spoiled, and there is a reason for the label of the cottage.
As the brand name and trademark LOGO are very similar to Adidas, netizens have written stories and stories on the Internet and spoke to Adidas. At the height of the fire, Admiral's billboards even entered the NBA and the Spanish Football League.
However, in May 2013, King Addi and Adidas resolved a five-year infringement lawsuit, and Addi Wang’s Chinese trademark and LOGO ultimately transferred Adidas free of charge. At the same time, the online sales of the shop will also terminate the use of the brand name of King Addi, and a very similar triangular logo with Adidas.
â–²Photo source: Guangxi TV report screenshot
Similarly, because of the use of the Chinese name of the NBA legend Michael Jordan, Jordan Sports and Jordan also fell into a long period of infringement.
Adidas and Nike after 80 and 90
At present, when more and more Chinese people participate in marathon, mountaineering, night running, fitness and other sports, China's sports footwear market has entered a period of rapid development. The days of winter sportswear brands in China have been getting better and better.
In the first half of 2017, the net profit of Anta Sports (02020, HK) rose by nearly 30%, while the gross profit margin continued to rise, exceeding 50%. Li Ning (02331, HK), net profit also increased significantly by 66.8%, and gross profit margin also reached 47.7%.
According to China Economic Net report, the "China's sports industry in China's rising China sports fitness industry" released by the "The Economist" in 2017 shows that at present, China's consumption upgrade is quietly underway, and sports consumption is also welcoming. The largest market dividend has come. The report shows that in 2016 China's sports fitness market was close to 1.5 trillion yuan, of which sports products and equipment accounted for nearly 70% of consumption. The report also pointed out that China's apparel, footwear, health care, leisure and education industries will grow by 26% to 42% in the next five years.
But a tough question is: For domestic brands, the continued bigness of the cake in the future does not necessarily mean that we can continue to get more sweetness. The Economist reports that by 2020, China's sportswear market will shift from the current foreign-funded and local brands to the foreign sports apparel company's market share, especially in the high-end market.
Because young people are the main consumers of sports brands, their preferences directly affect the future of the company. However, IResearch released 2016 “post-90s VS80 fashion brand preference research report†shows that Adidas and Nike are the most preferred sports brand after 80 and 90.
â–²Photo source: iResearch "post-90 VS80 fashion brand preference research report"
Perhaps, due to the young people's preference for international brands, the story of wearing special steps and blind parties was rejected. It can be seen that domestic sports brands also need to enhance their brand image.
Source: Daily Economic News
Hangzhou boy because of blindly wearing special step shoes refused, special step this pot is not?
Hangzhou boy because of blindly wearing special step shoes refused, special step this pot is not?