The Difficulty Of Sports Brand: The Domestic Sports Apparel Industry Has Entered The Second Half Of The Mature Cycle.
Hong Kong stock movement brand encountered industry boom turning point.
Sports apparel in China
industry
In the second half of the mature cycle, the scale growth rate will decline.
market
Characteristics such as high concentration degree and high inventory.
The superposition effect of "08 Olympic Games" and the concentrated listing of sports brands led to overdraft and inflection points in the industry.
Lining's position is awkward, hovering between the international high-end and domestic low-end brands.
Upward
Lining
It is difficult to cross border international brand resources barriers in R & D and marketing; downward, Lining's price is no longer close to people, leading to its deviation from the low-end mass market.
The professional channel mode also led Lining to encounter the resource deviation of the channel in the adjustment period of the industry.
The bottleneck of Jinjiang's brand development comes from a single mode of imprisonment.
A certain proportion of self production + "events, stars, CCTV advertising"
Marketing
+ two level franchising of the same mode led to the strength of the brand is almost the same, it is difficult to break through.
The growth rate of the extension is slowing down, and the volume and price of enterprises are driven to switch.
As a tax benefit policy for foreign enterprises, the brand expired in 2012 and the profit space was again compressed.
The revelation of sports to A share outdoor and leisure industry that has common characteristics in consumption or target market is as follows: according to the valuation level of each cycle stage, outdoor is at the highest valuation period in history; in view of the imposition of sports brand in positioning and mode, the leading low end positioning Brand in the leisure brand is expected to break through in the downturn of industry and enjoy the valuation premium.
Investment follows two main lines: first, select the outdoor sector which is in the second half of the industry growth cycle and enjoy the highest historical value, and explore the corresponding varieties; two, choose the leading varieties of low and medium position, most of the brands listed on the leisure market are located in the lower and middle market below the secondary level, with reference to the valuation of the Hong Kong stocks of the sports brand, the scale and operation capacity of the leading brands enjoy the premium premium compared to other equal location brands, and the specific varieties recommend the American state dress.
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