1,2008 on the brand

 Performance gains across the board

shoes recently, the major domestic enterprises have listed shoes drying out of the 2008 report card, 2008, the domestic sports sports shoe is proud of the year. Bucket figures, fighting technology, Doo fashion, also fighting in the events and fashion event participation. Even if no clear figures, in 2008 the rapid development of the domestic sports shoes brand is no doubt that the actual growth of the data we use to speak. look at the Li Ning, 2008 Overall sales gross margin was 48.1%, 0.2 percentage point increase over the previous year. Li Ning footwear 2.918 billion yuan, 43.6% of total revenue. look at the ANTA,bailey UGG boots, ANTA 2008, gross margin increased 6.5 percentage points to 40 %. from product sales situation, footwear increased by 46.8% to 26.8 million pairs, with an average selling price (wholesale price) from 88 yuan to 94 yuan, an increase of 6.8%. clothing sales rose 43.7% to 3390 million, the average price rose to 58.6 yuan from 53.6 yuan, up 6.3%.

sports shoes in China in 2008 on the reasons for the gains across the board thanks to enhance the purchasing power of Chinese consumers and the 2008 Beijing Olympic Games. China Qin Dazhong trends CEO, said: \\heavy head, so the brand spring autumn and winter each year will be the order quantity order situation is often a barometer of brand marketing year. The focus from the domestic sports shoes brand news from Quanzhou, with the ANTA, horses grams, special steps, 361., seven wolves campaign ERKE del benefits such as the 2009 winter sports shoes brand product orders will be held one after another, like the current order will go to the market is nearing its peak. As the global financial crisis, many brands will be in order both size and inputs tend to be conservative, ordering products in order downward trend year on year, some of the brand, said orders fell by 20%.

2. stock into inventory problem

shoes sports shoes company has also become an issue .2008 headache, some sporting goods brands to the Olympics for the sporting goods industry to stimulate the consumption estimates are too high, resulting in product backlog, and the financial crisis has brought the impact of the sports shoe market. substantial increase in the inventory in the Li Ning's 2008 annual report are reflected. Ning annual report, Li Ning, 2008 inventory value of 6.5 billion, 5.1 billion compared to 2007, an increase of 27% . Therefore, the financial crisis in China, though not the movement of goods giants, \the domestic industry and international brand sports shoes

the gap with the international sports shoe brands, domestic brands still not a small gap.

(1). order reaction poor
< br> compared to the speed of response to orders, during the Beijing Olympics, Adidas has ordered a total of 2.9 million sports products, of which at least 210,000 achieved within 7 days of delivery, and a group of 300,000 temporary plus single product, from order to delivery in just 9 days. In contrast, the current may be the fastest domestic and single Anta, from order to delivery but also 20 days.
< br> (2). sales channel needs to be strengthened

building sales channels, more and more emphasis on building self-Adidas store, Adidas 2008, retail brand of self- number reached 1,332, only 1,003 in 2007. In contrast, Li Ning in Beijing, Shanghai and other cities did not increase the number of its stores, but from 352 in 2007 down to 310.


can be seen, the domestic brand sports shoes, brand marketing, new product R & D gap also large, international brand for product R & D very seriously, the annual R & D costs are a fixed percentage of sales. they are very focus on consumer use of surveys, according to consumer demand, body mechanics and improve and optimize the product, focus on the development leading The high technology content of the shoe. By comparison, the national sports brand, they draw more attention to the so-called l r and the following, R & D investment more conceptual level, stay in the hype, more impetuous.

4, sport shoes method to explore business revitalization

(1).

flexible solutions inventory problems before and after the Beijing Olympic Games, as optimistic about the Olympics for the leading role of the domestic sports industry,UGG boots, many sporting goods companies are at full capacity, resulting in part of the business of sports shoes a certain inventory problems. The reason this happens is that these companies are not on the market system, accurate analysis of market expectations for the lack of accurate estimates of the growth rate, leading to overcapacity. Therefore, production capacity can prevent the emergence of over-shoes.

sport shoes enterprises can make use of information, namely, ERP (Enterprise Resource Planning, Enterprise Resource Planning) handled more efficiently and quickly when orders and sales of footwear Contradictions . Enterprise Resource Planning module named one of Invoicing. may reflect how many orders for the next month, as well as on the next quarter, customer demand forecasting capabilities. These data can help companies make shoes more precise production plan .

In addition, the sports shoe market ability can reduce the production of inventory. other sport shoes enterprises to solve inventory problems, but also in close contact with operational logistics, determine the exact production strategy and logistics strategy.

(2) to increase production line and the expansion of sales terminals simultaneously

2008 years because of the financial crisis, a large number of small and medium businesses have closed shoes, make a part of the competitive market, the brand sports shoes provided an occasion to expand opportunities for enterprises. Therefore, the strength of the enterprises can expand production lines appropriate for the occupation of market share, fully prepared.

example, special steps (China) Co., Ltd. in Jinjiang opened a new factories, the demand for workers in 2009 will exceed 3,000 people. The same expansion can Pick, recruited 2,000 additional workers. In addition to grass-roots workers, are increasing the pace of internationalization of the Olympic brand on the demand for top talent will continue to increase this year, including the demand for overseas personnel. Jordan, the company also added more than 2,000 workers after the holiday, but also the new production lines into 20 million yuan.

enterprises in China,UGG boots cheap, sales of sports shoes terminal and foreign brands of sports shoes have great gap. In 2009, sport shoes enterprises can increase the rate of expansion of sales terminals In 2009, sports shoe up special-step plan to open 1,UGG shoes,000 new stores. Anta Qiangzai develop 300 ANTA shoes fashion shoe stores and 600. These stores will cover the mainland first, second and third tier cities. expansion of sale of sports shoes in China emerged focus on planning and development of large stores the characteristics of second and third tier cities. The former is to improve product quality, focus on displaying the brand image, and the latter to develop second and third tier cities, spending power, the addition of new domestic market.