Puma and other foreign sports brands involved in the centralized close up tidal power dealers massively armies

The closing tide not only involves the domestic sports brand, but also affects the http://www.aliyun.com/zixun/aggregation/38078.html "> foreign-funded enterprises." The German brand Puma has announced it will close more than 90 unprofitable stores. Analysis that, under the background of market growth slowdown and increase the overall profitability of the pressure, the future closing tide will continue to spread to the entire sporting goods industry. Moreover, the large armies of electronic commerce has also become an imminent incentive for channel reform.

Puma said the spending cuts and rectification plans that began in the second half of 2012 will continue into 2013, including closing more than 90 unprofitable stores and reducing some 450 jobs. Puma's losses were as high as $56.8 million in the four quarter last year. Coincidentally。 From the second half of last year, Li Ning, Anta, and other domestic mainstream sports brands have been close to the news. Among them, the number of grams and Li Ning closed last year, the number of Anta is 110. Last week, the company said it would close 100 or so stores this year. It is understood that the special step last year has closed 80-100 stores.

Analysis of the industry, the collective closing action and the previous radical expansion related. Before the 2008 Beijing Olympic Games, sports brands both at home and abroad placed great expectations on the market, especially the Chinese market, competition opened the shop became the main theme, but the market reaction is less than expected. In recent years, many store profitability can not be upgraded, operating terminal stores of the various costs are increasing. Key Road Sports Consulting Co., Ltd. founder Zhang pointed out that the collective sports brand closed, reflecting the entire industry bottlenecks. On the one hand, the era of Gaumauli and high growth has gone; on the other hand, the growth pattern of increasing sales by opening large stores has been unsustainable. Zhihua, CEO of the Group [Weibo] also told reporters that close to the store after the focus on quality stores for investment and management, more can improve the profitability of a single shop.

In addition, closing the store and the rapid development of e-commerce is not unrelated. In order to adapt to the market, the sports brands will be part of the sales channel to the line, the future online sales of the proportion will gradually increase.