Large inventory, stores sluggish growth, the cost is "pear Alexander, perhaps only appearance for now at the cusp of sporting goods in the end, what makes such a status quo, the reporter who visited the Fujian sports industry generally mining the following issues and countermeasures. Product Question: in an attempt to meet all the needs of people with homogeneous products The face of a second-tier market in the consumption potential of the populations, and the new generation of groups, the domestic sports brand did not really produce a product suitable for their needs, and can not find the reasons for consumers to buy their products, the product does not have the core competitiveness. They simply try to act as the typical role of "porter", product machinery from the factory moved to another warehouse. Responses: a sense of focus on quality. In the domestic market, the enterprise into the whirlpool of the product of excessive packaging. A lot of shoe to go the brand route, although the "brand" do it, but forget about the "quality". The sense of quality products to consumers feeling, rather than product quality. Domestic enterprises to go brands, and should continue to seek a sense of quality excellence. 2, the specific market to match the corresponding mode.
Consumer demand for different consumer market is not the same as domestic sports brand For the "encircling the cities from the grass-roots model originally taken into the national market to pass to enter after the discovery does not work, often expected to enter the market, profit model too high. One size fits all business development model does not exist, the specific needs of the market specific coping strategies. 3, re-positioning of consumers. Domestic sports brand product to be truly marketable, only to re-understanding, understanding consumers, re-locate to find the values ??of consumers, in order to breakthrough. Capacity Question: blind production under production inventory crisis Currently, the inventory of the entire industry, there is not a problem to deal with the existing inventory is not difficult, many ways, because production stocks is the industry's biggest problem. Huge capacity to produce the product of the market does not need a steady stream of production inventory, malignant development must be a heavy price. Countermeasures: the level of corporate awareness of changes in production inventory model concept is completely changed, to avoid the cocoon. Management Question: market segmentation is not enough Domestic sports brand are often areas of expertise and areas of expertise, all the net, grabbed the eyebrows and beard. Countermeasures: grasp the "homes" and "get." Previously, the entire sporting goods industry is doing, "addition", has entered to do the "subtraction" period. The enterprise itself to timely abandon their areas to focus on the fist to attack the professional market and areas of expertise, focus on market segments to do the fine deep.
Enterprises in the industry, with a team to simultaneously operate several brands, very few successful examples. Integration of capital Problem: like the sheer capital investment, can not concentrate on the explosive to encourage enterprises to become bigger and stronger The cash flow is the lifeblood of companies are most worried about is the funding strand breaks. The sporting goods industry is a foregone conclusion, if there is no sufficient funds to support enterprises easily expand product lines, often the lack of stamina. Countermeasures: the integration of capital, complementary advantages. Through the capital to build a platform, some of the consortium through the injection of capital for enterprises with development potential, not involved in the management, to provide strong financial support for enterprise development, to be used to expand capacity. Such as local a strength of the Group's capital injection of another garment enterprises, integration of advantageous resources through the capital, and common development, to avoid a lot of risk. Learning Question: addicted to imitate the products of international sports big "fur" Looking at the domestic market for sporting goods, a growing number of brand imitations flooding the market, has been criticized for goods degradation is like a toxic bite into and disturb the normal operation of the market. Domestic sports brands in the imitation of the international big-name products, often just scratching the surface level to emulate. Responses: learning the faith of the international sports brand for the sport and pursue careers. International brands such as Nike to create the myth of the industry, adhere to the world as a market to operate, and can even say that a lot of industry development model rules of the game from it.
It's written by GoodLandShoes date 4.1.2012
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