The Serious Lack Of Sports Socialization In China And Collective Mistakes Made By Many Brands

< p > 2008 to 2012, after the Olympic cycle has just finished, the domestic sports brands collectively meet the crisis. Lining, Anta, XTEP, 361, PEAK are no exception, orders drop suddenly, stock backlog, shops close...

I am afraid the bigger crisis is still behind us, and we will not rule out a major reshuffle.

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< p > there is an analysis that domestic brands are blind and optimistic about the market after the Olympic Games.

But there are deeper reasons behind the collective mistakes made by many brands, such as the serious lack of socialization of sports in China.

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Since P 90s, Chinese sports have been highly commercialized, but socialization has lagged behind.

The individual who loves sports and the state is a rigid relationship. Taking the Olympic Games as an example, the state raises several athletes and hundreds of millions of people as TV viewers. That's all. It is almost impossible for individuals to organize sports associations by laws and regulations. There is no "society" as a buffer zone between individuals and countries.

The "football club" participating in the Super League is not a veritable club, but a company called "Club Limited".

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< p > why is the existence of the folk sports associations to the domestic brands? Taking Italy as an example, before the 90s ADIDAS and NIKE "fairy fight" began, a href= "//www.sjfzxm.com/news/index_p.asp" > Italy < /a > many original local high-end brands, such as DIADORA, KAPPA, LOTTO.

At the beginning of twenty-first Century, the high-end market was gradually monopolized by ADIDAS, NIKE and PUMA, and the local brands retreated all over the three.

But on the contrary, low and medium end sports brands such as LEGEA and ERREA are in excellent condition. In recent years, overseas market development in France, Britain and Australia has also been successful.

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Less than P, this is due to hundreds of thousands of grass-roots sports associations in Italy.

In football alone, there are 55 thousand amateur clubs in Italy.

For many families, letting children play football is the most economical extracurricular activity.

The general club has a registration fee of about 200 euros a year, plus an equipment fee of about 50-80 euros. The equipment is very well equipped, including two sets of winter and summer training clothes, casual coat and trousers, match suit, rainproof windbreaker, < a href= "//www.sjfzxm.com/news/index_f.asp" > cold proof clothes < /a >, ball socks, sports bags and football.

Who can provide such a rich product within 50 euros? High-end brands can not run, but LEGEA, ERREA and other low-end brands can do it.

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< p > 55 thousand clubs, even though each club has 300 sets of equipment each year, there are more than 15 million sets of equipment in the low-end market.

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At P weekend, a group of dozens of teams from morning to night can be seen from a random youth competition venue. They are all taken by low-end brands like LEGEA.

Children whose families are slightly better may wear expensive ADIDAS or NIKE shoes, but all of them are all products provided by clubs.

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< p > embroidered the name and logo of the club from clothing to sports bag. The most humble suburban town club also has the emblem and traditional clothing color.

This is only the "people to people service" provided by the middle and low end brands. They do not have a branch in many cities, but the salesmen are rooted among thousands of amateur clubs. < a href= "//www.sjfzxm.com/news/index_h.asp" > inventory < /a > no pressure, because the order of the music department is set up and the number of products is determined.

If you take the product, you can see that it is Made in China...

It can hardly be said that cheap labor in China has facilitated the development of grassroots sports in Europe.

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Lining, executive vice chairman of the new board of directors of Jin Zhenjun, said in an interview with reporters that Lining will "shift from wholesale to retail oriented, and strengthen terminal retail guidance". Then, can European middle and low-end brand grassroots sports mode be realized in China? < /p > p

< p > difficulties lie in the lack of "socialization of sports" mentioned above. There is no landing point in "terminal retail".

If individual consumers do not play sports in a "club" with a heritage nature, he chooses sports products to be random forever, always takes precedence over the world's big brands, and is always obsessed with giants and giant costumes.

You can also wait for a discount opportunity or buy counterfeit goods.

The author has played various kinds of secondary school, University and enterprise teams in China, collecting numerous Jersey imitation products such as Parma, Ajax, international Milan, France, England, Juventus, etc. the only set of customized equipment of "own club" was obtained from volunteer team leader of an amateur women's football club in Italy Milan, brand LEGEA, origin: P.R.CHINA.

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