Li Ning Adidas can transcend, there is a great suspense
This may be true. The "ideal" of domestic brands in catching up and surpassing "international" has been exposed more vividly and confidently to the people in the time of the ongoing global economic downturn in the "boastful" and impetuous debates.
Recent hot spots, Li Ning, the company may be completed this year, adidas domestic market share beyond the talk of the industry, it shows that a pessimistic forecast, the domestic companies do have opportunities. At the same time, it also means that the huge gap traditionally seen between domestic brands and international giants is not as big as we thought. At least, a very important part of the global market - the Chinese market, from the financial data point of view, 2008 domestic sales of 6 billion yuan Li Ning is expected to achieve 2008 domestic sales of 8 billion yuan of international giant Adidas beyond, Take the second place in the domestic market.
To be fair, the "rise" of Li Ning, the winner of the 2008 Beijing Olympic Games, is not enough to explain the "upgrade" of Li Ning's market operation. Now it is very important for us to talk about Li Ning's ability to step into "the first column" More international Adidas by the financial crisis "first line" impact. Adidas, and even under the Nike crisis sales, shrinking profits directly highlights Li Ning is not worth the extra boast of operating data, so that it is more realistically tied between the giants.
It is reported that, in the past six months, Adidas almost every corner of the global market into a quagmire. Excluding the exchange rate, Adidas sales in Europe fell 8% year-on-year, North American sales fell 10% year-on-year, mainly in China and Japan, the Asian market sales fell 9%.
The subjective reason is the further rise of China's sportswear industry, including Anta and other enterprises, including the accumulation of strength so that they have the "international" possibility.
Therefore, we should also rethink the possibility of "international" co-ordination of China's apparel industry. In the field of sports apparels, has this sign of the situation, the entire apparel industry, "International" how far? Whether the domestic market is about to exceed beyond expectations?
Moderator: Judging from the sports apparel market in China, adidas and other international giants "decline" so that Li Ning and other domestic enterprises to see beyond the opportunity, which is likely to happen this year?
Liu Fang: From the financial point of view, according to the latest adidas financial report shows that in the second quarter of this year, adidas net profit attributable to shareholders only 9 million euros, 93% plummeted. Plus, Li Ning recent earnings have shown double-digit growth. Therefore, with the continued weakness in the sales of Adidas in the domestic market, domestic sales of domestic brands Li Ning is likely to exceed Adidas this year.
Zhang Xiaoyan: now about the industry discussed Li Ning sales in 2009 is expected to exceed Adidas, but industry estimates, for which we do not make any comments. At the same time, Li Ning Company is not convenient to disclose their sales performance now, depending on our earnings released by the end of this month, but in the past we have been to maintain good growth.
For some of Li Ning's current markets, we believe that Li Ning's entry into the Southeast Asian market is not the first step for Li Ning to enter the international market because Li Ning entered the European market a few years ago. However, this time to enter the Southeast Asian market, and the previous way is still not the same. Into the European market, Li Ning, mainly through the dealer 's approach. The entry into the Southeast Asian market, Li Ning registered a holding company in Singapore, through this company to open the Southeast Asian market. Compared to the European market, Li Ning, the company has increased investment in Southeast Asia.
Ma Gang: This should be from two aspects, at present, most of the domestic sports brand market in second and third tier cities, sales growth is not dependent on the same store growth, but by the rapid expansion of the number of stores in the international financial crisis . Even if the sales of a store decrease and the newly opened store sales offset the reduced portion, the growth of domestic brand performance is still impressive in the first half of this year. Sales of some brands can increase by about 20% over the same period of last year.
For some international brands, such as Adidas, the impact of excess inventory on Adidas is very far-reaching. Adidas in the country's major markets in the first-tier cities, first-tier cities to open new stores costly, the number of stores can not be a substantial expansion to the second and third tier cities its product prices can not compete with domestic brands around 200 yuan products, Adidas Increase in sales can only rely on the same store growth. However, due to the inventory is too much, the original once a week can be updated once the goods, it is only updated once every two weeks, reducing the frequency of product updates lead to same-store sales growth is very limited.
Moderator: So, the field of sports apparel this domestic brand "go-ahead" situation is it possible to extend to the entire apparel industry? Or what is the difference between domestic brands and international brands?
Jin Jianhua: How to surpass China's garment industry, in fact, this is the problem of the entire industrial chain, I once asked a boss of the Italian top brand clothing, with what clothes sold more than 160,000? The boss replied that the clothing processing, fabrics, high labor costs, equipment is very advanced, this is a big piece, and even the buttons on the suit are gold.
Although we also have some domestic fabrics are not bad, but the color of dyeing and finishing often "black is not black, gray is not gray," What is the reason? When I was in Italy, I did not find such a situation. There was a small dyeing and finishing plant built on the hillside. The water used was pure spring water with high cleanliness and purity. The dyed water passed the first class Recycling equipment for recycling. This fabric dyed out is very beautiful, it is not surprising. Comparison of our dyeing and finishing industry, take water, are used in the river, ran out of a row, both pollute the environment, the level is low.
Zheng Yonggang: I believe that 10-15 years, the entire apparel industry, China will have its own world brand.
Now, our products and those of the world famous brand, is made from the same fabric, the same assembly line or even the same assembly line. However, our product price is only one-tenth of the people. At present, there are many excellent brands in China, but they still can not be satisfactory if they are compared with the excellent world brands. Our problem is, there is no quality problem, the brand has a problem.
Now, if you put together the top 10 Chinese brand suits, their brand of cover up, please guess who produced each of you may not tell you at all. To a certain extent, this also reflects our problem: the positioning of enterprises are vague products, consumers can only be confused.
In addition, objectively speaking, although the economy of our country is definitely not a small one, it is not now a global leader. What we need now is scientific development and independent innovation.