Because from 2004 to the 2008 Beijing Olympic Games, these four years were the stage for China sports brands to grow sturdily. The mode of opening shop and enclosing land reached its peak at 20 1 1. According to the data of 20 1 1 annual report, there were 8,255 regular stores, flagship stores, factory stores and discount stores, and 9,297 Anta stores, sports life series stores and children's sporting goods stores. 36 1 degree, Peak and Xtep have more than 7,000 stores, and the number of stores in China is 3 1 19. Plus Nike, Adi and other brands, there are tens of thousands of sports brand stores nationwide. Under this model, the brand wholesales the goods to the dealers, even if the sales are finished, whether the dealers can sell them is not the key. This model leads to a large number of dealers pressing goods. The high-speed growth mode of crazy expansion and pressure on goods is unsustainable. Sports brands have expanded too fast, but the management level has not been improved accordingly. Sports brands, which once expanded at a high speed, are now facing the problem of overcapacity. However, the sharp drop in the newly added population in China since the 1990s has made sports brands worse.
Source: prospective industry analysis