UMBRO Hangzhou Counters Are Again Evacuated, And The Sports Shoes Brand Is In A Miserable State.

In the final stage of the Premier League this year, as a sponsor of Manchester City, UMBRO China held two "UMBRO Carnival fans watching parties" in May 6th and May 13th respectively at the Donghua University gymnasium in Shanghai and the Guangzhou Sports Institute Football Hall. The activity is bustling, is more to give the strength city not to lose the UMBRO hope, in the overtime time stage reversal, the miracle wins the championship, this not only let the fan crazy excited, no doubt also let UMBRO's competition. Marketing effect Jump to a higher level.

However, compared with large-scale activities in Shanghai and Guangzhou, UMBRO The situation in Hangzhou looks bleak.

In February this year, the UMBRO counters of Hangzhou Yintai Wulin store were evacuated. By the end of May, UMBRO's last special counter in Hangzhou, Wah Yuen's UMBRO special store in Hangzhou, had to be removed. As a UMBRO stationed in Hangzhou in the 90s of last century, there were more than 20 stores and counters in the golden age. But now, it has fallen into such a situation that the industry has been staggering.

Goods are not up to stock.

The reason for declaring the end of the fate of UMBRO and Hangzhou is that it is inseparable from the fact that "the renewal rate of goods is relatively slow, and the performance decline is obvious."

It is understood that half a year ago, the UMBRO shop had about more than 10 thousand sales per month, and then it became worse and worse. It could only do four thousand or five thousand pieces a month. And in the new sports hall of Wah Yuen, some brands that sell better can reach more than ten thousand yuan a day.

In fact, there are still many people who know UMBRO, but the company is too slow to update the goods and customers are reluctant to buy it. Our store usually only has seasonal clothing when it comes to the season change. As for shoes, I have been working here for 8 months, and I have always had such styles, and have never been updated. UMBRO shopping guide revealed to the media.

According to some industry sources, UMBRO is difficult to continue in Hangzhou. It may be a problem with the connection of the agents, resulting in no new goods available in the Hangzhou area. "We do not have any new products available now, but because of UMBRO's products for many years, there is still a lot of stock." Because of this, UMBRO is known as a counter before it withdraws from the company. It has actually become a discount store, and its poor performance is not hard to imagine.

Predict again Sports brand The end of the golden period?

"In recent years, the situation of sports brands has fallen so much that UMBRO is not immune to it." Miss Wu of Hangzhou branch of Hui Tian commerce analyzed the reason for removing the cabinet. UMBRO's decline in Hangzhou is related to its internal convergence, but UMBRO dealers say the decline of sports brand is not just a pretext.

Nowadays, the price of first-line sports brands such as Nike has not been strong in Hangzhou and even the major shopping malls and brand stores in the whole country. And Lining, Jordan, XTEP and other sports brand stores have also become truly "discount households". Some brand new products can be sold at a discount of 7 to 20 percent off.

Some sports brands are also planning to reduce the number of existing stores. According to Wu Shufei, general manager of Zhejiang hang Jia Hu District distributor and Zhejiang Mai Sheng Yue hop sporting goods Co., Ltd., there are more than 100 stores in Kappa, including more than 30 Direct stores, but now the rent is increasing too much, and many domestic sports brand shops are also very large, so they have plans to reduce their stores.

In addition, the adverse signals of sports brands can also be peek at one or two from the brand annual reports. The report shows that sales growth rate has declined, while inventory, operating profit and gross profit margin are not optimistic. And the withdrawal of UMBRO from Hangzhou is also closely related to inventory and profits.

The market has always been a barometer of the market, and it knows all about the movement of the brand.

After the Beijing Olympic Games, many people feel that the market of sports brand is weakening. However, some people in the industry are also calm, "the market itself is constantly changing, and a" golden period "is over, and there will be a new" golden period ". Wu Shufei said.