The Development Of Sports Brand Is Hindered By The Sharp Decline Of The Population After The 1990S.

< p > Lining (franchised store) 26 reported its year-round results for the year ended December 31, 2012, with a loss of 1 billion 979 million yuan in the period, the first loss since its listing in 2004.

In addition, the company closed 1821 stores last year.

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< p > achievements show that Li Ning Co has not succeeded in remodeling its brand.

In 2010, when it changed the signs and slogans, it repositioned the customer groups and targeted the "post-90s".

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< p > after many years of overseas experience and efforts, Li Ning Co still can not win the favor of young consumers after 90 years in design and brand image.

By contrast, the two major sports brands, the international giant Adidas (Nike) and Nike, are more attractive to China's post-90s consumers.

The market thinks Lining's strategy of focusing on the younger generation is right, but it has problems in communication.

But from a larger perspective, Lining's dilemma is more likely to be related to a sharp decline in the population after the 1990s.

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< p > sports brand has been growing rapidly in the past ten years and has no relation to the population peak of the "post-80s". However, as time goes on, the number of "post-90s" of the main consumption group is less than that of the "post-80s", and the consumption crowd has fallen sharply. The sports brand is no longer in sight. The domestic sports brand represented by Lining is deeply in the "closing shop tide".

Because of the declining trend of the new population since 1990, the prospect of the domestic sports brand is still not good.

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< p > Sports < a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > the largest consumer group is a 15-25 year old young man who will start wearing a suit and leather shoes once he works.

According to statistics, China's new population is shrinking dramatically as the birth rate drops.

Before the expansion of several major sports brands are misjudged due to the situation now self effect.

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According to the National Bureau of statistics, from 1983 onward, the number of new born population in China in 80s of last century has been at a relatively high level, of which 1990 is the most populous year, when the new born population reached 26 million 200 thousand in that year.

China's "post-1980s" has 124 million, close to the current 10% of the national population.

But after entering 90s, the number of new born population began to drop sharply from 26 million 200 thousand per year to 16 million annually.

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< p > from last year to now, the domestic sports brand enterprises have entered the "closing shop tide" across the line.

According to statistics, Lining, Anta, PEAK, China trends, XTEP, 361, the six major domestic sports brands, only 361 degrees last year, a small increase in the number of stores 217, and the other five major brands close to 5000.

Among them, the number of Lining shops was the largest, from 8255 in 2011 to 6434 in 2012, closing 1821.

PEAK followed its retail outlets from 7806 at the end of 2011 to 6483 at the end of 2012, with a net decrease of 1323.

China trend store closed 1101 last year, Anta store closed 590, XTEP closed 86.

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< p > in recent years, the sports brand with the rapid expansion of the market and the Beijing Olympic Games is facing the problem of overcapacity. The new population of China has dropped sharply since the 90s of last century.

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