Sports store: Many compete – no winner – News


According to HUI data, trade in sports increased by 2.3 percent in current prices in 2018, while e-commerce with sports equipment increased by 21 percent.

The problem is not that people do not want to buy sports equipment. The problem is that you do not want to pay, says Jonas Arnberg, CEO of HUI Research.

The picture was recognized by Marcus Wiberg.

The industry is subject to fierce competition. That's too many players. We also have a greater share of international players entering the Swedish market.

Keeping the sport chain with profitability is a challenge today.

You have to change and adapt to the consumer in particular, because today it has power. In the past, he was perhaps a sports dealer who decided how he would be.

The Intersport sports chain dropped in sales in 2018 and was forced to close a number of unprofitable stores. In those days the Team Sportia closed the second store – this time in Haparanda. The bankruptcy was the last in line after Älmhult, Kristianstad and Nynäshamn earlier this year.

Painful process

Stadion and XXL are at least so difficult. Regarding the release of the report for the fourth quarter of last year, the Norwegian XXL announced a decline in margins due to increased competition and further development of e-commerce.

Sweden also reported lower sales in the last financial year.

At the same time, online sales are increasing. The share of Intersport increased by 72 percent in 2018.

The data is unusually high for industry, says Jonas Bergh, consultant with HUI Research. However, the trade in sports is in the phase when the growth moves very quickly into the grid.

In bookshops and electronics, which lasted a long time and clothing store has been in this phase for several years now, and now I would say that the next industry is the sports industry. This is an extremely fast and too painful transition, "says Jonas Arnberg, CEO of HUI Research.

For a traditional commercial chain that does not have a market share of equal market share, this means that a market share is lost and is required and forced to connect with what is happening.

Experience starts online

While physical stores do not offer the right products, e-commerce deals with the wrong things, says Jonas Arnberg.

If you look at ecommerce players, they are all involved in selling foreign brands, which is difficult in the digital world because there will always be someone who does it better.

Jonas Arnberg cites three success factors, which he believes are crucial to the success of a sports dealer today – to be a specialist with its own brand and turning to the rest of the world.

In Sweden, 0.3 percent of the total e-business is running. 99.7 percent are abroad. If Swedish players do not see their market share, we have to have some kind of strategy.

For Marcus Wiberga, the strategy is called "Omnichannel", which means that you connect physical and digital sales channels to create a sense of visibility at the customer.

The purpose of maintaining physical trade is, among other things, that the customer can hear the product and test it and get help from the staff. The shop must be able to deliver the goods ordered by the subscriber online.

Shopping is really starting online. Nine out of ten goes in. If you are there an agent and then you have a physical presence, I think the melody has progressed, he says.


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