sportFACHHANDEL 03_2017 Leseprobe

03.2017 ISPO LIVE | 9
SPORT 2000 INCREASES SALES BY 0.6 PERCENT
Open up to the change
The members of Sport 2000 brave the capricious weather conditions and they are
able to maintain the result of the previous year. The headquarters are registering
unrivalled growth rates of the central settlements turnover.
According to Sport 2000, the affiliated retailers
achieved an increase in turnover of 0.6
percent in 2016. Thus, they reached external
sales of 1.84 bn Euro. Above that, with 263 new admissions
in the last two years, Sport 2000 reached
a new record of the central settlements turnover
that increased by 12.2 percent. ‘Under difficult
market conditions, we succeeded in strengthening
our partners with exactly tuned services in 2016.
This involves, on the one hand, our “three-column
strategy” that is consistently geared to the needs
of the three retailer groups, generalists, specialists
and premium sports stores. On the other hand, we
invested a seven-figure sum in our partners, on the
occasion of our 50th brand anniversary and this
will increase their success on the short term as well
as on the long term,’ says Andreas Rudolf, Managing
Director of Sport 2000. According to him, certain
figures show exemplary how much the sports
goods trade depends on the weather, particularly
in winter sports. Whereas the category Ski Alpine
registered a drop of 7.2 percent, ski boots were
able to generate a slight plus, at least. However,
January 2016 compared with January 2017 shows a
different picture. Thanks to the nationwide onset
TWO DISTRIBUTION METHODS IN PLANNING
of winter, the sales of Ski Alpine rose by 36 percent,
ski boots by 39 percent and apparel by 36 percent.
CEO Hans-Hermann Deters says, “It is important
to actively shape the digital conversion. Therefore,
we need a profound change of the retail structures.
We, as retailer organisation, have to raise the
awareness of the need to the
digital conversion, to a higher
speed of implementation and
to a higher risk appetite. The
customers expect the same
things of the stationary trade
as they expect of the online
trade. The stationary retailers
will only be able to compete
if they review the product
ranges, systems and organisations.’
For the winter season,
the people in charge of Sport 2000 recommend
to adjust the course of the season to the shift in
consumer behaviour. Only a small part of the skiers
goes skiing before the end of the year. The majority
goes on a ski holiday between January and March.
Therefore, industry and trade must better cooperate
with each other.