super sport Move forward with plans to revamp 3 major branches, shaking up sports retail worth 3.5 billion baht
Supersports plans big renovation in 8 years, creating 20 branches, initial investment of 250 million baht, pinpointing Chidlom-Bangna-Westgate. Targeting revenue growth of 9-10%, embracing the sports retail market of 3.5 billion baht.
May 23, 2567 The sports equipment retail market in 2566 is valued at 32,000 million baht, growing 6-8% per year and is expected to be worth approximately 2567 million baht in 35,000.
"Super Sport" Within the Central Retail Group (CRC) Holds 25% market share and is number 1 in the industry.
New look, investing 250 million baht, pinning 3 large branches to accept standalone education.
Mr. Alexandre Umbel, President of CRC Sport Company Limited. Revealed that 2567 Super Sports Adjust the large direction To reach all consumers more in the concept of Move You, Move Sports through a redesign of the store format 3.0 from the original concept 2.0 from 2558 - 2566.
The new redesign mainly divides product zones by category, such as running, golf, and badminton, instead of the previous format divided by product brand.
Including adding zones to create more sports experiences in the area, such as football clinics. Last week there were representatives from LFC who came to provide knowledge to those interested. and bring in technology to enhance consumers, such as scanners to analyze feet and shoes that are suitable for specific individuals, etc.
Initially, the new concept was piloted in 3 branches: Central Westville, Central Nakhon Sawan and Central Nakhon Pathom, from a total of 92 branches nationwide.
For the second half of 2567, there is a plan to use an investment budget of 250 million baht to renovate 3 new branches that are among the company's top 10 revenue generators, including:
- Central Chidlom, which will be turned into a flagship store branch
- Central Bangna
- Central Westgate
and aims to renovate another 20 branches in the future.
“Stores that have started to revamp have seen sales increase 2-3 times. We have a competitive advantage due to being multi-brand. There are many brands of products to compare. and there are repeat customers at 75-80%.”
As for expansion, we are looking at 1-2 branches per year. This year we will open in Nakhon Sawan and Nakhon Pathom. Personally, we think expansion is starting to approach the saturation point. Therefore, we are really looking at the location for sure and are also studying the possibility of opening a standalone branch.
Super Sports aims for revenue growth of 9-10%, benefiting from tourists from cities next to the drop in sales.
Mr. Len Lertsumitkul Assistant Director Senior General Manager, Strategy Department, CRC Sport Co., Ltd. Said that in 2566, revenue will be approximately 8,700 million baht. This year, the company aims for revenue growth of 9-10%.
By evaluating that There will be positive factors from sports events such as the Olympics and Euro football, approximately 5-10%, as well as positive results from branches in tourist cities, where branches in Bangkok and large cities have average sales per bill as high as 2,000 baht, in contrast to branches in secondary cities. with the same sales volume as before or less than before from a slowdown in purchasing power
The top 3 products that are purchased the most are:
- Running 25%
- Lifestyle 20%
- Football 13-15%
“Now we see a trend of customers turning to purchasing higher-end products, including golf, tennis, and selecting products that are appropriate for them. It tends to be both in Bangkok and other provinces"
Revealing 5 sports trends for the new generation
Miss Wiyada Buranaphakorn, Assistant Director Senior General Manager of Marketing, CRC Sport Co., Ltd. Reveal insights into today's consumer behavior regarding sports. Which has changed since the outbreak of COVID-19, divided into 5 topics:
- Sports Become More Informal. Consumers are looking for sports that are easy to access, easy to play, and do not require professional playing skills. Sports has become an activity for promoting well-being, including the popularity of social media. That makes the image of the sport more friendly and open.
- Sports Become Social Connection. In addition to physical health Sports began to be an activity used to build relationships. It is a time for building connections. Shared experiences and common interests Various types of sports communities have emerged that bring together many groups of people with the same interest in sports.
- The Rise of 'Athleisure' or the trend of having a sporty look on normal days Both in terms of clothing and lifestyle This causes the demand for sports equipment to increase. Especially clothes and shoes together with the trend of work-life balance and reducing the strictness of clothing. This makes the fashion of matching sports items in everyday life very popular. It also makes exercising after work. It's also easier.
- Sports Brands Choices Exploration. The growing popularity of social media Make it easier for consumers to discover new brands As a result, brand loyalty has decreased, which is a positive effect for stores in the multistore format. that provides a shopping experience for many brands It can also become a trusted recommender for customers who are always looking for new brands.
- Growth of Sports Interest and Relevance. Society is paying close attention to sports. It results from the continuous development of Thai athletes to advance to the world stage.
Especially in 2567, teams of athletes from Thailand have been selected to compete in world-class sports leagues. Including the Asian Cup, Olympics, LPGA Tour, Major Leagues, etc., including the European Football Championship (Euro) festival that will be held in the middle of this year.
“Overall, consumers no longer just want products. This can be seen from various trends. It shows that the goals of sports are not limited to just health. But it extends to creating an image. Participation in society”
