Quanzhou Sports Shoes And Clothing Brand Test Water "Chao Shang" Line

Following the promotion of Zhengda brand with Chung Geun-hee's "fashion tide card", recently, Guo Hui CBA also made a change.

This year, more and more sports shoes and clothing brands began to walk "fashion" catwalk, fashionable fashion trend of single products began to appear in the major brand stores.

Unlike the traditional leisure aircraft carriers such as Smith Barney and Semir, these sports shoes and clothing brands try to be light and luxurious.

In this leisure market without leader brand, many leisure brands have not yet formed their distinctive trend characteristics, Quanzhou.

Cut into light luxury leisure routes

With the rise of leisure market in recent years, a trend of leisure style has also been active.

At the beginning of this year, a group of sports brands such as Zhengda, Si Shu long, Fei Ke and so on were more collectively "tide", weakening sports, strengthening fashion and creating their own style leisure trend cards.

For example, flying group and Paris fashion designers have reached initial cooperation intention.

Xie Wubin, assistant chairman of flying International Holdings Limited, reveals that consumers will be able to see casual clothes full of "European fashion sense" on next year's shelves.

"We are experimenting with the leisure way of ZARA and H&M. After that, we may become one of ourselves and form our own brand style."

As one of the leading enterprises in the mainland to pform the "fashion" brand earlier, Zhang Chunxiao, the brand director of Zhengda (China) Sporting Goods Co., described the future Zhengda brand line.

Although in the traditional leisure market, there are already aircraft carriers such as Mei bang and Semir. However, in Zhengda's view, there is a lack of a unified and distinctive style for the leisure army such as the US and Semir. This is an important turning point for the sports brand to be reborn and take part in the leisure trend.

Zhang Chunxiao said that the tide brand style is the product of further segmentation of leisure sports market, especially the domestic leisure market has yet to appear leading pattern, which may be an opportunity for them.

"Fashion is a trend that can never be obliterated, so it is absolutely right to hold high the fashion flag!" Zhao Tao, deputy general manager of Yao YAO, told reporters that when wearing group consumption psychology and behavior changed one after another, turning around "tide" flow, we should have a clear style.

"If you observe carefully, the style of ZARA or H&M is very distinct. In ZARA stores, there is almost no one that uses color bumping or splicing design. All of them adopt pure color system and emphasize style through tailoring.

But in the US and Semir large flagship stores, the impression that people left behind is nothing more than casual wear supermarkets. They always lack fashion fans, and what the Quanzhou brand is doing is to add a clearer trend to the original leisure share.

Zhao Tao said.

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Doing "Chao Shang" is a test stage.

The industry believes that these sporting goods brands are involved in the tide group, not only simply jumping out of the sports circle, but also from the sportswear to tide clothing, which is a cross category brand remodeling operation.

For enterprises, it is a major strategic adjustment, whether it can break away from the deep-rooted sports brand operation mode, which is perhaps an insurmountable chasm before them.

In April this year, Ali first put forward the idea of "changing hands to meet freshmen", weakening the concept of athletic (Sports) and changing the brand to the "fashion leisure" route.

But now, the Legion of Legion has been on the "tide card road".

Frankly speaking, a lot of sports brands with a certain scale have left a deep impression on the consumers in the market. It is a challenge for the whole brand management mode and channel to want to turn into the "fashion industry".

"In the early days, many sports brands have clearly conveyed to consumers the concept of" Sports ", and suddenly put forward the word" fashion ", which makes it difficult for consumers to" twist ".

In the industry view, brand weakening sports concept, taking the "fashion" route, "or the new brand is more real".

On the other hand, the "fashion road" of sports brand is pursuing "fast" fashion.

"Fast" fashion is more like an easily spoiled food. It must always keep its freshness in order to maintain its "fashion" attribute.

As a result, this requires brand products to be more stylish and "tidal", and requires brands to turn new ideas into fashion products.

On the basis of "tide", the brand also needs to pmit "fashion" to the terminal in a short time, so that consumers can buy "fresh" products.

"This puts forward a high demand for the whole brand supply system, and the speed of logistics and R & D has become the key to whether the brand can take the fashion line."

Zhang Chunxiao told reporters that "fast fashion", the representative of the ZARA brand, in addition to having a fast fashion reaction mechanism and highly efficient R & D team, its logistics system can guarantee 15 days of global distribution, and the whole powerful supply system has become the cornerstone of "fast" fashion.

"This supply system is not yet available in Jinjiang."

Although there are various difficulties, in the view of the old sports brand, the sports brand's "fashion" route is still in the test stage, and all the conclusions are "too early".

CBA responsible person believes that the fashion industry in the country has not yet a brand "benchmarking", there is no specific reference standards.

"Now Guo Hui CBA walks the" lifestyle "route is still in the market trying stage, we look forward to the market's response to" lifestyle ", we will also explore the problem according to the market reaction, and then make further changes.

The person in charge told reporters that sports brands can take the "fashion line", "time and the market can explain everything."

Many problems remain to be solved.

All along, tide card is a market product with very distinctive characteristics in the fashion leisure market. After market research, Quanzhou brand has set its own tide brand as "light luxury", which is just the same as the traditional grass-roots leisure brand, Mei bang and Semir. However, how to make the luxury luxury leisure performance in place, the Quanzhou sports brand after pformation must also do a good market research and create a matching operation team.

Zhao Tao believes that after the initial market research, they found that the casual clothes represented by Semir and YISHION basically engulfed the student market. The Quanzhou brand chose to take the light luxury route, and appropriately extended the age of consumers, that is, the young people who lock in half cooked.

However, this group has a distinctive feature. They have a deep understanding of brand understanding, have requirements in design, and even put forward high quality demands for after-sale services.

So how can the Quanzhou sports brand meet the needs of this part of consumers?

In addition to initial research, we should further investigate the entire leisure market format, which includes not only products, but also a series of operation modes such as channels, promotion methods, logistics and so on.

The product positioning and market positioning of the whole segmentation should be more detailed, and it is best to go deep into the trend of its brand. So what kind of market orientation does it have in the several line market? Its trend style is the mainstream of popular leisure, or the clear product thinking that is inclined to street trend.

If you change a category, you still need to change your mind. According to the sports brand mode, it is better to not do it.

In the view of brand marketing expert Yu Fei, because all kinds of information are full of consumers' life, and at the same time, the leisure industry brand is also increasing rapidly. Consumers may not feel the image or personality that the brand tries to shape. They can only receive simple and direct brand appeal.

The word "fashion" covers too much, and many products can be attributed to fashion.

This means that the brand demands are not clear, and consumers have no idea about how the brand is "fashionable".

Yu Fei told reporters that if sports brands take the "fashion" line, it is best to find a concrete brand appeal.

"Besides, what kind of" fashion "brand do you need to know clearly? What kind of fashion do you have? Does brand reserve go well with the" fashion "route R & D team? Is the brand channel ready to be" fashionable "?

Yu Fei told reporters.

However, due to the rearrangement of the whole product, the original channel seems to have been unable to match up with it. Zhang Chunxiao has to admit that this is one of the problems encountered after the great pformation.

In terms of channel, the trend of "fashion" is whether it is closer to the leisure brand, or is it still in the sports brand circle?

"The reason is very simple, after changing the style of products, we expect to be neighbors with leisure brands, tend to be adjacent to casual clothing brands, promote the fashion concept with the help of brand clustering effect, and we do not consider adopting the low price strategy of sports brand stores."

In the whole process of product design and terminal operation, all the links of brand remolding require professionals to create. Therefore, to deploy a core team is an important issue to be resolved.