Consumers Are Losing &Nbsp; Nike, ADI Or Usher In The "Downfall" Era Of Transition.

Ten years ago, thousands of yuan. Nike and Adidas And other famous brand sports shoes are a symbol of personal status and status to some extent. In recent years, these once high-end sports brands have already lowered their value, and their consumption groups have been transformed from the "small group" to "the masses". From thousands of high-end products to the market price of hundreds of dollars that ordinary people can afford, the huge gap reflects the experience. market The "downfall" of the high-end sports brand challenged and forced to transform.

　 The loss of many consumers

Since early last year, when he was taken off as a "friend", Li Yang, who was 46 years old, had changed his first choice of clothes to light grey or dark green assault suits. "Not only do I wear it myself." On the 5 day, the section civil servant said he found that outdoor sports equipment was slowly gaining popularity in the dim office building where he worked. More and more colleagues and even leaders began to show people in the form of "all kinds of jackets and hiking shoes".

This is also supported by Si Aijuan, deputy general manager of the outdoor equipment store in Zibo. According to the Secretary, the main crowd buying outdoor equipment gradually changed from "donkey friend" to "government servant, university teacher and enterprise boss" in a few years ago.

And a responsible outdoor Sporting Club Hotel official said that even a lot of low ranking local officials are also high-end outdoor brand fans. According to its disclosure, its club currently has "high-end tours to Germany, Nepal and other places" specially designed for "high purchasing power" customers.

"Over the past two years, the group purchase from the government, banks and other units has been more than a year." The shopping guide of the famous outdoor sports brand NorthFace, a large shopping mall in the central city, said its sales increased by about 40% every year in recent years. "Over 30 years old, there is a certain purchasing power, more spare time."

"There are many other products that can be worn after exercise except professional products." At the end of November last year, at the end of November, the agents of the outdoor sports brand euni bird said that the counters in the shopping mall were pushing the assault clothing and climbing shoes to non professional customers.

The other sportswear brands made the market lively, obviously a challenge to Nike and Adidas in the past. In order to seize the market and win more consumers, there is only one way before these former sports brand hegemonmen: to lower their status and let their own brand products fly into the common people's home. Therefore, in the high-end market of outdoor sports brand, market segmentation and transformation have become a realistic topic facing Nike and Adidas.

　　 "Nike, ADI" quietly transformed

The outdoor sports brand has refined the reality of the "high-end market", and has partly promoted the market layout of the traditional high-end sports brands such as Nike and Adidas. "In 2003, when we introduced the first Nike store in Zibo, we used more than 30 year old middle-aged consumers as the main crowd." On the 4 day, Wang Juan, a sports brand agent in Zibo, recalled that at that time, "the main color of the store was relatively simple."

Since 2008, Wang Juan said the brand positioning of Nike and Adidas has gradually declined to teenagers. Young people represented by high school students aged 17 to 18 have become one of the main buying groups of Nike and Adidas in the Zibo market.

From 11:28 am to 11:48 on the morning of 5, the newspaper also monitored the passenger flow of the Nike counters, which belong to the category a shop with the highest sales volume in the division of the company. Monitoring data showed that in the 20 minutes, a total of 32 customers came to the door, 27 of them were students, while the remaining 5 older customers simply left after a glance.

In fact, the purchasing power of these young people seems to be no less than that of "high income earners who do not like sports and outdoor activities". "Every time before school starts, hundreds of dollars of backpacks sell very hot."

According to Wang's data, sales of dozens of Nike and Adidas stores in the company have increased nearly 100 times from 2003 to now.

But what worries Wang Juan is that the sports clothing market in Zibo is basically saturated. The operators of outdoor sports brands are looking forward to the arrival of a "sunrise industry".