The Traditional Sports Market Is Weak &Nbsp; Sportswear Collective Attack Brand.

Competition for Chinese sportswear consumers has become fierce, but there are other areas of growth potential. Adidas Chief executive Hai Na said that in 2012, Adidas NEO series and Y-3 series will be strengthened in China. It is understood that the positioning of the two series is fashion and leisure. The products include striped hoodies, fringe leather windbreaker, middle sleeve twill coat.

In fact, "stare" on Chinese fashion. Leisure market Not only is the international brand, but also some local sports brands in Quanzhou have begun to actively transform, and the traditional sports market has been weakening to the field of fashion and leisure.

　 Sports brand

Adjust product focus

Withdrawing the banner of "Sports", alligator launched the two leisure fashion brands of "gold alligator" and "silver alligator". The brand positioning was officially transformed from sports life to fashion life, and the focus of the product shifted from casual shoes to casual fashion clothes. "We are experimenting with the leisure way of ZARA and H&M, and we may become a group of ourselves and form our own brand style." With the birth of "rocking shoes" and signing of Korean idol Chung Geun-hee, "fashion leisure" has become the brand line of Zhengda sports.

In addition, last year, flying group reached a preliminary cooperation intention with Paris fashion designers, adding a "European sense of fashion" casual wear on the shelves, and Starling went hand in hand with Korean SIOR clothing design company to start the fashion clothing and other products.

While Quanzhou brands have adjusted their products and brand routes, several major sports agents in China have also stepped into the field of casual clothing. The main agent KAPPA brand dynamic 96 has obtained the famous fashion and leisure brand VANS's agent power; Puma, CONVERSE and other brands of Beijing Yi Mei dazzle, the American leisure brand EASTPAK as the main player.

　　 Product extension and new market development

"Traditional sports jackets include cutting shoulders, waist and other fashion designs on the tailoring. Color matching is more refreshing and leaping. Store style highlights the trend and fashion." The flexible and comfortable functions of sports, combined with modern fashion colors and close fitting tailoring, and the extension of sports brands in fashion and leisure are helping them develop new markets. In fact, after studying the Chinese market, Adidas also expressed interest in leisure and fashion in the Chinese market than any other country in which Adidas has business.

In 2011, when the brand positioning was successfully transformed into "fashion leisure", the name sports added more than 20 new shoes and clothing stores in Hubei last year, and sales increased by 6% compared with 2010.

"On the one hand, the trend of market consumption is changing. Before wearing sportswear on the street is a fashion, but now people are inclined to a more casual lifestyle, which brings opportunities for leisure fashion between sports and traditional formal clothes. On the other hand, after the 2008 Beijing Olympic Games, the expansion of domestic sports brands speed up, the market has become saturated, and the growth rate is declining." Cao Hairong, the brand director of hung Xing Wordenka, said that the proportion of casual wear will gradually expand in the future, and the share of professional sports will gradually decrease.

　　 Avoid ambiguous brand positioning

According to the analysis, the traditional sports brand is not only facing the same industry competition pressure, but also squeezed by the market of the leisure industry. On the one hand, a large number of local leisure brands that are cheap and diversified and have the ability to quickly make up and transfer goods are everywhere. On the other hand, ZARA, UNIQLO and other foreign brands are bringing new pressures to the local sports industry.

" Quanzhou The adjustment of sports brand in product and brand positioning is to a certain extent in response to new changes in the market. Insiders said. At present, many enterprises in Quanzhou are also facing the confusion of how to locate the brand after product adjustment. Although it has been two years since the transformation into street fashion, he has always been faced with the dilemma of whether or not he should abandon the sport cap. After the transformation, he said, "in terms of channels," the tide of moving the road is still closer to the leisure brand and still in the sports brand circle? "

"After the transformation, whether the brand is divorced from the sports field can not be generalized." According to the analysis of the personages in the industry, because some brands of the first and second line sports have occupied the dominant position in the professional sports field, if some newly entered brands can find new breakthroughs in the leisure field, they do not necessarily have to retain the "Sports" hats. While some brands already well-known in sports field, if positioning is still professional sports, we should give full consideration to the proportion of professional products and fashion leisure products.