Sports Brand Inventory Triggering Survival Crisis

Experienced the "national fitness" craze, has the world's first-class technology, however, Nike, Adidas, Lining And other first-line brand sales performance decline, leaders change handsome, inventory remains high, sports brand market is experiencing the test of life and death.

In the future, who can save the sportswear brand? Chinese clothing designers say that they are designing, and they are busy integrating styling design into comfort and light.

　　 Sports brand meets survival dilemma

Sports brand has always been famous for its comfort and technology, but design has become an obscure generation. The plagiarism of sportswear is prevailing.

"If I deliberately avoid the LOGO of several sports brands, it will be very difficult for me to tell which brand from the style or color." A sports loving consumer said.

Insiders say that with the improvement of consumers' sense of wearing, the lack of design for sportswear is increasingly exposed.

On the homogenization Road, the market of sports brands seems to be shrinking. Adidas has closed its last direct factory in China since October, and Nike reported earlier that its net profit fell 12% in the 6-8 months, while the domestic brand Lining replaced her in the declining performance period, seeking to build up the team without fail.

　　 Inventory pressure drives brand change

The pressure of sportswear inventory at home and abroad has been very long. Data show that in the first half of this year, Lining, Anta, XTEP The total stock of 42 sports apparel brands in China is as high as 48 billion 300 million yuan.

"In fact, not only sports brand, many domestic clothing brands have stock pressure. As long as we produce clothes that suit the needs of consumers and conduct in-depth research on the market, we can avoid excessive inventory to a certain extent. I think design is a very effective way to reduce inventory. This is one of the reasons why we have been holding the design competition. Ni Zhennian, general manager of Jordan sports Limited by Share Ltd, told reporters.

　　 Design will become a breakthrough in the future

After ten years of development, our sportswear has been basically in the leading international level in terms of comfort, technology and safety. However, more consumers are needed to attract customers in the future.

During this period, the road of domestic sports brand design has set sail. In order to compete with more and more comfortable fashion brands and distinguish "Shanzhai" products, many brands began to cultivate design talents and try to excavate unique design elements.

　　 Jordan Sports Limited by Share Ltd chief designer Rui Xue Hua said that the domestic sports clothing brand hopes to enter the international market quickly, and should take the initiative to contact the international fashion trend. We should start from the international stage and judge and interpret the fashion color at a higher level.

In addition, he also believes that the function of sportswear can not be overlooked. We must strengthen the "professional skills" of sportswear when we focus on design, which requires improving the content of science and technology. And how to bring the comfort of technology into fashion design requires a lot of effort.