Sports Brand Withdrawal, Fast Fashion Brand Entering

"P", "Nike" is old, and "Zara" is just red. Who is the next protagonist in the magic shop window of shopping mall? < /p >

< p > "look, UNIQLO is going to open!" Li Qing patted her husband and said with a little excitement to the hand of the cart.

The white-collar couple living near the pear garden station near the Beijing subway line have to take a subway station every weekend. They only go to the only Carrefour in Tongzhou to buy food for a week.

In February this year, the most visible Pavements at Carrefour's entrance suddenly surround the fence, and the "UNIQLO opening soon" is written on the enclosure. The former Nike flagship store has disappeared quietly.

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< p > "it will be more convenient in the future, buy a dish and have a look at the clothes."

Li Qing, 28, works in an advertising agency. Like many young female white-collar workers, the wardrobe is full of clothes made of Zara, H&M and Uniqlo.

Nike's withdrawal seems to have little impact on the couple.

"Nike's stuff is too expensive, and it's not worth a discount," said Li Qing's husband. He usually wears "a href=" http://www.91se91.com/news/index_f.asp "casual wear" /a, which can also be purchased in UNIQLO and cheaper.

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< p > for consumers who buy sports brands such as Nike and Adidas for fashion and leisure, it is indeed too much to ask them to maintain "brand loyalty".

Many European and American fast fashion brands have concentrated on China in the past few years. In a short time, almost all the core business circles and fashionable blocks in the second tier cities have erected their huge billboards and the English letter Logo.

The exquisite shop decoration, the open display, the dazzling style, the fast shelves and the goods on the shelves, let Li Qing want to go for a stroll every weekend.

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Since P is a favorite of consumers, we must let it be seen and touched. The most direct way is to seize more advantageous position and open more shops.

The rule of market economy is particularly direct and merciless in the field of fast moving consumer goods. The relationship between brand and shop property can be changed from honeymoon to labor.

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< p > "the pavement here is very popular."

Tongzhou sunshine new life Plaza, a property management staff said.

Although located in the suburbs, the Carrefour covers almost all the residents in Tongzhou. Most of them are white-collar families who work in urban areas, and their purchasing power is relatively strong.

For the property side, the value that UNIQLO can bring now clearly surpasses Nike.

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< p > the withdrawal of Nike store was not an accident.

Along the Jing Tong expressway, west of Beijing, in the core of the "a href=" http://www.91se91.com/news/index_p.asp "/a" city of Wangfujing, Nike is also unable to escape the bad luck of being expelled in China's first flagship store.

Cai Zhiqiang, general manager of Beijing APM shopping center, said: "after the lease is full, Nike will withdraw. Another fast fashion brand (meaning H&M) will be settled. When we get there, the fashion brand will be almost complete."

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In August 2007, in order to seize the opportunity of hosting the Olympic concept, Nike opened a large flagship store in the most landmark Wangfujing in Beijing one year ahead of schedule. "

The store occupies three floors of the street, covering an area of 1100 square meters.

Nowadays, the huge glass doors are still bright, but visitors to the shops are obviously less than Zara, Forever21 and other brands next door.

"Because the location is good, the sales of Nike are not bad. They want to renew the lease, but we are not willing to do so."

Beijing APM rental manager Wang Yandan said.

The shopping centre of Hongkong's Sun Hung Kai estate has made a series of adjustments to the brand of merchants since it established young and fashionable positioning several years ago.

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Less than P, the expelled Nike may make a lot of sports brand sad.

Just four or five years ago, they were still competing for commercial real estate projects, even some of the most successful shopping centers and commercial blocks in the early days.

But in the past two or three years, China's "a href=" http://www.91se91.com/news/index_c.asp "sports goods industry < /a" has fallen from its peak to the bottom, even though the world's largest sports brand like Nike is also hard to get away with.

In the second quarter of 2013 (September 2012 to November 2012), its sales in China ranked 11% in the world.

In the past 10 quarters, Nike has maintained two digit growth in China for 6 quarters.

In sharp contrast, the fast fashion brand is advancing vigorously.

In the latest earnings report, China is not only the most profitable H&M market, but also contributed 70% of the international market sales growth and 48% of total profit growth to UNIQLO.

Zara is one of the most efficient retailers in China's retail industry.

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< p > for a commercial real estate project, the combination of the brand and the flexible adjustment of the brand mix with the fashion trend are the lifeline for its success and vitality.

To put it simply, a main shop in every shopping center must be a leader in the corresponding field.

Such brands are always few. China's commercial real estate has seen explosive growth in recent years, and new projects have sprung up all over the country, making this battle for big brands increasingly fierce.

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< p > < strong > fast fashion shock wave < /strong > /p >

P may have the same fate as Nike and its rival Adidas.

On the night of August 8, 2008, when Lining fired the Olympic torch, he might not have thought how far it could shine.

Sports brand, including Lining, then entered the peak of sales in China.

At that time, the two leading sports brands, Nike and Adidas, wanted to win the market share by Olympic Dongfeng.

The former chose Wangfujing and the latter cast their sights on Sanlitun.

In July 2008, Adidas opened the world's largest flagship store in Sanlitun, village, a new item in Hongkong's Swire property, covering an area of more than 3000 square meters, about 1.5 times that of its previous largest store, Paris Champs Elysees store.

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< p > "at that time, the whole market took sport as the theme, and sports brand played a great role in promoting other brands."

Cai Erhu, director and director of commercial real estate service in North China, said that almost all sports brands are opening shop crazily, and the scale of the shop is much larger than that of the previous 200 to 300 square meters, mostly in the form of flagship stores.

Why is Adidas, who is in the limelight, willing to settle the world's largest flagship store in a commercial real estate project that has just started? Insiders analyze that Sanlitun has always been a gathering place for young fashion people. In the same period, there are also popular brands such as UNIQLO, Si Jie's universal Esprit, and Apple's first retail store in China, which can bring good agglomeration effect. In addition, the operation experience of Swire real estate on commercial projects is also a good endorsement.

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The value of Adidas's influence on young consumers to Sanlitun village is self-evident. Sanlitun village naturally gives the best paved position and cooperation terms. P

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During the period after the opening of P, any young man who passes by Sanlitun will be impressed by the big magic cube that sparkles with blue lustre. The English alphabet of "Adidas" on the wall seems to have the natural fashion appeal.

The concept of customized sports shoes and sports housekeeper for the world's largest flagship store has given us the status of giving up our own.

"At that time, if you didn't go to Sanlitun to customize a pair of Adidas a href=" http://www.91se91.com/news/index_x.asp "> sneakers < /a >, there would be less conversation with friends.

Chen Min, an Internet practitioner who has often been mixed up in Sanlitun, recalls.

He was also studying in a university in Beijing in 2008.

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< p > a row of pavements facing the south of Sanlitun village. Next to Adidas is the orange building of UNIQLO and the red door face of Esprit.

Strong color impact has become the first impression of this trend.

"At that time, people gathered in the southern part of village."

Chen Min said.

Now, the entrance to the South seems to be left behind, degenerating into a passageway into the inner block.

"Maybe I grew up". Now he prefers to go to cafes and restaurants to get together with friends, occasionally go to izzue and Clavin Klein for men's wear.

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< p > this is indeed the case. Even in the weekend, Sanlitun and village are going to go to Adidas, and it is hard for them to ignore the Esprit.

Esprit has been in the doldrums for 5 consecutive years, and sales growth in Adidas Greater China began to slow down in 2012.

The era that belongs to them seems to be going far away.

On the back of them, an American fashion brand Hollister, known for its good posture, is preparing for its opening.

Hollister is the Deputy brand of the largest leisure brand A&F (Abercrombie & Fitch) in the United States and a new trend brand in the Chinese market. It took the beach surfing route. It was the first show in Phoenix Phoenix shopping center in Beijing last March. Sanlitun store is the second store in Beijing.

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< p > if things go on like this, will Adidas and Nike face the dilemma of being expelled by the property side? Lu Xuehui, deputy director of Taigu's public affairs, refused to give the exact answer.

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< p > "Taigu told them privately whether they could adjust their positions and reduce their area."

Of course, it is still in the lease, and it is only making relevant coordination, whether they will withdraw or not.

Cai Erhu said.

The popularity of sports brands has passed, and developers no longer want the whole image to be a partial movement. Of course, they will consider replacing the more fashionable brand after the expiration of the lease.

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< p > the decline of sports brand is only a microcosm of the history of Chinese consumption evolution.

Nike and Adidas were the first batch of genuine "foreign brands" that Chinese people came into contact with. They were first launched into the fashion fad. By 1990s, the sports programs such as live NBA were introduced into China. The worship of sports stars also greatly promoted the consumption of sports brands.

But with more and more fashionable brands entering China and the pursuit of individuation for new generation of consumers, the fashion sense of these sports brands has been diluted and begun to return to the more original "Sports" attribute.

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< p > "every brand has its own life cycle," Nie Qibing, executive director of Rui Yide Real Estate Consulting Co. Ltd. said, "if shopping centers want to maintain the image of vitality and fashion, they must constantly update their brand."

The commercial real estate veteran has participated in the investment links of famous commercial projects such as Xinguang Tiandi and other famous commercial projects.

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Less than P, earlier than the sports brand, the impact of the trend is the mid-range fashion brands like Esprit, including the Only, Verymoda, Jack Jones of Lingzhi group, Eland, Teenie Weenie, Daphne and BELLE's brand.

Around 2005, the collection of these brands as the main brand is almost the "standard configuration" of shopping centers and department stores in the second tier cities, and it is a very strong purchase target in the hearts of people.

But in 2009, the invasion of foreign brands represented by fast fashion brands disrupted the original ecosystem.

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The success of fast fashion brands worldwide is not difficult to understand. < p >

They enable every ordinary person to feel the latest fashion trend personally. At the same time, they also choose to hide the design philosophy of Loge.

By contrast, it is not surprising that the two brands of price and style do not possess the middle grade brands.

Chen Linzheng, Permira's Asia Pacific Business Co manager, called the brand "sandwich layer".

"People's consumption concept has changed a lot in the past 10 years," he saw. The trend is that consumers either buy luxury brands or buy fast fashion brands, and some people are willing to mix up the two.

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< p > so, before the "standard configuration", some brands that are not vigorous enough to lose their leading position gradually lost their "leading position", including the withdrawal from the core business circle, the pavement being moved to the higher level, or shifting the strategic focus to the small cities that have not yet been touched by fast fashion brands. For instance, Only and Verymoda were the main brands in the first batch of investment brands of Sanlitun village, but now they have disappeared. Many brands of Hongkong I.T group now occupy the large location of Sanlitun village north and south district.

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< p > "some brands will take the initiative to make adjustments based on their own situation and positioning. For example, Daphne and its sister brand Shoebox are pferring the channel to the external rental area next to the large supermarket."

Chen Songhong, director and director of commercial real estate service in China, said.

After the publicity, the brand's demand for flagship store image will be weakened, so that it can save shop cost and reduce financial pressure.

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< p > next, the rise of e-commerce, especially overseas purchasing, will further catalyze the upgrading of consumption in China.

Through the Internet, information is pmitted faster, and Chinese consumers can get access to more foreign brands.

If you search for brand names in Taobao and Alibaba, the largest online trading market in China, the most popular brands will be the hottest and most talked about brands. Some of them have not even opened physical stores in China.

Therefore, the Internet has become the most convenient channel for foreign brands to test this barren place in China.

"When buying a certain category, the brand will certainly consider the Chinese market. If it hasn't come yet, it may be that they think the time is not yet ripe."

Nie Qibing said.

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< p > in her view, there will be more and more foreign brands to divide up the Zara market in the future. China is entering a period of "scrimmage".

This has brought more new options and opportunities for commercial real estate developers to come to the fore.

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< p > < strong > the new protagonist < /strong > < /p >.

In the early spring of 2012, March, at six or seven in the morning, there was still a hint of coolness in the mist. The people outside Fenghuang shopping mall had been queuing up. They were waiting for the opening of the first store in Hollister Beijing.

This brand is the opening theme of a half naked foreign male model, and is popular in Beijing.

The young girls arrived at the scene to take photos with male models and upload photos to Sina, micro-blog and other social networking sites.

"The opening day of Hollister is the best day ever since the opening of Phoenix exchange."

A property management officer at Fenghui shopping mall said.

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< p > the Sanyuanqiao area of Fenghuang shopping center is mainly office buildings instead of mature business circles.

The Phoenix remittance project itself has just started. Many people just heard the three words of Phoenix reunion because of the opening of Hollister.

For foreign brands that have just entered China, their success remains to be tested by time. It is not easy to settle in the core business circle at the very beginning.

Therefore, with the good performance of Fenghuang Hui, Hollister's second stores in Beijing will be more logical in Sanlitun village.

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The relationship between brand P and commercial real estate projects is always mutual help and game. They want to find partners who maximize their interests, but there are many constraints in reality.

When Zara first entered the Chinese market, the cooperation conditions were harsh enough for commercial real estate developers to take a cool breath.

It requires not only the best pavement, but also the minimum rent, or even less than 10% of the sales discount to the property owner, almost equal to the luxury brand.

And in the department stores, the brand with the same sales volume will reach 20%.

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< p > under such circumstances, although Zara came from the world-famous fashion group, there are few commercial real estate projects that dare to accept.

This is because once a contract has been signed for several years, if Zara sales are not ideal, it will become a hot potato.

The fact was that Zara's first store opened in Nanjing West Road, Shanghai in early 2006.

By the end of the same year at the end of the Spring Festival, the store had made a staggering sales of 800 thousand yuan per day, which is equivalent to the sum of the sales of 80 similar Chinese clothing brands.

Since then, the country's commercial real estate projects have begun to throw olive branches to it.

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< p > the first batch of developers who participated in the negotiations and invited them to enter the home also enjoyed the sweetness.

"Fast fashion brands especially like to get together to open stores, and a company often has strong driving effect on other brands."

Nie Qibing said.

Take Zara's third main store in Shanghai as an example, Shanghai Zhengda square has gathered 4 fashion clothes brands such as Zara, H&M, C&A and UNIQLO.

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< p > it is precisely in the context of competitive competition and clearer shopping center differentiation strategy that relevant investment teams have begun to invite suitable brands to enter, and even to analyze and explore the next possible protagonist.

This is totally different from that of past department stores.

How to keep it right is still a very exquisite art.

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The experience of "P >" Qiao Fu "group is: first, pay attention to the design concept and cultural connotation of a brand, because today's consumers are very concerned about mental consumption; secondly, we need to see whether there is any expansion plan for the brand in China.

The Hongkong real estate family business built its first urban complex project in Beijing.

The overseas Chinese shopping centre was opened in September last year.

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< p > when most consumers are still guessing what is inside the big triangular building, a piece of news has spread in the fashion circle of the most sensitive circle of the trend: the high-end brand COS of H&M group has come to China.

Qiao Fu Group has let COS drop its first store in the mainland of China in the fragrant grass shopping center. Ceng Weilin, deputy director of the marketing department, is proud of it. "The brand has been well received since its opening.

Samantha, a heroine in sex and the city, said that the stars first sought after, then the girls loved it, and then the whole world knew it.

The meaning of a leader's opinion for a brand is like landing in Normandy, and then it's just plain sailing.

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In 1990s, the overseas Chinese group bought the grassland and decided to make a comprehensive urban complex of office buildings, hotels and shopping centers in 2000. P

At first, it also wanted to cooperate with international famous brands. However, when the project was launched, Beijing Xinguang and China World Trade Center shopping malls in CBD business district have been growing up rapidly, and the market space of first-rate luxury goods has been compressed.

"I think we need to turn this problem into a turning point."

Huang Peixiu, executive director of Qiao Fu Group, said, "at that time, we thought of looking for some brands that are very good, but not yet in China. At the same time, we can better display the brand connotation through the establishment of flagship stores and services."

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< p > Huang Peixiu hopes that the new shopping center he built will benefit from the latest trend of consumption in China.

A McKinsey report shows that Chinese consumers are growing at an alarming rate. After the previous bombing of old luxury goods, more and more people began to like low-key and unpopular luxury goods. 49% of luxury buyers like to explore new brands and styles before others.

Second tier brands and new designer brands will likely usher in development opportunities.

50% of the investment brands in Qiao Fu's grassland are new faces, the first time they enter China or Beijing.

The risk of introducing a new brand is great. The advantage is that if you are a supporter of a brand, this is the only place to go.

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< p > besides the consumption of the rich, the brand of "light luxury" is a new choice for the growing middle class to pursue quality life.

Although fast fashion brands satisfy people's thirst for the trend, their popular positioning can not highlight their unique taste.

The market segments between parity fashion and the top tier brands are emerging.

Therefore, the high-end brands of Zara parent company Inditex group and H&M group should come.

Before COS, in August 2012, the high-end brand Uterque of Inditex group opened its first store in Beijing world trade scale. The other high-end brand Massimo Dutti of the group came to China in 2009, and currently has 3 stores in Beijing, Shanghai and Shenzhen.

Such brands are likely to become the next target of shopping centres.

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< p > in fact, 10 years ago, some buyer boutiques were trying to bring second tier brand and designer brand to China, such as Lian Crawford and I.T, but they remained free from the mainstream consumption circle in China.

However, the turning point has arrived, which can confirm the rapid expansion of I.T group in mainland China in recent years.

This "brand incubator" has made many miracles on the cultivation of foreign brands through its unique vision, from the original Martin shoes to Alexander McCune (Alexander McQueen) and Wakubo Rei designer brand Comme des Garcins.

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< p > now, in the north of Sanlitun village, you can find many designer brands imported by I.T group.

Compared with the bustling Southern District, the atmosphere in the North District is quiet, and the customers are few.

Unlike the younger trend in the Southern District, the North District aims at a more mature and more consumer oriented group.

Here is another hidden world yet to be developed.

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