Outdoor Brand Positioning Is Favored By Baby Products.

< p > Lining, the sports brand giant, closes 1200 stores and brings immeasurable influence to the whole < a href= "http://www.91se91.com/news/index_c.asp" > sports goods industry < /a >.

Near the May 1 consumption season, reporters visited several large shopping malls in the island city, and found that almost all families were busy adjusting the layout. The most obvious feature was that the outdoor brand of the main leisure quietly replaced Lining and other domestic sports brands, and some of the sports facilities in shopping malls were quietly removed.

According to the industry, at present, outdoor products, baby products and services, and supermarket products are the advantages under the offline, all families attach great importance to them and become the focus of expansion.

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< p > < strong > market adjustment sports brand accounted for < /strong > /p >

< p > "before, the sports goods of all major shopping malls are quite full. Now, if you want to buy a tennis ball, you can not buy it. It seems that sporting goods are really down.

"Recently, Ms. Wang went to Zhongshan Road Baisheng shopping center to pick a tennis ball, resulting in two turns on the 6 floor and no tennis counters.

After careful inquiry, it was learned that special counters for sports equipment such as tennis and badminton had already been removed.

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< p > yesterday afternoon, the reporter came to the 6 floor of the Parkson mall. Looking at the whole floor, almost all the clothing and footwear world.

Reporters in the 6 floor to two circles, found that the floor was previously "sportswear" as the main fight, but now some of the names are not true.

Dozens of brand counters on the floor, almost all of which are outdoor brands, such as Columbia, rolls Fyes, Pathfinder and many other international brands have created the outdoor atmosphere of the entire floor.

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< p > such a contrast, the sports brand camp suddenly overshadowed, in addition to the original sports Nike and Adidas can support the front door, other sports brands are few, and the domestic sports brand is vanished.

"Once the domestic sports brand boss" Lining "has disappeared, and what kind of domestic sports brand.

"A salesperson at a shopping mall told reporters that this floor has been adjusted many times, and gradually cleared out some of the brand counters with poor sales, especially the domestic sports apparel brands, leaving the shopping mall one by one, and even the tennis sales facilities which are not large enough to sell.

Now, high-end outdoor brands account for the absolute advantage.

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< p > < strong > pure sports brand becomes low-grade goods < /strong > < /p >.

< p > Parkson is no business case.

Recently, a large number of shopping centers such as Lai Lai Lai, Mackay Le, Liqun and so on have found that the proportion of pure sports brands is decreasing.

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< p > "who buys sportswear now? It looks too low-end, or outdoor sports brand clothes are in the same grade. It's always appropriate to go out to play or to join a friend's party, or even to wear clothes to work.

"A lot of big brands of sportswear are quickly becoming" stalls "," Mr. ADI and Nike are all handling at seventy percent off, "says Li, who is picking up clothes at Liqun's" flock "counters." domestic brands, not to mention domestic clothes, are generally not worn by middle-aged people.

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"P" Mr. Li's remarks made the sport brand disappear in the shopping mall.

Recently, the official website of van guest has launched a slogan for Lining to buy 19 yuan in a limited time.

On sale day, a Lining T-shirt with a market price of 199 yuan was promoted at a price of only 19 yuan, equivalent to 90.5% off, which was below 90 percent off. A pair of classic a href= "http://www.91se91.com/news/index_x.asp" > casual shoes < /a > the original price was 299 yuan, and the promotional price was 49 yuan, equivalent to 84% off.

According to consumers, many of these goods were inventories two or three years ago.

Not only is "Lining" so down, but the 2012 sports reports released by sports brands show that the number of six major domestic sports brands, such as Lining, Anta, PEAK, China trends, XTEP and 331 degrees, has exceeded 5000.

Among them, Lining has the largest number of shops, and many large shopping malls in the island city are hard to find.

And on the Taitung pedestrian street, 5 domestic and international first-line sports brand shops are also deserted.

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< p > < span lang= "EN-US" style= "font-family: song body"; font-size: 14pt; mso-bidi-font-family: "Times New New"; ""; "

< p > < strong > outdoor brand positioning is favored. < /strong > < /p >

"P >" our outdoor sales are increasing, while the pure sports brand is indeed declining.

"The shopping center will adjust the brand counters every year, and the number of outdoor brands has greatly exceeded the pure sports brand," the relevant person in charge of the shopping center told reporters.

The responsible person said that the decline of pure sports brand was related to the rapid expansion of the previous few years. Excessive competition led to big price war and serious backlog of inventory. The profits of production enterprises were low, and the kinetic energy of R & D and innovation was not enough, so that the pure sports brand became less and less popular in the consumer's mind.

In addition, the change of lifestyle and concept is also a major reason.

Compared with the outdoor brand clothing, the pure sports brand clothing and the outdoor brand clothing are mostly imported and hi-tech fabrics, and the design tends to be more casual.

"It should be said that casual sportswear is more popular, and outdoor clothing such as" a href= "http://www.91se91.com/news/index_p.asp" Korea "/a" brand golf series is also very popular.

"The person in charge said.

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< p > a person in charge of a large store in the eastern part of the island city also said that the principle of adjusting the brand counters is to emphasize the sales of good brand counters, marginalization or even the bad sales.

In recent one or two years, the pure sports brand has indeed been "expelled" by the mainstream shopping mall, which is related to the decline of the market recognition. "Everyone's dressing style and consumption consciousness have changed. Outdoor clothing, as an upgraded product of sports brand, is more popular with consumers.

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< p > < strong > baby products become fragrant pastry < /strong > < /p >

In P interview, the reporters learned that all shopping malls were adjusting the layout of shopping malls before the arrival of the May 1 consumption season. In addition to the strategy of "going sports", children's products and services were also the expansion targets of shopping malls.

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< p > "now the impact of e-commerce on the physical store is relatively large." experience "should be the advantage of offline businesses.

Liu Kai, director of the planning department of Xinye Plaza, told reporters that baby products and related services have always been the characteristics of Xinye square. Since last year, the square has adjusted several times, and has introduced the business of mother and child products such as children's experience world and other baby related businesses. It can be said that the square has constantly improved the products and services of children, attracting a large number of people to take the experience of playing games with their children, and to consume clothing and other related products at the same time.

This experience is a special commodity that online shopping can not provide.

According to the reporter, at present, many large shopping malls in the island city have introduced roundabout, early childhood education centers and children's amusement parks to attract popularity and related consumption.

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