Sports Brand Disfavor Hangzhou Shopping Center

< p > you may be used to looking for stores in the shopping mall.

But now that the mall is attracting more young customers for higher profits, it has decided to give up their positions to fashion, luxury and tide.

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< p > < strong > sports big name absent shopping center < /strong > /p >

< p > Xixi impression city is in trial operation. There are no big sports shops such as Nike and Adidas in main stores.

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< p > Xixi impression city director Huang Shiru said that the number of shops in the shopping mall is limited, so it will not consider leaving the location of the store to Nike, Adidas, Lining and other sports brands. At present, the sports brand of the store will only be opened by the New Berlin family.

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< p > Hangzhou Yintai city is expected to leave in the second half of the year. Shin Ji, assistant general manager of Hangzhou Yintai Shopping Center Co., Ltd., said that from the current main brand lineup of Yintai city in Hangzhou, these sporting goods brands will not appear in the form of main stores.

However, it is not yet clear whether it will be opened in Yintai department store, one of the main stores in Yintai city.

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The leaders of the P > two shopping centers say that many of the big sporting goods say they want to start a shop, but the mall wants to give a better place to a more profitable brand.

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< p > sports great market is not only in Hangzhou.

On Wangfujing street in Beijing, Nike's first flagship store in China will pull out of the APM shopping center in Beijing. Instead, it will probably be H&M, a fast fashion brand.

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< p > < strong > giving way to fast fashion and light luxury > /strong > /p >

< p > sports brand performance has declined rapidly. Insiders say that this is the main reason for their cold reception in shopping malls.

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< p > data show that Nike's sales in China in the second quarter of 2013 (September 2012 to November 2012) fell by 11%, ranking the highest in the world.

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

Lining group's 2012 annual report shows that during the reporting period, the company achieved operating income of 6 billion 739 million yuan, a year-on-year decrease of 24.5%, and gross margin of 2 billion 550 million yuan, down 36.9% from the same period last year.

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< p > industry insiders explained that shopping centers charge rents and points for brands. The performance of sports brands is obviously not as fast as fast fashion brands: the Chinese market has brought the most profit to H&M, and UNIQLO has gained 70% of the international sales growth and 48% of the total profit growth in China, and ZARA is one of the most efficient retailers in China's retail industry.

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After the success of these fast fashion brands in the Chinese market, other similar brands are also actively preparing to enter P.

It is understood that ZARA belongs to the Inditex group, plans to ZARA high-end sister brand Massimo Dutti and ZARA HOME, Stradivarius, Oysho for the first time in Hangzhou.

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< p > a shopping center responsible person believes that the sports category is too functional, customers will not follow the fashion trend, and buy sports brand every quarter.

Apart from fast fashion brands, light luxury brands will also be the brands that shopping centers want to introduce. These brands are between luxury goods and ordinary consumer goods and keep pace with the trend of the frontier.

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< p > < strong > sports brand holding shop, < /strong > /p >

< p > as a response, the sports brand intends to gather together to enter the group and attract customers with the intuitive stimulation of sports experience.

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"P > Xixi impression city and Hangzhou Yintai city will appear the" Zheng Ge sports brand collection shop ". A store will gather nearly 20 sports brands.

"The impact of the electricity supplier has great impact on the sports brand," he said.

They will increase the sports experience area in the brand store, and will also open the sports club.

Attracting sports, outdoor people, watching balls and discussing parties, "donkey friends" can also start training here.

In a similar brand store, specially designed plastic runway and rock climbing facilities are trying to wake up the motor nerve of customers.

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< p > sports brand is pferred from the exclusive store to the collection store. The business area has been reduced, but the experience has been increased, and the operation cost has also been reduced.

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