The Brand Of Outdoor Brand Is Awkward.

< p > since 2012, a series of topics and disputes surrounding sports brands have never ceased.

But recently, the market share of sports brand is being gradually occupied by "fast fashion", "light luxury" type of goods, and once again it has rounded the alarm of sports brand merchants.

Analysts believe that "homogenization" is the soft rib of the sports brand, while "fast fashion" and "light luxury" win in personality.

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< p > < strong > famous sports brand is out of favor with large shopping malls < /strong > /p >

< p > recently, media reports reported that there was no sign of Nike, Adidas and other sporting events in a large shopping mall that was being tested in Hangzhou.

From the lineup of the main brand of another market, sports goods will not appear in the form of main stores.

The leaders of two shopping centers all said that the shopping center wanted to give a good location to a more profitable brand.

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< p > meanwhile, the report also shows that the sports big disgrace shopping mall 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 "fast fashion" brand H&M.

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< p > in recent years, with the promotion of the positioning of the mall and the strong entry of the international fast fashion brand, the shopping mall has changed its original brand settings intentionally and unconsciously, which has changed to a more popular direction.

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< p > < strong > fast fashion and light luxury win in the bright future of personality. < /strong > /p >

< p > in recent years, with the growth of many groups with proper nouns, such as post-80s and post-90s, "individuality" has been mentioned more and more.

In an era of collective pursuit of individuality, if there is no personality, it is likely to be forgotten.

"I haven't seen any sports brand for a long time. In my opinion, sports a target=" _blank "href=" http://www.91se91.com/ "> dress less than /a can not come to fashion. It doesn't need to buy new models every season, usually it can be worn for years.

Citizen Wang said.

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< p > a local shopping mall responsible person said yesterday that in line with the location of the mall itself, "domestic front-line brand", "suitable for the northern market" and "distinctive brand characteristics" have become an important indicator of shopping centers' choice of brands.

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< p > Zhang Yingjian, a researcher at the China intelligence network industry, said in an interview that due to the increasingly serious homogenization of sports brands, the trend of slow development is becoming more and more obvious. The "fast fashion" and "light luxury" brands have relative advantages in terms of price and personality pursuit, and the prospects for future development are promising.

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< p > in Zhang Yingjian's view, there is a gradual decline of sports brand and strong development trend of fashion brands in the market. On the one hand, due to the decline of sports brand profits, and the demand of "fast fashion", "light luxury" brand and outdoor brand, ZARA and H&M have shown a very high popularity in China. Some shopping malls are "profit driven", and on the other hand, due to the extrusion of market share of the traditional channels of sports brand, the market capacity and profit margins of shopping arcade are getting smaller and smaller.

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< p > < strong > brand of outdoor brand is embarrassing. < /strong > < /p >

< p > at the same time, the sports brand market has been preempted.

"I remember the original Nike store was very large and everything was very small. How did it get smaller now?" "I remember the Anta store was coming over there. How can I change the place now?" "I remember that the store had a CONVERSE brand, and how to withdraw it now..."

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< p > in fact, the location of sports brand in major shopping malls in Changchun has been changing. Taking Hongqi Street business circle as an example, the floors of several large shopping malls specializing in sports brand have become the ocean of outdoor costumes, while the traditional sports brands that occupy large rivers before are placed in areas where passenger flow is relatively concentrated.

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< p > although the relevant staff of a shopping mall said that the brand redecorating will change the shop area, which is the normal adjustment of the shopping mall.

However, it is undeniable that the market share of traditional sports brands is being devoured intentionally or unintentionally.

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< p > < strong > sports brand should be < /strong > < /p >.

< p > < strong > improving single store performance < /strong > < /p >

< p > at the same time, some careful consumers find that the "sports brand city" which has been popular for the past few years has also had the edge of convergence in recent years.

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< p > Zhang Yingjian said that in the past few years, in pursuit of scale effect, sports brand enterprises have been expanding rapidly, and the number of stores is far more than that of the market. At the same time, the expansion of production capacity has caused the industry to end up in an awkward situation of high inventory and low profits.

Nowadays, the demand environment has changed, and the profit of sports brand channel has been decreasing. The growth of single store performance has become more and more important. The number of stores has increased the operation cost. Therefore, the way of "scale up shop" to expand the scale has become a bad policy for more and more rational market participants.

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< p > < strong > general merchandise store > /strong > /p >

< p > < strong > should not narrow the category < /strong > /p >

< p > a staff member of a shopping mall on Hongqi Street said that at present, there are only two international sports brand stores in Nike and Adi, while some well-known domestic sports brands have not set up counters.

At the same time, she said, the number of outdoor brand stores has exceeded the traditional sports brands.

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< p > however, Yang, manager of Planning Department of Changchun state commercial department, said in an interview that although the sports brand went out of the rapid growth period brought by the 2008 Olympic Games, it has now returned to the right track, and the outdoor sports brand has risen rapidly in the past two years, and the traditional sports brand market should be no longer as good as before.

But this can only mean that there is a big trend in every category at different times.

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< p > "the phenomenon that some large shopping centers in cities are abandoning the sports brand and promote fashion is related to the location of the shopping mall itself.

As a department store, although all brands can not be guaranteed, it is necessary to ensure that all categories are covered. "

She believes that businesses should not abandon this part of the fixed consumer group.

At the same time, she said, taking the front shop of the department store as an example, a total of 8 floors of the shopping malls have 1 floors selling sportswear, and excluding outdoor brands, sports brands also occupy the proportion of 2/3.

"Compared with the past, in addition to the necessary adjustment of new brand listing, shop decoration and so on, the big structure has not changed."

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