Adidas Aims At The Transition Of Domestic Light Sports Market

Launching fashion brands and increasing fashion The proportion of commodities has become an important counterweight for sports brands. A few days ago, Adidas, a sports giant, said that it had already dug up some talented people from fast fashion brands such as H&M and ZARA, hoping to become faster. The industry believes that the pursuit of product design and faster shelves, from its sports and fashion products sales in the Chinese market growth is obvious. But in order to save costs, China has been moving factories for a long time, obviously slowing the pace of Adidas.

Gao Jiali, managing director of Adidas group Greater China, believes that sports fashion can bring growth to Adidas. In fact, last year, Adidas achieved 15% growth in China's second largest market, which is the result of the transformation from sports to fashion. shoes Independent industry commentators, Mr Ma Gang, said that Adidas's professional sports products were weak in performance from the data released by Adidas in the past, which is in line with the general trend of the sluggish sports industry, but there are many bright spots in its sales of fashion products.

Meanwhile, Adidas's old rival Nike also suffered a slowdown in growth and reduced orders in China. In Ma Gang's view, the market performance of Nike and Adidas in China proves that the enthusiasm of consumers for sports products has changed from functional to leisure fashion. "The whole sports industry, products of professional category are already saturated."

Although the fashion has already made Adidas taste the sweetness, it is still uncertain whether it can really rise to the fast fashion brand. According to industry insiders, the turnover period of fast fashion brand goods is usually 20 days, while sports goods are 40-50 days, or even longer. Digging feet from fast fashion brands such as H&M and ZARA means Adidas wants to make products update faster. However, as a light asset sports brand, in order to save labor costs, Adidas shut down a factory directly under Huawei last year. Earlier this month, Adidas built a new distribution center in Tianjin. Unlike Suzhou's distribution center, Adidas will buy land.

"One pass and one opening" is considered by Ma Gang. Adidas The choice of cost saving considerations and the high efficiency of distribution centers will not lead to faster turnover of factories in China. From this point of view, Adidas's move is "at the expense of time for the advantage of commodity prices", contrary to the original intention of "fast". In Magang's view, if Adidas wants to learn fast fashion, it needs a structural change. For example, the relationship with suppliers, the proportion of their own warehouses, or so on, or just imitate the missiles with grenades.

Zhang Qing, founder of sports consulting firm, said that China's "light sports" consumer market is very large. Under the background of huge demand in the market, the fashion transformation of Adidas and other sports brands will become more obvious. But this change is also seen as one of the reasons for brand homogenization and high inventory. In Zhang Qing's view, as a sports brand, products must be "able to stand up" on professional functions, and then deduce from fashion to get consumers' recognition.