Sports Brands Fade, Outdoor Fashion Becomes New Favorite.

With the change of people's consumption demand, fast fashion is being favored by more shop properties. After the expiration of the lease with the sports brand, they are turning to fast fashion or outdoor brand. Relevant data show that in the past, Nike and other sports brands occupy the dominant position part of the shops are being replaced by fast fashion brands.

In the summer of 2007, Nike Beijing's flagship store opened, and Chinese star Liu Xiang, world soccer player Ronaldinho and other sports stars came to the scene, making the busy Wangfujing more noisy at this time. "China is one of Nike's most important markets. Nike's flagship store in Beijing is the largest in nearly 3000 Nike brand retail stores." Nike global president Charlie Denson introduced the opening ceremony of flagship store.

However, now to Wangfujing, it is hard to find the style of Nike. The old flagship store has quietly come to a close. The Nike brand experience store, located in APM shopping center in Beijing, once occupied an excellent location of 1100 square meters on the street. It has been surrounded by orange barrier plates and is dazzling outside the mall.

"The lease is due" is the answer of Nike's China public relations department about the reasons for the withdrawal of Wangfujing store. Beijing APM investment manager revealed, "Nike will introduce H&M after the adjustment. Compared with sports brands, consumers now prefer fast fashion. The product line of this kind of brand has fast update speed, low customer consumption, and has a very strong absorption capacity for young consumer groups. In addition, "going to sports" is the trend of project operation. In the future, sports brand will not be considered as the main store of the project.

The withdrawal of Nike store was not an accident. The Nike flagship store in Tongzhou was recently withdrawn, and it was also a fast fashion brand UNIQLO. 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. For the property side, the value that UNIQLO can bring now clearly surpasses Nike.

Such a change may lead to a crowd. Sports brand The heart is 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 sporting goods industry 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 ~2012 November), its sales in China dropped by 11%, ranking first in the world's markets. In stark contrast, fast fashion brands are 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 highest retailers in China's retail sector (average annual sales per square meter), with an average effect of 4179 euros. clothing 4 times the enterprise.

Nike has the same fate, and perhaps its rival Adidas, whose global flagship store, which is more than 3000 square meters in Sanlitun Village in 2008, is still somewhat neglected. As a commercial real estate owner has said, the popularity of sports brands has passed, and developers no longer want the whole image to be a biased movement. Naturally, the brand will be replaced after the lease expires.

The decline of sports brand is only a microcosm of the history of Chinese consumption evolution. With more and more fashionable brands entering China and the pursuit of individuation by new generation of consumers, the fashion sense of these sports brands has been diluted and begun to return to more original "Sports" attributes.

Product update speed, price, style, comfort and so on are the advantages of previous sports brands. However, compared with fast fashion brands, they are somewhat behind the times. Fast fashion terminal response speed and store level effect and product update provide valuable experience for outdoor brands and even sports brands. At present, many outdoor brands are paying attention to the meticulous management of channels, accelerating response speed, integrating supply chain, improving single store efficiency and so on, hoping to avoid the old sports goods in the future competition, and bring stable performance to the long-term development of enterprises.