Sports Brand Faces Fast Fashion Shock And Channel Pformation

< p > Anta, XTEP and Lining, the three local sports brands declared "hug and keep warm" and contend with international sports brands. The whole sports brand industry is facing a predicament all over the world.

For sports brand, under the impact of fast fashion, its negative news can be seen one after another.

The growth of performance has been down, and the major brands have been involved in the crisis of store closing and serious inventory.

Not only do domestic brands frequently crack down on closed stores, but even foreign brands have to shut down unprofitable shops in due course.

Against this background, the major sports brand enterprises begin to explore the road of change and pformation.

< /p >

< p > recently, it is reported that in order to pursue a faster market speed, Adidas has dug "H&M" and "ZARA" and other fast fashion brands to some talents, and hopes to further accelerate the design and update speed of products in the future.

At present, Adidas's sports fashion products Originals, NEO, SLVR and Y-3 are increasingly providing consumers with sports fashion and casual wear. Various signs still show that Adidas is paying more and more attention to the importance of fashion elements.

In the layout of the channel, Gao Jiali, managing director of Adidas group Greater China, told reporters: "in the past 3 years, our strategy of" 2015 way "has guided us. We focus on improving our sales rate and strengthening our position in important products, and expanding our retail footprint in two or three tier cities.

Our goal is to expand to 1400 two or three line cities by 2015. "

Up to now, Adidas has operated in more than 900 two or three line cities.

< /p >

< p > in fact, the war between sports brand and fast fashion is moving down to the two or three line cities in China, which means that the sports brand will be improved in the future in terms of product design and shelf speed, and the battle for fast fashion brands in the market and channels will also become more intense.

< /p >

< p > < strong > sports brand is affected by fast fashion shock < /strong > < /p >

All kinds of fast fashion brands have been pouring into China in the past few years. The exquisite shop decoration and product line cover various fields of clothing, the fashion trend that follows the season, and the changing frequency of the window display, attracting the mainstream crowd of the current consumption, and grab the market of the sports brand P.

< /p >

< p > Gao Jiali told reporters that sports fashion can give Adidas the driving force of growth.

In 2012, Adidas achieved a 15% growth in the Chinese market, and contributed greatly to the pformation of fashion.

< /p >

< p > in fact, Nike and Adidas are the first real "foreign brands" that Chinese have come into contact with. They entered the beginning of China and were branded with "fashion". The introduction of sports programs such as live NBA and the pursuit of sports stars promoted the elimination of sports brands.

But with more and more fashionable brands entering, and the current consumers' pursuit of individuation, the fashion sense of sports brands is fading and returning to the original "Sports" attribute.

< /p >

< p > from the market performance of Nike and Adidas in China, we can see that the enthusiasm of consumers for sports products has shifted from functional to leisure fashion.

All kinds of fast fashion brands have been pouring into China in the past few years. At the same time, the advertising boards and English letters Logo of fast fashion brands have been erected in the core business circles and fashionable blocks of major cities.

The exquisite shop decoration and product line cover various fields of clothing, followed the fashion trend of the season and the changing frequency of window display, attracting the mainstream crowd of the current consumption, and eating the market of sports brand.

< /p >

< p >, therefore, under the situation that "fast consumption" is becoming more and more popular, sports brands have already started action, launching fashion brands and increasing the proportion of fashion products.

Take Adidas as an example, at present, the number of stores in China's sports fashion series and sports performance series has reached more than 7000, while sports fashion leisure sub brand NEO also has about 1200 stores.

< /p >

"P" is also precisely because of this, sports brand in fast fashion cross boundary "corner" phenomenon, the reason is because sports brand collective performance growth is weak.

Data showed that Adidas's global sales revenue in the first quarter of 2013 was 3 billion 751 million euros, a decrease of 2% from 3 billion 824 million euros in the same period last year, of which the sales in the Greater China region amounted to 409 million yuan, although the growth rate was 6% over the same period last year, but its growth rate dropped sharply compared with 26% in the previous year.

Nike also experienced a decline in growth rate and orders in China, and in the second quarter of 2013 (as of November 30, 2012), it declined in China and Western Europe, and the Chinese market ranked first in the world in terms of 11% decline.

< /p >

< p > < strong > sports brand is facing channel change < /strong > < /p >

< p > sports brand and fast fashion are not entirely brand competition, but also a battle for channel. Next, the war between sports brand and fast fashion will move to the two or three tier cities.

< /p >

< p > in the background of consumers' abandonment of Nike and Adidas brand loyalty, many industry observers pointed out that sports brands should learn fast fashion brands and other enterprises quick response supply chain mode.

It can be said that Adidas has begun to act. Its best proof is to dig people in H&M and ZARA.

< /p >

< p > in the key way, Zhang Qing, founder of sports Consulting Co., Ltd., it seems that the speed of supplying goods is an objective requirement. "The original traditional sporting goods from the order to the listing cycle is relatively long, so the fast fashion and the electricity supplier constitute a great pressure on them, and the quicker solution is to dig the talents from the other side to learn the corresponding things."

< /p >

< p > the reporter also contacted Sun Peng, Nike China Public Relations Department, asking whether Nike was speeding up the issue of fashion products, but refused to be interviewed on the grounds that it was not convenient to respond.

In fact, compared with sports category, the turnover period of fast fashion brand goods has been reduced a lot.

It is still a question mark to simply "dig" some fast fashion practitioners and truly realize the goal of "getting up quickly".

< /p >

Less than P, according to industry sources, the most successful place for fast fashion brands like ZARA is the speed of updating their products and the number of new products springing up.

The industry widely circulated that: "ZARA can obtain information on the latest international fashion styles through various media channels, and introduce new products through its own redesign, and then push them to the market at the fastest speed."

< /p >

< p > it can be said that its mode covers all links from design, production, logistics to distribution to self owned shops.

Take ZARA as an example, its group launched more than 30 thousand models in 2012 alone.

The ZARA brand has 200 designers to get the main inspiration from the fashion trend in the fashion market and the information collected from stores for customers' needs.

< /p >

< p > plus the super a target= "_blank" href= "http://www.cnxz.cn/kenol-brand/" > conai, the hip and the Lun swallow the weight of the enthalpy, the Mu Mu lame tame, the S ARA, the ARA brand delivers two times a week, every time there are new styles.

The time it takes to receive orders from European distribution centers to deliver goods to stores is 24 hours on average, while shops in America and Asia do not exceed 48 hours at most.

< /p >

P, director of the clothing marketing department of Zhejiang Sci-Tech University, Ren Li, in an interview with the media, summed up the success of ZARA. He said: "the image is good, the feeling is particularly big, looks very expensive, but actually it is cheaper, and the price performance is reflected at once."

In fact, like the rate of ZARA brand, the profit is very high.

Looking at the cheap can make money, that's what it is very successful. "

< /p >

< p > although the mode is more pparent, it is not easy to imitate.

Ren Li said that ZARA companies are relatively strong in product development, capital supply, sales network and marketing strategy, in other words, it is actually an advantage of comprehensive strength.

"And having this advantage foundation, they have always maintained this advantage very well, which is even more valuable."

< /p >

< p > in addition, Zheng Yaonan, chairman and chief executive of the fast fashion underwear enterprise in the city, told reporters that the application scope of sports brand clothing is not "mass" and "Daily" in absolute sense. Most of the consumers are young people or sports enthusiasts who are keen on sports. The most popular consumer group is 15~25 years old young people.

However, in modern urban life, people seldom wear such sports brands when they go to work or participate in public activities. This limitation of applicability leads to the fact that the space for sports brands to survive is not very large.

< /p >

< p > Adidas also stressed to reporters that the sports performance series accounted for 80% of its sales performance and will continue to boost its growth.

"Of course, we also see the strong growth of sports fashion series.

Unlike fashion brands, Adidas is first a sports product company.

Although our sports fashion series is more inclined to lifestyle and fashion, all of our designs from sports fashion series are deeply rooted in the nature of sports.

< /p >

< p >, therefore, industry observers believe that for Adidas, the supply chain and distribution mode need to make great changes. This is a challenge.

But sporting goods will not become fast fashion and have their own market segments, but they need to be used for reference in business strategy.

For sports brand, under the impact of fast fashion, in the distribution mode, they need to completely change to improve the speed of supply chain reaction and terminal efficiency.

Editor's note: Ping efficiency is the total turnover divided by the number of counters in the counter. < /p >

< p > Zhang Qing also pointed out that sports brand and fast fashion are not entirely brand competition, but also a battle for channel. Next, the war between sports brand and fast fashion will move to the two or three tier cities.

It is reported that Adidas plans to open 800 stores in China in 2013, of which 2/3 plans to open in small and medium-sized cities.

Instead of avoiding the frontal conflict between the first tier cities and the fast fashion, Adidas is opening up new battlefields and seeking new revenue growth points.

< /p >