Sports Brand Enterprises Need Complete Change

< p > the six major sports brands in the country closed more than 4000 stores last year, with a high inventory of up to 3 billion 327 million yuan.

The era of sports brand making money with eyes closed is gone forever.

However, it is not just China's Brand Company.

Morgan Stanley report shows that in the fourth quarter of fiscal 2012, Nike's global orders growth slowed from 18% to 12%, and China's orders grew from 20% to 2%.

Puma, the German brand, also announced that it would close more than 90 unprofitable shops.

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< p > in the depressed period when domestic brands have been heavily closed, foreign sports brand enterprises are redeeming the Chinese market.

A few days ago, Adidas opened a flagship store with an area exceeding 1000 square meters in Tianhe Road, Guangzhou.

Adidas also opened flagship stores in Wuhan, Hangzhou and Shijiazhuang.

According to the introduction, Adidas city flagship store is a condensed version of Adidas brand center.

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Gao Jiali, managing director of Greater China in Adidas group, said that the new flagship store was designed to provide consumers with the same consumption experience as the brand center by offering P rich sports products that other brands could not match.

The opening of such shops is one of the important initiatives of Adidas's "2015 way" strategy. It is also a differentiated and personalized retail mode to satisfy consumers' pursuit of lifestyle.

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"P >" when the major local sports brand actively digested inventory and differentiated competition, many brands that had once been demanding professional sports were downplaying professionalism in order to adapt to the Chinese market, instead of taking a non professional fashion line.

After a major inventory crisis in 2008, Adidas chose to enrich the "fashion campaign" series.

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< p > industry insiders pointed out that the turnover period of fast fashion brand goods has been reduced a lot.

For Adidas, the supply chain and distribution mode need to be greatly changed. This is a challenge.

But sports brands will not become fast fashion. They have their niche markets, but they can be used for reference in business strategies.

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

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