Sports Brand And Fashion Brand "X" Cross Competition

In the past Wimbledon Tennis Championships, except for the excellent match, the fashion enthusiasts also found another bright spot: high street fast fashion brand H&M and Uniqlo (UNIQLO) logo appeared in the world's top Djokovic and Bertie's robes.

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P, which is surrounded by the "myth" of fast fashion industry, has begun to dig into the concept of sports in a big way. The way of these high street brands is a bit unclear: is this in the course of "external expansion" or a high-profile commercial show by famous events? < /p >

< p > in the view of ordinary consumers, sports and fast fashion are two different subdivision areas. Sports focus more on function mining, and fast fashion brands, as the name implies, care more about the trend and speed.

But in the eyes of analysts, they are categorized as < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > industry, with similar "genes".

This gene determines that when the scale of these two types of enterprises reaches a certain level, in order to sustain growth, they will "start" and infiltrate each other's territory, so that the final encounter between sports and fast fashion brands will come true.

In fact, fast fashion and professional sports brand are taking a "X" form of competition.

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< p > Sports and fashion "X" shape crossover competition < /p >

Djokovic and Bertic, the world's number one tennis player in Serbia, met for the third time this year, and the two red Logo stood out on the white Polo shirt. P

After a closer look, Logo is Uniqlo and H&M respectively.

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< p > a tennis game became a dialogue between the two fast fashion brands, which soon spawned a consumption boom.

It is reported that UNIQLO stores, Djokovic's shirt has been sold out of stock, more pactions recorded in the network shop.

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< p > reporter noted that Novak Djokovic, the world's top ranked player, signed a 5 year contract with UNIQLO last year after ending the contract with Italian company Sergio Quci international.

Follow up, the tennis player will wear Uniqlo clothing, pedal Adidas ball "a target=" _blank "href=" http://www.91se91.com/ "shoes < /a", this match is quite meaningful.

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< p > in the view of the industry, this is not only a contest between brands, but also a competition between sports and fashion. It reflects that the fast fashion and professional sports brands are taking a "X" shaped competition path which is intersecting each other. They are invading each other and supporting each other, forming a temporary equilibrium situation.

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< p > long term study of the clothing industry told reporters: sports brand and fast fashion brand are faced with low and middle end customers. They mainly run in the sales mode. They take the light asset mode and cooperate with the upstream suppliers. The products are mainly based on OEM, and there are similarities in the business mode.

However, the difference between sports and fast fashion is mainly due to the difficulty in operation and the dimension of consideration. Fast fashion is more challenging.

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< p > Zhang Qing, founder of the key way sports consulting management company, said that although both emphasized the reaction speed from the market demand, the sporting goods were relatively weak.

In his view, fast fashion emphasizes the speed of innovation and innovation, while sports focus more on digging in functional areas.

"Sports goods have their thresholds, that is, professional requirements."

He pointed out that it takes a long time to understand sports preferences in the field of sports.

And fast fashion needs more excellent design, innovation and speed.

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< p > brand marketing is another difference.

Analysts pointed out that fast fashion does not attach too much importance to the excessive investment of the brand itself, but emphasizes the use of goods and channels as the driving force.

Sports brand is not the same. The decision of endorsement is very important.

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< p > store size.

Because the width of sporting goods is not enough, it is difficult to layout large stores, and fast fashion brands have a large variety of stores.

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< p > the turnover time of the two is not on one level.

"Turnover involves management problems. At present, the turnover rate of sports brands in China is still very low, which has also led to high inventory prices."

Nine Shao Ligang, general manager of consulting management, told reporters.

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< p > but the above analysts pointed out that even if there are many differences, fast fashion brands and sports brands are categorized into the clothing industry, and this "gene" also determines that, in order to continue to expand, sports brands and fast fashion brands will eventually meet each other.

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< p > Shao Ligang said that it is inevitable to enter each other's fields. The future brand's industrial structure must be "two big."

At the one end, there will be a lot of room for profit to be a real high-end brand. The other end is to focus on low-end products to win volume, win the huge profits of pyramidal base, and the middle part, many brands will strive to do extensive coverage.

The end result is that a wider range of brands will have more market advantages.

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< p > sports brand first cut into fashion area < /p >

In the past 10 years, although China's sports industry once reached its peak, the market demand for professional sports products is not large due to the fact that the sports concept of consumers is not mature enough. P

The blue ocean between sports and fashion has become the main pursuit of major sports brands.

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< p > before the fast fashion crossover, Puma, Kappa and other sports brands have tried to integrate fashion elements.

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After the separation of Adidas in the 80s and Puma in the last century, Puma sought to reinventing the brand and walked a different route from Nike and Adidas. One of its characteristics was sponsorship in the sports field, and the use of new media and other means to relocate consumers with the sensitivity of fashion.

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< p > but in recent years, Puma has not been able to lead in the continuous trend, so the so-called sports fashion is hard to sustain innovation.

In the industry, Puma's positioning is more embarrassing: its price is higher than its local brand, but its layout in small cities is inferior to that of local brands.

Compared with Nike and Adidas, consumers are less keen on it, and have not formed more fixed fans.

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< p > Kappa is also used in this way. The early rise is due to its Italy lineage.

Compared with Nike and Adidas's product demand, Kappa brand positioning as "fashion, sports, sexy and taste".

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< p > but Zhang Qing told reporters that Kappa had two potential risks at that time.

"Fashion is tidal current, changing very fast. After the tide, when the product becomes popular, the fashion crowd is less attractive.

In addition, Kappa has also been slightly less invested in sports.

He pointed out that since Kappa is rooted in the sports goods market, it should strengthen investment in this field, otherwise it will jump into the "Red Sea" of casual clothing, but it will not get cheap.

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< p > more and more brands are involved in sports and fashion, which has a great impact on Kappa. At the same time, China's trend has not changed accordingly, resulting in a serious decline in sales and the loss of brand power.

Despite the more and more bias, Kappa's sports and fashion routes have led the trend, and some local brands have followed suit to enter this field.

Their destinies are similar.

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< p > sports industry peak after the past, such as high inventory and other issues, making the international big card is also difficult to be independent.

Adidas can't sit still. As a counterattack to fast fashion brands, Adidas dug from H&M and high profile.

From the fast fashion brand, Adidas hopes to speed up product design and mounting.

Adidas's new series of NEO is positioned in the middle and low end, and its more fashionable style makes sales seem to be good.

In the first quarter of this year, sales in Adidas Greater China increased by 6%, mainly due to the growth of sports performance series and sports fashion series, which led to sales growth.

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< p > Zhang Qing told reporters that it is worth affirming that Adidas is not losing its athletic attributes while pursuing fashion.

"Of course, there are risks in the Chinese market, too. (Adidas) investment in sports is slightly inadequate."

He said that sports without a country, its sponsorship in the European and American markets, can be broadcast through events, star influence to the Chinese market, so no matter how Adidas fashion (products), we still think it is a sports brand.

But local brands are different. Without international resources, those who invest less in sports may lose themselves.

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< p > Youiku took the lead in cross-border /p.

< p > after years of sports brand immersion in the fashion industry, fast fashion tentacles have gradually extended to the field of sports.

In fact, what they value is not the professional sports field, but the most extensive sports fashion area among the middle consumer groups.

As a result, the market competition between sports brands and fast fashion brands has become more urgent than ever before.

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Among P brands, UNIQLO moves fastest in sports.

This is inseparable from the research and development of products and the leading fabric technology in Japan as a basic support.

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In the technology of "P > UNIQLO, what is most impressive is the synthetic material named" HeatTech ", which can retain heat energy.

In some sports forums, sports enthusiasts are keen to discuss whether UNIQLO HeatTech products are used for sweating and drying in sports. Obviously, UNIQLO has attracted the attention of sports consumption circles.

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< p > in fact, HeatTech has been popular for more than 10 years.

In Japan, people call the symptoms of "cold feet and hands easy to chill" called "Hiesyo", which is called "cold" in Chinese.

People don't like to wrap themselves up in autumn and winter.

So, UNIQLO store clerk in Japan wrote the opinions of customers "warm and frivolous products" to the monthly report for many times, which attracted the attention of the R & D department.

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"P >" UNIQLO "finally chose to cooperate with the fiber material supplier Dongli company. The two sides agreed that improving the technical added value of the product will be an opportunity for UNIQLO to break through the market encirclement and avoid cost competition.

The two sides set up a mysterious R & D team called "next generation raw material development team" and began to work quietly.

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< p > up to now, the HeatTech of a target= "_blank" href= "http://www.91se91.com/" > dress "/a" series is still evolving.

An industry insider who has many years of Japanese working experience and familiar with UNIQLO told the daily economic news that Japanese companies have a very fine division of labor. For UNIQLO, they will not invest a lot of manpower and material resources in fabrics and certain technologies. "They will entrust some companies that are good at it, maybe they will provide financial support, and they may also sign exclusive agreements for the corresponding research and development.

UNIQLO is a typical trading company, so it will not spend manpower on this high-tech technology, technology must be other companies. "

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< p > exclusive technology is difficult for other companies to obtain even with a strong capital base, so UNIQLO has created new profit points for its subsequent products with such technological advantages.

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< p > relative UNIQLO focuses on the concise design of technology. H&M and ZARA pay more attention to the fashion pursuit of fashion design. Insiders told reporters that from a strategic point of view, UNIQLO may monopolize on fast moving products.

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< p > fast fashion attack City < /p >.

< p > in January of this year, H&M signed an international superstar Thomas Bertic. In April, ZARA got the design and distribution agent of the NBA theme T-shirt.

Two European fast fashion before and after the foot began to "exercise".

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< p > H&M told reporters that the cooperation between Thomas Bertic and H&M opened a new chapter between sports and fashion, but this was unanimously interpreted by the industry as a gold digging from the sports industry.

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< p > in the view of analysts, the mature market in Europe is very obvious, and the fashion industry is fluctuating, especially the emergence of small crowd cards, which makes people even more reluctant to follow the crowd.

Sports products grow steadily. When an industry's category is closely related to people's lifestyle, it is not easy to be influenced by the trend change.

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< p > Zhang Qing believes that fast fashion is also intended to influence the middle class of teenagers and some cities.

And sports are part of the lives of teenagers and middle class people.

If ZARA or H&M has elements of movement, it will certainly arouse their attention.

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< p > another interesting statement is that fashion brands also want to attract those consumers who like sports and fashion concepts, use the characteristics of the concept of consumer preference movement, make conceptual products, and divide the market, so that sports brands rely on this part of the growth resistance. This is also the reason for the decline of sporting goods sales.

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Less than P, it is puzzling that in the overall downturn of sports industry, why does fast fashion choose to enter? < /p >

< p > a person familiar with the clothing industry said that fast fashion brand or intention is to create a brand new sports fashion with its various advantages.

"Similarly, UNIQLO and kappa must be different, and UNIQLO has more advantages in terms of design and speed."

He believes that relatively speaking, in the Chinese market, the entry threshold is relatively low, and the fashion threshold is relatively high.

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< p > "they are testing the degree of interest of the existing customer groups to these products, once they achieve certain results, they will expand."

Shao Ligang said.

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< p > H&M pointed out to reporters: "we love sports, we hope that consumers can also be beautiful and fashionable in sports, which is inseparable from the beautiful sportswear and comfortable sportswear."

In order to embody H&M's commitment to improve sportswear function and performance, it will design a new H&M sportswear series in collaboration with Swedish Olympic athletes.

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< p > at present, fast fashion brands do not seem to intend to attack in large numbers.

UNIQLO said that although he signed de Yorke Vecchi and Adam Scott, he had not done much in sports.

"UNIQLO is still positioned as a casual wear brand, advocating the brand concept of life."

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< p > with these so-called fast moving products expanding sports category, the share of sports brands in China will shrink due to their existence in the common market.

The impact of fast fashion brands on sports brands has appeared, and there seems to be no difference at this point.

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