Traditional Sports Brand Transformation Speeds Up "Fashion"

< p > in the traditional sports brand speed up "fashion" at the same time, ZARA, H&M as the representative of the international "fast fashion" brand began to quickly attack the city. With fashionable products, exciting prices and strong supply chains, "fast fashion" is eroding the market that originally belonged to sports brands. Inside and outside, the traditional sports brand started a "fashion" change journey. < /p >
< p > < strong > go to sports sports brand blowing leisure breeze < /strong > < /p >
< p > last year, fast fashion brands including ZARA, H&M and UNIQLO went almost overnight into large and medium-sized cities in China, including Jinjiang, Anta, 361 degree, XTEP and other domestic front-line sports brands. With the support of strong supply chain and the high turnover of goods brought by rapid market reaction, "fast fashion" quickly won the younger generation's pursuit. < /p >
< p > "traditional sporting goods company, a product from design to put on the shelf takes 15 months. The first 9 months are product design, and then the dealer will take part in 4 orders annually. After receiving the order, the brand outsourcing factory will start to produce. After 6 months, consumers will be able to buy this product. This is the regular order pattern of sporting goods brands. According to the insiders, the disadvantages of the traditional ordering mode are obvious. It is far from modern young people's footsteps to bring forth new ideas in more than a year, but the risk of high inventory is also borne by enterprises. < /p >
< p > "fast fashion" emphasizes product design, with an annual fashion of over 10000. More importantly, the delivery rate is very high. In ZARA, the average time for a clothing product to be put on the shelves from the production to the final distribution to stores in 87 countries and regions around the world is only about 7 days, while in Europe and America, the time is shortened to about 2 days. < /p >
< p > under the impact of "fast fashion", the growth of sports brand performance has generally been on the decline. In the past two years, it has become a closed shop crisis. Against this background, the major sports brand enterprises began to explore the road of change and transformation, and to become sports oriented, to launch fashion brands or to increase the proportion of fashion products became their unanimous choice. < /p >
Less than P, the new style of autumn 2014 is more fashionable and casual, with a strong American style. From the point of view of the order, its new products greatly widened the product line, and added more casual products such as jackets, sweaters and windbreaker. In product design, more detailed designs and rich fabric applications have been added to make the new season products more fashionable and fashionable. Such as the use of the American "five pointed star" pattern, the American lattice pattern, and the integration of "navigation" elements, cater to the young people's inner feelings and the spirit of adventure and adventure. The new products of children's wear in autumn and winter in 2014, which are launched at 361 degrees, emphasize more professional matching on different occasions, and the colors are more beautiful with strong urban flavor. < /p >
While P emphasizes the fashion of products, some sports brands begin to follow the fashion line in logo design. Including Xi Dalong, Hongxing Erke and del Hui have launched a more fashionable brand new blue label. < /p >
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"P > shoes and clothing retail observers Ma Gang believes that sports brand subdivision transformation of fashion and leisure, on the one hand is due to fierce competition, product homogenization serious, it is inevitable; on the other hand, it has indeed opened up a new path. But there is also a view that from the development status quo, sports brand's fashion and leisure effect is not ideal, and the product and marketing direction is a bit confusing fashion movement has not been recognized by mainstream consumer groups. < /p >
< p > < strong > personalized consumption era calls for "fast fashion" < /strong > /p >
< p > "in a time of consumption which is more and more advocating freedom and individuality, every consumer represents a unique self. No one can replace it. Therefore, what clothes should be made should be decided entirely by oneself, instead of seeing many of the most popular clothes in the streets that are the most popular clothes of the season, so they can not buy themselves a piece of clothing, but they can not show their differences from others." Dong Quan, a distinguished management scientist and distinguished professor of Tsinghua University, thinks that "fast fashion", represented by ZARA, is in line with the trend of the times. Its diverse styles and fast updates ensure that customers can create fashion and fashion for their own lives according to their personal characteristics. < /p >
< p > "this is a personalized commodity era. Children have more discourse power in clothing matching. From past shoes to wear, then to wear their favorite shoes, and then to pay attention to the function of shoes and clothing, consumer demand has changed significantly. Chen Zhicheng, general manager of 361 degree children's wear Co., Ltd., said that from the perspective of the development of children's clothing, we have entered the era of emphasizing individuation and functionalization, paying more attention to the aesthetic needs and functional requirements of the consumer's dress requirements. This autumn and winter new product is in line with the trend of consumption development, and launched a diversified product line to meet the needs of different occasions and different environments. It shows the flexible styles and personalized styles of children's clothing under the new market environment. With the "80 generation" crowd becoming a new parent, fashion, fashion, personality and leisure become the hot demand of children's clothing market. It also promotes children's clothing consumption from practicality to fashion, fashion and brand transformation. < /p >
< p > the industry believes that changes in the times and changes in consumption patterns are the main reasons for "fast fashion" to quickly occupy the market. In the industry's view, sports in China did not form a mature lifestyle. Most consumers do not regard sports apparel as sports equipment, but regard it as fashion casual wear. That is to say, before the emergence of a large number of leisure brands, the domestic sports brands bear the function of some casual shoes and clothing to a certain extent. In the face of the impact of fashion brands, consumers' loyalty to sports brands will be reduced, and the sports brand market will be easily discarding. < /p >
< p > < strong > wholesale to retail local brands to seek breakout > /strong > /p >
"P," with fast, accurate and ruthless "three word" sweeping across the world, the fast fashion brand not only makes the traditional luxury magnates feel pressured, but even the traditional sports brand has to be pushed up in the fast fashion, so it has to raise the efficiency above. < /p >
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In the past few years, in addition to getting involved in children's clothing, fashion trends, leisure and other fields, efforts have been made in the field of fashion. Jinjiang's local enterprises represented by Anta have focused on the integration and upgrading of the supply chain, and have made breakthroughs in efficiency. < /p >
< p > through rapid distribution and horse race expansion, the wholesale mode has helped Quanzhou shoes and clothing brand achieve rapid growth and has completed the upgrading of capital level through listing. This is a large wholesale mode familiar to shoes and clothing enterprises in Quanzhou. However, after the slowdown in market growth, the drawbacks of this model begin to appear, and the problems of oversupply, inventory backlog and lagging management are bound to keep pace with the advance of shoes and clothing brands. < /p >
Ding Shizhong, chairman of Anta's board of directors and CEO CEO, is also thinking about the disadvantages of this model. He believes that the biggest drawback of the "brand + wholesale" mode is that the information is not smooth. For brand dealers, sales can only be realized as long as they go wholesale, but they can not feel the changes in the market and retail terminals. In order to better understand the needs of consumers and changes from the market, since 2012, Anta has changed the order mode to single store order. Anta also shifted from "brand wholesale" to "brand retailing". < /p >
< p > in fact, the mode of "brand + retailer" is the business mode of international fast fashion brand ZARA and UNIQLO, which is a mode of integration of industrial chain from commodity planning to manufacturing and terminal retail. The Quanzhou clothing brand has already tried this pattern. By integrating the two forces of designers and excellent terminal salesmen, he has built his core buyer team and realized the transformation from factory to clothing brand retailer. < /p >
The attempt and change of "P" brought direct effect to Anta. Ding Shizhong said in a performance press conference that the order number of the company in the first three quarters of 2014 has achieved a high growth, thanks to the company's transformation to retail. In 2014, Anta will continue to innovate and change in terms of retail upgrading, integrated marketing, breakthroughs in key categories and new business expansion. < /p >
< p > in the view of Tan Qibing, the brand director of ZARA, China, it is undoubtedly an effective way to break through the current transformation of local sports brands. However, enterprises should be clear positioning according to their own circumstances and choose the "differentiated" route. For Xi long, the market focus is still in the three or four line cities, and the layout of the international "fast fashion" brand is different from that of the second tier cities. While the product is fashionable, enterprises should pay more attention to the brand + retail mode, control the terminal sales by themselves, and enhance the brand value and retail management capability. < /p >
< p > of course, for the domestic sports brand, learning "fast fashion" powerful fast supply chain is not overnight. But if enterprises can continuously integrate and optimize the industrial chain, and strengthen product innovation and internal management, they will naturally enhance the market competitiveness. < /p >