Sports Category Grew By More Than 50% Over The Same Period Last Year.

　　 drive Sports category Sales grew by more than 50% over the same period last year.

Starting from more than half a month ago, the shopping guide of the NIKE store on the two floor of the 360 square in China World Trade Center, Zhengzhou, was constantly asked: "Nike Air Max 90 goods?" this brand has been rising rapidly since it appeared in the popular Korean drama "from the stars of you". The shopping guide said that when the new money had not arrived in Zhengzhou, someone came to the shop and asked him to sell it in less than a week.

"Sneakers are very good this year." This guide is introduced. He pointed to the customers who came from outside the shop and said, "look, there are more than half of the ten girls wearing sneakers."

Last winter, Gym shoes It's starting to heat. Compared with previous high-heeled shoes, this year's sports shoes can also match all kinds of fashions, from winter coat to spring suit, until now with all kinds of lace skirts. Sports shoes have broken through the past "fashion taboo", many consumers can accept such a combination.

In addition to Nike, sales of Adidas, clover, PUMA and CONVERSE sports shoes in China World Trade Center 360 square have increased considerably compared with the same period last year. Adidas's shopping guide said: "individual styles are often out of stock. It's a popular mix up this year. Some people who dress formally look for sports shoes. "

As a possession Zhengzhou The Denis people's store, the flagship store of many sports brands, has a benchmark role in sales data. Figures for the first quarter of 2014 showed that sales of sports shoes increased by more than 70% over the same period last year. With the promotion of sports shoes, the sales volume of Denis's people's shop in the first quarter increased by more than 50% over the same period.

　　 Sports brand has been in the doldrums for a long time.

The popularity of sales has been rare in recent years. Since 2011, sports brand in Zhengzhou market has been depressed. Although some of the brand new designs and personalized products of Adidas and Nike still occupy a certain market share, it is still difficult to restore the declining trend of the whole industry.

Starting from 2012, it is easy to see that the sports brand that once occupied the whole floor in the shopping mall was occupied by outdoor brands and tide cards. Apart from several international brands, sports brands in China are hard to find even in shopping malls.

This situation lasted until 2013. Adidas's 2013 earnings report showed that the sales volume of the brand increased by 7% in the Greater China region in 2013, much lower than 23% in 2011 and 15% in 2012. This means that the growth rate of Adidas's performance in 2013 has become the lowest in the Greater China region in the past three years, which is the first time that Adidas has slowed down to its single digit performance in recent years. In addition to Adidas, the 2013 performance report released by several sports brands in China showed that net profit fell by more than 20% year-on-year.

A brand agent said that sports brand in the past will not only satisfy sports but also be used for casual dress. But these two outdoor sports brands, such as Columbia, The North Face and so on, are more and more in shopping malls. Fast fashion brands also occupy a large part of the market share, and the sales volume of sports brands gradually shrinks.

　　 "Sports have to be fashionable to survive."

The popularity of sports brand is very important. Although there is the influence of Korean dramas, however, a Korean drama can not drive the fashion trend of the whole fashion, and it can only be realized by relying on the international brand "backing up".

In this year's Paris custom fashion week, Dior and Chanel have made models wear sneakers and decorate them with lace and water drill.

It is in this trend that New Balance, clover and Nike have launched sports shoes that can be worn out of fashion sense. The trend of sports shoes has also affected the design of other single shoes. Even the high-heeled shoes, the new styles of 2014, have all been lowered. 5cm's comfortable heels are most common. It has been gradually accepted by people to choose comfortable clothing or shoes in strict accordance with the rules of fashion matching in the past.

"This is a sign of optimism." A brand agent analysis, "perhaps the fashion industry's favor can save the sports brand's decline and bring the industry recovery."

"But in this context, sports brand also needs to transform, emphasize the function, increase the proportion of fashion products, expand the diversification function of sports brand, so that we can win the market and open the market. He said.