Sports Brand Slow Adjustment, Disfavor Shopping Center

In the second tier market, the position of old brand sports brands such as Adidas and Nike is being replaced by fast fashion. The domestic sporting goods market is gradually reviving, but the sports brand has rarely been popular with shopping centers.

At the same time, Under Armour, New Balance and other new sports brand become the new favorite of consumers.

Hao Xiaochen, who lives near the Fourth Ring Road in Northeast Beijing, wants to buy a pair of basketball shoes. But shopping around shopping malls and shopping centers has found no basketball shoe counters, and even sports brands are not easy to find.

There is only one Adidas's Trifolium store in the main shopping mall, and the sun palace store in Baisheng store still has a traditional department store pattern, which has a floor for outdoor sports. But it is mainly leisure and fashion products, and there are no basketball related products. There is no sports related brand in Aegean Sea shopping center.

According to the insiders, before the shopping mall was fixed in four or five floors, a whole layer of sports and outdoor products area was arranged. Now shopping centers have completely changed this practice, especially in recent years, the new shopping center is fast fashion is the first consideration.

The ocean future square almost concentrates all the brands of Spain Inditex group, such as ZARA, Massimo Dutti, Bershka, Oysho, Zara Home, etc.

"From the department store, the rent is the highest on the first floor, and the higher the floor is, the worse the rental capacity is, and the shopping center usually puts the latest and most popular brands on the same level."

These people say that shopping centers will make changes based on their location and target customers. Even though some brands may live well in shopping centres, shopping centres will still make trade-offs.

To be sure, whether it is department stores or shopping centers, the choice of sports brands is becoming less and less, or even beginning to abandon.

Last year, Nike China's first flagship store in Wangfujing APM, Beijing, was no longer renewed after the store lease expired, replacing the fast fashion brand H&M.

Nike does not mean to renew the contract, but H&M is even more popular for Beijing APM, which is pforming to a fast fashion.

RET Rui Yi De published the "sports brand development trend research" report shows that, due to the high rental of shopping centers, most clothing shoes sports brand demand for larger shops, began to shift from shopping centers to street shops.

Slow adjustment

Suffer

In the three quarter of this year, sales in the Greater China region increased by 13% in the three quarter of.

In the first three quarters of this year, sales in Greater China increased by 10% over the same period last year.

Gao Jiali, managing director of Adidas group Greater China (Colin Currie), said: "we have provided a driving force for Adidas's sustained growth in China through the continuous innovation and popularity of sports performance series products, as well as a number of first-class market activities that can inspire consumers to resonate."

In addition to product style adjustment, channel sinking is also an important aspect of sports brand adjustment. Especially after 2008, stock pressure led to the opening of the sporting goods industry to the low level cities. International brands such as Adidas and Nike, which take a second tier city as the target market, began to open shop in the three or four tier cities.

The Nike of Qingdao Wanda Plaza, Licang, is directly located in the form of factory stores.

Adidas is more radical. By the end of 2010, the "2015 way" plan will be increased from 5500 stores to 8000 at the time, extending from 550 cities to 1400 cities.

Most of the new markets are county-level cities. Apart from digesting inventory, Adidas also launched a new brand launch. In 2011, it launched the NEO brand with low price and young fashion.

Some analysts believe that when the product is too heavy on the way of life, and the channels continue to sink to the four or five tier market, whether the attributes and status of the brand will be weakened or affected is needed to be observed. In the view of the industry, only a small adjustment can satisfy consumers who get the basic functions at a lower price. This adjustment will be faced with homogenization.

For international sports brands such as Adidas and Nike, the fashion and leisure products that cater to the demand for consumption and the sinking of channels are only against the impact of the second-line market which has been completed for many years in terms of consumption training and brand indoctrination, but this is only a question that has shifted the latter. According to the law of the consumer market, the consumption trend of the second tier market will soon expand to the low line market.

So what changes have taken place in the sports consumption market in the first tier cities?

Hao Xiaochen wants to buy a pair of basketball shoes. These shoes only wear when playing basketball. He usually buys New Balance as a daily wear, while running, Mizuno, Asics and other professional running shoes become the first choice.

The age of a pair of shoes has gone.

When Adidas was busy cleaning up inventories and opening up low - level cities, their main market was being attacked by unknown professional sports brands.

Mizuno opened its first Running Station running concept store in Shanghai last year. In the future, MIZUNO will open running concept stores in big cities such as Dalian, Guangzhou and Beijing.

According to the Beijing Commercial Daily reporter, sales in MIZUNO China market are increasing at two digits. The Asics2006, which belongs to the running shoes brand, entered China in May and opened the first concept store in Beijing in May. The data show that the sales growth rate of China in the past two years is over 50%.

New Balance's turnover in 2013 was double that of 2012.

Although they belong to sporting goods, they are not only excluded from shopping centers, but become top guests.

In addition to the professional sports brand, the professional sporting goods shop is in sharp contrast to Hao Xiaochen's failure to buy basketball shoes. The Beijing normalizing sports, which focuses on selling star style basketball shoes, releases new products every time, and there are long queues of fans and even queues all night.

Traditionally, consumers are classified as a large group, but the crowd is different. Even if the same brand is facing different consumers in different regions, how to provide products and services that are more needed for the more subdivided people, all brands, whether they are already doing this, or they are planning this thing.

There is no hope for big and whole brands in the future.

A senior sports brand clothing personage said.