Sports Brand Is No Longer Fashionable. It Is A New Shopping Centre.

[fast fashion instead of sports brand becomes shopping center "new sweetheart".

In November 29th, the western city of UNIQLO opened its stores. In November 30th, H&M opened in the two store of Oriental Po Tai and good World Plaza.

Fast fashion, increasingly favored by shopping centres, is accelerating the spike distribution.

At the same time, sports brand has been gradually neglected, and is no longer the "good heart" of shopping centers.

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A

Sports brands are becoming "disgraced"

In recent years, fast fashion has accelerated its layout in China, especially in the second tier cities, and sales momentum has been rising all the way.

The main shops on the first floor of Guangzhou shopping center are mostly occupied by the fast fashion brands such as UNIQLO, H&M, ZARA and so on.

The Plaza is H&M, ZARA and its sister brand Pull and Bear, Bershka, Stradivarius and so on.

For a longer period of time, the store will arrange a whole area for sportswear and outdoor products on the four or five levels, or even directly arrange the sports brand as a main store.

But in recent years, the newly opened shopping centers have reduced the size of sports apparel business.

In the past two years, Le Feng square and Xicheng mall have been shopping plaza. The most popular fast fashion brands such as UNIQLO, H&M and so on are mainly introduced.

Some old shopping centers have also been adjusted according to the market to introduce fast fashion brands.

H&M was also a good world square to occupy the east of the city.

The shopping center has limited operating area, and the introduction of fast fashion brands requires other business categories to give up the "territory" and the sports brand plays the role.

Last year, Nike's first flagship store in Wangfujing, Beijing, APM, was pushed away by H&M after the store lease expired.

Before that, Nike's store in Tongzhou was also replaced by UNIQLO.

Five or six years ago, sports brand was the first choice for shopping centers. Now this position has been replaced by fast fashion brands.

According to the insiders, Nike and Adidas are the first genuine "foreign brands" that Chinese people have come into contact with, and have been regarded as the symbol of fashion.

In the 90s of last century,

The popularity of such programs in China has greatly stimulated the consumption of sports brands.

But in recent years, more and more fashion brands have entered China, while the younger generation of consumers has changed their aesthetics and pursued their individuality. The fashion sense of sports brands has been gradually diluted.

B

Fast fashion in sports apparel

The competition between fast fashion and sports brand is not limited to the popularity of shopping centers, but also to the PK of the two products.

Fast fashion originally belongs to different categories of sports brand, and competition is not direct.

But in recent years, in order to attract sports fans, fast fashion brands began to start sports marketing, and launched a close confrontation with sports brands.

In the 2013 Wimbledon Tennis Championships, H&M and UNIQLO logo appeared on the famous players Djokovic and Bertie's robes.

Two people wear fast fashion brands.

On foot adidas shoes, the industry believes that this shows the ambition of fast fashion brand's "cross-border" campaign.

In fact, fast fashion is not a professional sport, but a part of fashion and sport, which is the most extensive part of consumer groups.

In November 21, 2013, UNIQLO launched a series of HEATTECH concept store activities in seven important cities across the country. The Guangzhou Tai Koo Hui store is the first stop of this event.

This series of products has the characteristics of heat, heat preservation, strong elasticity, sweat absorption and quick drying. It is very similar to sportswear.

Recently, UNIQLO launched its HEATTECH warm series round neck nine T shirt in its flagship store in Guangzhou. The T-shirt used a kind of fiber that has "hygroscopic and heat", which can also generate heat and heat insulation when it is converted into heat.

Enthusiasts love it.

H&M, ZARA and other fast fashion brands have added sports elements to the fabric and design of their products to further develop the market.

With more extensive consumer groups, fast turnover speed and relatively low price, some non professional sports enthusiasts have become fast fashion users.

According to the insiders, fast fashion has a higher degree of confidence in fashion trends, and is more flexible in product design, promotion and turnover. In the future, the possibility of setting up an independent sports brand is not ruled out.

C

Sports brand to fast fashion

In fact, as early as the fast fashion crossover, Puma, Adidas, Kappa and other sports brands began to incorporate fashion elements into their products and launch sports fashion products.

The best is Adidas.

As early as 2011, Gao Jiali, managing director of Greater China in Adidas group, said in an interview that China is a very special market. The sports participation rate of citizens is much lower than that of Europe and the United States, but the enthusiasm for participation in fashion is very high.

Therefore, Adidas decided to bring sports fashion into the focus of its work in China.

Nowadays, Adidas's sports fashion series NEO, Y-3, SLVR and so on are very popular. Sports fashion brings Adidas's driving force for growth.

In order to counter the fast fashion brand, Adidas even excavated people from H&M and ZARA in a high profile in 2013, hoping to improve the design and speed of the shelves.

NB, which is fashionable and comfortable, is also a big trend in the past two years.

Although Puma and Kappa try to do sports fashion, the effect is not obvious because of unclear location and innovative difficulty.

At the same time, a number of sports brands in China have begun to learn from fast fashion and create products that combine sports and fashion.

Lining, Anta and XTEP have launched shoes and clothing that keep up with the trend in order to win the hearts of young people.

This winter, Lining launched a variety of color down clothing, fashion is not less than some fast fashion brands.

Anta's newly listed products such as light down clothing, sports wear, board shoes, and XTEP's pink sports casual wear and light blue casual cotton clothes have also injected many fashionable elements.

Clothing industry veteran told reporters that in the Chinese market, the threshold of sportswear is lower than the threshold of fashion.

So even with the same concept of sports fashion, fast fashion brands have more advantages than sports brands.

I do not know whether this is a clear point, Nike, Adidas and other major sports brands, in the fashion, at the same time, further segments the market, eyeing the female market.

In October, Adidas's first women's store opened in Beijing. In December 1st, it announced that two women's stores will be opened in Chengdu at the end of December.

Coincidentally, in November 29th, China's first and second Nike women's experience stores in the world opened in Shanghai.