Consumers' Attention To Sports Brand Has Gradually Declined.

Take the new Lufthansa mall in Jin Yuan, Beijing as an example.

One street has always been one of the three most proud formats of shopping centers.

Nearly 50.

It is understood that when opened in 2004, the proportion of sports brand and outdoor brand in shopping center was 6 to 42004, and accounted for half of it in 2008. From the end of the Olympic Games to last year, it became 4 to 6, while the domestic sports brand is now only left by the Lining family.

For sports brand dealers, department stores are typical "snobbish".

The head of a sports brand complained that when the sports brand was sold well before, the store asked them to enter the field, the location could be picked, and the area size could also be discussed.

"Now, when we are in trouble, the mall is down."

It can be said that gradually reducing or removing sports brand is becoming a new trend of brand adjustment in Beijing shopping malls.

In the past, sports products were most consistent with customers' consumption mentality and could be recognized by consumers most.

Therefore, sports commodities can maintain steady growth during the economic downturn.

Nowadays, sports brands are becoming "disgraced" because they are no longer compatible with mainstream consumer psychology.

With the development of economy, outdoor leisure, business and leisure, including the rise of fast fashion, are directly offset by sports brands, which have more overlapping customers, while the former has stronger appeal and influence.

Therefore, from a comprehensive perspective, the current sports brand sales decline trend is more obvious.

In the next step, there are many brands that will take the old path of sports brand and change their status with the change of consumers' mindset.

For example, KFC and McDonald's used to be the best location in the shopping mall, and now there are obvious changes, either to the top floor, to the food court, or to the underground, to make a combination around the supermarket.

Because the brand in shopping malls must change with the changes of consumers' preferences, purchase intentions and consumption characteristics.

Because the mentality of consumers will directly affect passenger flow and sales.

In fact, shopping centers will pay attention to two points when choosing brands, one is the degree of concern and popularity of consumers, such as sports brand and leisure.

There is a large overlap and overlap among customers, and consumers are more concerned about leisure. That is to say, consumers' attention to sports brands is decreasing, and their ability to drive passenger flow is decreasing, which naturally becomes the first choice for shopping malls adjustment.