Sneakers Counter Attack Has Become A New Growth Point Of Sports Brand.

In the past two years, the fashion circle has attracted a surge of sports shoes, and even in the Christian Dior advanced custom show, it has its appearance, and instantly the ordinary sports shoes become "fashion favorites".

In the fashion week, it is also seen everywhere in the sports shoes, whether it is the colorful new balance, or the adidas Trifolium hidden in the slope, or the retro tide shoes of Nike.

Series of sports shoes, once known as "not on the table", occupy a place in the global fashion topic list through all kinds of extreme mashup.

In addition, the goddess of goddess in Korean dramas in recent years has made those original "cock wire" feet.

Coupled with a suit or coats, under the "Hallyu" effect, it has rapidly become the trend of domestic consumption.

Reporters visited sporting goods stores in major stores in Guangzhou, and found that sports shoes accounted for half of its stores.

A consumer in a sports brand store said, "to buy a pair of sports shoes, besides the comfort, the color is also very fashionable, and the design is unique."

It can be seen that consumers are not only functional brands for sports brands.

Adidas has revealed that BOOST technology has made a good response in sports shoes, and Energy Boost series is one of the most popular footwear in 2014, which sold 1 million 100 thousand pairs.

In addition, with the continuous introduction of innovative products and new elements, the sales performance of football categories is steady.

It is understood that the prince of Gymnastics

Lining, a founder of the company, has lost nearly half of its stores within two years.

In addition, in 2014, the first half performance forecast of Mitus Bang Wei showed that the profit forecast was between 178 million yuan and 222 million yuan, and the profit declined over the same period, and the income and net profit in the three quarter also decreased by 16.02% and 70.57% respectively.

But not domestic leisure sports industry has "cold winter", most of the forefront of sports and leisure brands are leading innovation.

Adidas responsible person said that Adidas's success in China is a perfect convergence of sports and fashion.

While developing the lifestyle market at the same time, it has not lost the advantage at sports level, and 80% of its performance comes from the sales of sports performance series.

At the same time, consumers want to maintain their perfect image in sports, and design fashionable sportswear and sports shoes to meet consumers' demand for product performance and appearance design.

Not only that, consumers also have their own lives in sports leisure, leisure products Originals and NEO have the characteristics of lifestyle and sports.

Many brand enterprises begin to value design and market trend. Huang Huajun, President of the first commercial network, believes that when the popularity of leisure sports brand is close, it needs to be subdivided on the crowd, and even more subdivided in the market of young people, so as to get rid of leisure and trend in sports.

Lu Xiuhuai, assistant director of Guangdong Fashion Designers Association, also said that the trend of leisure sports is a new trend in recent years. This is also a new demand for sportswear and sports shoes.

With the change of the domestic retail environment and the rapid rise of e-commerce, the sports apparel industry is facing enormous pressure on storehouse, and the sportswear industry has entered a period of great change.