Adidas Grabs The Market And Moves Nike To Target Children'S Market

Although the healthy lifestyle of the national sports movement has stimulated the economic growth of the sports brand, the cake has been tempting, but it has also attracted numerous brand competition. The fashion brands have launched a series of campaigns. The sports brand powder is aimed at the female market, and the brand that was originally in the forefront is also hard to stop the later generation. So, all brands have made great efforts to make the move.

Tory Burch

Launch sports brand Tory Sport

The movement has swept the world, attracting brands from all levels to seize the market.

The latest addition is the Tory Burch LLC, the designer of the American luxury brand.

Two and a half years of preparation, Tory Burch functional sportswear independent brand Tory Sport will soon be on sale.

Tory Burch said that Losangeles is now in the expanded version of Tory Sport, and is likely to enter San Francisco, Florida and Texas in the future. Eventually, the brand will enter overseas markets such as Japan and the United Kingdom.

Covers Tory Sport, such as running, yoga, tennis, golf and swimming.

Bags, shoes, small pieces of leather goods and accessories are priced at $55-550, positioning high-end, the first series has a total of 151 styles, 256 SKU.

The style of the retro fashion brand takes into account its functionality, and fabrics have different functions such as quick drying, moisture absorption, waterproof and sunscreen.

Nike

Stare the market towards dolls

In addition to increasing emphasis on women's market, the 6-12 year old children's sports market will also become the focus of Nike's sports culture.

Nike has announced its partnership with MarathonKids, a non-profit organization founded in Texas in 1995, through four, six, nine months or one school year training to help children challenge marathon projects 26.2 miles to 104.8 miles.

Over the past year, nearly 250 thousand and 4 to 12 year old children have completed the 26.2 mile marathon project.

{page_break}

Research from University of Texas shows that the age of ten is the key to forming healthy habits.

Children with active sports have better concentration, attendance and behavior habits. Good physical performance can also help them get into the university more easily.

In the next two years, Nike is expected to reach at least 500 thousand children through Marathon Kids, providing them with incentives and targeted services and support for sports equipment.

Under Armour

Overweight Chinese market opens 30 stores a month

If Nike is a vertical enclosure, then Under Armour will expand the market horizontally.

After the US market surpassed Adidas, the upstart UA tried to expand the success to China.

In September 8th, UA opened the second largest flagship store in the Huaihai Middle Road, Shanghai, next to the United States. It is adjacent to Adidas and Nike. This marks another important milestone in the Chinese sports retail market.

In the next six weeks, UA also plans to open 30 stores in China.

It's hard to find second retail outlets that are so crazy in China's retail industry. But when it comes to Adidas's recent public bidding for social networking sites, Kevin Planck Plank, founder and chief executive of UA, said they would not respond to this.

At present, more than 90% of UA's income comes from the North American market, but Kevin Planck is obviously not satisfied with it. What UA wants to do is global brand and the world's first, and the Chinese market is an important city in the strategy of UA globalization.

Adidas

Plus internal restructuring business CEO replacement

At present, there is not much expansion plan for Adidas. In the face of China's slowing economic situation, it is still confident that it has considerable resilience to face economic recession, but at the same time, it has to face some unfavorable situations and cultivate its internal strength.

Over the past few years, AdidasAG Adidas has been besieged and blocked by Nike Armour group. After that, it has Under Armour catching up.

This allows Adidas AG

The group had to restructure its business, and Herbert Hainer was ready to hand it in. The group is now looking for new CEO candidates.

{page_break}

Data show that the flagging global golf market has kept the Adidas AG Adidas group's TaylorMade golf business shrinking. In the two quarter, the Adidas AG Adidas group's earnings were also dragged down by the market expectations, and net profit from continuing operations was 146 million euros, slightly lower than the market forecast of 1.47-1.48 billion euros, a slight increase of 1.7% over the same period last year, 144 million euros.

Lining

Return to "anything is possible".

Lining neither vowed to expand the market, nor did he make enough efforts to cultivate his inner strength. Now he must come out of the wrong way and set his own position.

In August, Li Ning Co welcomed the 25th anniversary celebration and announced that the slogan of the brand was restored to "anything is possible".

Lining's official said, "everything is possible" brand slogan is not only widely accepted, but also in line with the spirit of the Internet plus.

Restarting the slogan of "everything is possible" signifies the strategic pformation of Li Ning Co from sports equipment providers to "Internet + sports life experience" providers.

Before, the confusion of strategic positioning has always been a big problem for Lining.

Since 1990, Lining has been the national team's sportswear image for a while. It is a wave of internationalization for a while. It is fashionable for a while. After 90 years, its brand image has been changing. The slogan has also changed from the original "new generation hope of China" to "leaving the wonderful to myself", "I exercise and I exist", "the beauty of sports sharing the world", "excellence, from the true colors", "everything is possible" and so on. Until now, "Make the change", the spark of creativity has blurred the positioning and image of Lining brand, and after many attempts, it finally returned.

Alibaba

There is another platform to set up Ali sports group.

Alibaba is different from the above brands, because it has never been engaged in the manufacture of products, but it has been providing a platform for selling products. This time, it has focused its attention on the sports market.

Recently, Alibaba group announced the establishment of Ali sports group, and innovating the sports industry chain with digital economic thinking.

The newly established Ali sports group is jointly controlled by Alibaba group and Sina and Yunfeng fund.

It is reported that the former vice president of SMG Zhang Dazhong will be Ali sports CEO, Alibaba group CEO Zhang Yong will be the chairman of Ali sports.

Ma Yun previously said that health and happiness are the two strategic directions of Alibaba group for future layout.

Alibaba said that relying on the entire Ali ecosystem, Ali sports aims to upgrade all aspects of the sports industry, let the digital economy reshape the whole chain of sports industry, and release greater value for the ecological partners.

At present, Ali retail platform has 367 million years active buyers, thousands of

Enter.

Ali sports group is expected to integrate strong electricity suppliers in the ecology of Ali to form a new industrial ecosystem running through the operation, copyright, media, business development and ticketing.