Five Reasons For The Rise Of Sports Brand

Not long ago, Nike ADI first scrambling for women's sports market. Nike India launched the latest commercials. They found many India women who embodied the spirit of sports. In the melodic Da Da Ding melody, the charm of India women in sports and the diversity of their sports were shown to make India girls fall in love with sports.

In recent years, the female consumer market has been seen as a new growth driver for the sports market.

Deutsche bank comprehensive research report also shows yoga pants, fast drying clothes and others.

Gradually become a new consumer, especially women.

In the market, sales are bigger and bigger.

In order to catch up with female consumers as soon as possible and seize the market for women's sports products, Nike has done enough work.

Since the launch of the "Nike Women" strategy in New York in October 2014, a series of marketing campaigns targeting women have been launched.

In November 2014,

First of all, set up offline female experience shop, attracting a group of women who love sports.

In July 2015, Nike was specially designed for women in SOHO District, New York.

VIP users have created an advanced fitness studio "Nike 45 Grand". Female users can experience Nike+ Running, Nike+ Training Club and other digital service spaces, and also get top trainers' on-site counselling.

In April 2015, Nike launched the Better for it, a large marketing project targeting female consumers. It began to tell more about sports experience in everyday sports from the perspective of civilian women, and encouraged them to persevere in sports.

In 2016, Nike Women will play more and more, and directly launched an original drama "Margot vs Liy: big house girl vs fitness maniac", which started content marketing in the field of film and television.

Nike is rapidly occupied the female sports market through integrated marketing communication, offline experience activities and Nike+ digital platform.

Data show that as of October 14, 2015, Nike's female product line's revenue reached $5 billion 700 million.

and

The goal is to achieve the annual revenue of US $11 billion in fiscal year 2020, which will account for 1/5 of total annual revenue.

The near future,

Move up again, launch high face value customization.

。

Consumers can choose the type, color, size and hot stamping slogans of underwear according to their preferences in the flash shop BraHaus of Manhattan, New York, such as "I Run My World", "take care of your girls" (Take Care of Your Girls) or "sweat without sweating".

Of course, it also smells great business opportunities in the female sports market. It has just established a "X shaped" Pop-up concept space in Vitoria Park, providing free exercise training experience for young women.

On the one hand, of course, it is used to promote the brand new PureBoost X series shoes for women's customers.

In addition, the space is also used as a venue for women to run and exercise in Vitoria park during winter.

Luxury and fast fashion must share with Nike ADI.

The fashion trend movement is becoming more and more closely related to fashion.

In addition, the sports apparel market is becoming more and more clear. Many brands have launched their sports leisure series.

According to Sun Xun, a fashion consultant researcher, at present, the concept of "light sports + fashion professional sports" is widely favored by the market.

Chanel

Recent Chanel

Karl Lagerfeld, the first time he spoke for sports, summed up by his senior Coach: "sport is no longer a discipline but an attitude.

What does fashion give to sports? That is to make better, tailored and fit.

"

With this concept, he successfully married fashion and sports. In order to welcome the Rugby World Cup, Chanel recently designed a special edition of rugby football series.

Tory Burch

American luxury

Brand Tory Burch has also launched a new brand.

Brand Tory Sport.

The first series of the brand includes 151 single items: clothing, handbags, shoes, accessories, etc. in running, tennis, golf, swimming and yoga.

Y-3

Leisure oriented

Y-3, also known for its sports shoes, has launched a sports series, Y-3 Sport.

The biggest difference between it and Y-3 is the use of Adidas in sports equipment technology, including Boost, Torsion system, Primeknit and so on.

This improves the comfort and durability of the product.

In the design style, he inherited the black style of Yamamoto.

In addition to the clothing series, Y-3 Sport also launched three running shoes.

H&M

The Swedish H&M was launched 20 years ago.

In 2012, the London Olympic Games officially launched a complete series of sporting goods, with the exception of the store's independent exhibition area, and the Swedish Olympic athletes' clothing, which has been sponsoring the Winter Olympic Games since 2014, this year even more sponsors the Swedish National Olympic team.

。

ZARA

Spain's ZARA also launched the ZARA SPORT campaign for the first time.

The first wave is aimed at promoting sports such as running and summer yoga. The design and material are mainly based on high permeability and thermoregulation. Color is not only black and white, but also the most popular fluorescent colors this spring and summer.

Section, kettle, sports cap, yoga mat and so on.

Forever

In the 212015 years, Forever 21 joined hands with Shanina to launch the sports series. Forever 21 announced that it will launch a series of sports products featuring the theme of "fit, function and fashion".

UNIQLO

In recent years, UNIQLO, such as UNIQLO, Sports and Active, has captured many young sports groups. Especially in the interior, it is necessary to buy products, which are more competitive than those of professional sports brands.

Also include licensing Cynthia Rowley, Rebecca Minkoff, Ramy Brook and Elie Tahari, all launched their own sportswear series.

Local sports brands will increase their luxury goods to 280 billion 800 million.

Benefit from the running economy, coupled with the extensive attention of the Chinese Super League and the CBA League in recent years, the market capacity that our sports brand can excavate is considerable.

According to the China Athletic Association, China held 134 marathons and road running competitions last year, an increase of 160% over the same period in 2014.

In last year's annual report, Anta,

XTEP, 361 degree, PEAK, China trend (Kappa) and so on have basically achieved double growth in revenue and net profit.

Anta is leading by 11 billion 126 million yuan in revenue and 24.7% in growth.

According to Euromonitor, a market research firm, by 2020, China's sportswear market will exceed the luxury market, with two digit growth to 280 billion 800 million yuan per year, and the luxury market will grow to only 192 billion 400 million yuan per year.

In fact, since 1989, the first pair of PEAK sneakers went public, and by 2015, Anta's annual business income exceeded 10 billion. The Chinese sports brand actually has a history of 27 years.

However, the design concept of sports brand in China is lagging behind, the category structure is single, and the phenomenon of plagiarism and Shanzhai is serious.

Most brands are still in the production and marketing process, and their professionalism and creativity are often ignored.

With the gradual awakening of consumers' consumption concept, they are tired of plagiarism, bad quality and single structure sports products, which compels domestic sports brands to make changes.

Anta disclosed in its 2015 annual report that it will establish a joint venture with Itou Tada, a subsidiary of Tokyo listed company, Desanto, Japan and DescenteGlobalRetailLimited, a subsidiary of Tokyo listed company ITOCHUCorporation, to operate exclusively in China (excluding Hongkong and Macao) and engage in the design, sales and distribution business of all categories of products with "Descente" trademarks.

"Descente" or will open

The way to enter the Chinese ski market.

By the end of 2015,

The acquisition of outdoor leisure and mountaineering brand Sprandi (Sprang Di) was completed. In 2013, Li Ning Co also authorized the outdoor brand LI-NINGADVENTURE of LI-NINGADVENTURE to the team of former Lining people in Hunan.

But with the national fitness campaign and the Winter Olympic Games approaching, there is great room for development of our local sports brands in skiing equipment and outdoor areas.

By sponsoring the endorsement of women's tennis players in the world, they will sponsor the Wuhan open, Zhuhai elite and WTA Singapore year-end finals to increase competitiveness in the women's sporting goods market.

A more fractionable market will lead to greater profit margins, and local sports brands are making efforts in the female market.

5 reasons for the rise of sports brands

In addition to the "running economy" and policy support mentioned above, there are 5 main reasons for the reporter to learn from Kaga.

1, the introduction of Hallyu fashion has led to a more diversified way to match sports shoes and more visually displayed in the public view.

2, sports brand has also begun to differentiate, specialization, whether Adidas or Nike, has gradually opened a variety of professional market segments like women, running and other stores, so that consumers shopping more targeted.

3, the promotion of sports concept leads to the movement behavior itself becoming a fashion. Friends circle, body building pictures and so on become the trend. Take weight loss, it may be diet, eat less, skip rope at home, or go to the gym for professional training.

To shoes and accessories, let the fat do not appear ugly, let the weight loss process become self display process.

4, UA and other professional sports brand rise, so that consumers

And with further understanding of functionality and so on, consumers buy one.

Choose ADI or Nike, and turn to think about why I want to exercise, what sports I want to do, what professional brands I have in this market segment, and finally form a brand and become a brand fan.

5, ADI,

Puma, these big names, have used social media, through KOL, to revitalize some classic styles, making retro and classic become synonymous with fashion, making sports brand take a big step in the direction of fashion brand, and it caters to the taste of young people.

Social media also lets sports brands better display their culture in front of consumers, such as VANS's culture of extreme sports.

As for street culture, ASICS in the field of running expertise, SKECHERS's young and cost-effective, different brands have won their own fans.

It can be seen that after the long recession of performance decline, inventory crisis and large-scale closure, the spring of sports brand has arrived.