Who Can Win The Right To Speak In The Streets Of Nike And Adi?

Edison Chan set up the brand of the collection store fourteen years ago.

Having been in Shanghai for nearly eight years, it has become famous as a tourist attraction in the tidal current circle.

Many young people see the third floor from the first floor to the Julu road house.

"I've seen it, I've known it, then I'll go, maybe I didn't buy anything at last, but it's also comfortable."

60% of the goods in the shop are Edison Chan's original brand CLOT, the rest except

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The six sports brands of Vans, Reebok, New Balance and Puma Puma are rare brands of imported brands, such as Fear of God, ALXY, Hollywood Trading Company, which are unheard of by most people.

"I think Juice is a bit like the library of the trend culture, or the school, the classroom."

Ginny, a store manager in Shanghai, has a pink hair. She was a kindergarten teacher and a restaurant in Hongkong before she came to Shanghai 2004 years ago.

Recently, she arranged the facade of Juice to be the style of Hongkong tea restaurant, with the words "stir fried Niu River" and "nest egg cow rice" on the window.

It is perhaps a kind of "tide" that makes people feel away from the place at the moment.

Capturing the trend and leading the trend to some extent is the daily business of Juice shops.

Women's clothing world is dominated by several luxury goods giants, and the trend of a more popular fashion store for male customers is usually decided by the mainstream sports brand if they want to evaluate a circle's default.

When Nike is willing to synchronize its latest, the most fashionable and the most limited style to a tidal shop, it represents a status.

In the words of Ginny, it is the identity: "Juice does not need one hundred pairs or two hundred pairs like other stores. We only need ten pairs to put them there."

Only two years ago, only Nike could decide the location of the tide shops.

But now, 60% of the footwear sales at Juice Shanghai store are from Adidas, twice as much as before.

Over the past year, a total of 5 fashion shops, 2 ball shoe stores and 2 Taobao shoe shops have been interviewed. They almost all say that Adidas's products are better sold.

Some shops also offer Yeezy, NMD and other explosive sales activities as a means to attract more customers.

On the face of it, the most direct cause of this change is Nike's Direct to Consumer strategy. Since 2015, the company intends to increase its revenue from direct channels, including around the world's 1000 outlets and Nike.com, to 2.5 times in five years, representing a 21% increase from 32% of total revenue.

According to the world's clothing shoes and hat network, in June 2014, Nike opened 6 NikeLab concept stores in London, New York, Shanghai, Hongkong, Milan and Paris.

The family in Shanghai is located at No. 158, Xinle Road, seven hundred meters outside Juice.

"After NikeLab has been opened, there are a lot of limited edition. It was only us (sold here)."

Ginny said.

NikeLab X158

In 2015, Edison Chan attended the launch of CLOT X NIKE LUNAR FORCE 1 at NikeLab X 158.

In June 24th, Juice Shanghai launched Yeezy 350v2 Zebra, where customers came to queue up to buy shoes.

On the one hand, it will help Nike to show itself to the world better according to its own intentions. On the one hand, it can also enhance control and increase profit margins when the entity retails are in recession.

Most of the company's stores in China are run by BELLE, though controlling every detail, such as paint rack, staff training and display, can't be as meticulous as direct camp.

It seems logical to invest in flagship stores and set up a landmark example.

Last year, 11, Nike's five storey building in the Soho District of New York's tidal current area, looks like a retail teaching model house in the industry.

However, this strategy did not bring the overall effect.

The threat from Adidas is not just a trend shop.

According to the latest statistics from NPD, a retail research firm, Adidas's share in the US sports shoes market expanded to 11.3% this year, 5 times that of 6.3% in the same period last year, while Nike dropped from 35.9% to 34.7% - or you can get the same conclusion whether it is discussed in terms of financial performance, stock price or social networking.

When people finally realized that Adidas had stolen such a large market share, the trend shop was the first to perceive this change.

OVERKILL GmbH Berlin

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OVERKILL GmbH, located in Berlin, Germany, is a 14 year old street store. As a gathering place for local graffiti, sports shoes and street culture, OVERKILL became a member of Adidas Consortium for three years ago. This is Adidas's highest level certification for the global trend shop.

Since 2016, Adidas has launched a global joint plan. Every month, it co operates a joint shoe with a Consortium shop: Japan and Mita sneakers, Japan, and SEEULATER, and the limited edition Ultra Boost Uncaged of the German shoe store Solebox.

In 2017, the scale of the project was upgraded to 84. It had a joint name of a shoe store and a number of shoe stores.

The only shop in China is Juice.

The biggest feature of this circle is that only Consortium certified stores can sell other shoes of the same grade store, and people outside the circle can't get them.

Similar settings are called "Tier Zero" on Nike, and Reebok is called "Network".

"In the past few years, we have established strong growth in Adidas's product sales, and Berlin has also become a key city of all shoe brands in the past few years."

OVERKILL GmbH's CEO Marc Leuschner & Thomas P., in an interview with curiosity daily, said that the biggest achievement of joining the joint plan was to let shops enjoy wider international popularity and promote their own brand (House Label).

Any joint footwear of the plan will be immediately released on the information page of the major trend websites. Not long ago, OVERKILL x adidas Consortium launched a series of "Berlin" theme running shoes, priced at US $150, slightly higher than the ordinary style.

Of course, it is necessary to shoot an advertising film at the Berlin subway station.

Adidas & OVERKILL Unveil Berlin-Themed EQT Pack

An anonymous interviewee familiar with sports brand multi store outlets said Nike's strategy in the past two years was to return the best products to its own stores, and tide shops could get the latest goods of the season, but could not get the best goods in the quarter.

"What's wrong with eating? Because these shops are very influential in the streets and the trend.

Today Nike doesn't give them the best products, but ADI did so. It's very simple.

Even if the boss is a fan of Nike, but Nike only gives me sock dart, ADI gives me yeezy, who do I work for? "

Compared with other channels, the sales volume that the trend shop can contribute to the sports brand is not worth mentioning, but its special feature is that the trend shop has the function of brand communication.

Today, in the sports market, the role of Athlesuire has been strengthened, and the trend shop that can really taste the taste has been promoted both in terms of voice and choice.

DOE and Soulgoods in Shanghai, Tongren and Beijing Sanlitun want to do business like this.

The two shops have a lot in common: in less than three years, they have won many sports brand's senior agency rights, have their own clothing brand names and founders, and have accumulated certain resources in the circle. One of the founders of DOE, Himm (Wang Bingyi), was the founder of the Shanghai Street cultural magazine Urban; Soulgoods's boss, Ji Ming and Tang Zhizhong, were closely related to many brands and star entertainers.

Soulgoods Sanlitun store

Terry is another founder of DOE, who has the experience of sports Brand Company, and is currently responsible for product development and operation.

He told us that the first brand of DOE shoes was Vans. When it opened just two years ago, Nike also sponsored many white Air Force 1, "at least we can fill up a wall and display it."

Almost all of DOE's teams are from Shanghai, and storytelling is their strong point.

In the discounted promotional posters, they will use the "Shangzhi price" such as the Shanghai dialect, and the recently scraped card sold to Yeezy is designed with mahjong elements.

"Simple and clear, there is Chinese culture."

Terry believes that brands are actually DOE consumers. "They want us to drive some influential customers to the public.

Because our consumers are not very mass, they are relatively free from vulgarity.

"Personally think that the multi product channel is actually a link between Brand Company sales terminal and promotion terminal."

Soulgoods, Yang Chunyu, director of marketing, said: "if we take the market model as an analogy, the structure of the multi store market is an hourglass structure. The upper part carries a single product of Brand Company, and the lower part takes a huge pan passenger flow. The smallest structure in the middle is the market of multi product stores.

Therefore, in view of this, multi store is actually a customer screening for the broad market of the brand, selling a certain single product to a more accurate user group.

At present, sports shoes account for six or seven of Soulgoods products, of which the highest proportion is Adidas.

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Potatoes say that Adidas's current state is just like a singer in a Hip-Hop brand, and other contract artists have also received more attention.

The trend shop in China is not the formal authorized channel of sports brand from the very beginning.

Ten years ago, most of the shoe stores that existed in the market were so-called "parallel goods stores", that is, the shopkeepers bought shoes from abroad and sold them to domestic sales.

"At that time, the brand did not have the energy to do this channel."

Dalian out of print space Unik is a water store founded in 2003, and seven years ago, the company got the regular agents of various sports brands, and the wholesale price that agents could get them enabled them to survive in the Chinese market where the electricity supplier was rising.

In the 2015 year of the year, the boss sent the director of commodities Hu hai to manage the whole team, which is equivalent to professional manager.

Unik now has stores in Dalian, Shenyang, Changchun, Harbin and Chengdu. Sixth new stores are planning to open in Shanghai in July 15th this year.

The new store will also bring in "more lifestyles", with more than 300 square meters, with colorful floor tiles, a gallery, and a large projection screen.

Hu Hai's description of Unik is "the only second tier city that sells yeezy shops".

He describes a typical example of how a fashion shop can combine sports shoes.

"Recently made Reebok Iverson black and white color matching.

The shoes are made of 500 pairs of pairs, customized packaging, cards and Bracers.

After the launch, many multimedia reports are reported, including those from abroad.

This shoe is sold out all day.

A week later, the store will be on sale.

At present, more than 2000 of the special packaging in the market is sold, and the average packing can also be increased by 300 or 400 yuan.

Hu Hai said that 1/3 of Unik's performance may come from the sale of restricted footwear.

This model is actually quite traditional. OVERKILL's CEO Thomas Peiser believes that compared with past retail experience, the strategy of big brands trying to establish direct contact with individual consumers is not successful: "when brands force people to buy super limited money on the official website, they can not provide direct experience.

Those stories, which are told by knowledge and passion, are spoken by a sincere salesman, which is the key to making consumers' consumption scenes fresh.

If today there are 28 fashion shops selling yeezy zebra color matching, every family will have different ways of playing and explaining: there are those who smash golden eggs, shoot darts, shoot the ball and take the lottery numbers.

Xsneaker, a shoe store in Hangzhou, recently acquired the right to sell yeezy. They turned the whole shop into a zebra. The shop sign was replaced by a logo of clover.

All these decorations were designed by shoe stores, and no money was paid for them.

Explosions are now unprecedented in the sports market.

Nike is clearly aware of this. Not long ago, the company announced 2% of the global layoffs and reduced the size of all product lines by 1/4.

According to Nike brand President Trevor Edwards, the future will focus on ZoomX, Air VaporMax, Nike React and other core products.

"Five years ago, young people would still like things like CLOT. Nowadays, young people feel that the most expensive and difficult things to buy are on the body."

"Some of the old guests will think why your CLOT clothes are becoming expensive because we are all made in Japan," said Juice Shanghai store manager Ginny CLOT.

Things like made in China are not beginning to satisfy people who really want clothes.

Now many foreigners will like our brand, especially those with Chinese characteristics.

"We have to identify microcosmic and longer-term trends immediately."

In response to the question of how to cope with the intensification of sports market competition, CEO of OVERKILL said, "this is very important for us to interact with consumers, and also to ensure that we are in a leading position in finance."

Similarly, we should increase our performance by 1 percentage points. In traditional channels, Nike can adjust display, dismiss staff and do all kinds of activities.

But in the trend shop, the brand can exert influence only on the product itself, and so does the electricity supplier.

Nowadays, the speed of the whole industry chain is quicker.

According to Morgan Stanley's prediction, by 2023, Nike and Adidas will shift to more automated factories to meet the changing needs due to the shift to e-commerce. 20% of the production will be pferred to more automated factories.

Especially when the future electricity supplier will inevitably become an important sales channel, the brand has to re-examine the role played by different channels and their relationship.

Adidas only started Amazon as its official distributor since 2014.

Nike is even later.

In June this year, on the 30 th day, the company announced that it would officially open some products in Amazon in exchange for Amazon's efforts to crack down on the sale of Nike shoes to third party sellers on the platform.

CEO Mark Parker also announced that Nike is also planning to sell shoes on Instagram.

But if you count Kanye West and his tens of millions of fans, and the spokesmen of clover, Adidas will actually sell shoes on Instagram.

Such a practice is certainly not without risk, and at the same time arousing people's enthusiasm, at the same time, it also accelerates people's boredom.

Although Adidas's market share in the United States has reached its peak in the past ten years, the CEO Dick Johnson of Foot Locker, the largest retail shoe store in the United States, reported at its earnings conference in May this year that the growth trend of ADI is slowing down, and Superstars and Stan Smith have entered a stable stage.

Trend shops are becoming more and more important in this context.

Terry, the co-founder of DOE, said: "consumers in Shanghai are becoming mature.

Now many consumers know what they want and know what clothes to wear, so the value of "multi product shop" will be great for them.

Because he can buy a whole set of collocations if he goes shopping. "

DOE Hubin Road new store

Adidas Consortium first list of joint stores in 2017

In June 16th, DOE opened a new store in Shanghai Xintiandi.

This time they came to Qingshan, Zhou Ping for interior design. They were different from the location of Sneaker Lab. The location of the new store covered more yuan consumers. The opposite Pinghu was also the venue of Shanghai fashion week, so they introduced more fashion brands.

According to Terry, Adidas executives in Germany have visited the new store. He believes that DOE will soon become an upgraded Adidas Consortium. On the day of the new store opening, Adidas also sent a flower basket full of sneakers.

More interesting reports, please pay attention to the world clothing shoes and hats net.