Behind The Scenes Of Sports Apparel, The Good And Bad Are Mixed And The Market Continues To Shuffle.

From France

The sports brand "HALEBOSS" has recently opened fourth domestic stores in the dream city of Dali, Foshan.

According to the world clothing and shoe net, HALEBOSS entered China in the second half of 2017.

Before the Lunar New Year comes, there will be another 6 shops in HALEBOSS.

"This is the first foreign brand we introduced."

From 2016 years ago

Ye Junguo, general manager of Guangzhou jilya commercial and Trade Co., Ltd. (hereinafter referred to as "jilya") recalled to reporters that "ten years ago, fashion brands of sportswear were relatively few, and those who did better were professional sports brands. Most of the domestic clothing brands did not have their own designs, and their materials were not so close to life, and their comfort and functionality were very strong."

Ye Junguo's emotion is inseparable from the development stage of China's sports apparel industry.

In recent years, the sports apparel industry has been growing gratifying. Apart from the old leading Nike and Adidas, foreign brands such as andmar, Reebok, Puma and other brands have also made efforts to the Chinese market, while the domestic brands have long coexisted with Anta, Lining, PEAK, XTEP, and 361 degrees.

Compared with the traditional casual wear, the entrepreneurs and capital in the field of sportswear are also more active.

The active side is the brand's good and bad mix and the market constantly shuffling.

There are many problems in domestic sportswear, such as many brands and uneven product quality. The trend of technology sense is shifting from functional to fashion, which brings new challenges to R & D.

Market recovery

HALEBOSS is a mature brand that was born in the spring of 1958. Its products cover clothing, shoes and accessories. It has already established sales offices in France, England, Germany, Spain and Italy.

The head of the company told reporters that it took several years to get HALEBOSS's Chinese agency rights until last year when the agency agreement was signed.

After a year's preparation, this year, HALEBOSS realized its localization from design, development and operation to China.

Ye Junguo also told reporters that foreign brands will generally pay attention to whether Chinese enterprises have run relevant brands, how the market channels and the strength of the supply chain are.

He said: "now the whole nation is a national movement, there is a boom in health campaigns, and the level of living consumption has escalated. New requirements for the collocation and life of sports apparel have been put forward.

China's consumer market is booming internationally, and international brands need to accelerate their entry into China. This brings us opportunities. "

The domestic sportswear industry has had a hot period, but by 2012, the domestic sporting goods industry broke out the whole industry inventory crisis, and no one could escape such as Anta, Lining and PEAK.

Cheng Weixiong, general manager of clothing industry observers and Shanghai Liang Qi Brand Management Co., Ltd., told reporters: "the sports apparel market" began to burn out "around 2008. At the beginning, all brands bet on the enthusiasm of the Beijing Olympic Games.

Plus then, the order system, the major brands gradually moved to inventory, R & D pformation in 2013 gradually changed, and then experienced the impact of the electricity supplier to build a flexible supply chain, only now the size of the market and brand.

With this upsurge, HALEBOSS has entered the Chinese market, and has also started a horse racing enclosure.

According to jilya's plan, HALEBOSS will arrive at 10 stores in China before the Lunar New Year's Eve. At present, the remaining 6 have completed the site selection and preparatory work.

This figure will increase to 100 by the end of 2018. In three years, there will be 500 planned stores and 1000 planned targets in 2023.

Management mode, the first 100 stores will be self oriented.

Ye Junguo told reporters that the general store area will be set at about 150 square meters, and the stores that have already opened are currently selling at a maximum of five hundred thousand a month.

In addition to setting up a brand store, HALEBOSS is also entering the shopping mall of the first tier city, making it into a 300 flagship flagship store.

Not long ago, the flagship store of HALEBOSS was quietly launched. The online and offline closed loop is clearly the goal of HALEBOSS.

It is worth noticing that the fashion industry also appears in the field of sportswear.

CEO, a city beauty, said: "urban beauty has a relatively large scale last year, and 70% of shops are active in closing stores, because we have found a major change in the channel structure. In 2014, we started to deal with electricity providers, and the growth of electricity providers was very fast."

Cheng Weixiong further said: "the ecology of sportswear shops is not as blind as before, and shopping centers and community stores are gradually moving beyond the street stores. Now we should do a good job in the store service scene through community marketing, and also choose shop strategy according to the guidance of the passenger flow. It is more and more important to satisfy customer relationship management and customer experience management."

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When brand upgrade is going on

It's easier to open a shop than to run it.

For foreign brands such as HALEBOSS, who enter the Chinese market, it is the key to fight for market share to quickly gain popularity and achieve brand image output.

Reporter visits found that HALEBOSS in Foshan Dali Yong Wang Le City site is quite delicate, its store is Adidas on the left, Nike on the right, Giordano opposite.

According to the positioning of HALEBOSS, it mainly faces 25-35 years old young consumer group, the product price is 298 yuan -1999 yuan, belongs to high-end sports clothing brand.

From the point of view of the city, the two or three line city is the focus of the HALEBOSS layout. Among the 4 shops that have been opened, Dongguan and Foshan account for three, and the other one is in Guangzhou.

Ye Junguo pointed out: "the consumption capacity of the two or three tier cities is not low, especially in the Pearl River Delta cities. The market size of the first tier cities is limited after all.

The other two or three cities have lower store opening costs. We are more inclined to open shop now. Many street stores are not only expensive, but also have different brands.

In addition to the old sports apparel enterprises, new competitors are also increasing.

According to the research results provided by Ou Rui consulting, the majority of new brands can not keep pace with the expansion of their business in the early stage of development. They need to expand their business scale and develop new business forms with the help of capital.

Under the trend of consumption upgrading, many investment institutions are also concerned about the emerging companies and brands in the field of sports apparel.

"At home and abroad, there are many brands of sportswear that are unknown. They are rising secretly."

Cheng Weixiong told reporters: "but judging from the brand effect, it is difficult to surpass the old enterprises in the short term.

At present, the main brands of foreign brands are coming in, and the brands of domestic heads are gradually going out, and there are many brands extending at home and abroad. Until now, the degree of convergence between North and Guangzhou has been very high.

Ye Junguo also pointed out that the market of lifestyle and fashion sportswear has been growing very fast, and professional sportswear is now only a part of it.

"Professional sportswear design is monotonous, cloth is also relatively simple, and fashion and life combination requires continuous updating of fabric styles and functions, high comfort requirements, sunscreen, windbreak, waterproof and so on."

He said

But this is precisely what domestic brands were not good at.

Cheng Weixiong bluntly said, "the domestic brand was originally imitated more, personalized, functional, creative products or foreign capital do better, the original domestic brand attention is not enough, now has enough brand operation ability and capital ability to upgrade the brand."

Behind the constant upgrading, the effect of sportswear is also obvious.

For example, in 2009, Anta acquired a FILA which is still in a state of loss. The latter accounted for 20% of the group's revenue in the first half of this year. Shenzhou International's 2016 financial report showed that the proportion of sportswear, casual wear and underwear income was 65%, 25.7% and 8.6% respectively.

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