Centennial Brand Champion Sales Continue To Grow, Consumption Is Mostly "Millennial Generation".

Shop in the tide zone, push the joint name, the signing of the competition team Dignitas......

All the initiatives of the century old Champion are coming closer to young people.

New Champion store in Sanlitun, Beijing

Champion has been very popular recently. In August 25th, it opened a new flagship store in the SOHO area of New York, and gathered in Beijing in September 10th.

The first flagship store in China has also signed a new Dignitas competition team, NBA76, to become a clothing sponsor, aiming at the popular sport attracting the younger generation.

Its newly released autumn and winter series uses a new LOGO, which turns the large dark blue C into the blue and white interior, and the red embroidery thread looks younger.

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After its global sales reached $1 billion 400 million in 2017, its parent company Hanesbrands Inc. expects Champion to maintain its current high growth momentum, which is expected to exceed $2 billion in 2020.

In 2018, Han Bai's first quarter sales amounted to US $1 billion 472 million, reaching US $1 billion 720 million in the second quarter, up by 6.6% and 4.2% respectively over the same period last year.

Champion is its main engine, which grew by 22% in the first quarter and 18% in the second quarter.

The sports brand, founded in 1919 in Rochester, New York, is regenerating at the moment of nearly 100 years of commemoration.

In the recent years of Champion's rise, we found that this brand with a long history is making every effort to win young people's way.

Although the name itself reveals sports attributes, Champion's current positioning is not only a sports brand, but also a tide card.

Its store location is concentrated in the hot business circle of young people, such as the new flagship store in New York, which has been selected in the SOHO area of the cutting-edge fashion.

In China, since its first opening in Hangzhou in September 2017, it has opened 15 stores in just a year, concentrating on front-line and new front-line cities such as Beijing, Shanghai, Hangzhou, Chengdu and Xi'an.

The store opened in Shanghai in April this year is also located in K11, which is also consistent with the brand and the target customers of the mall itself.

Moreover, this brand never lacks star platforms.

The American rapper "Kanye West" and Kim Kardashian (Kim Kardashian) both went through the streets of the Champion sweater, and the tide was very strong. Kanye West

In China, Wu Yifan, Yang Mi, Li Yuchun, Victoria Song, Wang Ou, Bea Hayden and other "super cargo capacity" large traffic class IP were also photographed by Champion in the street, bringing goods with influence at the same time.

Through the collocation and wearing scenes of these stars, it is not a pure sports brand, but a brand of sports lifestyle.

Why do stars want to wear Champion out of the street? This is another key factor in the brand's comeback - "joint name".

Champion is a joint beneficiary. Its brand name is numerous. From the street trend brand Supreme, unbeat to the fashion independent Vetements, from Japan Bape, Monkey Time to WoodWood and Beams in Scandinavia, coupled with luxury brands Paris family, Stussy, EVISU and so on, they are jointly launched and sold out quickly.

Many celebrities out of the streets wear Champion's joint name.

In 2017, Champion and the fashionable Spring Festival of the new Vetements Vetements were popular among stars, including Yang Mi and Huang Zitao, who had been photographed in the street.

And Champion, the first to wear his own brand, was also a product of his Pyrex Abloh printing, created by his Virgil Abloh designer. Later, after testing the water, she created another street fashion brand, the street fashion brand Off-White.

Relatively speaking,

More sense of design, unconventional, in line with the current consumption of the main force "millennial generation", pay attention to personality, no longer follow the rules of the side, triggering inner resonance.

Moreover, its quantity is not large, usually limited edition, so once launched, it will trigger a queuing rush to buy, which will more and more heat the market.

In the joint clothing, Champion basic clothing will often be drastically cut, and Supreme will be printed with the whole body. The cooperation with Vetements will increase the other's logo loose sleeves, but they still carry the brand of Champion.

Through cooperation with these high-end brands with higher price and higher price, the price friendly Champion can enter the vision of high-end consumers.

In addition, Champion also pays more and more attention to the design of its own products. It has worked with artists Jean Jullien, Jody Barton and Yu Nagaba to create three limited T-shirts with the initial letter of the brand C combination pattern, excavating its own creativity, shaping the brand image of the avant-garde and art that meets the aesthetic needs of young people, and adding value to the brand.

As an old sports brand, Champion's sponsorship in sports is very deep. It was a sponsor of XFL and CFL in the Rugby League of the United States and Canada. It also won all the teams from NBA in 1990 to 2002 years. From 1992 to 2000, it was a sponsor of the national basketball team of the United States. It also sponsored the Italy basketball national team for 20 years from 1996.

It is still a sponsor of national teams such as Albania, South Africa and Cyprus.

Up to 2018, it extended the sports marketing to the electric field.

In September, Champion and the professional competition team Dignitas reached a multi-year cooperation agreement and became an official clothing sponsor. They provided Dignitas sportswear, casual wear, sportswear and other products, and launched a dedicated product line for fans of the team.

At present, competition is undoubtedly one of the most potential and growing forces.

According to the analysis by the Macquarie research group of the Wall Street research group, the total value of the e-sports industry 2018 market will exceed 1 billion dollars.

By the end of 2014,

The number of attention was 117 million, but by 2017, the figure reached 322 million.

According to IHS estimates, the number of people watching the Games will reach 660 million in 2018.

Another data research firm, Superdata, concluded boldly that they believe that the market value of the global E-sports market has reached US $1 billion 500 million.

In any case, this market converge on the young people who have the power to consume, and win them is to win the future.

In February this year, Dignitas's women's team won the world champion of Counter Strike: CSGO. Champion also took this opportunity to launch a women's clothing line with Dignitas as its sub brand.

From this autumn, Champion will also undertake the construction and operation of Dignitas team online store.

12 members of the Dignitas team will distribute the clothing products co operated by Champion and Dignitas through social media.

It looks like Champion is suddenly on fire when he is almost 100.

There is no absolute coincidence or absolute necessity.

Its global brand ambassador, Manny Martinez, told Esquire in 2017 that it was a plan that began in 2005.

"I entered Champion as an intern in 2005. My whole job is to turn it from a city phenomenon to a pop culture.

"

2005 is a turning point in the history of Champion development.

After its acquisition by Sara Lee Corporation in 1989, it belongs to the Sara Lee Branded Apparel apparel group of the group.

2005, Sara Lee Branded Apparel

Split up and become an independent company, Hanesbrands Inc..

After that, Champion also worked out a different business strategy: not only limited to professional sports, but also extended to the street fashion that attracted more young people, becoming a popular culture and restoring the "90s clothes that had been unopened and bought."

For this reason, Champion has done a lot, and it has been a very important move to reclaim the original decentralized management rights of the major regions of the world and operate by Han Bai.

In 1975, Champion was operated by agents to enter the Japanese market.

Relatively independent brand design, so that on the basis of the original American style of street culture, sprout another version of the Japanese style of stylish styling.

After the expiration of the contract with the agent in late March 2016, Han Bai took back the Japanese line. In April of the same year, Han Bai bought the Champion European company, took back the trademark's operation right in Europe, the Middle East and Africa, and established a global brand with the same pace in the world.

Subsequently, it opens flagship stores in the major cities of the world, London, New York and Beijing, and promotes the opportunity to communicate directly with consumers and enhance the brand image.

The current CEO Gerald Evans said that in the past four quarters, the international market sales of fixed exchange rate Champion reached 30% in the last quarter of June 30th, compared with the same period in June 30th.

Will be the main driving force for Champion's future growth.

Champion is very popular all over the world. They will ensure the future growth of Champion by expanding their business scope, increasing product categories and diversifying distribution channels.

In the early days of its original establishment, Champion went on a parity and high quality route, and retail stores such as Casco, WAL-MART and Target were their main sales force.

It has had an authorized operation agreement with C9 for Target. According to the 2017 earnings report of Han Bai company, the authorization agreement with Target contributed 13% of the total sales volume to the group.

This is a brand that will make good use of online marketing. It can be seen from the champion.com official website that its consumption orientation is obvious. The navigation bar clearly categorise commodities according to the categories of "men, women, children, clearance" and so on. The discount rate is 5, and the category includes sports clothes, which is a new consumption hot spot promoted by this trend of fitness.

At the same time, it is friendly to potential customers and encourages "Hai Tao".

Landing in China's official website, there will be a pop-up window for Chinese users, including the price of clothing displayed in RMB, automatic tariff and commodity tax rate at the time of checkout, low international freight, and no extra charge is guaranteed for delivery.

stay

Before the opening of offline stores, it first tested water in 2015 through Tmall international, Tmall and other electronic business platforms.

The convenience of online shopping is also making it more consumers.

At the same time, the recommendation of the little red book, the chase tide analysis of the WeChat public, and so on let it accumulate more users in China.