How Can Champion Keep Its Niche Under Accelerated Expansion?

From the "all things can be Supreme" of the Kuso tide in the sound of the explosion, to the wonderful flowers, said the fifth quarter of the red.

HLA Jeans (Hei Jing), in the past 2018, tide brand is gradually moving from the small crowd to the public.

Us tide card

Champions are also interested in joining the trend.

According to the world clothing and shoe net, Champion is accelerating its opening in China, and has opened 8 in December 2018, and its brand official website shows that the total number of Champion stores in China has increased to 41.

Before that, Champion's native land.

In the second quarter of 2018, net profit has dropped by 18.5% to 141 million US dollars.

The earliest brand originated from the street culture of the United States. After integrating into the Japanese Harajuku culture, there emerged many tide Godfather characters, such as Teng Yuan Hao, Gaoqiao shield, Nagao Zhimin, etc., which promoted the development of tide cards to pluralism. The stars also began to choose tide cards as daily clothes, and the general public was also able to get in touch with tide cards.

After 2010, tide cards really moved to the public.

According to Nielsen analysis of user big data, in 2017, the growth rate of Chao card consumption was 3.7 times that of non tidal brand, and its growth rate reached 62%.

At present, the tide brand market is the largest in the US, followed by Japan and China.

Compared with the United States and Japan, the potential of the Chinese market is even greater.

According to the report of Jingwei venture capital, China is expected to become the world's largest clothing consumer market by 2025, which means that the Chinese market will reach trillion level.

In fact, before opening the shop, Champion already had a white T-shirt with a letter embroidered on the chest, which was exploded in China.

The sale of this T-shirt is inseparable from the role of traffic stars.

On Taobao, you can enter "Champion" to search, you can see a lot of Star Street filming, especially Shawn Yue.

The first financial and Business Data Center released the list of star consumption influence shows that Shawn Yue ranked first in the list of male stars, and has a larger right to speak in the tide brand circle, attracting a wave of male tide women to follow suit.

This has made Champion more sure of the sustainability of the Chinese market.

But on the other hand, tide brand is destined to be a representative of minority culture, which makes its expansion still have certain limitations.

The characteristics of tide cards are generally young, limited, and free personality.

Once the tide brand appears phenomenal explosion, and choose large-scale development, it is very difficult to get the favor of the core users.

Just like Champion's T-shirt, when everyone can have it, it can't show the difference between the minority audience and others. It is even harder to manifest individuality and flaunt its own purpose.

Champion's explosive T-shirt fabric is ordinary and its style is simple, which means that it will be difficult to avoid Shanzhai products by entering the Chinese market. Supreme and Bape have had similar experiences.

Rampant cottage products will lead to bad sales of official flagship stores, while those known as "buying" or "classic" shops will easily sell over 1000 monthly sales.

When China becomes a paradise of tide brand development, the cruel competition mode will continue.

At present, Supreme has the highest acceptance in China, and its brand influence and market size have considerable advantages in China.

But China has also derived its own tide brand, such as the 2017 "China's hip-hop" with red street brand of domestic street, has the rise of the trend.

This means that it is not easy for Champion to highlight the tight encirclement.

While accelerating the expansion of Champion, how to maintain its niche positioning and not lose core users will be a major problem to face next.

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