Who Is The Most Popular Sport Card For Young People Nowadays?

According to the world clothing and shoe net, in January 15th, the State Sports General Administration and the national development and Reform Commission jointly issued the action plan for further promoting sports consumption (2019-2020 years), which clearly pointed out that with the nationwide fitness campaign becoming an upsurge, mass sports consumption continued to grow, and it is expected to reach this scale by 2020.

Reflected in the retail market, one obvious change is that it once occupied the whole floor of the shopping malls.

They came back slowly.

Big coffee competition

Walking into the Hesheng Hui shopping center in CBD Business District of Beijing, the 29 retail brands on the fourth floor are almost all sports brands, not only well known.

Sports brand NIKE, NSW, Converse.

Department sports brand Adidas, Adidas NEO, Reebok, and Anta sports's Anta Sports, FILA, Sprandi; there are professional sports brand Onitsuka Tiger, Asics, etc., there are fashion sports brand, the collection of shoe brands and so on.

More than ten kilometers away, the Xihongmen shopping district's shopping mall has introduced sports brands in recent years when brand adjustment has been introduced. Now, the one or two tier includes Decathlon, NIKE, NIKE KICKS LOUNGE, Jordan, Converse, Adidas NEO, Adidas Originals, Adidas Adidas, ",", ",", ",", ",", ",", "and" - "-" and so on, with nearly 20 domestic and foreign brands.

According to the reporter's observation, there are not many customers visiting the sports brand stores at the weekend. The most popular brands are NIKE and Adidas.

In the above two shopping centers, they all appear in the form of brand matrix.

From the perspective of brand differentiation, NSW, which highlights visual and technological innovation, is one of Nike's six main series. It is also the first product line that weakens the concept of movement to cater to the mainstream trend of clothing to lifestyle. Jordan is undoubtedly the most popular Nike product of Nike; NIKE KICKS LOUNGE is Nike's high level experiential shop, named after the "shoes Crazy Club". It implies that the shoe category is enough, such as a full range of NIKE and Jordan classic shoes, and is different from the general shoe shop. It also has clothing products, and the overall movement is combined with the trend of the streets.

Reporters also saw at the scene that there was a treadmill in the shop to facilitate consumers' experience and interaction.

Similarly, Adidas has Adidas Originals; Adidas Running focuses on running products; consumers can choose their most suitable running shoes through professional foot service in the store; Adidas NEO is a brand oriented to young people, playing the jitter in recent years, looking for the new generation of stars, Di Ali Gerba, Yi Chang Xi Xi, and so on, which are very popular among young people.

And behind this layout are the two brands of Nike and Adidas, which are eager to compete with the Chinese market.

According to recent earnings reports, Nike's global revenue in the second quarter of fiscal year 2019 exceeded expectations of US $9 billion 374 million, of which the Greater China region has achieved remarkable results, not only the fastest growing region in its global market, but also maintained double-digit sales growth for 18 consecutive quarters.

After the performance of Adidas, the Greater China region's sales grew by more than 20% in the 11 quarter of 2018 in the third quarter of the year, making it the largest and most profitable market in the world.

No wonder, in the Chinese New Year's most important lunar new year, Nike combines Nike, Jordan and Converse to bring together the twelve Chinese Zodiac with the traditional Chinese "Bai Jia" splicing way, and launch the New Year Limited sports shoes series that symbolizes family reunion. Adidas joins the contemporary Chinese sculpture artist Ren Zhe to launch the new year's joint name, cleverly dismantling the Chinese character "energy". It can symbolizes the jubilant pig year and the continuous burst of sports energy through the classic famous book "journey to the west" in the pig sense. At the same time, the Reebok with the liquid gold element in the color matching design inspired by the golden life water is also very attractive.

According to the shop assistant, many customers have come to buy the new year limited stock since they went public.

In Jordan store, the reporter saw that the pig year of the complex series, the version of Air Jordan12, sold for more than 1600 yuan, but soon sold two pairs.

Local advancement

If you think only international brands can sell such a high price, it's a big mistake.

In Anta's FILA store, Ding Lin looks at a black long coat, and it is a series of fashion show from FILA fashion week in Milan, which sells for over 2000 yuan.

Ding Lin told reporters that the biggest reason that attracted her purchase was fashion design and very self cultivation.

This is somewhat unexpected. "I didn't expect FILA to be a sports brand, but fashion design is no less inferior to fashion brands. Even if you don't exercise, you can wear them out everyday."

In fact, at the beginning of last year, FILA global chairman Gene Yoon emphasized the goal of FILA entering the fashion industry.

In his view, sportswear is becoming more and more important for fashion industry, which fits the trend that consumers are pursuing.

So we can see that in June last year, FILA launched a new brand FILA FUSION, integrating fashion retro style into sports functional elements. At the end of last year, it announced the launch of a series of Couture products with the American luxury designer brand 3.1 Phillip Lim, all of which showed its intention to enter the high-end sports fashion area and expand its influence in the fashion industry.

In the past few years, Lining has been launching fashion week frequently.

Jiang Fei, a consumer, told reporters that Lining is no longer the traditional stereotype of China's sports brand. From the upgrading of the brand to the upgrading of services to the upgrading of details, people in China are in the eye.

In particular, Lining's popularity in the international fashion week has made people proud of domestic products and manufacturing for China.

"Local sports brands such as Lining and Huili are carrying memories of a generation. Now when they enter the Lining store, they look at the Chinese Lining signboard displayed at the door."

It is worth mentioning that Lining's 2018 New York fashion Monday service is a classic.

At that time, from pre warming to post show, the scale and momentum were overwhelming.

At the same time, it also fully prepared the fashion week the same goods, the first time to achieve business pformation.

In March 2018, the show became the sales explosive fund, and the unit price was nearly 4 times the total unit price of goods in March.

In fact, with the development of society and the advance of local sports brands, Chinese consumers' recognition of domestic brands is increasing day by day, especially in the millennial generation and the "Z generation". Diversified and personalized products are more in line with the tastes of these young people. Local sports brands represented by Anta and Lining are actively linking up with young consumers, launching young products, taking fashion trend culture as a starting point to win over younger consumer groups, upgrading their store image and changing their faces to tide.

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