In The Face Of The Slowdown In Performance Growth, How Can Sports Brands Help Themselves In 2019?

Adidas, Arthur, Puma and other brands feel the pressure of performance slowdown. They have indicated that they should exert their efforts in the field of professional sports in 2019 to enhance their shopping experience and occupy the three or four line market.

In this regard, the industry believes that the footwear industry is currently very stressful, in the professional sports category, to occupy more markets at the same time, we should pay attention to training consumers to accept a reasonable brand premium.

Professional sports market

Adidas global CEO Kasper Rosd (Kasper Rorsted) said that Adidas had too much reliance on fashion sports shoes and other short-term trends in the European market. For example, retro Stan Smith and Superstar, sales of sports equipment were not strong enough, and now it is reviving sales of professional sports category in the local market.

Apart from Adidas, other sports brands are also making efforts in the field of professional sports.

Puma has officially announced its return to the field of professional basketball, including inviting JAY-Z to be the creative director of Puma basketball, signing DeAndre Ayton, Marvin Bagley III and many other potential newcomers.

In the past six months, Puma has been involved in basketball and continues to sign players.

It is worth noting that after the NBA 2018 Summer League, the US authoritative sports media ESPN launched a vote. As a result, the Puma basketball shoes on Marvin Bagley were selected as the best sneakers in the series, which is a good start.

The resurgence of Kappa has also begun to enter new professional sports areas to seek new growth points.

In March 4th, Kappa Tmall flagship store went on the line of women's fitness products, including fitness bra, T-shirt, tight yoga pants and so on.

This is the first time that Kappa has launched women's fitness products.

Nike announced in January 9th that it will launch the new male Yoga series, which is part of Nike Training.

Lululemon and yoga are different ways of promoting yoga as a way of life. Nike is trying to expand the audience of yoga.

In short, Nike hopes that more than 60% of the male users will be able to buy one more yoga suit.

In addition, they launched a series of yoga courses on Nike Training Club.

Arthur also announced in February this year that he will adjust the organizational structure of the group, focusing on product category, aimed at promoting its growth in running, core performance sports and sports style business.

Professional running related business will become a major priority. The company's goal is to accelerate growth in Japan, the United States and China.

This is consistent with the new marketing strategy formulated by Arthur in January this year: gradually moving the strategic focus from the lifestyle business attracting the millennial generation of consumers to the foundation of professional running.

Deep plough three or four line city market

In addition to the professional sports market, many sports brands also choose to upgrade the shopping experience of the lower stores and sink to the three or four tier cities.

In January 12th, the flagship store of Beijing Road, Guangzhou, was officially opened from a century old arcade.

This is another important flagship store in the Chinese market after Shanghai's Nanjing East Road NJE800, Beijing Sanlitun and Shanghai Huaihai Road three brand centers. It is also the largest self store in Southern China market in Beijing.

The store has three layers of space, integrating retail stores and sports experience. The store has all kinds of football, basketball, running, training, outdoor, clover, children's clothing and so on.

In the five year plan formulated by Adidas for the Chinese market, it is particularly mentioned that in 2020, the number of Adidas entities stores will reach 1.2, and new stores will gradually sink to small and medium-sized cities, and at least one small brand center in key cities.

In October 4th last year, Nike's first global flagship store, which integrates digital and offline services, was officially opened in Shanghai.

According to the introduction, this Nike global innovation product technology, leading design style and quality experience will redefine Nike flagship store and future retail experience.

In addition, Skech also opened the biggest shop in China in Shenyang.

This is Skech's new channel for deepening the two or three line market in China.

At the end of December last year, Cage announced a strategic cooperation with Jin Lang sports to force Sichuan and Chongqing to further deepen the three or four line market.

Experts from the China Clothing Association told the China Commercial Daily reporter that at present, the footwear industry is under great pressure. For the international sports brand giants, the market of the second tier cities is nearly saturated, and the three or four line cities will be their next target.

"It is not easy to expand business to three or four tier cities, and price is a big obstacle," the experts said. "At this point, perhaps international sports brands are not popular with domestic sports brands.

If we want to force the three or four line market, we need to let more consumers accept the premium of a pair of sneakers or a yoga suit more quickly.