Can Andemar's Renewed Functional Sports Apparel Save His Performance?

Recently, sports brand Andrea has released RUSH series sports equipment.

It is reported that RUSH includes men's and women's training and running T-shirts, long sleeved sportswear, training and running tights, and women's sports underwear.

It is widely believed that this new product indicates Andemar's return to functional sports apparel.

In recent years, Andemar, who is constantly encountering the achievements of Waterloo, can recoup his position and restore his achievements?

The RUSH series is a new product series launched by Andrew, which is running and fitness.

Andrew official website shows that this series of products use mineral dyed and woven fabrics, released through the body energy, fabric energy absorption, and then energy feedback to the various parts of the body.

At the end of last year, according to foreign media reports, chairman Andemar and chief operating officer KevinPlank said in an interview that Andrea decided to return to the essence and refocus his attention on his functional sports apparel.

"We are more comfortable in the gym than at T."

He said.

Practice has proved that Andrew is not really suitable for fashion.

It is understood that Andemar has followed the trend of testing water sports fashion, in 2017 launched the UnderArmour Sportswear (UAS) product line, positioning high-end sports and leisure, but products are not popular.

Beginning in 2017, Andemar's performance continued to slump.

In 2017, Andrew had a $48 million 260 thousand loss and net profit fell 118.78% year-on-year.

Last year, Andrea lost a net loss of $46 million.

As early as in 2014, Andemar has been promoted to the second largest sports brand in the United States with the total revenue of over 3 billion US dollars in North American market.

Relevant experts of the China Association of cultural, educational and sporting goods said that Andemar mainly relies on the main products to absorb sweat and speed dry tights to promote the growth of performance. Once the segmented market tends to be saturated, the growth of its performance will surely slow down.

In addition, compared to Nike, Adidas and other international sports brand giants, Andemar experience in building overseas fame, inventory management, store management and so on is obviously insufficient.

And what's the market reaction after the new product? Sales staff at the central store in Beijing, Wang de Ma Ma, told reporters that from the present point of view, consumers are not "cold" for new products, and most consumers prefer to choose classic products.

Some sales staff also said that from the online and offline data, the current sales volume is better.

It needs to be "multi pronged" to repeat success.

The experts interviewed said that after a series of setbacks, the product is mainly located in the field of fitness.

"But at present, the strength of the players on the fitness track is not weak."

"Especially Lulu lemon and Reebok are all focused on the field of fitness," he said. "Andrea needs to know more about competitors."

It is reported that Lulu lemon products are high-end yoga clothing.

Unlike the hard and cold feeling of Andrew, Lulu lemon is more fashionable and soft, and can better satisfy the needs of female users.

It is worth mentioning that Lulu lemon is also very good in marketing. It provides a free dress for yoga teachers and fitness trainers, and treats them as "opinion leaders" to influence students around them as a "flow entrance".

On the one hand, it saves marketing expenses and makes precise marketing through coaches.

Lulu lemon has a good year's performance.

The brand achieved $3 billion 300 million in revenue last year, an increase of 25% over the same period, a net profit of 484 million US dollars and a gross profit margin of 55.2%.

Reebok has cooperated with the two fitness systems of CrossFit and Lesmills, and launched related clothing series, advancing towards the more subdivided fitness field.

Reebok is also working with the gym, including CrossFit, MeWellness in Shanghai and CrossFitSlash in Beijing. The two sides will cooperate in product promotion and coach signing.

In addition to understanding competitors, Andrea needs more attention to quality problems.

In October last year, the Consumers Association of Beijing tested the hygroscopic and quick drying garments.

The results showed that the tag of the "men's wear" knitted sportswear in the "Darma" man described the sweat on the absorbable skin as "cool, dry and light". However, after testing, it was found that the water absorption of the product had some discrepancy with the function described by its tag.

The experts said that many foreign sports brands are paying more attention to the Chinese market. However, some products are repeatedly exposed to quality problems, and the image of the brand will suffer.

He believes that although the Chinese market is large, but there are many competitors, the brand needs to be multi pronged. In terms of product quality, positioning, channels, marketing and other aspects, we must have more powerful control capabilities to better develop.