Sports Outdoor Giants Racing To Upgrade, The Chinese Market Has Become An Important Fulcrum.

Recently, the British brand assessment agency Brand Finance released the 2019 top 50 most valuable clothing brands in the world. In this list, 10 sports outdoor brands were selected.

Among them, the American sportswear giant Nike won the championship, and Adidas ranked third in the list.

It is noteworthy that China's local sports brand Anta ranked twenty-first.

According to the insiders, not only can the Chinese sports brand go to the world stage, but also the competition of the new mode of sports outdoor brand marketing will be realized.

Reporters noted that in this list, the US brand Nike, which won the championship, reached US $32 billion 400 million and the brand value of German brand Adidas reached US $16 billion 700 million.

Nike official said that the reason why it was able to stay in the leading position was also due to the growth of sales in China and EMEA (Europe, Middle East and Africa).

In addition to these two brands, the list of The and North Face of the US group is ranked seventeenth; the German brand Puma ranks twenty-fourth; the US brand Under Armour ranks twenty-fifth; the US brand Skechers ranks fortieth; Nike's Converse ranks forty-sixth; the Timberland group of the United States is ranked forty-seventh, while the Adidas group's British brand is fiftieth.

It is noteworthy that Anta has become the only Chinese local brand selected for the list, up 7 place last year, ranking twenty-first.

Brand Finance general manager Richard Haigh believes that Nike's marketing strategy has greatly promoted the growth of brand value, and its bold marketing strategy has made it stand out in the competitive sports apparel brand market.

According to the analysis of insiders, not only is Nike, but in the second half of the outdoor sports brand competition, the new marketing mode has become the focus of wrestling.

Among them, the Chinese market has become an important fulcrum of these brands, and the success or failure of the Chinese market also affects the market performance of the brand in certain procedures.

In fact, as the world's second largest economy, consumption upgrading, new retail and urbanization have become the new characteristics of the Chinese market.

Under such a draught, the 10 sports outdoor brands selected for this list have already opened different levels and different ways of cooperation with Tmall, the new retailer.

Take Anta as an example. Since the end of 2017 and Tmall launched the smart store project cooperation, more than a year ago, in the Guangdong region alone, Anta has accumulated nearly 500 smart stores and recruited nearly one million brand members.

Not long ago, Adidas and Tmall announced a comprehensive strategic cooperation.

The two sides will conduct in-depth cooperation in new product launches, new retail, consumer operation and new product innovation to enhance brand operation efficiency and consumer experience, and put the new UltraBOOST running shoes in Tmall flagship store in the world in 2019.

Adidas said that through the Alibaba business operation system, Adidas will carry out a comprehensive new retail digital upgrade, using all channels, smart stores, shopping guides and store digitalization and other new retail scenarios, to open up online and offline inventory, and better enhance the efficiency of retail and consumer experience.

"Behind this brand value list, we can see that the sports outdoor brand has entered the white hot stage in the new marketing mode."

Cheng Weixiong, general manager of textile and clothing management expert and Shanghai Liang Qi Brand Management Co., Ltd., under the new retail outlet, sports outdoor brand has different degrees of cooperation with Tmall, not only to invest less, but also to portray the user through Tmall's big data and user experience labelling, which makes it easier for the brand to match the fitness market with the precise positioning of brand, product, market, user and so on.