Retro Tides Become New Draught? Sports Brands Achieve Super Expected Growth In The First Quarter

Recently, domestic and foreign major sports brands have released quarterly results. From the sales performance, most brands achieved super expected growth in the first quarter.

Sports brand competition is fierce, so too many niche brands want to uncover "niche" labels based on high quality brands. At this time, cross boundary and differentiation become the theme of sports apparel brand.

Recent press survey found that although the traditional sports market has been growing rapidly recently, there will be a lot of profit market space for sportswear brands in the next few years.

The US sports brand champion (Champion) has opened the first store in mainland China since September 2017. So far, the number of stores in mainland China has exceeded 20. "Hangzhou"

In addition to capturing the hearts of a large number of consumers, the trend of retro style movement has been pushed onto the cusp of a public sports brand.

Industry experts believe that the minority sports brand has entered a mature stage, and the next competition will be the differentiation and diversification among brands, and how to realize and landing the innovation and upgrading.

"Minority" brand set off retro trend

A basic T-shirt with LOGO has made the "champion" brand popular among Chinese consumers in recent years.

In particular, the rise of fitness craze also brings potential opportunities for brand development.

Recently, Hanesbrands, the parent company of the champion, released its first quarter results.

According to the results of the report, the group's overall revenue grew 7.9% to 1 billion 590 million US dollars over the same period, according to the constant exchange rate, which is the seventh consecutive quarter of the group's sales growth.

What is particularly worth mentioning is that the global sales of its famous brand "champion" increased by 75% compared to the same period last year, pushing the total sales volume of the parent company to grow by nearly 8% over the same period last year.

The main growth power of Han Bai group comes from the core brand "champion".

During the reporting period, the global sales volume of "champion" in addition to wholesale channels rose by 75% to 490 million US dollars compared with the previous year, and the international market reached 290 million US dollars, an increase of over 65%. We expect the brand's annual sales volume to reach US $1 billion 800 million and the growth rate will reach 30%.

Han Bai group said that the strong growth of the "champion" brand benefited from the expansion of channels in many markets around the world.

The "champion" brand was founded in 1919 by the Feinbloom brothers. The company is mainly known for its sales of knitwear, and is famous for creating hooded sweaters and reverse knitting. It has been in the history of 100 years.

Unlike the popular sports brands such as Nike, Adidas and Cage, the "champion" brand has made great adjustments in product design in recent years, and looks more targeted at the younger generation of consumer groups.

From the main sportswear to the main American revival style, the champion brand itself has distinct and concise elements, its unique C letter and basic design have the plasticity of blending with other fashion styles, and also accords with the enthusiastic psychology of the younger generation of consumers towards LOGO.

In addition, the C alphabet, which has been born in the cooperation series, has become a brand new landmark design.

At the same time, "champion" continues to expand the brand audience in the sports leisure wind subdivision area after increasing the trend factor and weakening the differentiation advantage of sports attributes, and actively complying with the trend culture. From social networking marketing and joint marketing with other trend brands, it helps to enhance the brand image in the hearts of young people with increasing awareness of fashion.

It is undeniable that the fashion trend is changing rapidly. The market expansion of sports brand can not blindly pursue the functionalization and popularity in the professional sports field, but also cater to the trend of combining the trend of the masses, constantly adjust the brand positioning, and develop towards the trend of fashion, diversification and differentiation.

It is not hard to see that the champion hopes to meet diversified consumer demand and get new traffic dividends by leading the fashion trend.

Cross boundary looking for differentiated promotion road

With the advent of the era of consumer upsurge and the rise of the concept of big health, the sports industry has experienced unprecedented vitality.

The movement of the tuyere is like a child entering adolescence, full of exploration spirit.

Relative to the new movement of the domestic sports brand, at present, the market also has a brand that is popular among young consumers because of the revival movement trend whirlwind. Lining is one of them.

Recently, the people's daily new media has made a new attempt to change the serious image of the past, announcing that it will launch a joint product with Lining, including a variety of products including hoodies, T-Shirts, satchel and so on.

Lining group also said that brand building is still the top priority.

Prior to this, Lining boarded the international fashion week for the 3 time, and co operated with Hongqi automobile. The success of the "Chinese style" attracted the attention of young consumers.

Similar to the trend of "champion", there are also Anta.

In May 5th this year, Anta launched a joint venture with Coca-Cola. It is undeniable that Coca Cola Co is the world's largest beverage company. Anta is currently the third largest sport brand in the world, and Anta is trying to show its international image with this joint name.

In fact, since its acquisition of FILA, Anta has been on the road of joint venture. The cooperation between Felix and Fendi of high fashion brand has refreshed everyone's recognition of the original image of Fei Le, and redefined the design of advanced sports fashion with the way of "elegance" and "elegance", and injected the ancient sports and leisure core into the brand. "LOGO"

In December 2018, Fei Le also worked with Phillips (3.1 Phillip Lim) in a series of costumes. On the basis of maintaining DNA, she joined the fiery classic LOGO and tennis elements, together with the unique tailoring and graceful profile of Phillips to build a simple modern design sense.

XTEP and 361 degrees have strengthened their contacts with young consumers through signing spokesmen.

Actors Tian Jing and Zhao Liying are spokesmen for XTEP.

In the field of professional sports, XTEP sponsored 143 marathons from 2015 to last year, and thus became the most popular sports brand in sponsoring the marathon.

Spokesperson, in the field of fashion, 361 degrees signed Ren Jialun, Tan Weiwei and other entertainers; in the field of professional sports, it signed Xu Can who won the gold belt of the WBA world champion.

Whether it is Lining, who represents the new "tide of state", or with the help of Anta, and the celebrity endorsement to enhance the popularity of XTEP and 361 degrees, many sports brands are reinventing their inherent image in the minds of consumers.

At the same time, they stick to the core essence of the brand, and label the "young consumers' concern" to successfully narrow the distance from the target consumers. Now these brands have not only established the trend of interaction with consumers in the new media era, but also made innovations and brought business potential to the brand in the future.