How Long Is The Performance Of Sports Brand?

Fashion trend products are being sought by more and more young consumers, and the sports market has also picked up a fashion trend. In the first half of this year, sports brand players took the advantage of this "draught". However, how long the fashion trend brings to the sports brand is still unknown. In the face of the changing wind direction, experts suggest that enterprises should also play a good personality card.

Sports brand performance collectively good

In the first half of this year, the operating income and net profit of domestic sports brands such as Anta, Lining, XTEP and 361 degrees were all increased. Among them, Anta had the most business income in the first half of the year, reaching 14 billion 811 million yuan, an increase of 40.3% over the same period last year. Lining's net profit grew fastest, up 196% over the same period last year.

It is worth noting that the above brands mentioned in the interim performance report the positive impact of sports fashion on performance. In this regard, the clothing industry strategy expert, excellent international brand Cci Capital Ltd CEO Yang Da Yun told the China Commercial Daily reporter that the main reason for the collective performance of the current domestic sports brand performance is that they embrace the fashion trend, and the combination of sports and fashion has injected new vitality into them.

It is worth mentioning that Anta's sports fashion brand fie has become the growth engine of the company's performance. In its semi annual report this year, Anta released its first financial data: the first half of this year achieved operating income of 6 billion 538 million yuan, an increase of 79.9% over the same period last year, accounting for 44.1% of the total business revenue of Anta.

Lining has repeatedly entered the international fashion week with the help of "China Lining" brand, bringing the "national tide" into a new rhythm. In the first half of this year, sales of Lining's sports fashion category increased by 55%, accounting for 29% of its retail sales. It became the first source of revenue for the first time. Lining also took the opportunity to vigorously promote the construction of "China Lining fashion shop". In the first half of this year, 70 stores were opened, and 100 to 120 were expected to open throughout the year.

Although XTEP has not released data on the growth of its brands, it said in its semi annual report that the sports brand is now transforming into a leisure brand, and there will still be tremendous room for growth in the next few years. In 2017, XTEP clearly defined its brand as "sports fashion brand". In recent years, XTEP has also become a fashion sponsor of high ratings entertainment program "new rap", "street dance" and "tomorrow's son". Its sports fashion products have been greatly exposed.

361 degrees merge with other brands through the way of joint name. In April 15th this year, 361 degrees launched a series of basketball shoes with the theme of "traditional Chinese ceramic culture" as the theme, explaining the fashion sense of our traditional craft culture. In June 24th this year, in commemoration of the birth of IP 40th anniversary, 361 degrees to create a joint series of high, the market responded enthusiastically, before the sale of more than 60000 people to book, the sale of the day limited shoe sets sold out in a second.

International brand overweight China market

As for the reasons why the sports brand collectively embracs the fashion trend, Cheng Weixiong, general manager of textile and clothing brand management and Shanghai Liang Qi Brand Management Co., Ltd., told the China Commercial Daily reporter that the needs of domestic consumers for healthy life are strengthening, fitness awareness is constantly improving, and they will participate in various sports scenes frequently, increasing the consumption frequency of sports fashion clothing.

Yang said that in addition to the promotion of fitness awareness, young consumers, as the main consumer groups of sports brands, have strong purchasing power and love fashion, and like personalized sportswear. Caters to young needs to make changes in these brands.

At the same time, the pressure brought by international counterparts also makes domestic sports brands have to pay attention to the trend. Foreign sports brands regard the Chinese market as a battleground. Besides the international giants Nike, Adidas, Puma, Reebok, Skech and other sports fashion brands, they also speed up the layout of the Chinese market, and they compete for young consumers through sportswear fashion.

For example, Puma entered the fashion market through entertainment stars. The company invited entertainment star Rihanna to participate in the design of sneakers. It is reported that Rihanna has participated in the design of the Puma Creeper sneakers, sold out in three hours. In order to better attract young Chinese consumers, Puma also signed endorsement contracts with celebrities such as Liu Wen, Yang Yang, Liu Haoran, Zhang Yuqi, and even went to the beauty market, and launched a joint beauty product with Maybelline.

Skech, chief executive of China, South Korea and Southeast Asia, told the China Commercial Daily reporter: "the millennial generation of China is not only becoming a major economic group, but also a strong consumer power as a new middle class. It is also a mainstay of the family and has a very important impact on the entire family." Chen Weili Therefore, the millennial generation is our main target of communication.

Obviously, for the domestic sports brand, going to the trend is not only the market demand, but also the pressure of competition.

How long is the bonus market for sports market?

For the current trend of sports brand trend, the Chinese Fashion Association's expert advisor and the senior fashion planner min Guang Ya told the China Commercial Daily reporter that there will be a bonus period in the sports market. In his view, the domestic sports brand started late in the trend, and should continue to accelerate the trend. However, he stressed that sports brands need to pay attention to the fact that in the process of combining the two, sportswear and tidal clothing are the best.

Cheng Weixiong said that the trend of sports brand trend is very prosperous at present, but it will not last long. The sports brand itself needs to have the spirit of sportsmanship. The product series still needs to meet the functional needs in various sports scenes, focusing on sports technology breakthroughs, breakthroughs in the version, functional surface breakthroughs and comfort breakthroughs. Sports brands spend too much time studying the trend of the trend is actually a kind of putting the cart before the horse.

Yang Dayun also said that sports brands should be vigilant against the "old road" like kappa. He said that Kappa's position changed from professional sports to sports fashion, but it was very effective in a short time. However, the brand was too close to some fashion culture, and did not protect its soccer gene, and finally lost its product characteristics. At present, young consumers seldom know that the brand is built as a football apparel, and obviously it is not strong enough compared with other sports brands. Sports brands can only go longer if they have their own characteristics.