How About The Brand Of The Sports Brand?

Have you found that the sports brand in the mall is bigger and bigger?

"Strategy is to open a large area of shops", "focus on the establishment of multi category stores", "speed up the layout of flagship stores" and so on. The "big shop Manifesto" appears in the development strategy of industry head players, and is also landed in an increasingly large offline store.

Whether Nike, Adidas, Cage and other international brands, or domestic brands such as Lining and Anta, have been shopping centers and street shops in recent years. They have upgraded a large retail store, and the owners are not only happy to see them, but are also intending to guide them.

Sports shops are becoming an industry consensus. What are the respective considerations of brands and owners behind larger and larger stores? What does a bigger store need to fill its support? And what new demands will it bring to the parties?

　　 A bigger store

"Li Ning Co has opened 15 shops with more than 1000 square meters in shopping centers this year." A staff member who asked not to be named told the economic observer that Lining's first 1000 square meter store in Beijing was located at Fung Wanda Plaza outside the Fourth Ring Road in Southwest China. "Because of the initial attempt and the problem of the new square training period, the shop effect is general, but this year's store efficiency has increased by 50% or even doubled."

Referring to the representative store, he cited the Lining store of Dalian high tech Wanda Plaza, "13 days of running 1 million yuan, and the store effect is 1 million 100 thousand yuan / month, month by month growth."

Like Lining, in recent years, Nike, Adidas, Skech, Anta and other domestic and foreign sports brands have opened large scale stores and important junctions, opening brand centers, concept stores, flagship stores and other large retail stores.

In Beijing, Shanghai, Hangzhou and other places, Adidas has opened several large retail outlets with "brand center" level. The official website shows that Adidas's brand center store area is within 2000-5000 square meters, and stores gather almost all products of Adidas, including football, basketball, running, training, outdoor, Neo, clover and joint funds.

Skech is also accelerating the promotion of its entire category of "super stores". The difference is that Shenyang, Qingdao and other two or three tier cities are their location choices. Skech China CEO Chen Weili has said that the company will focus on sinking and force the three or four line cities to expand continuously in the form of a super large store.

According to Cage's plan, there will be 900-1000 new stores in China next year, of which 100 are planned to be 1000-3000 square meters of super stores. In the next two years, there will be at least 300 super stores with a single shop area of not less than 1000 square meters in China.

Domestic brands are also not to be outdone. Anta has landed in the "nine generation shop" this year. In addition to its store area and product richness to international brands, Anta's "nine generation shop" is also equipped with self-service cash register system, cloud storage rack and VIP area video interactive system and other intelligent devices.

An agent of Nike said that opening up a large store is a trend, whether it is Nike or other sports brands, especially in the markets of important cities such as Beijing.

Fierce competition in the market makes sports brands not dare to take lightly the promotion of the store. Nike and its JORDAN brand also began to upgrade retail stores on a large scale and speed up the layout of flagship stores and experiential stores. In 2015 and 2016, only 1 independent flagship stores opened in 2015, and 5 in 2017 and 2018; 2019 has not yet ended, and 4 have been opened.

When asked about the reasons for setting up a large store, the answers to the sports brands are very similar, including the display function of Chen Le can in the gate store; the large area of independent shops provide space for products and facilities, and effectively enhance customer experience.

　　 Upgrade expectations

In addition to sports brand, business owners are also willing to use sports stores as a starting point to enhance their sense of experience. "One of our next directions is the content store." Chen Wei, general manager of Longhu Daxing street street, told the Economic Observer newspaper that the growth of sports category is the trend now.

The COFCO Xiangyun Town in Shunyi District also dropped to the Nike beacon store. Compared to originally only selling sporting goods such as shoes and clothing, Liu Qi, general manager of Xiangyun Town, told the Economic Observer newspaper that the store could carry more functions and brand culture, including brand management and the way of life advocated.

Liu Qi said: "Nike beacon shops often do activities, such as running groups, like some other sports and sports activities will land in the town."

When the store is expanded, the interaction between brand culture and experience is the common choice of sports brands. And this coincides with the pursuit of experience formats by the owners of shopping malls and shopping centers. The two sides can be readily accepted. "When I come to this kind of shop, the psychological expectation is heightened when I go to the door." Mr. Gao, who is shopping in Adidas brand center, said: "one is that the number of serial and code is not complete, the two is the professional degree and service ability of the waiter." "I used to like shoes. If the flagship store clerk didn't know me, or didn't expect me to serve, it made me feel that there was no difference from ordinary stores, and my heart would be deducted." Mr. Gao's difference shows that the market and consumers put forward higher requirements for the store.

"The service requirement of this shop is more distinctive than that. It's not that I help you get a dress so simple. The Nike shop asks the shop assistant to run at least 5 kilometers, so that he can have more in-depth exchanges with the people who buy the running shoes, such as what kind of problems are running, how the product can help you, what activities do you have, what activities can you participate in, we want to call you for more exercise? This is a whole set of logic, not selling a pair of shoes so simple." Liu Qi said. "I think it's uneven. Some of the shop assistants do feel differently, but to tell the truth, not everyone can do it, and most of them are not so good." Mr. Gao said.

The ideal form of Liu Qi's sports shop looks very good, but to achieve the actual effect, we need more time and cost to train professionals and service awareness.

　　 Growing sports category

The National Fitness Program (2016 - 2020) issued by the State Council shows that by 2020, the total scale of sports consumption in the whole country has reached 1 trillion and 500 billion yuan.

Huang Haiyan, executive deputy director of the Shanghai sports and health industry collaborative innovation center, said in an interview that the target of 1 trillion and 500 billion yuan was put forward in 2016. With the size of China's population calculated, the per capita sports consumption of about 1100 yuan can be achieved.

In the past two years, China's sports consumption market has increased rapidly. Taking Shanghai as an example, in 2017, the per capita sports consumption in Shanghai was 2460 yuan, an increase of 366 yuan over 2016. People's ideas and habits are changing, and the goal of 1 trillion and 500 billion yuan can be achieved.

Huang Haiyan also said that compared with the developed countries such as the United Kingdom, Japan and South Korea, China's per capita sports consumption level still has a gap. At this stage, efforts should be made from "building space + content + operating sports industry, training sports skills, and facilitating sports consumption", so as to promote physical education consumption.

The so-called space + content + operation refers to the traditional sports venues to create experience and consumption of sports space; content needs to be oriented, innovative, operational mode should also be innovative, the introduction of some Internet mode. "From the perspective of consumption to create sports industry, the practice is completely different."