• <abbr id="ck0wi"><source id="ck0wi"></source></abbr>
    <li id="ck0wi"></li>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li><button id="ck0wi"><input id="ck0wi"></input></button>
  • <abbr id="ck0wi"></abbr>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li>
  • Home >

    Nike, Anta, Cage... Why Do Sports Brands Like To Open "Super Stores"?

    2019/12/30 11:02:00 2

    Cage

    Skech's (SKECHERS) dream of opening a "super store" is a step closer to reality.

    Recently, Cage's hand in hand menswear brand YOUNGOR will take advantage of YOUNGOR's channel advantage in China to layout more than 1000 square meters of "super large shop".

    In fact, nowadays, the stores of major sports brands are bigger and bigger, and Nike, Adidas, Anta and Lining are all in the layout of "super stores", trying to seize more traffic.

    Cage's 100 super stores program

    As the sporting goods spleen of the United States, Cage has been in China for 12 years. This year's three quarterly report shows that Skech has more than 3300 stores in the world, including 779 self operated stores. It is worth mentioning that China, as one of Cage's most important strategic markets, now has 24 "super stores" landing. Skech plans to add 900-1000 new stores in China next year, including 100 "super stores" with an area of 1000-3000 square meters. The new stores are mainly located in three or four line cities and below market in China.

    Skech, chief executive of China, South Korea and Southeast Asia, Chen Weili said that these "super stores" have larger areas and more complete categories. Skech is a Brand Company responsible for managing brands and products, while the channel side wants to cooperate with China's retail resources and experienced companies, so this choice is hand in hand with YOUNGOR.

    For cooperation, Li Rucheng, chairman of YOUNGOR group, said that YOUNGOR has more than 10 thousand marketing personnel and more than 3000 stores in the whole country, and YOUNGOR also hopes to expand its sports field.

    Economist Song Qinghui believes that YOUNGOR and YOUNGOR cooperate to open shop, in order to make up for their shortcomings in the channel, increase the space for product delivery, and integrate into more consumer scenarios.

    China Business Daily reporter noted that in recent years, Skech has been exploring new opportunities for cooperation, but it has encountered difficulties in choosing "teammates". In 2015, Skech signed a cooperation agreement with AOKANG group. At that time, AOKANG international chairman Wang Zhentao promised to open 1000 stores for Cage. However, in the three quarter of this year, the newspaper disclosed that AOKANG opened 81 stores and 68 outlets for Cage, with a total of only 149, far below commitments. It remains to be seen whether this team can cooperate with Skech.

    "Super stores" will be the future trend

    Compared with Cage's choice of partners to expand channels, more sports brands chose to run directly into "super stores":

    Adidas has opened a number of "brand center" large retail stores in Beijing, Shanghai, Hangzhou and other places. Adidas's official website shows that its brand center store area is 2000-5000 square meters, and stores gather almost all products of Adidas. Adidas also provides gymnasium and fitness trainer for some shops.

    Nike also opened "Shanghai 001" in Shanghai. According to public data, as of the end of last year, this area of 3822 square meters of flagship store online WeChat platform exposure has reached 85 million times. Online, the store receives up to 30 thousand visitors per day. The core midfield (this is the interactive game area and product experience area in the store, consumers can accomplish many challenges through infrared induction, test the performance of sports shoes) and test the number of customers daily to 4000 times, and the business volume reaches 1.6 times the target before the opening. In addition, Nike provides a variety of personalized customization services. After selecting the shoes, Nike members can participate in the customization of shoes in person.

    Domestic brands are also not to be outdone. Anta has landed ninth generation of terminal image stores this year. In addition to the store area and product richness to the international brand, the store also has self-service cash register system, cloud storage rack and VIP area video interactive system and other intelligent devices.

    Lining's first super store in Beijing is located in Fung Wanda Plaza. Data show that this year's store business grew by more than 50% over the same period last year. In addition, the high-tech Wanda Plaza store in Dalian is also a "super large shop". It runs for 13 days and reaches 1 million yuan. At present, the store effect is around 1 million 100 thousand yuan per month.

    A Adidas dealer told the China Commercial Daily reporter that opening a "super store" is a trend. The major sports brands are catching up with customers. They hope that consumers can stay in the store more, thus increasing consumption opportunities. In addition, "super store" is also a symbol of brand image and strength.

    "Super stores" need matching services

    Liu Liang, a clothing industry expert, told the China Commercial Daily reporter that "super stores" are the new trend of marketing channels of sports brands. Sports brand has gone through the stage of crazy shop, and has experienced "closed shop tide". After the emergence of the electricity supplier, many sports brands have switched to e-commerce channels, but the demand of the electricity supplier channels for logistics, supply chain and inventory adjustment is very high.

    He said that for a long time, there were some ideas in the industry that the use of physical stores would become smaller as the rent increased. But facts have proved that online and offline must not be left behind. In the short term, these enterprises need to make great efforts to reform, but in the long run, the overall capabilities of enterprises need to be improved.

    Reporters in the interview found that consumers' expectations for "super stores" are very high. The reporter came to the Adidas brand center located in Sanlitun, Beijing. During the interview, many consumers said that visiting the "super store" is a sense of experience. The psychological expectation is high. The price of the product is understandable, but if the salesperson does not know the brand culture and products well, he will be disappointed.

    The dealer also said that some brands require the salesperson to run at least five kilometers in the shoes of the store, so that the clerk can have deeper communication with consumers, such as the characteristics of the product and the way of running. This is a complete marketing logic, not as simple as selling a pair of shoes.

    Liu Liang believes that "super stores" do need to match better service personnel. Enterprises should carefully train these service personnel, so that they can fully understand the corporate culture and product characteristics, so as to improve consumers' shopping experience.

    Source: China Commercial Daily writer: Xie Yu Xing

    • Related reading

    More Than 2800 Stores Closed, The Market Value Evaporated Over 90%, And Where Did The Former King Of The Shoe Fold The Bird?

    Instant news
    |
    2019/12/30 11:02:00
    4

    UNIQLO Founder Liu Jing Zheng Decided To Leave Softbank.

    Instant news
    |
    2019/12/30 11:02:00
    2

    China Fashion Industry Climate Action Delegation Cited COP25'S High Concern

    Instant news
    |
    2019/12/27 17:02:00
    3

    The New Balance Infringement Case Was Successful, And The End Of The New Bai Lun Arrived.

    Instant news
    |
    2019/12/27 16:55:00
    0

    To Promote Environmental Protection, Reebok Launched Plant Based Running Shoes.

    Instant news
    |
    2019/12/27 16:55:00
    0
    Read the next article

    Benchmarking LVMH And Kering, Why Is There A Group Of Brand Management Groups In China?

    Meanwhile, China's fashion industry is just beginning. How many designer brands have emerged in the past two years to pick up this consumption?

    主站蜘蛛池模板: 久久精品久噜噜噜久久| 午夜精品久久久久久久99热| 久久精品亚洲一区二区三区浴池| 蜜桃视频在线观看免费网址入口| 抽搐一进一出在深一点| 全彩里番acg里番本子h| 91av国产精品| 日韩小视频网站| 又色又爽又黄的三级视频在线观看| caoporn97在线视频| 欧美亚洲国产精品久久高清| 国产亚洲精品精品精品| а√在线地址最新版| 欧美日韩国产区在线观看| 国产在线视频你懂的| 一级一级女人18毛片| 欧美日韩一区二区不卡三区| 国产国语一级毛片在线放| 中国speakingathome宾馆学生| 波多野结衣被躁| 国产性夜夜夜春夜夜爽| 一级做a爰片久久毛片唾| 欧美性生恔XXXXXDDDD| 国产乱码免费卡1卡二卡3卡四| videosgratis侏儒孕交| 欧美fxxx性| 又粗又大又爽又长又紧又水| 8x成人永久免费视频| 日韩a在线播放| 伊人久久中文大香线蕉综合| 精品第一国产综合精品蜜芽| 性欧美高清come| 亚洲乱码国产一区三区| 经典国产一级毛片| 亚洲av成人一区二区三区| 亚洲最大综合网| 香蕉视频国产在线观看| 成全视频在线观看在线播放高清| 亚洲欧美日韩电影| 色综合久久久久久久久五月| 国内久久精品视频|