During The Isolation Period, APP Is Used To Buy Vegetables. Who Will Buy Sports Goods And Running Shoes?

With Italy, Iran, Spain, France, Germany and the United States in various strokes, the new crown pneumonia was identified by WHO (WHO) as a "global pandemic" feature.

NBA, the Premier League, Serie A, F1 and even the 2020 Tokyo Olympic Games are facing the cancellation of the extension. Tens of thousands of marathon athletes are no exception.

The first half of China's running circle has been cool, and the epidemic has not shown signs of improvement outside China. Various XX marathons such as Boston, London and Seoul have also been issued announcements or cancelled or postponed.

Although China is beginning to resume work and resume production again, the world is really starting to stop.

Without competition and limited access, the demand for sports equipment decreased significantly, and many sports brands were injured in the epidemic.

In March 15th, with the outbreak of the US epidemic, sports giant Nike announced the closure of all offline retail stores in the United States. The planned recovery date is March 27th.

In addition, Nike's retail stores in Canada, Western Europe, Australia and New Zealand will be closed from March 16th on local time, at least until March 27th. Retail stores in China, Korea, Japan and elsewhere continue to open.

In early March, a worker diagnosed a new crown pneumonia. Nike once closed the headquarters of the United States in Oregon, Europe headquarters in Amsterdam for comprehensive cleaning and disinfection. Nike headquarters in Europe has about 2000 employees from 80 countries around the world working there.

Apart from Nike, a number of sports brands have been declared closed.

Under Armour, also from North America, announced that it would close all stores in North America from March 16th to March 28th and advise consumers to choose products online.

In addition, a series of North American sports brands, including lululemon, Allbirds and Supreme, have announced the decision to close their stores until further notice.

In early February, when the outbreak of the epidemic broke out in China, Nike temporarily closed about 50% of the Chinese stores, and the remaining stores also sharply reduced their business hours. The epidemic is expected to have a greater impact on the performance of Greater China. At present, as the business in Europe and the United States is blocked, the impact is estimated to double.

At the end of February, Adidas also announced that in the month since the Chinese New Year in January 25th, some shops were temporarily closed, the number of customers dropped sharply, and the business activities in the Chinese market decreased by 85% compared with the same period last year.

Also, during the isolation period, vegetables were stolen by APP. Who else went out to buy equipment?

In 2020, it was known as the "sports year".

There are four years of Summer Olympic Games, and the European Cup and other heavyweight sports events. Although Tokyo is fighting against the epidemic in an orderly way, it is still unknown whether the Olympic Games can be successfully completed only 4 months before the opening.

The five major European leagues have taken measures to postpone or suspend the league matches. NBA officials decided to suspend all the remaining games in March 12th.

The sharp drop in the visibility of athletes and teams will undoubtedly result in the loss of sports marketing of sports giants' heavy bets, which themselves face huge retail losses.

As an important sponsor of the Tokyo Olympic Games, Nike's stock price dropped 10.4% to 75.26 dollars before opening, and its market value was about 117 billion 500 million dollars.

Adidas's stock price dropped 17% from last week to 177 euros, with a market capitalization of about 36 billion euros. Affected by the new crown pneumonia epidemic, sales in China dropped by 85%, and the volume of passenger traffic in Japan and South Korea also decreased significantly.

The Under Armour, which was originally in deep mire of performance, is worse than ever. The stock price dropped 14.78% to 9.69 dollars last week, and its market value was about 4 billion 107 million dollars. When UA released its fourth quarter earnings last month, it said that demand for sportswear and shoes continued to decline, and that the new crown pneumonia epidemic would reduce sales in the first quarter of 2020 by about 5000 to $60 million.

In the past two years, the sports section of Hong Kong stocks with strong rise has also been hit. Anta sports shares fell 22% to HK $59 from the beginning of the year, with a market value of HK $160 billion 400 million and a return to below HK $200 billion. Lining fell from 27% Hong Kong dollars to HK $20.15 from HK $27.7 in January 17th, with a market value of HK $49 billion 400 million. The share price fell 13.8% to HK $1.24 last week and its market value was HK $2 billion 564 million.

Anta brand vice president and CMO have said earlier: in 2020, as many international top events were held in East Asia, such as the Tokyo Olympic Games, Beijing Winter Olympic Games, and the world cup, Asian Games and Asian Cup, China's sports industry will enter a development cycle. Physical education marketing will face opportunities and challenges.

Now, however, whether it is global or China, the brutal challenge is coming earlier than the opportunity.

In addition to the impact of the current epidemic on race schedule and sponsors' brand, the state of athletes will become the most uncontrollable factor in this year's sports industry. Athletes' neglect of skills, physical fitness and mental state also fall into a low level, which is a huge variable for competition results and ranking.

Take the marathon as an example. With the delay of the two horses, the 5 marathons of Boston marathon, Berlin marathon, London Marathon, Chicago marathon and New York marathon gathered in September and November.

Among them, the Boston marathon and Berlin marathon match dates were September 14th and September 27th respectively. The London Marathon and the Chicago marathon were held in October 4th and October 11th respectively, and the New York marathon dates from November 1st.

The London Marathon and the Berlin marathon lasted only 1 weeks after the change.

This will have a lot of impact on the preparation of elite elite players such as Kipjoge. According to convention, Kipjoge, the world record holder, will attend two Grand Slam events in London Marathon and Berlin marathon each year. He has been preparing for the London Marathon, and the Berlin marathon is a blessing for him to break the world record. Kipjoge will have to choose among the two.

In the next half year, when the epidemic is lifted, there may be dozens or even hundreds of events at the same time in China. There will be limited competition for runners. The marathon schedule will also be tight in cities, and the investment strategy of brand sponsors will also need to be readjusted.

Predictably, when the physical retail business is stagnant, various sports brands will launch various online promotional activities to boost their performance.

From the Tmall platform, the 38 Shopping Festival in March, sports brands at home and abroad have been involved in sales promotion, giving larger intensity concessions, and the scale of sales promotion is the most concerned "double 11" Shopping Festival.

On the live platform and social media accounts, the introduction of fitness teaching and activities in the form of videos is an essential skill for sports brands at home and abroad during the epidemic period, so as to achieve the goal of maintaining consumer stickiness.

In order to ease the performance pressure under the line, Adidas held the first "cloud conference" in Taobao's live broadcast on Taobao's live broadcast. It released the annual Superstar 50th anniversary commemorative item of the clover year through live broadcast, and brought the goods to the star Dong Youlin and the anchor of viya.

The Canadian Yoga sportswear brand lululemon, regarded as one of Nike and Adidas's strong rivals, sees the epidemic as an opportunity to recover most of its stores compared with peers.

In the early days of the outbreak, lululemon, with its strong community foundation, quickly assembled 28 national sports ambassadors and team members to set up live groups on the platform of jitter, Keep fitness App and so on, offering free online yoga courses to consumers.

Although Lining did not disclose the specific impact of his stores last year, the focus of the brand accelerated to the Internet and resumed in Taobao on February 2nd.

Anta has more than 30 thousand employees and distributors to open online sales and marketing.

During the epidemic period, many domestic sports brands, including Anta and 361 degrees, all started their "micro businesses". They insisted on recommending products in the circle of friends for more than a month from the early stage of the epidemic. The salesperson recommends the development of online business through friends circle copy and product recommendation. "Friends circle is very strong in purchasing time, and the product is directly delivered from the store.

The biggest uncertainty is that at least, the online market will be the first entrance to the new sports cycle.