Sports Brand "Absent", The Mixc Emerging Industry Crisis

　　上周新开的万象城已在杭州人口中热议不已，有细心的百货店同行回来之后悄悄问我：“发现没有？万象城里的运动品牌很少，除了耐克360和Puma入驻尚泰百货，其他全线缺席。”

The absence of sports brand in the Mixc may be just the beginning. It is fortunate for many sports brands to stay in other department stores in the city. Most of them are facing the situation of brand shrinkage and sales decline.

Two years after the Olympic Games, the consumer outlook of consumption is quietly changing: to exercise more leisure, do not like sports goods without a sense of fashion...

Nowadays, many sports shops have already reached the "fork in the road".

  　　  运动品牌“缺席”万象城，也许只是个开始

Is the Mixc no need for sports brand?

This is not the case. The sports floors of other department stores in the city also say: "after the Olympic Games, sports brands are becoming more and more difficult to do."

Another sports mall official revealed that in the past year, more than 20 pure sports brands have been kicked off, and many brands that have taken the leisure and trend line have been introduced.

"MIZUNO is not closing 200 stores in China. Many sports shops are also shrinking. Now everyone likes leisure sports."

A good "leisure sport", last month, Lining's fashion leisure sub card was stationed in Hangzhou. He opened the counter in Qingchun Yintai and West Lake Yintai. It was said that it was designed by foreign designers, almost the same period. Lining also plans to launch the Kids (children) series in a grand way, and the shop opening plan is scheduled for July.

Lining is not the first brand to do so. Nike and Adidas have been promoting their leisure and Kids series for a long time. Both Nike 360 and Adi clover are in full swing. Nike basketball stores also sell limited edition and fashion goods, Kids stores have fewer competitors, and profits are also very rich.

These actions seem to be "dishonest".

Yes, they are all entangled in the "three fork road". On the left is a series of more interesting leisure and life. On the right, there is no Kids market with fierce competition and lucrative profits. While the middle road of pure sports is still at its best, it is the most difficult one to walk.

　　　 从卖慢跑鞋到板鞋，

Sales took the trouble to accept the change.

Before the Olympic Games, the best selling shop in Lining sports shop was jogging shoes. For those who came to add sports equipment, jogging shoes were necessary, and its sales accounted for 70% of the total sales of the stores. After the Olympic Games, the jogging shoes seemed to be gradually unable to sell. The sales of shoes that matched the tastes of young people rose sharply, accounting for 70%. The salesmen were not accustomed to it at the beginning, and slowly accepted the change. Now the young guests in shops come first to recommend board shoes.

"Last year's order season, we have found that the preferences of dealers are changing. The black, white and blue running shoes that used to grab goods are not needed at all, but on board shoes and sweatshirts, which add HipHop elements and sell well, and the brighter the color, the more people."

Lining, head of sales in Zhejiang District, said that the pure sportswear in the shops is hard to sell, and the clothes with big hats and cool wind are popular. This is also an important reason why Lining intends to push the fashion casual card.

If the "national sports tide" before the Olympic Games is a fashion, after the Olympic Games, "sports atmosphere is fading" is a lot of people's feeling, but in fact, sports have penetrated into people's lives and become a state of life rather than pure running and playing.

Their demand for clothes is also changing. Guests like to implant fashionable sports goods, such as ADI clover or Nike 360, or fashion products that are implanted with sports elements, such as Y-3, but only show cold expression to sports without any fashion elements.

    　　被冠以“休闲”的运动，如何生活化？

Whether it's Nike 360 or ADI, or the Lining fashion that has been on the way to expand shop, it is known as the "leisure" sports brand, rather life oriented. Following the most fashionable and popular elements at the moment, to some extent, just like Zara and H&M, what kind of tide will sell, and then paste a company's Logo.

So in Nike 360 and Adi clover shops, there are basically two new arrivals, which are not as fast as fashion brands, but this new product cycle has been cut by half.

The frequently updated new products also succeeded in attracting guests. Compared with the Adidas sports shop and Adi clover shop in the same department store, the clover shop area was only 1/2 of the sports shop. Last year, the sales of sports shops were still slightly better than that. The sales volume of the two stores this year has been comparable.

Since then, ADI has tried to put some of the Trifolium Series in the sports shop, which only accounts for 5% of the shop, but has created 15% sales. The average sales volume of each type is 3 times that of the sports shop.

Nike also added a certain proportion of Nike 360 to sports shops. "This is a supplement to sports shops business."

Nike said, and in fact, Nike's sales in Pyramid, Nike 360, Nike Kids and the most high-end basketball store growth is good, at such a speed, will soon let the bottom of the Nike sports look impressive.