Domestic Sports Brand Clothing Changes To Leisure Style

< p > a href= "//www.sjfzxm.com/news/index_cj.asp" > sports brand < /a > no longer focuses on sports products, but instead focuses on the development of leisure fashion products. In the final analysis, it stems from the high pressure of stock pressure and overall performance decline since 2012.

However, some people in the industry say that such adjustment is a bit "urgent and confused", and the future industry shuffle is inevitable.

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< p > "according to the current market situation, the company will focus on children's clothing and" Shang "brand in the future product development.

Yesterday, 361 degree responsible person said, in children's clothing, in 2011 they realized 238 million 700 thousand yuan a year, accounting for more than 20% of the annual net profit; in the first half of 2012, the total number of children's clothing sold at 361 degrees was 5 million 731 thousand, while in 2011, there were only 2 million 761 thousand pieces, which doubled.

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< p > in addition, XTEP, Hongxing Erke, and so on will also emphasize the fashion elements of the product in 2013.

"Especially in terms of style innovation.

We will accelerate the speed of R & D and ensure the diversification of product styles. "

Hongxing Erke said that this year, Hongxing Erke plays the role of down jacket. It combines the characteristics of feather and jacket and redefines the new image of winter clothing.

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< p > "in fact, professional sports and fashion sports are not so irreconcilable.

Sports brands make corresponding adjustments according to their consumption needs, showing that sports brands not only have unique professional sports resources, but also can be fashionable and cool.

Zhao Xianglin, manager of XTEP marketing department, said.

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< p > according to a XTEP agent in Fujian, next month, every store will have new spring products. In 2013, a href= "//www.sjfzxm.com/news/index_s.asp" > spring series "/a" will be completely pformed into "urban style", which is similar to GXG, CABBEEN and other casual wear styles. "But it does not mean that they do not sell sports products, but only the proportion has been adjusted, and the urban style leisure series will dominate."

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< p > however, in the face of the development of some domestic sports brands to leisure, the founder of sports consulting firm Zhang Qing seems to be a bit of a mess. It seems to be a bit dangerous. "After all, domestic leisure brands such as Semir, Muse and bang Wei are also facing high inventory pressure. Will leisure brands really be the" lifesaving straw "of domestic sports brands? It remains to be tested by the market.

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< p > "the predicament faced by local sports brands is mainly due to the optimism of market inertia."

Zhang Qing said that after long-term sustained growth, according to the product life cycle, the sporting goods industry is in the adjustment cycle.

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< p > Zhang Qing believes that the domestic sports brand can draw lessons from Adidas's case.

It is reported that, after 08 years' Olympic marketing is too optimistic, Adidas first encountered the crisis of high inventory and declining orders. At that time, its business was limited to 550 domestic and second tier cities, and the market was basically saturated.

But in 2010, Adidas launched the "2015 way" strategy, that is, to expand the "low line city" (domestic three or four tier cities).

In the first half of 2012, Adidas's sales in China increased by 19%.

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< p > "China sports has been highly" a href= "//www.sjfzxm.com/news/index_q.asp" > commercialization "/a", but socialization is not enough, folk sports associations are almost no, grassroots sports can not be fully developed.

Individual consumers do not have a heritage "club" for sports. The sports products they choose are always random, and almost all of them choose the world's top brands.

A senior sports researcher is an analysis.

Because of this, although Li Ningxin executive director Kim Chun Chun proposed that Lining will shift from wholesale to retail oriented, and strengthen guidance to retail terminals, but trapped in the lack of socialization of sports, they have not landed at terminal retail yet.

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