Fast Fashion Brands Gradually "Nibble" The Sports Brand Market.

< p > according to statistics, in 2012, the total number of stores closed by the major sports brands exceeded 3000, and the continuous spread of the shop closing trend in the second half of this year has become a trend that the sports brand industry is hard to get rid of. A few days ago, the data released at 361 degrees showed that there were 601 outlets in the first half of 361 years, a net decrease of 256 compared with the end of last year. The semi annual report submitted by a href= "//www.sjfzxm.com/news/index_c.asp" > Anta < /a > has also indicated that it will close 200 stores in the second half of this year. And in stark contrast, when the sports brand is still thinking about the huge stock caused by blind expansion, new fast fashion brands represented by H&M, ZARA and UNIQLO are developing rapidly in China. According to statistics, the total number of 7 international fast fashion brands in 2013 reached 768. In the first half of this year, H&M, ZARA, MUJI and other fast fashion brands opened up 84 stores and gradually spread to two or three tier cities. < /p >
< p > previous industry insiders said that the largest consumer group of "a href=" //www.sjfzxm.com/news/index_c.asp "sports shoes and clothes" /a "the largest consumer group", with the decline of the birth rate and the sharp shrinkage of sports brand and the blind expansion of sports brand under capital drive, are the main reasons for closing the shop. The impact of fast fashion on sports brands is mainly that sports have not yet formed a way of life in China. For example, in the streets of New York, people who run sweaty from morning till night are seldom seen in the streets of Beijing. Domestic consumers do not regard sports apparel as sports equipment, but as casual clothes. In the face of the impact of fashion brands, consumers' loyalty to sports brands will be reduced, so the sports brand market will be easily discarding. < /p >
< p > < strong > consumer survey: 75% of respondents hope that sports brand design is more fashionable than /strong > < /p >.
< p > in the consumer's mind, < a href= > //www.sjfzxm.com/news/index_c.asp > fast fashion > /a > brand and sports brand occupy each position, where is the difference? For this reason, the reporter randomly sampled 100 consumers. 其中77.08%为年龄15~25岁的消费者，为运动鞋服的消费人群;在平常多选择何种购物方式上，购物中心占比31.25%、百货商店占比10.42%、专卖店占比16.67%、网购占比41.66%;而在逛街时偏爱购买哪种类型服装上，快时尚品牌则占比50%，占据半壁江山，运动品牌仅为6.25%，以MANGO、ESPIRT为代表的老牌快时尚品牌占比6.25%,职业范儿正装占比8.33%，个性潮服则占比29.17%;关于选择快时尚而不选择运动品牌的原因，41.67%的受访者认为运动品牌款式不够新颖、时尚，27.08%认为运动品牌不如快时尚款式多、上新货快，12.5%是因为价格因素，18.75%则是因为对快时尚品牌的忠诚度;与此对应的，75%的受访者认为运动品牌要多在产品设计的时尚度上下工夫，而对于价格和运动产品专业度上则并未有更多考量。 This further proves that domestic consumers do not regard sports brands as sports equipment, but regard them as casual clothes, and hope that their products are more fashionable. Therefore, the impact of fashionable and fast fashion brands on sports brands is self-evident. < /p >