Quanzhou Sports brand transition to attack the field of fashion and leisure

Quanzhou's indigenous sports brands began to undergo a positive transformation. In the event of a weak traditional sports market, they have extended their reach into the fashion and leisure sector.

The competition for Chinese sportswear consumers has become fierce, but there are still other areas of growth potential. Adidas Chief Executive Hainer said that in 2012, adidas NEO series and Y-3 series will be strengthened in China's marketing. It is understood that the positioning of these two series is fashionable and casual. The products include striped hoodies, rough fur coats, and twill twill jackets.

In fact, “staring” on the Chinese fashion and leisure market is not only an international brand, but some of Quanzhou’s local sports brands have also begun to actively transform. In the case of the traditional sports market weakness, the tentacles will be extended to the fashion and leisure field.

Sports brand adjustment product focus

Withdrawing the banner of "sports", Crocodile launched two casual fashion brands, "Gold Crocodile Wright" and "Silver Crocodile Wright," and the brand positioning has officially changed from a sports lifestyle to a fashion life. The focus of the product has shifted from casual shoes to casual fashion clothing. “We are trying leisure ways like ZARA and H&M. We may later form our own style by forming our own brand.” With the birth of “swinging shoes” and the signing of Korean popular idol Jang Keun Suk, “fashion and leisure” has become the sports of Chia Tai. The brand line.

In addition, Firke Group reached a preliminary cooperation intention with fashion designers in Paris as early as last year and added “European fashion sense” casual apparel on the shelves. Starling had previously cooperated with South Korean SIOR fashion design company and began to extend its fashion apparel and other products.

While Quanzhou brands have adjusted their product and brand lines, several domestic sports agents have also been involved in the field of casual wear. The main agent KAPPA brand dynamic 96 has obtained the agency rights of the well-known fashion casual brand VANS; with the Hummer, Li Wei and other brands of Beijing, the United States and the United States show off, the US leisure brand EASTPAK as the main.

Product extension to open up new markets

“Traditional sports jackets include slashes, waists, and other fashion designs for tailoring. Colors are fresher and more vibrant. Store styles highlight trends and fashion...” The flexible flexibility and comfort of sports combined with the modern use of fashion With tailoring and tailoring, the sports brand's product extension in the field of fashion and leisure is helping them to open up new markets. In fact, after studying the Chinese market, Adidas also stated that the Chinese market has more interest in leisure and fashion than any other country in which Adidas has business.

After successfully transforming its brand positioning into “fashion and leisure” in 2011, Ming-Soo Sports added more than 20 shoe and apparel integrated stores in Hubei Province last year, and its sales increased by 6% compared with 2010.

“On the one hand, the trend of market consumption is changing. It was fashionable to wear sportswear in the streets before, but now people tend to be more casual lifestyles. This gives casual fashion between sports and traditional formal wear. Bring development opportunities; On the other hand, after the 2008 Beijing Olympic Games, the domestic sports brand expansion speeded up, the market has become saturated, and the growth rate is declining.” said Cao Hairong, brand director of Hongxing Wodengka, casual wear in the future. The proportion will gradually expand, and the share of professional sports will gradually decrease.

Avoid brand positioning

According to the analysis, the current traditional sports brands not only face the homogenous competition pressure of the same industry, but also are squeezed by the market of the leisure industry. On the one hand, a large number of low-cost and variety of local leisure brands with fast repair and transfer capabilities are blooming. On the other hand, the innovations of foreign brands such as ZARA and Uniqlo all put pressure on the local sportswear industry.

“The adjustment of the Quanzhou sports brand in product and brand positioning is to some extent exactly in response to the new changes in the market.” Industry sources said. At present, many companies in Quanzhou are indeed faced with the confusion of how to position the product after product adjustment. Although it has been two years since the transition to street fashion, the tyrants of the sports brand have faced the problem of “what should or should not be abandoning sports hats”. However, they always choose a dilemma; after the transition, they “take the fashion trend” in the channels. Is it closer to the casual brand or still residing in the sports brand circle?" It also made Zhengda Sports quite sad.

“After the transformation, whether the brand is separated from the sports field cannot be generalized.” According to industry analysts, some first- and second-line sports brands have occupied the dominance of professional sports, and some newly-entered brands can find new breakthroughs in the leisure field. There is no need to keep the 'sports' hat; and some brands that already have a certain reputation in the sports field, if the positioning is still professional sports, we should fully consider the proportion of professional products and fashion leisure products.