Fast Fashion Strike Sports Brand Adidas Lift Channel Battle

Less than P, "fast consumption" is becoming more and more popular today. Not only local brands, but also some international brands are also affected by fast fashion.

To this end, change and pformation become the key word of sports brand.

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In pursuit of faster response speed, sports brand giant Adidas has "dug" some talented people from fast fashion brands such as H&M and ZARA to P.

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< p > in the eyes of analysts, this means that Adidas will accelerate its product design and speed up in the future, and the battle for channel competition is underway.

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< p > < strong > fast fashion shock sports brand < /strong > < /p >

< p > in the face of the fast fashion "Baotuan" competition, the sports brand is also unable to sit down. The introduction of fashion brands and increasing the proportion of fashion products has become an important counterweight for sports brands.

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< p > Adidas has dug "H&M" and "ZARA" to some talents.

Gao Jiali, managing director of Adidas group Greater China, points out that sports fashion can bring growth to Adidas.

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In the industry's view, "P" is a fast fashion brand from H&M and ZARA, which means Adidas hopes faster in product design and speed.

Zhang Qing, the founder of sports consulting company limited, said that raising the speed of goods supply is an objective requirement.

"The original traditional sporting goods from the order to the listing cycle is relatively long, so fast fashion, electricity providers constitute a great pressure on them, a relatively quick solution is to learn from the other side of the talent to the corresponding things."

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< p > > a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > industry independent commentator Ma Gang believes that an enterprise needs different types and structural talents in different stages of growth. For Adidas, there is still room for development in sports and fashion.

Last year, Adidas achieved 15% growth in the Chinese market, which contributed greatly to the pformation of fashion.

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Less than P, it is worth noting that although Adidas has benefited from the fashion of sports pformation, it is still uncertain whether it can be as fast as fast fashion brands.

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< p > it is understood that the turnover period of fast fashion brands is much shorter than that of sports brands.

Zhang Qing said that for Adidas, the supply chain and distribution mode have to make great changes. This is a challenge.

But sporting goods will not become fast fashion and have their own niche market, but they need to be used for reference in business strategy.

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< p > < strong > sports brand layout small and medium cities < /strong > < /p >

< p > Adidas reported in the first quarter of this year that its global sales revenue was 3 billion 751 million euros, a decrease of 2% from 3 billion 824 million euros in the same period last year, of which the sales in the Greater China region amounted to 409 million yuan, although the growth rate was 6% over the same period last year, but its growth rate dropped sharply compared with 26% in the previous year.

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< p > Nike also suffered a slowdown in growth and reduced orders in China.

In the eyes of analysts, the performance of Nike and Adidas in China proves that the enthusiasm of consumers for sports products has shifted from functional to leisure fashion.

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< p > previously, Nike was located in the first flagship store in Beijing APM of Wangfujing street. After the lease expired, it did not renew the contract, instead of the fast fashion brand H&M.

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"P" in the industry, these brands from overseas, the average one or two weeks will replace the window display and main products, the product line covers the a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > in almost all the series, and the design of "international big brand" route.

With the global economic growth slowing down, the price and fashion sense of fast fashion clothing just cater to many young consumers with low income and rush to the sports brand market.

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< p > Zhang Qing said that in the first tier cities, the fast fashion flat effect (which means the efficiency of the terminal store is 1 square meters) is even higher. Under the impact of the electricity supplier in the department stores, there are some big international cards fading out of the shopping mall.

"From a certain point of view, sports brand and fast fashion are not entirely brand competition, but also a battle for channels."

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< p > Zhang Qingxiang pointed out that the war between sports brands and fast fashion is moving down to the two or three tier cities.

It is understood that this year, Adidas plans to open 800 stores in China, of which 2/3 plans to open in small and medium-sized cities.

Zhang Qing believes that Adidas is not to avoid the frontal conflict between the first tier cities and the fast fashion, but to open up new battlefields and seek new revenue growth points.

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< p > the above analysts pointed out that for sports brand, under the impact of fast fashion, they need to pform completely in the mode of distribution, so as to improve the speed of supply chain reaction and the efficiency of terminal.

"The five leading brands of local brands are all closing up, and the direct reason for the decline is not the closing of stores, but to a large extent, the decline in the efficiency of stores."

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