The Mainstream Advantage Is Losing, The Sports Brand Will Withdraw From The Market.

Once a sight. Sports brand It is "out of favor". It is reported that the contemporary mall and Zi he will replace some sports brands into outdoor brands. Chaoyang Yuecheng and Hualian will gradually reduce the operation area of the sports brand; the first shopping mall of the Grand Canyon, Beijing APM and Sanlitun Village will adjust the location of the existing sports brands.

　　 Market adjustment first take sports brand "start".

Zhang Qing is a sports brand salesperson. He worked for many years. "Before closing, everyone asked how much we sold, and now we ask others." Zhang Qing is a bit disappointed. In recent years, the attraction of sports brands has declined to consumers, and sales have also declined. The income linked to them is also not as good as before.

Zhang Qing said that in the past few years, shopping centres have been engaging in activities, and sports brands, especially Nike, Adidas and other famous brands, will rarely offer discount promotions. And every discount can bring huge passenger flow and sales. Nowadays, not only discount sales have become normal, but passenger and sales results are far behind.

"Sports brand sales channels have been very thorough, so the single store sales decline is normal." Zhang Li, chief executive of Chaoyang Joy City, introduced Nike. Adidas Sports brands such as CONVERSE, Puma and so on, because they sell fewer stores and catch up with the "sports wind", consumers chase after buying, so their performance is very good. Today, sports brand shops are everywhere, online shopping and other channels are relatively perfect, and the attention of consumers has shifted again, as before.

For sports brand dealers, department stores are typical "snobbish". The head of a sports brand complained that when the sports brand was sold well before, the store asked them to enter the field, the location could be picked, and the area size could also be discussed. "Nowadays, when we are in trouble, the shopping mall falls into the mud."

After the reporter's visit, he learned that in recent years, with the sports brand being "disgraced" in front of consumers, Beijing's major shopping malls have taken the lead in adjusting their brands. For example, contemporary shopping mall and Zi he adjusted some sports brands to outdoor brands; Chaoyang Yuecheng and Hualian gradually reduced the operation area of sports brands; the first shopping center of Grand Canyon, Beijing APM and Sanlitun village will adjust the location of existing sports brands.

It can be said that gradually reducing or removing sports brand is becoming a new trend of brand adjustment in Beijing shopping malls.

　 Regression function leads to decline in aspiration ability

Before and after the 2008 Olympic Games in Beijing, it was the most popular sport brand. At that time, the young people walking on the streets were basically wearing sports brands, and all the major shopping malls in Beijing also opened up a large and small sports brand area.

Zhang Jing, manager of the fourth shopping malls of the shopping mall management department, said that most young consumers are fond of sports brands. The Olympic Games held the sports brand more popular, and the sports brand also ushered in a period of rapid growth. In fact, the growth of passenger flow and sales of sports brand was also the most stable at that time.

Zhang Li, director of investment promotion in Chaoyang Joy City, said that the products of sports brands are mainly divided into two categories: "sports wind" and "functional sports". What is currently being weakened is the "sports wind" part, that is, sports fashion products.

Sports brand is also a symbol of fashion trend when sports are prevailing. After 70, Yin Zhenye said that when he was in college, he was the most fashionable person wearing Nike and Adidas.

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Nowadays, big and middle school students are still loyal fans of sports brands, but there are more tide cards after 90. Clothes & Accessories You can choose, especially girls, maybe buying sports. shoes When you think of sports brand.

Zhang Jing said that nowadays, sports brands, especially Nike and Adidas, are related to NBA or soccer related products.

Nowadays, sports brand has returned from "fashion" to functionality. "Its ability to attract passengers has declined." According to one industry insider, sports brand has changed from universal consumption to sports enthusiasts consumption, which is equivalent to turning consumer goods into specific consumer goods. This is also one of the main reasons for the decline of sports brand passenger flow and performance.

According to statistics, after the opening of APM Apple store in Beijing, Apple Store contributed more than 20 thousand of its daily shopping volume of 100 thousand. The appeal of sports brand is far weaker than that.

For a department store, a brand that can not bring large numbers of passengers and sales can no longer exist as a main store. It can only serve as a basic category. Therefore, it is natural that we should gradually reduce or withdraw the sports brand.

　 Observe the change of consumer mindset, affect passenger flow and sales.

Guo Zengli, director of China shopping center industry information center, said that popular goods are closely related to consumers' consumption mentality.

In the past, sports products were most consistent with customers' consumption mentality and could be recognized by consumers most. Therefore, sports commodities can maintain steady growth during the economic downturn.

Nowadays, sports brands are becoming "disgraced" because they are no longer compatible with mainstream consumer psychology.

With the development of economy, outdoor leisure, business and leisure, including the rise of fast fashion, are directly offset by sports brands, which have more overlapping customers, while the former has stronger appeal and influence.

Therefore, from a comprehensive perspective, the current sports brand sales decline trend is more obvious. In the next step, there are many brands that will take the old path of sports brand and change their status with the change of consumers' mindset. For example, KFC and McDonald's used to be the best location in the shopping mall, and now there are obvious changes, either to the top floor, to the food court, or to the underground, to make a combination around the supermarket.

Because the brand in shopping malls must change with the changes of consumers' preferences, purchase intentions and consumption characteristics. Because the mentality of consumers will directly affect passenger flow and sales.

In fact, shopping centers will pay attention to two points when choosing brands. One is the degree of concern and popularity of consumers. For example, there is a big overlap and overlap between sports brands and leisure outdoor brands, and consumers are more concerned about leisure. That is to say, consumers' attention to mobile brands is decreasing, and their ability to drive passenger flow is decreasing, which naturally becomes the first choice for shopping malls adjustment.

The second indicator is its own business capacity and the ability to create sales revenue. If a category's sales share in the shopping center is declining, it means that this category is not entirely in line with its market positioning, so it may need to be adjusted. In addition, the growth rate of sales ability is weaker than that of other categories, and it will also be adjusted.