Quanzhou Shoe Enterprises: Sports Closer To Fashion

Recently, the Quanzhou sports brand has launched the brand of the fashion line. At one time, the concept of "Sports" has added a lot of "Chao" elements. It is reported that Hongxing Erke's "ERKE PLAY" has been officially unveiled. The sub brand performance of the music and fashion attitude is complementary to the sunshine image of the main brand. CBA "V5N" is also in line with the original intention of complementing the main brand of CBA and following the trend of fashion. The Anta sports life hall is also blooming with its comprehensive stores. This is not only the occupation of the market segmentation, but also a fashion sense for Anta's professional sports.

So how much brand label can the brand of "fashion label" bring to the Quanzhou sports brand? Whether the sub brand can become the growth point of the new concept of profit increase? All these problems need to be answered.

Many famous sports brands have been walking very fast in recent two years, and the tone is refreshing. It fits the body and is suitable for stretching.

In other words, the flexible and comfortable functions of sports, combined with modern fashion colors and close fitting tailoring, are becoming more and more sophisticated, and have become the fashion rules of sports brands.

"The fashion of sports shoes and clothing is precisely because they need each other, and the sports brand fashion sub brand is to pport the market demand and break it out."

Adidas brand stakeholders have said so.

"The change of urban life is the reason why sports shoes and clothes are favored by fashion. Therefore, the combination of fashionable products gradually forms a series of combinations. We generalize them to the concept of complementary to the main brand, which is the sub brand after independence. ERKE PLAY is brewing under such a background!" Tan Qibing, director of Hongxing Erke sporting goods Co., Ltd., said.

At the same time, CBA V5N fashion sports shoes store is also to adapt to the current market demand for the development of fashionable sports shoes. Guo Hui has independently made fashionable footwear products in CBA professional sports equipment as a branch of fashion.

Ding Guo, President of Guo Hui (China) Limited, believes that this is a perfect combination of sports and fashion. The integration of professional sports shoes and fashionable clothes with fashionable elements is an inevitable trend.

In fact, since 2008, Anta, which has gained a firm foothold in the professional sporting goods market, is planning to open up a new market in the field of fashion sporting goods and children's sporting goods, which is due to the opportunity of upgrading the second tier market after the Olympic Games.

"The consumption trend of Chinese nationals is diversified, and the demand for sporting goods with fashionable and fashionable styles will increase."

Zhang Tao, vice president of Anta (China) Sporting Goods Co., told the media, "sports are to some extent the way they highlight their personalities."

The industry believes that the production process of children's sporting goods and fashion sporting goods and the production of functional sports goods are essentially the same. They all use the same raw materials, and the expansion of scale will undoubtedly enable Anta to easily realize low-cost procurement and enhance the bargaining power with OEM merchants.

Complementing the main brand

Conducive to the formation of three-dimensional sales network

Considering that CBA brand has strong professional attributes, this attribute is easy to be recognized by consumers, but on the other hand, the weakening of fashion identity is further highlighted.

In the actual consumption of the market, in order to meet the needs of sports competition, it is a minority to buy professional sports equipment. More consumers choose sports shoes and clothing to meet the psychological needs of youth, leisure and fashion.

The birth of V5N fashion sports shoe store makes this problem easy to solve.

The birth of V5N sports shoe shop has better matched the extension of CBA products, promoted the development of product research and development, strengthened the fashion sense of products, and promoted the development of the market segmentation of fashion sports shoes.

According to the introduction, V5N series products and sales channels, though independent from the overall product line and channel, form two lines, but the core idea is to promote the close combination of fashion and sports.

That is to say, CBA comprehensive store and CBA V5N fashion shoe shop complement each other and make the market segments better.

What is different is that Hongxing Erke's newly promoted sub brand ERKE PLAY is different from CBA V5N. ERKE PLAY is a further refinement and packaging of the trend concept on the basis of the original brand, and it expounds a young brand with the theme of music.

Hongxing Erke is currently positioning its brand as a youth and fashionable sportswear brand, while the sub brand has interpreted the image of the main brand in more detail in the interpretation of the trend movement.

Secondly, due to the introduction of ERKE PLAY trend shop, there is another way to distribute mode and original sales channel, and adopt the mode of urban agent, urban group agent or single store franchise to build a new sales channel.

This is the exploration of new development direction in channel construction after the extension of channels to deep tillage and subdivision.

The success of this model will greatly promote the sale of products.

This also means that Hongxing Erke will take a step towards the formation of the three-dimensional sales network, and gradually form a brand new terminal mode.

{page_break}

Degree of division

Emphasis on professional sports image

Whether it is Anta sports life hall, or ERKE PLAY, etc., the store does not use the dark tone, dark coffee and other main tone in space, and combines the elements of relaxed life and fashion elements. It creates a new visual experience through the shelving combination of shelf props and the display of fashionable personalities and bright POP, and successfully creates a shopping hall of fashionable sports products.

In addition to effectively displaying the brand image of the professional sports in the terminal display, it also puts forward higher requirements on the products: the fashion trend of the fashion products is changing and changing rapidly.

Therefore, fashion brand shoes store is testing the production and R & D capabilities of enterprises.

"Product research and development capability must keep pace with each other. It must be separated from each other. It is necessary to guarantee the complementary relationship between single product store and comprehensive store, and fully consider the proportion of professional products and fashion products, so as not to confuse the vision of consumers and cause the consequences of unknown brand positioning."

Insiders suggested.

It is worth noting that the main brand positioning of sports is still professional sports.

Anta emphasizes that the development of Anta brand is focused on the establishment of professional sports equipment. Anta is increasing its R & D investment every year. It is very clear for the main brand positioning of professional sports, and Anta life movement is only a supplement to a product line to meet market demand.

As a matter of fact, Anta's sales of basket, net and running sports products have always been the top brands in the domestic market, adding fashion to products through appearance, color design and so on, while enjoying the joy of sports technology while enjoying fashion.

"Sports and fashion are not contradictory. A sports brand should make clear the positioning of the movement, bring the technology content and fabric materials used in sports to the fashion of life, achieve the combination of practicality, durability and fashion, so as to seize the leisure wear market."

After all, the fashion brand of sports brand is not only compatible with the main brand, but also has a ambition to swallow leisure clothes market.