Nike And Other Sports Brands Are Getting Old And Fast.

"P", "Nike" is old, and "Zara" is just red. Who is the next protagonist in the magic shop window of shopping mall? < /p >
< p > "look, UNIQLO is going to open!" Li Qing patted her husband and said with a little excitement to the hand of the cart. The white-collar couple living near the pear garden station near the Beijing subway line have to take a subway station every weekend. They only go to the only Carrefour in Tongzhou to buy food for a week. In February this year, the most visible Pavements at Carrefour's entrance suddenly surround the fence, and the "UNIQLO opening soon" is written on the enclosure. The former Nike flagship store has disappeared quietly. < /p >
< p > "more convenient in the future, buy a dish, you can also take a look at < a target=" _blank "href=" http://www.91se91.com/ "> clothes < /a >. Li Qing, 28, works in an advertising agency. Like many young female white-collar workers, the wardrobe is full of clothes made of Zara, H&M and Uniqlo. Nike's withdrawal seems to have little impact on the couple. "Nike's stuff is too expensive, and it's not worth a discount," Li Qing's husband said. Casual clothes that he usually wears can also be bought at UNIQLO, and cheaper. < /p >
< p > for consumers who buy sports brands such as Nike and Adidas for fashion and leisure, it is indeed too much to ask them to maintain "brand loyalty". Many European and American fast fashion brands have concentrated on China in the past few years. In a short time, almost all the core business circles and fashionable blocks in the second tier cities have erected their huge billboards and the English letter Logo. The exquisite shop decoration, the open display, the dazzling style, the fast shelves and the goods on the shelves, let Li Qing want to go for a stroll every weekend. < /p >
Since P is a favorite of consumers, we must let it be seen and touched. The most direct way is to seize more advantageous position and open more shops. The rule of market economy is particularly direct and merciless in the field of fast moving consumer goods. The relationship between brand and shop property can be changed from honeymoon to labor. < /p >
< p > "the pavement here is very popular." Tongzhou sunshine new life Plaza, a property management staff said. Although located in the suburbs, the Carrefour covers almost all the residents in Tongzhou. Most of them are white-collar families who work in urban areas, and their purchasing power is relatively strong. For the property side, the value that UNIQLO can bring now clearly surpasses Nike. < /p >
< p > the withdrawal of Nike store was not an accident. Along the Beijing Expressway, west of Beijing, Nike's first flagship store in China is also hard to escape the fate of being expelled from Wangfujing. Cai Zhiqiang, general manager of Beijing APM shopping center, said: "after the lease is full, Nike will withdraw. Another fast fashion brand (meaning H&M) will be settled. When we get there, the fashion brand will be almost complete." < /p >
In August 2007 P, in order to seize the opportunities that the "Olympic concept" might bring, Nike opened a large flagship store in the most landmark Wangfujing in Beijing one year ahead of schedule. The store occupies three floors of the street, covering an area of 1100 square meters. Nowadays, the huge glass doors are still bright, but visitors to the shops are obviously less than Zara, Forever21 and other brands next door. "Because the location is good, the sales of Nike are not bad. They want to renew the lease, but we are not willing to do so." Beijing APM rental manager Wang Yandan said. The shopping centre of Hongkong's Sun Hung Kai estate has made a series of adjustments to the brand of merchants since it established young and fashionable positioning several years ago. < /p >
Less than P, the expelled Nike may make a lot of sports brand sad. Just four or five years ago, they were still competing for commercial real estate projects, even some of the most successful shopping centers and commercial blocks in the early days. But in the past two or three years, China's sporting goods industry has fallen from its peak to the bottom, even though the world's largest sports brand like Nike is also hard to get away with. In the second quarter of 2013 (September 2012 to November 2012), its sales in China ranked 11% in the world. In the past 10 quarters, Nike has maintained two digit growth in China for 6 quarters. In sharp contrast, the fast fashion brand is advancing vigorously. In the latest earnings report, China is not only the most profitable H&M market, but also contributed 70% of the international market sales growth and 48% of total profit growth to UNIQLO. Zara is one of the highest retail outlets in China's retail sector (the average sales volume per flat is 1 Ping =3.30378 square meters). < /p >
< p > for a commercial real estate project, the combination of the brand and the flexible adjustment of the brand mix with the fashion trend are the lifeline for its success and vitality. To put it simply, a main shop in every shopping center must be a leader in the corresponding field. Such brands are always few. China's commercial real estate has seen explosive growth in recent years, and new projects have sprung up all over the country, making this battle for big brands increasingly fierce. < /p >
< p > fast fashion shock wave < /p >
P may have the same fate as Nike and its rival Adidas. On the night of August 8, 2008, when Lining fired the Olympic torch, he might not have thought how far it could shine. Sports brand, including Lining, then entered the peak of sales in China. At that time, the two leading sports brands, Nike and Adidas, wanted to win the market share by Olympic Dongfeng. The former chose Wangfujing and the latter cast their sights on Sanlitun. In July 2008, Adidas opened the world's largest flagship store in Sanlitun, village, a new item in Hongkong's Swire property, covering an area of more than 3000 square meters, about 1.5 times that of its previous largest store, Paris Champs Elysees store. < /p >
< p > "at that time, the whole market took sport as the theme, and sports brand played a great role in promoting other brands." Cai Erhu, director and director of commercial real estate service in North China, said that almost all sports brands are opening shop crazily, and the scale of the shop is much larger than that of the previous 200 to 300 square meters, mostly in the form of flagship stores. Why is Adidas, who is in the limelight, willing to settle the world's largest flagship store in a commercial real estate project that has just started? Insiders analyze that Sanlitun has always been a gathering place for young fashion people. In the same period, there are also popular brands such as UNIQLO, Si Jie's universal Esprit, and Apple's first retail store in China, which can bring good agglomeration effect. In addition, the operation experience of Swire real estate on commercial projects is also a good endorsement. < /p >
The value of Adidas's influence on young consumers to Sanlitun village is self-evident. Sanlitun village naturally gives the best paved position and cooperation terms. P < /p >
During the period after the opening of P, any young man who passes by Sanlitun will be impressed by the big magic cube that sparkles with blue lustre. The English alphabet of "Adidas" on the wall seems to have the natural fashion appeal. Customized services such as a target= "_blank" href= "http://www.91se91.com/" > shoes > /a "and" sports housekeeper "are also provided for the" world's largest flagship store ". "At that time, if you didn't go to Sanlitun to customize a pair of Adidas sneakers, you would have a conversation with your friends." Chen Min, an Internet practitioner who has often been mixed up in Sanlitun, recalls. He was also studying in a university in Beijing in 2008. < /p >
< p > a row of pavements facing the south of Sanlitun village. Next to Adidas is the orange building of UNIQLO and the red door face of Esprit. Strong color impact has become the first impression of this trend. "At that time, people gathered in the southern part of village." Chen Min said. Now, the entrance to the South seems to be left behind, degenerating into a passageway into the inner block. "Maybe I grew up". He prefers to go to cafes and restaurants to have parties with friends, and occasionally go to izzue and ClavinKlein for men's wear. < /p >
< p > this is indeed the case. Even in the weekend, Sanlitun and village are going to go to Adidas, and it is hard for them to ignore the Esprit. Esprit has been in the doldrums for 5 consecutive years, and sales growth in Adidas Greater China began to slow down in 2012. The era that belongs to them seems to be going far away. On the back of them, an American fashion brand Hollister, known for its good posture, is preparing for its opening. Hollister is the Deputy card of the largest leisure brand A&F (Abercrombie&Fitch) in the United States. It is also a new trend brand in the Chinese market. It takes the beach surfing route. It was the first show in Phoenix Phoenix shopping center in Beijing last March. Sanlitun store is the second store in Beijing. < /p >
< p > if things go on like this, will Adidas and Nike face the dilemma of being expelled by the property side? Lu Xuehui, deputy director of Taigu's public affairs, refused to give the exact answer. < /p >
< p > "Taigu told them privately whether they could adjust their positions and reduce their area." Of course, it is still in the lease, and it is only making relevant coordination, whether they will withdraw or not. Cai Erhu said. The popularity of sports brands has passed, and developers no longer want the whole image to be a partial movement. Of course, they will consider replacing the more fashionable brand after the expiration of the lease. < /p >
< p > the decline of sports brand is only a microcosm of the history of Chinese consumption evolution. Nike and Adidas were the first batch of genuine "foreign brands" that Chinese people came into contact with. By 1990s, sports programs such as American NBA were introduced into China, and the worship of sports stars greatly promoted the consumption of sports brands. But with more and more fashionable brands entering China and the pursuit of individuation for new generation of consumers, the fashion sense of these sports brands has been diluted and begun to return to the more original "Sports" attribute. < /p >
< p > "every brand has its own life cycle," Nie Qibing, executive director of Rui Yide Real Estate Consulting Co. Ltd. said, "if shopping centers want to maintain the image of vitality and fashion, they must constantly update their brand." The commercial real estate veteran has participated in the investment links of famous commercial projects such as Xinguang Tiandi and other famous commercial projects. < /p >
Less than P, earlier than the sports brand, the impact of the trend is the mid-range fashion brands like Esprit, including the Only, Verymoda, JackJones of the Lingzhi group, Eland, TeenieWeenie, Daphne and BELLE's brand under the Korean attachment group. Around 2005, the collection of these brands as the main brand is almost the "standard configuration" of shopping centers and department stores in the second tier cities, and it is a very strong purchase target in the hearts of people. But in 2009, the invasion of foreign brands represented by fast fashion brands disrupted the original ecosystem. < /p >
The success of fast fashion brands worldwide is not difficult to understand. < p > They enable every ordinary person to feel the most advanced a target= "_blank" href= "http://www.91se91.com/" and "fashion /a" trend. At the same time, she also chooses the design philosophy of hiding Loge. By contrast, it is not surprising that the two brands of price and style do not possess the middle grade brands. Chen Linzheng, Permira's Asia Pacific Business Co manager, called the brand "sandwich layer". "People's consumption concept has changed a lot in the past 10 years," he saw. The trend is that consumers either buy luxury brands or buy fast fashion brands, and some people are willing to mix up the two. < /p >
"P >, therefore, in the previous" standard configuration ", some brands whose vitality is not strong gradually lost the" leader "status, including the withdrawal from the core business circle, the pavement being moved to the higher level, or shifting the strategic focus to the small city market that the fast fashion brand has not yet touched. For example, in the first batch of investment brands of village in Sanlitun, Only and Verymoda were once the main brands, but now they have disappeared. Many brands of Hongkong I.T group now occupy a large area of Sanlitun Village North District and south district. < /p >
< p > "some brands will take the initiative to make adjustments based on their own situation and positioning. For example, Daphne and its sister brand Shoebox are transferring the channel to the external rental area next to the large supermarket." Chen Songhong, director and director of commercial real estate service in China, said. After the publicity, the brand's demand for flagship store image will be weakened, so that it can save shop cost and reduce financial pressure. < /p >
< p > next, the rise of e-commerce, especially overseas purchasing, will further catalyze the upgrading of consumption in China. Through the Internet, information is transmitted faster, and Chinese consumers can get access to more foreign brands. If you search for brand names in Taobao and Alibaba, the largest online trading market in China, the most popular brands will be the hottest and most talked about brands. Some of them have not even opened physical stores in China. Therefore, the Internet has become the most convenient channel for foreign brands to test this barren place in China. "When buying a certain category, the brand will definitely consider the Chinese market." If they haven't come yet, they may think that the time is not yet ripe. " Nie Qibing said. < /p >
< p > in her view, there will be more and more foreign brands to divide up the Zara market in the future. China is entering a period of "scrimmage". This has brought more new options and opportunities for commercial real estate developers to come to the fore. < /p >