Foot Locker, The Biggest Sports Shoe Retailer In America, Opens Flagship Store In Hongkong.

The form of collection shops is no longer a novelty in the domestic shopping centers. Now we can see that various types of chain stores have been opened up in different fields, such as cosmetics, Kerr&Kroes, Map, by and BeLLE.

In the field of sports equipment, there are also many players, such as CPU, ASPORT, TOP SPORTS, etc., sports brand collection shop or will become the next retail terminal important trend.

However, at present, Asia's largest multi brand sports shoes collection store is still Japan's footwear giant ABC Mart, while the Foot Locker, the old market sports shoes retailer with a market value of nearly 5 billion dollars, has returned to the Chinese market since last year. Why can TA stand for 45 years?

Veteran chain Shoe Retailers focus on high-end sports shoes.

For Foot Locker, basketball fans should be familiar with them.

In 1974, the world's first Foot Locker store opened in California, USA. After 45 years of development, it now has more than 3300 stores in 24 countries in North America, Europe, Australia and Asia Pacific. It has become the largest retailer of sports shoes and apparel in the United States.

As an old American chain shoe retailer, Foot Locker has been concentrating on high-end sports shoes for many years. It is a pilgrimage to many Sneakerheads brands.

Foot Locker includes hundreds of sports brands, most of which are Nike, Adidas, Puma, VF and Under Armour, which sell 5 brands. The sales of these 5 brands account for 91% of the sales of the company's sports brand, of which 68% is Nike.

It is understood that Foot Locker 2018 year-on-year sales increased by 2% to $7 billion 939 million, a record.

The company has been focusing on bringing differentiated experience to youth culture. Previously, it participated in the 19 million 500 thousand dollar C round financing of online children's clothing brand Rockets of Awesome. It also invested $one hundred million to the world's largest second-hand shoe trading platform GOAT, as well as high-end female sportswear brand Carbon38, Footwear Design Institute Pensole and children's shoes brand Super Heroic.

There are thousands of choices in a store.

People who do not know Foot Locker may think that this is just an ordinary sports brand collection shop, but compared to the ordinary sports shoes shop, the core competitiveness of TA is reflected in three aspects:

1. high-end sports shoes

Foot Locker selects a product that matches its brand positioning from different brands in a unique way, so that customers can have thousands of different choices in the same store to achieve the demand of buying multiple brand shoes at a time, as well as various original price limited shoes and exclusive styles.

2.O2O mode

As early as 1997, Foot Locker set up a brand comprehensive retail website (two years earlier than Alibaba). "Footlocker.com" is the world's largest sporting goods online retailer. Online business is one of the main growth points, consumers can buy hundreds of sports brand products, and can also check inventories online and Book unlisted NEW shoes.

In 2018, Foot Locker stationed in Tmall international to develop digital channels for China's market, and provided consumers with a new shopping experience through the online + offline O2O mode.

3. unique marketing methods

Foot Locker has always advocated the "professional sports art", and the advertising marketing of TA family is also focused on this theme. The focus is on sponsoring all kinds of competitions, such as sponsoring early "3 to 3" basketball matches, NBA three points competition, professional shoes design competition PENSOLE, and realizing the production and sale of sports shoes.

Also keen to play the role of professional sports promoter, bound sports stars, signed the sports star endorsement team: UA's Curry, Nike's Durant, Adidas's Harden and so on.

4. stores are flexible and diverse.

Foot Locker has opened a variety of chain stores based on different product categories, geographical environment and age of consumers, such as Foot Locker Approved, House of Hoops, Adidas a Standard, Adidas, Approved, Approved, and so on.

Among them, Foot Locker has jointly worked with Nike to create the world's largest House of Hoops store for the New York all star game, located in New York Madison Square Garden, covering an area of about 5100 square feet, covering Nike Basketball, Garden, and other products.

Return to Hongkong and open the first flagship store in China

Since 2017, Foot Locker has started shutting down several inefficient stores and opening up some high-end boutiques and flagship stores.

In 2018, Foot Locker opened 40 boutique flagship stores, including the flagship store in Hongkong, located in Tsim Sha Tsui, which is in every inch of the territory. Foot Locker returned to Hongkong to restart its business in China. It opened the first flagship store in China with the aim of making the wave culture into Chinese consumers.

This flagship store includes aididas, Nike, vans, Reebok, puma, champion and other well-known sports brands and tide cards, covering sportswear and shoes from infants, children to adults (men and women), and the exclusive limited shoe size, with a wealth of shoes, people's price, reliable quality, to create multi brand, all categories of sporting goods shopping experience.

There are many local elements in Hongkong, which are designed by Hongkong artists. They are responsible for creating shop murals, showing Hongkong's urban culture and sports shoes culture, and regularly collaborate with local creative people to customize artworks for shops.

The 3 storey super flagship store, where 1F is the men's area, 2F is women's wear and children's wear children's shoes; 3F is divided into many different regions, not only House of Hoops basketball area, Jordan area, and canvas bag customization area.

During the opening period, Black Rose Barbershop is also provided to provide free men's Barber area, X BOX game equipment and other experience areas.

In January this year, its world's first "Power Store" concept store opened in the United States, covering an area of 8500 square feet, with a larger area, with a female and children area to meet household consumption demand.

It is reported that Foot Locker plans to open at least 10 "Power Store" concept stores in 2019, including Losangeles, New York, Philadelphia and Italy Milan.

Like Foot Locker, a player with large traffic background and a collection store with mature operation advantages, the future of large-scale distribution of Chinese market will surely cause other brands to be highly vigilant.