Anta Killed Li Ning Next Door, The Most Brutal Flow Battlefield After The Epidemic In Pedestrian Street

How long have you not been in the street?

However, the two flagship stores of li'an'ning can be completely separated from each other in Beijing's xinnanjing shopping mall 。

Under the background of returning to work and production, this is a positive and rigid performance of the top two sports brands in the pedestrian street.

In the era of digital retail, which is constantly opened up online and offline, the traditional Pedestrian Street store format is experiencing unprecedented impact, either actively seeking change or passive elimination. But undeniably, it is still one of the most important consumption scenarios. In recent years, Nike, Adidas, skykey, Anta and other sports brands have gradually upgraded their key stores in the commercial street into brand center, concept store, smart store and other forms. Its unified characteristics are large area, strong display, and more and more rich functions.

At the beginning of June, when the epidemic situation in Beijing was reduced to level 3, lazy bear sports conducted an inspection on the sports brand stores on both sides of Wangfujing pedestrian street.

Wangfujing pedestrian street is an old pedestrian street in Beijing. It has been selected as one of the "top ten pedestrian streets in China" and is one of the landmarks of Beijing. The area chosen by lazy bear sports this time is the main road of pedestrian street, which starts from Dongdan in the South and ends at Dengshikou street in the north, with a total length of 892 meters.

At first, Wangfujing pedestrian street was a commercial street dominated by shopping. Many old brands have been preserved. For example, the Beijing department store, built in 1955, is known as "the first store in New China". Many Beijingers bought their first bicycles and watches from here.

Over the past decades, Wangfujing pedestrian street has undergone continuous transformation, upgrading from a simple shopping street to a "leisure square, City reception hall". In addition to the traditional shopping malls, such as wangbian shopping mall and wangbian shopping mall, wangbian shopping mall has also been built.

According to outlook Oriental weekly, as of August 2019, Wangfujing business district has an annual passenger flow of 80 million person times, 19 large-scale commercial projects (including 2 under construction), 14 five-star hotels (including standard and not rated), more than 1700 brands, and annual total retail sales of more than 10 billion yuan. It is a modern commercial street, the representative of Beijing flavor commercial street, known as "Golden Street".

While creating the integration of shopping and leisure in Wangfujing pedestrian street, the sports brand stores of the pedestrian street are constantly upgrading, focusing on the experience of shoppers.

In Wangfujing Commercial Street, you can feel the contrast between the stores in the shopping mall and the stores in the commercial street. In shopping malls, there is no big difference between sports brand stores and other brands. The goods are arranged in order and the latest models of the season are the main ones. The decoration gap between stores will not be very big. In addition to being a flagship store and a commercial window, it is not like selling some brands and cultural contents to consumers.

Along the pedestrian street from south to north, lazy bear sports has visited seven stores, starting from the Jordan brand flagship store of Dongfang Xintiandi, passing under armour flagship store on the first floor of Wangfu central, and facing Anta and Li Ning "shoulder store" on the first floor of danyao building. No matter the location or decoration, these four stores have a very obvious display effect, especially the huge facade of UA store is just a building advertisement standing on the street.

If you go ahead, you will pass Wangfujing Department store. There is also a Li Ning store, which can become Li Ning's "old store". It was opened in 2012, five years earlier than that of danyao building. The store is divided into three floors, and the third floor is the fitness area cooperated with shape. At present, the flagship department store of Adidas is being renovated.

Further on, after the goldfish alley, you come to Yintai department store. Adidas and Nike's flagship stores are also next to each other, with a jewelry store in the middle. Both stores have two floors, and the second floor of Nike is an NBA franchise store.

Although different brands have great differences in store functions and brand temperament, there are still many similarities in the competition as the offline stores of sports brands reaping the flow of people and consumption on the pedestrian street.

First of all, fight the gas field.

First of all, the PK on the pedestrian street is the PK of the location and area of the store. If two stores of the same type are placed together, if your area looks half as big as that of your competitors, you will be short first.

In this regard, Jordan flagship store Jordan 1 East change may have more obvious advantages. Jordan flagship store is built at the south entrance of Wangfujing pedestrian street, with the back of Oriental new world. If you take subway line 1 and get off at Wangfujing Station, you will have a chance to get on the street from Jordan flagship store. From the outside, the brand logo is also very eye-catching. The interior furnishings are quite Museum style, leaving enough space for consumers, showing a larger area than the actual.

Another is the UA store in central Wangfu. The main body of this store is actually on the ground floor, but there is a very big door on the first floor of the commercial street, which is particularly eye-catching. Although the stores of Adidas and Nike have two floors, they are located to the north of goldfish Hutong, and the road of Dengshikou street beside the shops is currently under construction, so the flow of people is relatively limited.

Second, display together.

Several sports brand stores in Wangfujing Street are almost all full category stores of the brand. If the category is not particularly large and comprehensive, it must be very characteristic. For example, in the central store of UA palace, training, running, basketball, golf, sports and leisure are on sale, as well as children's clothing area. In addition to Anta's main brand products, Anta plus products, which were usually opened separately before, are also available in Anta stores. In the Nike stores around NBA, you can find all kinds of NBA peripheral products - basketball, handmade, jerseys and so on.

In addition, the layout of the store is also very particular, the most important must be placed in the most conspicuous position. For example, Anta's newly opened flagship store is the 2022 Winter Olympics licensed goods, which can be said to be unique in sports brands, showing Anta's resource advantages. On the shelf on the right side of the door is Anta's latest quick drying and cooling technology product "ice skin technology", which emphasizes technical strength.

Behind the Winter Olympics franchise is the display of clay Thompson's KT series. KT series basketball shoes are Anta's fist products, just at that time KT5 just came out, the marketing effect is very obvious.

Take a look at the Li Ning store on one side. When entering the store, it is the main product "the way of Wade". It is quite meaningful to make a bid with Thompson next door. Almost all the furnishings in the store are the latest styles of Chinese Li Ning in the current season.

The "landscape" of Jordan brand flagship store is dissected sports shoes. It is clear at a glance what material is used for the insole and what fabric is used for the upper. At the back of the store, there is an exhibition cabinet at the exit of the Oriental Xintiandi shopping mall, displaying AJ sports shoes produced by various ages.

Third, experience.

According to the report on insight into new consumption trends released by talkingdata, the new generation of post-90s consumers attach great importance to the experience of consumption. Efficiency, freedom and sense of technology are the most desirable consumption experience.

The stores of Jordan Brand, Li Ning and Anta are equipped with "customized" areas, where consumers can customize their own products. The UA running shoes area has an immersive experience area where consumers can watch videos, listen to running music with headphones, and then try on their own sneakers. The children's clothing area of Adidas even has toys for children to play with.

Of course, when you enter the store, you will be able to express the visual feeling of the brand.

For example, UA stores need to take the escalator after entering the door. As the escalator moves down slowly, a huge sculpture is presented in front of you, reflecting the motion gene of UA. Behind the sculpture is a large curved screen, which is constantly placed with propaganda films, giving people a strong visual shock.

Li Ning's "old stores" are paved with gymnasium concept elements such as runways and grandstands, as well as ornamental equipment such as basketball frames and rings. In the "China lining" brand area, Chinese cultural elements such as blue and white porcelain will also be decorated to remind consumers of the relationship between the brand and the cultural spirit behind it.

The flagship stores in the commercial street often play an important role in the circle. The value of the store is not only to sell goods, but also to become an important flow entrance, and to establish a social center for brand users. (extended reading: another Jordan flagship store has been launched. Why should sports brands expand their stores

Finally, make a deal.

Although it is a flagship store, the discount is not small at all. On the day of our visit, some Jordan products were 20% off and 69% off, UA products were 20% and 3 items were 6% off, and Li Ning was 4% off. According to the store staff, generally, 6-7% discount can be used to buy the desired products.

Such a large discount of offline stores is also related to the inventory clearance of brands. Although the online live broadcasting of the epidemic has been hot in recent months, the offline channel is still the major source of revenue, and the number of stores and the average efficiency of single store are the direct factors determining the revenue of offline channels.

In fact, despite the rapid growth of e-commerce revenue in the past two years, Li Ning's contribution rate of e-commerce revenue in 2019 is only 24%. The e-commerce of another domestic brand of 361 ° accounts for 16.3% of the group's total revenue. At present, the proportion of e-commerce of most sports brands in the Chinese market is about 20%.

Although the epidemic situation in the past few months once made e-commerce the most important sales channel for major brands, with the start of nationwide production and return to work, only through the return of offline channels can the overall revenue return to normal level.

The most important source of andor's brand strategy is still the group's revenue. According to the financial report in 2019, Anta and Anta children's stores total 10516, including 1951 FILA related stores, 136 dishant stores, 185 Kolon sport stores and 114 spradi stores.

Li Ning is a model of paying attention to store efficiency. According to the financial report of 2019, the average monthly flow of the flagship store of Zhengjia Plaza in Guangzhou exceeded 4 million yuan in the fourth quarter of 2019, while that of the modern city store of Binjiang Road in Tianjin exceeded 1.55 million yuan in the whole year of 2019. In addition, the monthly average store efficiency of Chengdu taiguli store of Li Ning in China exceeded 3.2 million yuan, and that of Guangzhou Taikoo Hui store of Li Ning in China also exceeded 3 million yuan.

In terms of overall strategy, it has been a consensus in the industry to open large stores and efficient stores in areas with abundant flow of people and strong consumption capacity, while closing inefficient stores in inefficient areas. Especially in the gold sales area such as Wangfujing pedestrian street, it is also the place for all major brands, not only sports brands, flagship stores to fight hand in hand. On the other hand, this kind of competition is not only a life and death struggle, but also will form a strong scale effect in the target area, attract more consumer flow through high-quality brand clusters, and form a virtuous circle in the interaction between stores and business circles.

For example, Nike will certainly hope that their stores will sell best in the whole Wangfujing business district, but will not hope that their stores will become the only sports category in the whole business circle, because the isolated brand and category will reduce the attraction of the business circle to the whole sports consumer group.

Therefore, with the gradual control of the epidemic situation and the recovery of domestic consumption, pedestrian street is still an important battlefield for brands to compete with each other.