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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.

Sports "closer" fashion brand came into being

Many famous sports brands have gone very fast in recent two years, and the tone is refreshing. The elastic soft fabric that fits the body and stretches is free from the rigidity of the waist collar, the clothes rack, and even a little waist design, which virtually adds a little fashion sense.

In these sports brand shops, you can buy pleated skirts with colourful tights and other seasonal products.

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. ERKEPLAY 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 inviolable.

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.

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"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.

Emphasis on professional sports image

Whether it is Anta sports life hall, or ERKEPLAY, etc., the store doesn't use the dark tone, dark coffee and other main tone in space. It combines the elements of relaxed life and fashion elements. It creates a new visual experience through the combination of life shelving portfolio and fashion personality display, and bright colors of 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 an ambition to swallow leisure clothes market.