It is understood that the domestic brand of sporting goods also spread to foreign-funded enterprises, the German brand Puma recently announced that it will close more than 90 unprofitable shops. Adidas, a German company, is speeding up its channel expansion. At present, its sports fashion series and sports performance series add up to more than 7000 stores in China, and its sports fashion leisure sub brand NEO now has about 1200 stores nationwide.

In addition, Adidas's actions in outdoor and children's wear are also increasing. At present, there are more than 30 outdoor stores in Adidas, and they have also been integrated in the supply chain. In the field of children's wear, Adidas has opened more than 500 children's clothing stores in China, which will also be the market area for deep ploughing in the future.

With the settlement of the trademark problem of Adi Wang, some analysts believe that this has further cleared the way for Adidas to sink to the three or four tier cities. In addition, according to media reports, in pursuit of faster response speed, Adidas has dug "H&M" and "ZARA" and other fast fashion brands to some talents, which means that Adidas will further speed up product design and update in the future.

The managing director of the Greater China region also said that sports fashion can bring the driving force of growth to Adidas. Last year, Adidas achieved 15% growth in the Chinese market and contributed a lot to the transformation of fashion.

The turnover period of fast fashion brands is much shorter than that of sports brands. For Adidas, the supply chain and distribution mode need to be greatly changed. This is a challenge.

But sporting goods will not become fast fashion and have their own niche market, but they need to be used for reference in business strategy. For sports brand, under the impact of fast fashion, in the distribution mode, they need to be completely changed to improve the speed of the supply chain and the efficiency of the terminal.