< p > according to statistics, in 2012, the total number of stores closed by the major sports brands exceeded 3000, and the continuous spread of the shop closing trend in the second half of this year has become a trend that the sports brand industry is hard to get rid of. A few days ago, the data released at 361 degrees showed that there were 601 outlets in the first half of 361 years, a net decrease of 256 compared with the end of last year. The semi annual report submitted by a href= "//m.pmae.cn/news/index_c.asp" > Anta < /a > has also indicated that it will close 200 stores in the second half of this year. And in stark contrast, when the sports brand is still thinking about the huge stock caused by blind expansion, new fast fashion brands represented by H&M, ZARA and UNIQLO are developing rapidly in China. According to statistics, the total number of 7 international fast fashion brands in 2013 reached 768. In the first half of this year, H&M, ZARA, MUJI and other fast fashion brands opened up 84 stores and gradually spread to two or three tier cities. < /p >
< p > previous industry insiders said that the largest consumer group of "a href=" //m.pmae.cn/news/index_c.asp "sports shoes and clothes" /a "the largest consumer group", with the decline of the birth rate and the sharp shrinkage of sports brand and the blind expansion of sports brand under capital drive, are the main reasons for closing the shop. The impact of fast fashion on sports brands is mainly that sports have not yet formed a way of life in China. For example, in the streets of New York, people who run sweaty from morning till night are seldom seen in the streets of Beijing. Domestic consumers do not regard sports apparel as sports equipment, but as casual clothes. In the face of the impact of fashion brands, consumers' loyalty to sports brands will be reduced, so the sports brand market will be easily discarding. < /p >
< p > < strong > consumer survey: 75% of respondents hope that sports brand design is more fashionable than /strong > < /p >.
< p > in the consumer's mind, < a href= > //m.pmae.cn/news/index_c.asp > fast fashion > /a > brand and sports brand occupy each position, where is the difference? For this reason, the reporter randomly sampled 100 consumers. 其中77.08%為年齡15~25歲的消費者，為運動鞋服的消費人群;在平常多選擇何種購物方式上，購物中心占比31.25%、百貨商店占比10.42%、專賣店占比16.67%、網(wǎng)購占比41.66%;而在逛街時偏愛購買哪種類型服裝上，快時尚品牌則占比50%，占據(jù)半壁江山，運動品牌僅為6.25%，以MANGO、ESPIRT為代表的老牌快時尚品牌占比6.25%,職業(yè)范兒正裝占比8.33%，個性潮服則占比29.17%;關(guān)于選擇快時尚而不選擇運動品牌的原因，41.67%的受訪者認為運動品牌款式不夠新穎、時尚，27.08%認為運動品牌不如快時尚款式多、上新貨快，12.5%是因為價格因素，18.75%則是因為對快時尚品牌的忠誠度;與此對應(yīng)的，75%的受訪者認為運動品牌要多在產(chǎn)品設(shè)計的時尚度上下工夫，而對于價格和運動產(chǎn)品專業(yè)度上則并未有更多考量。 This further proves that domestic consumers do not regard sports brands as sports equipment, but regard them as casual clothes, and hope that their products are more fashionable. Therefore, the impact of fashionable and fast fashion brands on sports brands is self-evident. < /p >