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The Source Of Domestic Sports Brand Closes Shop And Points To The Decline Of Birth Rate.
< p style= "text-align: center" > img border= "0" alt= "align=" center "src=" /uploadimages/201311/01/20131101113935_sj.JPG "/" < < > >
< 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. Anta's recent semi annual report also said it would 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 > earlier, people in the industry said that the biggest consumers of sports were "a target=" _blank "href=" //m.pmae.cn/ "shoes" /a "clothing". The young people of the age of 15~25 dropped dramatically as the birth rate dropped, and the blind expansion of sports brands under capital drive was the main reason 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 also did not regard sports as a target= "_blank" href= "//m.pmae.cn/" > dress < /a > 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, where does the fast fashion brand and sports brand occupy each other? What 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(fèi)者，為運(yùn)動(dòng)鞋服的消費(fèi)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(shí)偏愛購買哪種類型＜a target="_blank" href="//m.pmae.cn/"＞服裝＜/a＞上，快時(shí)尚品牌則占比50%，占據(jù)半壁江山，運(yùn)動(dòng)品牌僅為6.25%，以MANGO、ESPIRT為代表的老牌快時(shí)尚品牌占比6.25%,職業(yè)范兒正裝占比8.33%，個(gè)性潮服則占比29.17%;關(guān)于選擇快時(shí)尚而不選擇運(yùn)動(dòng)品牌的原因，41.67%的受訪者認(rèn)為運(yùn)動(dòng)品牌款式不夠新穎、時(shí)尚，27.08%認(rèn)為運(yùn)動(dòng)品牌不如快時(shí)尚款式多、上新貨快，12.5%是因?yàn)閮r(jià)格因素，18.75%則是因?yàn)閷?duì)快時(shí)尚品牌的忠誠度;與此對(duì)應(yīng)的，75%的受訪者認(rèn)為運(yùn)動(dòng)品牌要多在產(chǎn)品設(shè)計(jì)的時(shí)尚度上下工夫，而對(duì)于價(jià)格和運(yùn)動(dòng)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 >
< 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. Anta's recent semi annual report also said it would 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 > earlier, people in the industry said that the biggest consumers of sports were "a target=" _blank "href=" //m.pmae.cn/ "shoes" /a "clothing". The young people of the age of 15~25 dropped dramatically as the birth rate dropped, and the blind expansion of sports brands under capital drive was the main reason 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 also did not regard sports as a target= "_blank" href= "//m.pmae.cn/" > dress < /a > 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, where does the fast fashion brand and sports brand occupy each other? What 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(fèi)者，為運(yùn)動(dòng)鞋服的消費(fèi)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(shí)偏愛購買哪種類型＜a target="_blank" href="//m.pmae.cn/"＞服裝＜/a＞上，快時(shí)尚品牌則占比50%，占據(jù)半壁江山，運(yùn)動(dòng)品牌僅為6.25%，以MANGO、ESPIRT為代表的老牌快時(shí)尚品牌占比6.25%,職業(yè)范兒正裝占比8.33%，個(gè)性潮服則占比29.17%;關(guān)于選擇快時(shí)尚而不選擇運(yùn)動(dòng)品牌的原因，41.67%的受訪者認(rèn)為運(yùn)動(dòng)品牌款式不夠新穎、時(shí)尚，27.08%認(rèn)為運(yùn)動(dòng)品牌不如快時(shí)尚款式多、上新貨快，12.5%是因?yàn)閮r(jià)格因素，18.75%則是因?yàn)閷?duì)快時(shí)尚品牌的忠誠度;與此對(duì)應(yīng)的，75%的受訪者認(rèn)為運(yùn)動(dòng)品牌要多在產(chǎn)品設(shè)計(jì)的時(shí)尚度上下工夫，而對(duì)于價(jià)格和運(yùn)動(dòng)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 >
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