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The face of fast fashion "hold together" competition, the sports brand to sit still, to launch fashion brand, to increase the proportion of fashion goods, has become an important weight of the Jeremy Scott Instinct Hi sports brand contrarian breakthrough. "Daily Economic News" reporter learned that, Adidas has fast fashion brand H & M and ZARA "dig" to some talent. Adidas Group Greater China Managing Director pointed out that the high Skyline, sports fashion can be brought to Adidas driving force of growth. In the industry view, from H & M and ZARA fast fashion brands such as poaching, Adidas means hope in the product design and speed to shelf faster. Key way Sports Consulting Co., Ltd. founder Zhang told the "Daily Economic News" reporter, to enhance the speed of the supply of goods is an objective requirement. "Traditional sporting goods market cycle from order to relatively long, so fast fashion, the electricity supplier pose a lot of pressure, faster solution is to dig talent to learn from each other to the things." Independent commentator horse apparel industry Gang in different stages of growth of a business requires different types and structures of talent, the Adidas sports fashion this development. Last year, Adidas in the Chinese market to achieve a 15% performance increase, motion transition fashion contribute greatly. It is worth noting that, despite the movement in transition fashion Adidas tasted the sweetness, but it can really be as fast as the fast fashion brand is still unknown. It is understood that the category of relative motion, shorten the turnaround period of the fast fashion brand.Jeremy Scott Instinct Hi Zhang said, For Adidas, supply chain and distribution model must make a significant change, it is a challenge. Sporting goods not become fast fashion, have their own niche market, but it needs to draw on in the business strategy. Layout of the sports brand Adidas, small and medium-sized cities in the first quarter results, its global sales revenue of 3.751 billion euros compared with 3.824 billion euros in the same period last year, a decrease of 2%, Greater China sales of 409 million yuan, representing a year-on-year growth of 6 %, but its growth rate over 26% in the last year fell sharply. Nike in China also suffered a decline in growth rate, reduced orders. In the view of analysts, Nike and Adidas in China's market performance proved that consumer enthusiasm for sports products began to transformation in the field of leisure and fashion. Previously, Nike China's first flagship store is located in Wangfujing Street, Beijing apm not renewed after the expiration of the lease, will be replaced by fast fashion brand H & M. In the industry view, the the average twelve weeks of these brands from overseas will replace the window display and the main commodities, the field of fashion product line covers almost all of the series, and styles designed to go the route of the international big. In the case of the global economic slowdown, the price of clothing and fashion sense of the fast fashion knock cater to a large number of low-income young consumer groups, snatch sports brand market. Zhang said that in the first-tier cities, the level of fast fashion efficiency (terminal stores 1 square meter higher efficiency), department stores generally affected by the impact of the electricity supplier, there Jeremy Scott Instinct Hi are many international big fade providers often "From a certain point, sports brands and fast fashion is not entirely brand battle, it is a channel battle. "Zhang pointed to the" Daily Economic News "reporter, the war between the sports brand with fast fashion is the next move to the second and third tier cities. It is understood that this year, Adidas shop in China to 800, of which two-thirds of the plans to open in the small and medium-sized cities. Zhang believes that Adidas is not to avoid the first-tier cities with fast fashion head-on collision, but to open up a new battlefield, seeking new revenue growth point. The analysts pointed out that the impact of fast fashion sports brand in the distribution model, they need to completely change, to improve the efficiency of the reaction speed of the supply chain and terminal level. Local brands five listed companies closed shop, and let the direct cause of the decline in performance is not a closed shop, to a large extent, the efficiency level of the store decline.
