Mall sports brand apparel squeezed

Mall sports brand apparel squeezed The international first-line sports brand, which was once the head of the shopping center, has also been squeezed. Nike's first flagship store in China, Wangfujing (18.94, 0.00, 0.00%) Street apm store in Beijing after the lease expires, will not renew the contract, settled in the fast fashion brand h & m. In fact, the choice of shopping centers comes from the needs of consumers. In addition to supply chain, products, and technology, it is the shift of consumption and market adjustment that makes sports brands more stressful.

H&M squeezed out Nike "In fact, Nike's performance is very good, but it is just a public brand." Beijing apm said that the Beijing apm's Nike flagship store is the first direct sales store in Asia, Nike, has a unique custom business . According to reports, the Nike Wangfujing flagship store opened in 2007, with an area of ​​1,100 square meters, occupying three storefronts.

After the Nike lease expires, it replaces the fast fashion brand h&m. Nike is not inadvertently renewing its contract, but h&m is more popular with Beijing apm, which is transitioning to fast fashion. In fact, it is not just the Nike family. Other brands in Beijing apm are also facing a situation that is gradually being replaced. According to Beijing APM, about half of the brands stationed in the venue need to be updated.

Although the fast fashion brands such as zara, h&m and other European countries have not entered China for a long time, they have already formed a strong purchasing appeal in the first and second tier cities. According to Zhang Qing, the founder of the key sports consulting company, sports have not become a mature lifestyle in China. When faced with genuine casual fashion brands, the brand loyalty of the former will be reduced and the market will be easily divided. Previously, Nike’s store in Tongzhou was replaced by Uniqlo.

The function of Nike brand flagship store is mainly the image of publicity, especially in Beijing, Shanghai and other large cities, flagship store is an important means to maintain brand influence. In Zhang Qing’s view, after the Nike flagship store withdraws from Beijing APM, it will also look for new opportunities and locations to open stores, but Zhang Qing pointed out that the experiential consumption that interacts with consumers has become the mainstream of consumption, and Nike’s new flagship store The shop image may change.

Another industry source said that Nike's brand has been deeply rooted in people's hearts, and closing flagship stores can reduce operating costs. From the sales contribution point of view, the closure of the Nike flagship store has little impact on the overall. According to rough statistics, Nike currently has more than 100 stores in Beijing, and the two stores and several factory stores in Wangfujing and Sanlitun are directly operated. The rest are all opened by agents.

However, the industry generally believes that the withdrawal of Nike does not mean that the brand is not recognized. "For shopping centers, they need to attract high-margin, more profitable brands, and sports brand profits are too low." According to the above-mentioned sources, the annual rental of the Nike flagship store in the Wangfujing section rose by about 15%.

Consumers are "happy and old"

It is understood that Nike’s flagship store still occupies an important position in Beijing apm leaflets in the last year or two. Today, the three-story space is idle and waiting for h&m to arrive. Adidas, who is also an international top-line sports brand, has not escaped the fast fashion shock wave. According to Swire Real Estate, which belongs to Sanlitun Village, it has privately consulted with Adidas on adjusting the location and reducing the area.

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