Fast Fashion Is Involved In Sports And Sports Industry Penetration.

P, it is understood that UNIQLO signed the world's largest tennis superstar Novak Dyokovic, "a href=" //www.sjfzxm.com/news/index_c.asp "H&M" /a "has signed Beckham and the world's top sixth tennis star Thomas Bertic, in the end of the Wimbledon competition, some netizens said," this is the tennis game, obviously H&M and UNIQLO are competing. "The sports competition should be the sports brand sponsorship world, and the fast fashion brand is stepping in, which inevitably leads to thinking. What is the intention of fast fashion brand? Before that, many domestic sports brands have been pformed into fashion and leisure, and the fashion and sporting goods industry is invading and infiltrating each other. What is the future development? <

< p > < strong > < a > href= > //www.sjfzxm.com/news/index_c.asp > fast fashion > /a > into sports circles. "Commercial show" or expand sports series? < /strong > /p >

< p > for fast fashion in sports circles, shoes and clothing industry observers Ma Gang believes that sports marketing is the mainstream of many marketing tools. Many brands like to use sports marketing to convey brand value and highlight their influence, which is not related to whether the brand is in the sporting goods field.

Remember there was a saying that sport is the best fashion.

So we can not understand that many trend brands (famous cars, watches, cosmetics, etc.) all rely on sports marketing to enhance brand influence.

Fast fashion uses sports marketing, not only to do brand marketing, but also to stimulate sales of sports products through marketing.

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< p > UNIQLO, H&M, when signing a contract with sports stars, announced that they would cooperate with the stars to create a brand new sports series, and the products of UNIQLO sports category were also available, but this category is not high in the proportion of all product lines. "Compared to the fast fashion traditional products, the sports product series is an extension of the category structure. The fast fashion consumer group and the sportswear consumer group have a large number of repeat people, and its fashion, quick turnover, parity product mode will draw a large number of sports brand consumers with low loyalty."

Ma Gang said.

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Liu Jiancheng, who is a brand planner, has a different view. He thinks, "this is just a marketing means to attract the eyes of many consumers and enhance the entry rate to achieve the goal of P.

So far, the market is still calm, even if there are occasional reports, and it is purely a commercial show. After all, many factors such as innovation, technology, influence and audience of domestic and international sports brands can not be matched by fast fashion brands.

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< p > > strong > fast fashion and < a href= > //www.sjfzxm.com/news/index_c.asp > Sports Industry < /a > mutual penetration is the result of full competition in the market. < /strong > /p >

< p > not only fast fashion brand invasion sports field, many sports brands have also pformed fashion and leisure, or intensified efforts to develop fashionable leisure series.

In this regard, Ma Gang believes that every enterprise, in order to expand the market share, as much as possible to meet the needs of different consumers, and this kind of instinctive instinct from similar or related categories.

Full competition can keep the most dynamic and competitive enterprises in an industry, so the strong will not dare to challenge.

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< p > and for sports brand pformation fashion and leisure, Liu Jiancheng expressed some concerns. "For a sports brand that has never entered the fashion industry, it is not a challenge. After all, it is like a mountain crossing. Therefore, a lot of leisure sports brands fail to conduct in-depth research in the process of pformation, do not do in-depth research, and understand the brand of the industry, even if they know a little bit, so that they can make a hard move and lose their wives and soldiers."

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< p > the cross border fixtures of these fast fashion brands have really struck a wake-up call for Chinese fashion industry brands and sports brands.

The development of industry brand must keep pace with the times and make clear positioning.

At the same time, we must cater to the trend of market segmentation, so as to be precise, accurate and ruthless.

Products must react quickly, innovate at all times, and keep pace with market pulse.

Because the biggest rule of occupying the market is to conform to the market and surpass it.

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< p > < --EndFragment-- > strong > fast fashion is quite different from sports brand in essence. < /strong > /p >

Although there is a trend of interpenetration between fast fashion and sports brand, there is still a big difference between the P and the sports brand.

In terms of channels and marketing, there is a big difference between them. One is the supermarket selling mode with private brand retail, the other is the channel mode of "brand operation + multi-level distribution" and the sales mode of guided purchase.

Of course, the form of selling is not the key, but the difference between the essence of the product.

Ma Gang said.

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< p > Liu Jiancheng also believes that for fast fashion brands and sports brands, the biggest difference lies in the difference of product elements: the former is mainly fashion and leisure, while the latter is mainly sports and leisure.

Besides, fashion brands react quickly, and the reaction speed of sports brands makes consumers lose patience. Therefore, fast fashion keeps market energy alive and consumers are passionate.

As for the channel, sports brand's "no heart love war" is to give way to the fashion industry.

Marketing is also naturally victimized. The loss of the market makes policy makers more "mentally deficient", and the target audience is also "cool hearted".

It is precisely because of the differences in all aspects that the market share has become increasingly polarized. According to the sales performance of the fashion brands in 2012, the fast fashion brands ZARA, H&M, GAP and Uniqlo have all been singing songs, while the sports market is bleak.

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< p > although there is mutual penetration between them, there are great differences in essence and other aspects.

Therefore, both of them should not forget their positioning while developing the market segments. Fast fashion focuses on "fashion" and sports deeply cultivate "professional". This is the final direction for the development of the two industries.

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< p > strong > fast fashion will continue to dominate. Sports brands need to "get up quickly" /strong > /p >

< p > for the future development trend of fast fashion and sporting goods industry, Ma Gang believes that like fast fashion and sporting goods industry, there are bottlenecks in the industry, that is, how to grow in the form of fixed categories and fixed channels, in addition to the achievement of introspective growth through management, and in addition, it is inevitable to expand the category and expand the local and market segments through extension.

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< p > in Liu Jiancheng's view, for the fast fashion brand, there are still many uncertainties in the future development. But following the fashion of market and doing market research and product research and development innovation, the market dominance of the future fashion products will not be greatly affected in a certain period of time.

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< p > and for sports brand, when consumers are gradually abandoning their background, the work that needs to be done will be more urgent. For example, we should learn fast fashion brand to respond quickly to the "supply chain" mode.

From design, production, logistics, direct distribution to every link of each shop is an indispensable learning direction for sports brand.

For them, the competition between the two is not just brand competition, but will be followed by more intense competition between the two or three tier cities and terminal competition.

Perhaps, this is just the beginning of competition. Perhaps the sports brand is only "getting up quickly", combined with its own and market advantages, can it really break through its own bottleneck, so that it can effectively compete with fast fashion brands.

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