Adidas, Arthur, Puma and other brands feel the pressure of performance slowdown, and have expressed that they will work in the field of professional sports in 2019 to improve the shopping experience and occupy the third and fourth tier market. In this regard, the insiders believe that the current pressure in the footwear industry is great. While striving for professional sports categories and occupying more markets, we should pay attention to cultivating consumers to accept a reasonable brand premium.

Professional sports market
Kasper rorsted, Global CEO of Adidas, said that previously, Adidas relied too much on short-term trends such as fashionable sports shoes in European market, such as retro Stan Smith and superstar, while sales of sports equipment were not strong enough, and now it is reviving sales of professional sports categories in local market.
In addition to Adidas, other sports brands are also working in the field of professional sports. Puma has officially announced its return to professional basketball, including inviting Jay-Z as the creative director of Puma's basketball line, signing many potential newcomers such as de Andre ayton and Marvin Bagley III. In the past six months, Puma has been involved in basketball and has continued to sign players. It is worth noting that after the NBA 2018 Summer League, ESPN, an authoritative sports media in the United States, launched a vote, and the puma basketball shoes on Marvin Bagley's feet were selected as the best shoes in the series, which was a good start.
Kappa, which is recovering, has also begun to explore new areas of professional sports for new growth points. On March 4, kappa tmall flagship store launched a series of women's fitness products, including fitness bra, T-shirt, tights, etc. This is kappa's first launch of the women's fitness product line.
Nike announced on January 9 that it will launch the men's Yoga series, which is part of Nike training. Unlike lululemon, which promotes yoga as a way of life, Nike is trying to expand its audience. In short, Nike wants more than 60% of its male user base to buy an extra Yoga suit. In addition, they have launched a series of yoga courses on Nike training club.
Arthur Arthur also announced in February this year that it will adjust the organizational structure of the group, taking product categories as the leading role, aiming to promote the growth of its running, core performance sports and sports style businesses. Professional running related businesses will be a major priority and the company's goal is to accelerate growth in Japan, the United States and China. This is in line with Arthur's new marketing strategy formulated in January this year: gradually shift the strategic focus from the lifestyle business that attracts millennial consumers to the sports foundation of professional running.
Deepen the market of the third and fourth tier cities
In addition to the professional sports market, many sports brands also choose to enhance the shopping experience of offline stores and sink to the third and fourth tier cities. On January 12, the adidas flagship store on Beijing Road in Guangzhou, transformed from a century old arcade, officially opened. This is another important flagship store of Adidas in the Chinese market and the largest self operated store in the South China market, following three brand centers, namely nje800, Nanjing East Road, Beijing Sanlitun and Huaihai middle road. The store has three floors, integrating the retail store and sports experience. There are football, basketball, running, training, outdoor, clover, children's wear and other categories in the store.
Specifically mentioned in Adidas's five-year plan for the Chinese market, in 2020, the number of Adidas physical stores will reach 12000, the new stores will gradually sink to small and medium-sized cities, and have at least one small brand center in key cities.
On October 4 last year, Nike's first global concept flagship store integrating digital and offline services officially opened in Shanghai. According to reports, this gathering place of Nike's global innovative product technology, leading design style and high-quality experience will redefine Nike's flagship store and future retail experience.
In addition, Skye has opened China's largest store in Shenyang. This is a new channel that Skye has opened up for the deep cultivation of China's second and third tier market. At the end of December last year, Skye announced that it had reached strategic cooperation with jinlang sports to develop Sichuan Chongqing area and further develop the third and fourth tier market.
Experts from China Garment Association told China Business Daily that there is a lot of pressure in the footwear industry at present. For international sports brand giants, the market in the first and second tier cities is close to saturation, and the third and fourth tier cities will be their next goal.
"It's not easy to expand business to the third and fourth tier cities, and price is a big obstacle," said the expert. "At this point, maybe international sports brands are not as popular as domestic sports brands. If we want to develop the third and fourth tier market, we need to make more consumers accept the brand premium attached to a pair of sneakers or a yoga suit more quickly. "
(resource source network)
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