Nike Adi "leave the field", how to fill in Russia

In a sports brand gathering store in Moscow, Nike brand sneakers, sports equipment and other products are still on sale.

In a shopping mall near Moscow, customers passed by the closing of Adidas stores.

The newspaper in Russia's special reporter Sui Xinliu Zhi

Under the pressure of sanctions in Western countries such as the United States, well -known Western sports brands such as Nike, Adidas, Puma, and Ruobu have joined the army that interrupted the Russian business. According to Russia's "Business News", as early as March, Adidas announced that it had suspended its sales in Russia's stores, and online shopping has also been interrupted. Puma, which has about 100 brand stores in Russia, also announced his withdrawal from the Russian market. Rui Bu also joined the ranks of evacuating the Russian market and sold Russian business to a Turkish entrepreneur. When a number of Western sports fashion brands are on the rolling door of Russia, does the Russian sports apparel market have "vacuum"? Which brands will the "tide" of Western companies bring opportunities to?

Multiple ways to ensure supply

The Global Times reporter observed in Moscow and other places that the closure of official sales channels such as Nike, Adidas and other brands did not cause it to interrupt the sales chain in Russia. As of the end of June, there are still many Nike stores with franchised business rights, and in third -party sports brand collection stores and e -commerce platforms, Nike, Adidas and other common clothing, shoes and hats and sports equipment are also There is everything.

Anna, an expert at the Russian Franshiz Portal website, believes that due to the geographical political situation, the main difficulties faced by many foreign companies are that they cannot solve logistics problems. However, Nike's products will not disappear from the Russian market. Some brands of retailers temporarily remove the logo of a single brand store, while trying to remain in multi -brand channels and partner projects. Anna also revealed that if the contract does not clearly prohibit Russian retailers from purchasing from unofficial importers, retailers can even use very means to purchase, greatly increasing sales.

According to Russia's "Business News", Garvryova, a senior market public relations manager of Russia's well -known e -commerce platform "Ozon", said that due to the suspension of related brands in March, it has completed the procurement of this spring and summer series products this year. Therefore, there should be no shortage of goods in the next few months. Garfllova said that this spring, the sales of sports shoes and clothing on the "Ozon" platform have doubled year -on -year. Among the popular brands, Adidas is far ahead in sales, and Nike is a year -on -year increase in sportswear and equipment. The fastest brand.

Regarding the future of Western sports brands such as Nike in Russia, some Russian media analysis believes that although Nike products have recently decreased significantly in the Russian market, they will not completely disappear. The future of goods may continue to appear in individual dealers and in the way of "parallel imports". In the e -commerce platform.

According to a bill on parallel imports signed by Russian President Putin on June 29, Russian companies imported goods without the permission of their rights holders may not bear possible civil, administrative and criminal responsibilities. A list of parallel imported products includes dozens of products, including cars and their components, electronic products and household appliances, clothing, hats and cosmetics. In terms of clothing and shoes, the Ministry of Industry and Trade of Russia allows all related products to import parallel, not just individual brands.

"Domestic goods" increase production and find alternatives

Despite losing the main foreign sports brand supply channels, Russians will not wear sportswear. Radburkin, chairman of the Russian Textile and Light Industry Entrepreneurs Alliance, guarantees that the field of sports products is very extensive. They are produced from different companies from knitted products to special clothing and jackets. Many orders in the Russian market come from Russia and Uzbekistan producers, including many well -known brands. Clothing orders from brands such as Adidas and Decathlon are mainly from China and Bangladesh. Because Russia allows parallel imports, this is more just a logistics issue.

Russia's "Business News" reported that Russian shoe production is growing in the context of foreign clothing brand companies' departure. According to data from the Russian Advanced Technology Development Center, since February, this number has increased by 1/3. At the end of the early winter of 2012, Russian companies produced about 11 million pairs of shoes, and the output had reached 15 million pairs in May.

Yuspov, deputy director of the Russian Central Regional Development Center, said that the production of Russia can fully meet the needs of the Russians. The large -scale evacuation of foreign companies has not had a big impact on Russia's shoe industry. The delivery of foreign brands such as Nike, Adidas, Puma, and Converse has stopped since February, but their positions are likely to be replaced by existing participants.

Russian experts believe that in the future, it is most likely that Russia ’s own brand or China’ s Anta, Li Ning and Turkey Kinetix and other international sports brands are most likely. In 2021, China became the leader of Russian shoe imports. More than half of Russia's foreign shoes are imported from China, with a total value of more than 1.5 billion US dollars, and imports are almost twice that of Russia's domestic output.

Local sponsorship rise

Compared with the flexibility of ordinary people's consumption of daily sporting goods, the impact of Western sports brands have more complicated impact on Russian professional sports groups. Among them, as the two power brigades sponsored by Nike in the Russian Football Super League, Moscow Spartak and St. Petersburg Zenit have become a hot topic of Russian media in the next season. The Russian sports website "KICK" recently reported that the first was to continue to use Nike jerseys and find new partners. Second, Adidas is trying to return to the Russian market. If the return is successful, Adidas may replace Nike. The third is to cooperate with Joma, Jako, and Macron that do not stop working in Russia. The fourth is to wait for the Russian Super League to eventually take a unified sponsor. The article pointed out that in addition to Western sponsors, at least 3 Russian companies have sponsorship intention, the most competitive is the Russian local brand DEMIX. According to the brand's business manager of Sportmaster, the brand's business manager of Sportmaster, the company has discussed the possibility of cooperation with representatives of the Russian Super League.

According to the Russian "Expert" report on the 23rd, the equipment supplier of the Russian Olympic Games, the founder of the Russian local sports brand Zasport, Anandasia Zadrina And other companies that stop business in Russia. Zadorina said that many foreign brands have suspended a contract to provide equipment for Russian Sports Club, so this market is now open. "We have received many cooperation proposals and the requirements for making sportswear." ▲

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