International fast fashion is constantly withdrawn, sports brands follow the trend and grab the offline channels

China Commercial Daily (Reporter Zhang Tao) In recent years, the consumer environment has changed dramatically. The once -popular international fast fashion brand is accelerating the withdrawal of offline channels. The sports brands that have further risen in the new crown pneumonia's epidemic have risen to the beach and become the emerging of major shopping malls. Main force.

International fast fashion is out of favor

Recently, on the first floor of Daxingtian Street, Longhu Beijing, a reporter from China Business Daily saw that the domestic sports brand Anta replaced the international fast fashion brand GAP costume opening. The Anta store was originally located on the second floor of Daxingtian Street, Beijing, Longhu, and the location was not conspicuous. GAP has settled in a more eye -catching position on the first floor of the mall since the opening of the mall. It was one of the most important fast fashion stores in the mall. Today, the situation is reversed, and GAP exits sadly. Anta later lived up and replaced. The new store not only has a larger operating area, but also more cool.

And this is just a microcosm of the international fast fashion brand's performance in recent years, and has shrunk the front and even withdraw from the Chinese market. Recently, ZARA's sister brand Bershka, Pull & Bear and Stradivarius all issued closed store announcements in its Tmall flagship store: From July 31, 2022, brand online stores will stop selling products. This means that these three brands will officially withdraw from the Chinese market. On March 31st this year, H & M's official Monki Tmall official flagship store closed stores. At the same time, the brand's last offline store in China was permanently closed. On June 24, H & M closed the first mainland store in Shanghai Huaihai Middle Road for 15 years. GAP has also been closed in Huaman stores in recent years. In Beijing alone, GAP has closed the first store of Wangfujing APM, Xidan Dayue City flagship store, Yidi Port Store and many other important stores. In 2021, OldNavy, the main brand of GAP, directly announced the withdrawal from the Chinese market

Relatively speaking, Japan ’s fast fashion giant Uniqlo is much better, but it has not avoided closing closing. According to Uniqlo's parent company disclosed in the fiscal year of the 2022 fiscal year, Uniqlo's sales income in the Chinese market declined and temporarily closed 133 stores in Greater China.

"The times have changed, and those old brands can no longer keep up with the current trend." He Yi Conside founder Ding Yan told the China Business Daily reporter that the international fast fashion brand that entered China in the early days attracted the matching consumers of the 80s, of which Some brands of products are not good enough, and lack of rapid design capabilities and fabric research and development capabilities, that is, it is lively. Now, as the Chinese market brands are increasing, these old brands cannot keep up with the era of product design and quality, and cannot meet the needs of post -90s and post -00s. It is an inevitable result to be eliminated by the market.

Ding Yan believes that the speed of fast fashion iteration is greatly accelerated now. In the future, only brands with efficient low -cost design capabilities and product research and development capabilities can be invincible in the market.

Sports brand goes up

The persistence of the epidemic has made consumers pay more attention and attention to health, and this also brings good favors to sports and leisure brands, and promotes related brands to accelerate expansion. At present, offline sales channels have a significant trend of rapid fashion backward and sports and leisure brands.

Taking the well -known shopping mall APM as an example, the fast -fashion brand ZARA and GAP have all been the main stores, occupying the best positions on the street, but in the past two or three years, in the upgrade and adjustment of APM, ZARA and GAP have all been both. Become an adjusted object and withdraw one after another. Anta's brand FILA's first global concept store and KOLON's first flagship store and internationally renowned beauty brands have been replaced one after another, and the best street facade at the APM position is opened.

The same is true of Longhu Beijing Daxingtian Street. In the past year, through brand adjustments, the store has greatly increased the proportion of sports brands, including Decathlon, Nike, Anta, Li Ning, Adidas, Undrarmour, Champion and other well -known domestic and foreign brands. A sports and leisure commodity matrix that can meet the needs of all customers.

"Longhu Beijing Daxingtian Street plans to create a super large shop cluster for retail brands, introduce first stores, content stores, and flagship stores in the area, and renewed through continuous branding to enhance the influence and adsorption of the project in Beijing South City." The relevant person in charge of Longhu Group told China Business Daily that, based on this, Longhu Beijing Daxingtian Street has upgraded the newly popular sports trend brand in the current market. In addition to the expansion of the area of ​​the area with the largest full category in the regional shopping center, in addition to the expansion of the shop area, it also introduces richer goods resources and promotion resources.

Many well -known commercial streets have also attracted passenger flow by introducing sports brand flagship stores or first stores in the upgrade and transformation. Last year, China's largest global flagship store opened at the best position in the north extension line of Wangfujing Street, Beijing, and became a landmark store on this street.

"This kind of replacement began five years ago." Ding Yan told China Business Daily that the mall is more willing to give the "national tide" that is preferred after 00 after 00, such as Li Ning and Anta. Ding Yan said that the domestic trend brand of these sports has continuously improved the product power of design and research and development in the past three years. In addition, the high hairy profit of sports brands can also bear a relatively expensive rent. In contrast, fast fashion, such as GAP, not only does not match the quality upgrade of the mall, but also does not match the diversified commodity and one -layer revenue optimization of commercial products. "In the past two years, the proportion of sports products has increased significantly because of the epidemic and consumption upgrades." Lai Yang, Dean of the Beijing Beijing Business Institute, told the China Business Daily reporter that this first benefited from the willingness to exercise consumer exercise. Essence Secondly, sports are becoming a very fashionable and cool trend expression and concept. At the same time, the design sense and fashion of sportswear are also increasing, which is loved by consumer groups.

The continuous emergence of sports trends has promoted high -speed growth of sportswear sales. For example, Anta and Li Ning, a domestic sports brand that focuses on the concept of national tide. In 2018, 2019, and 2021, Anta's annual revenue increased at about 40%, and the profit increase exceeded 30%; Li Ning's revenue increased in 2019 by 32%, and the revenue increase in 2021 was even as high as 56%.

Under such a high -speed growth situation, high -quality sports brands accelerate the offline layout, and more experience stores need to open more experience stores to show the brand image, enhance the consumer experience, and drive further sales. Based on the needs of attracting traffic and promoting sales, offline malls are more willing to leave high -quality resources to sports brands.

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