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Launched style brand, and improve the proportion of fashion goods, sports brand has turn out to be a vital weight contrarian break. Lately, sports giant Adidas brand that has grown from H & M and ZARA and other fast fashion brands dug some talent, hope I can turn out to be faster. The industry believes that the pursuit of product design and shelves faster, from its sports fashion goods sales in the Chinese market increased significantly. In order to save costs, but had only direct factory moved to China will obviously slow down the speed of Adidas. Adidas Group Managing Director Greater China high Skyline believes that sports can give Adidas brings fashion driving force of growth. In fact, in the past year, Adidas in China, the worlds second largest market to achieve its 15% earnings growth, it is a stylish transition from sports results. Independent commentators shoes and apparel industry Magang said that from Adidas previously published 2012 data, its professional sports series products weakness, and sports industry downturn trend in unison, but its fashion products sales there are many bright spots . Meanwhile, rival Nike Adidas in China also suffered a slowdown, orders decreased. In Magang opinion, Nike and Adidas in Chinas market performance shows that consumer enthusiasm for sports products has begun to casual style from the functional areas of transformation, "the entire sports industry, professional category of products is already saturated." Although Adidas has made more stylish tasted the sweetness, but its ability to fast fashion brands, like really really fast it still is unknown. According to insiders, fast style brand goods turnover period is generally 20 days, sporting goods is 40-50 days, or even longer. From H & M and ZARA and other fast style brands digging feet, meaning Adidas hopes to make the product update faster. However, as an asset-light sports brand, in order to save labor and other costs, Adidas closed last year only one affiliated factory in China. Earlier this month, Adidas in Tianjin to build a new distribution center. With the use of leased land distribution center in Suzhou different, Adidas will purchase land construction. "An off and on," is considered to be Adidas MaGang cost considerations in the choice made, and the distribution center would not have put another high efficiency factory is located in China commodity turnover faster. Only from this point of view, Adidas move was "at the expense of time in exchange for the cost of commodity price advantage," and demand "fast" contrary to the original intention. In Magang opinion, Adidas To learn from fast style is needed is a structural change. Such as partnerships with suppliers, the proportion of own warehouse, or just mimic a grenade missiles. Key way sports consulting company founder Zhang said that Chinas "light sport" consumer market is large, there is a huge demand in the market backdrop, Adidas and other sports style brand transformation will be more obvious. But this change has also been seen as a cause brand homogeneity, high inventory one of the reasons. In Zhang appears as sports brands, products must be in the professional functionality to "tenable" and then to the style aspect of interpretation in order to be recognized by consumers.
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