Adidas Dig Feet Fast Fashion Has Become An Important Counterweight For Sports Brands.

< p > the introduction of fashion brands and increasing the proportion of fashion products has become an important counterweight for sports brands.

A few days ago, Adidas, a sports giant, said that it had already dug up some talented people from fast fashion brands such as H&M and ZARA, hoping to become faster.

The industry believes that the pursuit of product design and faster shelves, from its sports and fashion products sales in the Chinese market growth is obvious.

But in order to save costs, China has been moving factories for a long time, obviously slowing the pace of Adidas.

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Gao Jiali, managing director of Greater China in Adidas group, P, believes that sports and fashion can bring growth to Adidas.

In fact, last year, Adidas achieved 15% growth in China's second largest market, which is the result of the pformation from sports to fashion.

< a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > independent review of the clothing industry, said Ma Gang, from the data released by Adidas in 2012, the performance of its professional sports series is weak, which is in line with the general trend of the sluggish sports industry, but the sales of its fashion series have many bright spots.

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At the same time, Adidas's old rival Nike also suffered a slowdown in growth and reduced orders in China in P.

In Ma Gang's view, the market performance of Nike and Adidas in China proves that the enthusiasm of consumers for sports products has changed from functional to leisure fashion. "The whole sports industry, products of professional category are already saturated."

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< p > although Adidas has already tasted the sweetness of being more fashionable, it is still uncertain whether it can really get as fast as fast fashion brands.

According to industry insiders, the turnover period of fast fashion brand goods is usually 20 days, while sports goods are 40-50 days, or even longer.

Digging feet from fast fashion brands such as H&M and ZARA means Adidas wants to make products update faster.

However, as a light asset sports brand, in order to save labor costs, Adidas shut down a factory directly under Huawei last year.

Earlier this month, Adidas built a new distribution center in Tianjin.

Unlike Suzhou's distribution center, Adidas will buy land.

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< p > > "one pass and one opening" is considered by Adidas to be a choice of cost saving considerations, while the efficiency of distribution centers is not high enough to make factories in China faster.

From this point of view, Adidas's move is "at the expense of time for the advantage of commodity prices", contrary to the original intention of "fast".

In Magang's view, if Adidas wants to learn fast fashion, it needs a structural change.

For example, the relationship with suppliers, the proportion of their own warehouses, or so on, or just imitate the missiles with grenades.

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Zhang Qing, founder of the P sports consulting company, said that China's "light sports" consumer market is very large. Under the background of huge demand in the market, the fashion pformation of Adidas and other sports brands will become more obvious.

But this change is also seen as one of the reasons for brand homogenization and high inventory.

In Zhang Qing's view, as a sports brand, products must be "able to stand up" on professional functions, and then deduce from fashion to get consumers' recognition.

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