Sports Brand "Absent" The Mixc Foreshadowed Industry Insider

　　新开的万象城已在杭州人口中热议不已，有细心的百货店同行回来之后悄悄问我：“发现没有？万象城里的运动品牌很少，除了耐克360和Puma入驻尚泰百货，其他全线缺席。”

The absence of sports brand in the Mixc may be just the beginning. It is fortunate for many sports brands to stay in other department stores in the city. Most of them are facing the situation of brand shrinkage and sales decline.

Two years after the Olympic Games, the consumer outlook of consumption is quietly changing: to exercise more leisure, do not like sports goods without a sense of fashion...

Nowadays, many sports shops have already reached the "fork in the road".

  　　  运动品牌“缺席”万象城，也许只是个开始

Is the Mixc no need for sports brand?

This is not the case. The sports floors of other department stores in the city also say: "after the Olympic Games, sports brands are becoming more and more difficult to do."

Another sports mall official revealed that in the past year, more than 20 pure sports brands have been kicked off, and many brands that have taken the leisure and trend line have been introduced.

"MIZUNO is not closing 200 stores in China. Many sports shops are also shrinking. Now everyone likes leisure sports."

A good "leisure sport", last month, Lining's fashion leisure sub card was stationed in Hangzhou. He opened the counter in Qingchun Yintai and West Lake Yintai. It was said that it was designed by foreign designers, almost the same period. Lining also plans to launch the Kids (children) series in a grand way, and the shop opening plan is scheduled for July.

Lining is not the first brand to do so. Nike and Adidas have been promoting their leisure and Kids series for a long time. Both Nike 360 and Adi clover are in full swing. Nike basketball stores also sell limited edition and fashion goods, Kids stores have fewer competitors, and profits are also very rich.

These actions seem to be "dishonest".

Yes, they are all entangled in the "three fork road". On the left is a series of more interesting leisure and life. On the right, there is no Kids market with fierce competition and lucrative profits. While the middle road of pure sports is still at its best, it is the most difficult one to walk.