Sports Shoes And Clothing Market Is Facing Challenges, Fast Fashion And Overweight Sports Market.

< p > > a href= "//www.sjfzxm.com/news/index_c.asp" > Adidas < /a >, Nike, the two foreign sports brands most familiar to Chinese consumers, now also face the problem of performance growth in the Chinese market.

At the same time, the NewBalance has become a dark horse in the industry, attracting more and more consumers' attention.

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< p > < strong > > the two giants are /strong, /p.

< p > although Adidas's performance in China's emerging market is still growing, data has already described the "fatigue" of the slowdown. This year, Adidas has lowered its annual performance forecast for the two time.

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Nike, which announced its performance a month ago, is even more unsatisfactory in the Chinese market. In the first quarter of the new fiscal year (up to August 31, 2013), China's market revenue decreased 3% compared to the same period last year.

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Except for the macroeconomic reasons such as the economic slowdown and exchange rate changes, P, a researcher in the economic consulting and retail industry of CITIC Group, pointed out that because of the "a href=" //www.sjfzxm.com/news/index_c.asp "sports brand industry < /a > growth has entered the bottleneck stage, the traditional brand breaking out has been laborious, and the high storage problems of the domestic sports brands, Adidas and Nike are also hard to escape.

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< p > < strong > > a href= "//www.sjfzxm.com/news/index_x.asp" > running shoes < /a > industry dark horse < /strong > /p >

< p > even if the industry is slowing down, there is no shortage of black horse.

"The small partners around us now prefer NewBalance", which is the discovery of Miss Li, a consumer.

As an ordinary consumer, Miss Lee first considered the trend and style of sports shoes, followed by comfort.

According to her introduction, since this year, Nike on shoes rack has followed the pace of small partners, and has changed to NewBalance.

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Miss P's discovery is no accident.

Compared with Nike's 23 years' entry into China's US brand NewBalance (hereinafter referred to as new Bai Lun), there are 313 new stores nationwide this year.

The number of stores is a barometer of the industry's performance.

It is reported that the sales volume of new hundred Lun is also doubling.

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Less than P, careful consumers will find that the category of new Bai Lun is far inferior to Nike and Adidas. However, "new product" caters to the trend of young people. "Compared with Adidas and Nike's all-round development mode, Ruan Bai Xin, from the beginning, has positioned the new" Bai Lun "in the subdivision of running shoes. With the popularity of running sports, it has effectively grasped the change of consumption trend.

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P fashion brand has become an upsurge in sports.

According to recent news, H&M has applied for the protection of a brand new LOGO "S" in Europe, and will launch a brand-new sports concept brand in 15 countries next year.

On the H&M side, it is pointed out that independent sporting goods stores are not allowed to operate.

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< p > H&M also indicates that this exercise has greatly enhanced the sports function of sports products.

Compared with previous appearance on Wen's Internet, H&M's "ambition" in the sports field has been reflected more clearly in this move.

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< p > however, some analysts also say that fast fashion brand is not professional in sports, and it is also difficult to break through in the later stage.

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