Who Will Dominate The Sports Brand In 2019?

According to the world clothing shoes and hats net, in 2018,

The universe has come into being.

In the past year, apart from our familiar Nike, Adidas, Puma and so on, a large number of brands that had faded from the public view came back to win a place.

Compared to a year ago, the days of sports brands have changed several times.

And when the new year has arrived, how will the brands forge ahead in the universe?

From hurricane to melee, the world trend of "Sports Brand Universe"

In the 2015 year of the year, the sports brand industry has experienced three years of rapid development.

In the past three years, the original brand has begun to develop at an extremely high speed; the once dying brand has been revived again, and many of the brands that are not too hot can win the growth of high digits.

Behind the hurricane of three years, health and sports lifestyle and leisure and comfortable clothing demand have become the mainstream consumption trend of young people all over the world. Sports brands are sharing this industry dividend.

Over the past three years, there are more and more sports brand shops in Shanghai Huaihai middle road.

,

FILA, Puma, UA, Reebok, ASICS and so on have opened and renovated flagship stores here, and brands such as Reebok, Umbro, Joma, Diarora, which once fade out of sight, have been reopening their stores in the world / China, and once again occupy a place.

In the past three years, new technologies, new products and new gameplay have been emerging all over the industry.

Boost's strong rule, 4% and 4D's edge, Kanye, Rihanna and Virgil's strong entry, luxury brands try water trial, animated movie toys and other co authors are brilliant, the original relatively conservative sports brand industry has become brilliant.

Stan Smith, NMD, Creeper, YEEZY, THE TEN, all kinds of wonderful products and cooperation emerge in an endless stream, and such as N9000, PUMP FURY, and so on, have also harvested their own side of the world, all kinds of carefully produced joint names emerge in endlessly.

Things began to change in 2018.

This year, the industry as a whole has entered a period of adjustment, and revenue growth has entered a bottleneck stage.

The new top technology needs time to breed and debug to achieve mass production. Many hot marketing modes have gradually lost their new meaning, and the various color companies are unable to find out the alternatives beyond the layout.

From the consumer's point of view, the athleisure gale has been blowing for over three years, and many kinds of shoes have been bought. If the demand is not improved, if the product and marketing do not have new stimulation, it is hard for consumers to repeat the general desire to buy two or three years ago.

The industry's enthusiasm is gone, and dividends are gone.

The business indicators that can be done by fingers can now be bent down, so the 2018 year has become a year of testing the basic skills of sports brands. They need to rely on their own accumulation, marketing tools, channel diversity, retail form and ability to step up their revenue.

Or, let yourself avoid slipping.

No explosion technology, no explosive products, no super top new stars.

The whole industry lacks such superheroes, and can only rely on the "close combat" of meat to the meat.

In this industry background, we once again learned the strength of Nike, and once again realized the gap between Adidas and Nike.

This year, Nike, taking Sneakers App as the core, took the lead in entering the high-speed development period of the electricity supplier, far away from the pre emptive Adidas. Afterwards, Nike opened a new retail store in Nanjing East Road, Shanghai, and showed a completely different retail concept to consumers. Choosing Colin Kaepernick as the protagonist of "Just Do it" 30th anniversary highlights its strong courage, innovation and mastery in marketing.

After Virgil carried Kanye Kanye, the "close combat" of the company seemed to be inadequate.

In addition to signing up for celebrity endorsements, Adidas doesn't seem to know how to do marketing.

The development of e-commerce channels is also far behind Nike, and the Asia Pacific flagship store, which stands on Nike's 001 points, is even more modest and difficult to match its rivals.

The positive contrast of the two leading sheep directly reflects the overall change of the sports brand industry in 2018.

To tell the truth, if we really want to compete with the new products, Adidas's new products in 2018 will not fall behind the Nike trend. But in the case of the general trend of the industry is not ideal, if we want to sell products, we need a series of combination punches from marketing to channels.

The failure of P.O.D. is not simply "product failure", but the weak embodiment of the whole Go to Market. In contrast, in 2018, the new Nike of 1 AJ was launched from the marketing to the overall strength of the channel.

Speaking of AJ, this is a microcosm of the industry trend in 2018: there are no obvious breakthroughs in products, but relying on completely different marketing methods, diverse and interesting channel combinations, and continuous color matching and joint name, can still bring a lot of sales to the brand.

{page_break}

After the baptism of 2018, "electricity supplier", "innovative marketing" and "stronger retail terminal" will become the main battleground of major brands starting next year.

Products and technologies headed by 4% and 4D will gradually enter the main battlefield, but the lack of new product background will make the "basic skills" duel a top priority.

For the sports brand industry, 2017 is the eve of the storm; in the past 2018, heavy winds and heavy rain are everywhere, shuffling and adjustment are coming as scheduled. In 2019, the requirements of the industry environment for all brands will be higher and higher. The first batch of players who really lag behind will soon appear.

Focus on mainstream sports brand

Nike

Let's make a statement here: Nike's fiscal year is different from other brands.

Although the status of the world's first (market value & amp; revenue) has not been shaken for a long time, the overall failure in the past three years is the fact that Nike brand is undeniable. The brand lacks heat and explosions, and the growth of the North American market is weak. It can only rely on discounts to ensure brand revenue.

The most frightening thing is that in the past three years, Nike has almost lost the attention and interest of young people.

Virgil's entry into the game in 2017 allowed young consumers to start refocusing and pursuing Nike, which is of great significance to Nike and to a great extent regain the initiative in the popular design of sneakers.

And once we get the attention and momentum from Adidas, the rest is not difficult for Nike.

Although this year Nike still has no revolutionary breakthroughs in its new products (referring to NMD or Creeper), but excellent and robust business development, continuous optimization of retail experience, endless joint cooperation and the consequent diversification of design have already been able to guarantee that Nike will bring the Virgil Dongfeng back to the east wind vigorously and vigorously.

This year, Nike is better than ADI, and has won the construction and optimization of the channel to a large extent. Among them, Nike is the most important channel for Nike.

Channel, frankly speaking, this is a "fool knows important" thing, but Nike still can walk steadily in the first place in the industry, which is very embarrassing for peers.

In the eight parts of the dragon, Qiao Feng and metaphysics compete at the same time, but there is no mystery in the move. But Qiao Feng is still in the first place.

This year's double 11, Nike did not allow Adidas to narrow its gap with itself, even in the slightest.

Converse

Relying on Nike's continuous blood pfusion and its continuous construction of classic shoes, CONVERSE has consistently made good results in the 19 quarter of fiscal year two.

Compared with Reebok of ADI group, CONVERSE has a clearer position in Nike, and the product focus is clearer and more resources are obtained.

Adidas

People who are concerned about Adidas should have a deep sense of powerlessness.

In the latter half of the 2017, the potential danger and risk of German brands can be discern.

After the UB, there was no BOOST shoe that could carry the flag. The NMD fever quickly subsided. Stan Smith and Superstar fought too long. But the basketball stars did not have any new moves. The football teams were leaving one after another. Most people know that Adidas will have problems in 2018.

But the situation was not that bad at that time.

Dragon Ball jointly launched a new craze for Adidas. YEEZY 500 and 700 also exposed and won the heat. YUNG and FALCON have seen the strategy of ADI to deal with the trend.

Coupled with the long rumored sale of 4D, which is to be launched in 2018, Adidas's arsenal seems to be well equipped.

So in the year of 2018, everything was not so bad.

However, ADI lost speed and rhythm.

Although the joint name of dragon ball is controversial, product design is obviously controversial.

From the first exposure to the completion of the sale, it took nearly a year, and in the era of consumer tastes getting faster and faster, there was no control over the rhythm of this topic.

The early exposure of YEEZY 700 and 500 didn't rush out to grab the share when the old man's shoes were in the lead. 700, it was only in the second half of the 2018 year that it was sold on a large scale.

In the second half of the year, 500 and YUNG finally launched a full store of goods, and Nike was able to defend ADI's counterattack with M2K TEKNO.

The loneliness of 4D is even more regrettable.

4D's cold reception has little to do with the product itself.

Imagine what would happen if Adidas launched the 4D in 2016 when the heat was amazing.

Unfortunately, the first big sale of 4D caught up with the brand's heat slumping in the second half of 2018, coupled with high prices.

In 2018, capacity, cycle and all kinds of controllable and uncontrollable subjective reasons affected the rhythm and speed of the brand, and made Adidas struggling with a good hand.

For them, failing to withstand the first wave of Nike's counterattack, it may become more passive next.

The latest exposure of Mitchell is about to get the signature shoe, which is the best footnote for ADI's dilemma.

Reebok

In Adidas's earnings report, Reebok's performance was clearly mentioned. Reebok, who aspire to professional fitness, encountered a very embarrassing situation.

Despite its excellent performance in athleisure products, it has been growing for many years, but the direction of fitness products with brand efforts has not gone up or down, or even offset the double digit growth of the classic series.

Asics is a bit similar to the problems faced by Reebok. So far, Reebok has not yet fully confirmed that the road of brand selection is correct. The new brand logo of triangle is still far from the classic logo (vector).

Several important partners, Crossfit, Lesmills and UFC, can still be regarded as small groups, which are more difficult in China. One of the two most important markets in the world is not able to win the masses of consumers.

How to make a choice between fitness and leisure is the key to Reebok's growth.

Puma

At the beginning of 2018, everyone was making a sweat for Puma. After all, Rihanna, who had helped brands recover the decline, could no longer continue to shine. In the past three years, Puma has successfully established itself as the first woman sports leisure brand in many consumers' minds. However, in 2018, it was a bit ineffective and did not produce inspiring new women products.

The most intuitive embodiment is that Puma's revenue growth in footwear products in 2018 has returned to single digits.

Nevertheless, Puma's overall performance is still pretty good.

By the three quarter of 2018, Puma's revenue growth was very stable, and there was no sign of panic.

Adidas's neighbors are obviously well prepared.

According to the financial report, Puma's clothing performance has been greatly improved in 2018, making up for the lack of brand footwear.

And the same as Nike, although the new product is not strong enough, Puma has made great efforts in joint cooperation, from MCM to PEPSI, to BT21 in South Korea and Bobbi dolls at the end of the year, making up for the shortage of its own products.

{page_break}

In addition, Puma has not ceased its efforts in the field of professional sports, though this is one of the things that they are not very good at.

After losing Arsenal in football, Puma quickly added AC to Milan, and later announced that it would return to basketball.

Although for Puma, basketball business will be stable in the short term, it can provide enough attention and exposure to the brand.

And according to some rumors in the industry, Puma has also attracted some professional talents. In the next 2019 years, Puma is expected to do something.

Of course, Puma still needs to work hard to solve the potential problems on shoes.

UA

In 2018, UA's voice in the media was obviously much less.

Although Wall Street investors are still very concerned about their stock, but for Chinese consumers, this brand is not much topic this year.

The release of Rocky and brand names is the most high - light moment of UA throughout the year.

For UA, the more than 20 - quarter, to continue to adjust its product line (reducing unnecessary categories and speeding up sports and leisure development) is the top priority since 2018.

Before the improvement of the product, the decline of UA in North America is indeed difficult to turn over, and the growth of markets outside North America will also continue to slow.

Employees who survived this year's layoffs will remain apprehensive.

Whether shoes or clothes, UA urgently needs a product with strong market appeal for brand reversal.

Asics

In 2018, Asics decided to turn Asics Tiger into an independent brand and set up a brand store. In the year, it had to readjust its brand strategy.

After the three quarter of 2018, the Asics group lowered its annual forecast. Although the ghosts continued to maintain strength for many years, and no signs of ineffective follow-up, the Asics movement slowed down, and AT was totally unable to stand alone in the market. All of these affected the overall performance of Asics.

Adjusting the positioning and strategy of Asics Tiger as soon as possible is the next problem that Asics herself has to solve.

After sorting out the internal division of labor and line clearly, it is not difficult for Asics to resume growth again.

After all, Asics still shows great potential in terms of products.

Vans

Vans, which has long been regarded as a Buddhist brand, has become the largest pillar of the VF group.

Although Vans has never been able to get rid of embarrassment in the United States, it has always maintained excellent performance in China.

A lot of consumers who carefully observed Vans double 11 products even said that Vans did not try their best to fight for it.

For Vans, 2020 will be the planned brand new year (Tokyo Olympic Games).

Therefore, how to arrange the 2019 year plan is actually very interesting, because theoretically, from 2019, skateboard culture will be further popularized and developed, and Vans will play a bigger role in this world than before.

Anta

Anta group has become one of the most prestige names in the sports brand market in 2018, and its half year revenue has exceeded 10 billion yuan.

The 10 billion mark is the milestone index that all domestic brands want to achieve first. Lining once was the closest, but eventually Anta took the lead.

By the time of 2018 years, Anta had only spent half a year to realize the dream shared by colleagues in the industry.

"Multi brand strategy" is the biggest magic weapon for Anta to make such a wild rush.

Lining once bought all the brands such as Lotto and red double happiness, but failed to set up the brand positioning and target consumers, resulting in many brands failing to play a role and finally falling apart.

In contrast, Anta successfully found their location for Fila and Desanto, and used powerful channel resources, clear promotion strategy, supply chain and talent mining to help Fila to achieve a great burst after years of decline.

In 2019, we all looked forward to Desanto's ability to demonstrate its combat effectiveness in the Korean market. What is more exciting is how the new Anta Amer Sports will merge into the operation of the whole group.

Sports products and personages of the year

The most cost-effective: Fila Korea Disruptor

From a relatively small number of women's shoes, with the trend of the development of old shoes to become one of the hottest shoes in the world, the fever of Disruptor is no longer needed.

However, because Fila brand ownership is different in different regional markets, the pricing and styles of products are also different.

In China, where brand positioning goes to the middle and high-end, the price of Disruptor is above 1000 RMB, and at least 2 pairs of shoes can be purchased in Korea.

So buying the hottest shoes in Korea is definitely the highest cost performance.

By the way, Disruptor is the winner of this year's shoe section in FN. The industry is a very authoritative annual award.

The most successful sneakers Technology: Nike React

Many people are constantly discussing who is more comfortable with React and Boost, which is not important. As long as the Boost 80% level is reached, it is enough for React.

For Nike, they just need a brand new and good quality (rather than the best) midsole technology to help them develop their products and marketing strategies.

In 2018, from Nike Epic React to React Element 87, React React successfully played the role of "loader", helping Nike in the field of sports and leisure for the first time to give the Boost family a strong frontal block or even partial victory (of course, Boost's family slipped itself).

For this alone, React can afford the title of the most successful shoe technology in the year.

The most popular spokesperson of the year Cardi B for Reebok

Cardi B endorsed Reebok's announcement, basically blowing up all European and American sports shoes and fashion media.

The legendary experience of a striptease girl, a straightforward style of action, plus a series of brawling stories before and spicy chicken, who still do not know Cardi?

This move of Reebok has really come to the spotlight.

Of course, the professional level of Cardi B itself is also excellent, even if it is highly publicized, it will also have to be taken.

But I have to say that Guan Xuan's photos are very conservative.

Most disappointing sneakers Adidas Originals x Dragon Ball

The joint name of dragon ball and clover is enough to excite people, and the seemingly unrelated two brands (IP), in fact, have a high coincidence rate. Therefore, this joint name seems to stand directly at the gate of success.

However, the design of the product itself is far from the expectations of the public. Apart from Wukong and vs. Lisa, the other matching colors are not satisfactory in details and overall color values.

Not only that, the whole project is also very strange in the rhythm of the overall marketing, from exposure to sale, which took a whole year.

Finally, except for the first wave of Wukong and the good heat of the Lisa, the rest of the rest can only be said to be neither too hot nor too cold.

{page_break}

Best sneakers of the year Innersect 2018

In recent years, the sports shoes industry has been developing vigorously. At home and abroad, sports shoes exhibitions and activities are emerging one after another. New players enter the market every year.

Sole DXB, ComplexCon, Hypefest, Yohood, Sneaker Con are very influential regardless of their size.

But in 2018, the most successful individual is undoubtedly the second Innersect led by Edison Chan.

When you joke about it, they all say that similar sports shoes are often the first, the second peak and the third decline. Maybe this year is the golden age of Innersect.

This time, the most attractive part of Innersect is not just exhibiting the brand name, but the product and content brought by the brand.

Although the experience of various problems is still continuous, but this Innersect can still be regarded as the best in the year.

Annual most successful footwear YEEZY BOOST 350 V2 WHITE

There are many different standards to judge whether a sneaker is successful or not. Most people who play sports shoes like to measure the success or failure of a pair of shoes with the price of the two level market.

But since it is a summary of the industry, this "most successful" choice should also be considered from the perspective of brand revenue and strategy.

YEEZY 350 V2 this pure white color matching, not only to achieve the number of millions of sales and sell out quickly, but also to help Adidas achieve growth in revenue under adversity.

In this regard, white coconut has played the most important role in this year's shoe industry.

Of course, this dazzling light is also the masterpiece of this shoe (or even this shoe type).

The most successful marketing event of the year: Lining fashion week in New York

For Lining 2018 New York fashion week, many people remain dismissive.

But Lining has to say that the marketing of this event is the top.

Beginning with the early warm-up, Lining cleverly avoided the details of "Tmall China day". After the completion of the show, he did not overreport the evaluation and response of the foreign media, but arranged a large number of media in China to report the contents of Lining's fashion week in New York.

In terms of content, it is not a simple soft language arrangement, but more detailed interpretation and exploration, more in line with the "Fashion Week" positioning. At the same time, Lining also prepared adequate "Fashion Week" inventory, the first time to achieve pformation.

The above series of operations helped Lining improve brand awareness and product sales significantly, and attracted a large number of dealers to open new stores for Lining.

For sports brand, the three years of hurricane have passed, and 2019 has arrived. The difficulty of survival and development will be greater than usual.

Every time we bid farewell to the old year, we will always be looking forward to the next 365 days. How many new shoes, new play and new contracts will be waiting for us?

Let's see this year.

More interesting reports, please pay attention to the world clothing shoes and hats net.