Nike'S Store In Tongzhou Has Been Replaced By Uniqo

The problem of sports brand P not only comes from itself, but also the impact of fast fashion.

Nike's first flagship store in China, located at APM shopping center in Wangfujing, Beijing, is about to quit after the lease expires, replacing its fast fashion brand H&M.

Prior to that, Nike's store in Tongzhou was replaced by UNIQLO.

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The flagship store of P Nike opened in 2007, covering an area of 1100 square meters, occupying three storey shops on the street.

According to Beijing APM, Nike has a good sale and a willingness to renew, because of its good location. But APM prefers young and fashionable brands.

It is revealed that after the withdrawal of Nike, the fast fashion brand H&M will enter.

In the industry's view, the sporting goods industry is still hovering at the bottom of the valley, even if the international first-line brand, the appeal to consumers is also declining.

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< p > more importantly, consumption patterns are changing.

Zhang Qing, the founder of sports consulting firm, believes that sport has not become a mature lifestyle in China. When facing a real leisure fashion brand, the brand loyalty of the former will be reduced and the market will be easily divided.

Although Nike regards China as its important high growth market, the second quarter of 2013 (2012 9-11) showed that its sales in China ranked 11% in the world.

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Prior to "P", Nike announced that it plans to open 40-50 new factory stores this year, and that the price of the products will be 3-4 discount.

The scale of its opening is far more than that of the past. The new store will also extend from the first line to the two or three line market. It is not only Nike, but also Gao Jiali, managing director of Adidas Greater China, has said that this year's business focus is to expand the number of shops in small and medium-sized cities. 2/3 is located in small and medium-sized cities in 800 newly opened stores in China.

Moreover, by 2015, Adidas plans to enter more than 1400 small and medium-sized cities in China.

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