Sports brands gradually withdraw from shopping malls

Fifty-six years ago, sports brands were the first choice for shopping malls. Nowadays, the proportion of sports brands in shopping malls has gradually decreased. Before that, some modern sports brands and Zihei Xin replaced some sports brands with outdoor brands; Chaoyang Joy City, Hualian Such as the gradual narrowing of the sports brand's operating area; First Grand Canyon, Beijing apm, Sanlitun Village and other shopping centers will adjust the position of the existing sports brand......

Taking Beijing Jinyuan Xinyansha mall as an example, the sports brand street on the third floor of the North District has always been one of the three major shopping centers that are most proud of. There are nearly 50 sports footwear brands in the entire sports region. . It is understood that when it opened in 2004, the proportion of sports brands and outdoor brands in the shopping centers was 6 to 4, from 2004 to 2008, each accounted for half of the total. From the end of the Olympic Games to last year, it became 4 to 6 and domestic Sports brand is only Li Ning family.

For sports brands, department stores are typical “snobbish eyes”. A sports brand official complained that when the sports brand was sold, the mall asked them to enter the market. The location can be chosen and the size can be discussed. "Now, we have difficulties, and the mall is going down."

It can be said that the gradual reduction or removal of sports brands is becoming a new trend in Beijing shopping mall brand adjustment.

In the past, sports goods had the most consistent consumer mentality and were most recognized by consumers. Therefore, sports commodities can maintain steady growth during the economic downturn.

Nowadays, sports brands are gradually losing their favor because it no longer fits in with mainstream consumer psychology.

With the development of economy, outdoor leisure and business leisure, including the rise of fast fashion, directly offset sports brands. Among them, there are more overlapping customers, and the former has stronger appeal and influence.

Therefore, overall, the current decline in sports brand sales is more obvious. In the next step, there are many brands that will take the old road of sports brands and change their status as consumers change their minds. For example, Kentucky Fried Chicken and McDonald's must have been the best locations in shopping malls. Now it has clearly changed. We must go down to the top floor, go to the food court, or go underground, and go around the supermarket to make a combination.

Because the brand inside the mall must change with the consumer's selectivity, purchase intention and changes in consumer characteristics. Because, changes in the mentality of consumers will directly affect passenger flow and sales.

In fact, when shopping centers choose brands, they will pay attention to two points. First, the level of consumer attention and popularity, such as sports brands and casual outdoor brands, the customer group has a great deal of overlap and overlap, and consumers are more concerned about leisure That is to say, consumers' attention to sports brands is declining, and their ability to pull passengers is declining, which naturally becomes the first choice for shopping malls.