Are sports theme stores clustered by sports brands under the impact of e-commerce all right now?

SPORT 100 (Sports 100) Shanghai Daning International Store closed recently because of the expiration of the lease contract. Reporters call SPORT 100 to confirm the news. Data show that the store entered Daning International in 2006, occupying two floors as the secondary main store, with an area of about 8000 square meters.
Other SPORT 100 outlets, including Bailian Shimao Store, Laifushi Store and Zhou Pu Wanda Store, show the status of & ldquo; closure / closure & rdquo. SPORT 100 staff responded that, except Bailian Shimao store will be reopened, other shops are now operating normally. Lianzhang Telephone Connection These shops are either unanswered or empty.
Established in 2000, Sport100 is a multi-brand large-scale retail concept store that integrates sports, leisure and fashion shopping. Hundreds of well-known sports and leisure brands at home and abroad, such as Nike, Adidas, Kappa, Puma, Reebok, Fila, Levi & #39; s, Lee, Converse, Wilson, Yonex, Li Ning, Anta, etc. Sku tens of thousands, as large as fitness massage equipment; to the ball and badminton racket; small as protective gear, playing chess pieces, etc., all available. According to its official website, more than 30 large-scale chain sports cities have been opened in the first-tier cities of China, such as Beijing and Shanghai.
E-commerce shocks are the main culprits?
Just last October, Dongchuan Sports City, also a sports theme store, ended its sporting goods sales myth for about 15 years. You know, in early 2000, the first world-class sports brand in Guangzhou will basically choose to enter Dongchuan famous sports city, which was once a famous sports brand gathering place in Guangzhou.
After standing for so many years, it can not withstand the impact of e-commerce. Some netizens commented on the incentives behind the closure of Dongchuan Sports City. Indeed, the rise of e-commerce has not only changed consumer habits, but also increased the sales channels of brand operators.
NIKE, Adidas, PUMA, FILA, NewBalance and other foreign sports brands have successively established flagship stores in Tianmao, Jingdong and Materialism Club in recent years, with good performance. In Taobao Search for NIKE, the top three items are from the official flagship store of NIKE Skycat. The most popular sport shoes sold nearly 6,000 pairs in the past month. Local brands such as Li Ning and Anta have also been developing their e-commerce business. In recent six months, the sales of Li Ning's e-commerce business have more than doubled year-on-year, and the sales of Anta Sports E-commerce have increased by 50% in the second quarter.
Brand Opens Large Flagship Stores to Reduce Rent Pressure
More and more sports brands are starting to build flagship stores. The most famous is Huaihai Road in Shanghai, which has formed a high-end sports brand gathering area. Adidas and Nike are located here in the largest experience stores in Shanghai. American sports brand Andama and Japanese sports brand Arthur also open large stores here. It is reported that Puma, a German sports brand, will soon open its biggest store in Shanghai.
Li Ning opened the largest flagship store in Sichuan and Chongqing and the most complete flagship store in southwest China on Chunxi Road in the center of Chengdu. Similar to Nike Adi, the store not only sells goods, but also provides sports experience. On the fifth floor, there are basket, runway and gym facilities.
Self-help or final rescue straw
One of the sport theme stores, which seems to be in decline as a whole, is living very well. Taking advantage of China's & ldquo; National Fitness & rdquo; hot to break through the encirclement with high cost performance and more professional segmentation products, it is said that the French sports goods retailer Di Canon.
According to its latest global earnings report for 2016, the group's global revenue exceeded 10 billion euros, up 12% year-on-year. In terms of the number of stores, China has 214, making it the second largest market after France.
China is one of the most important markets in Dikanon, not one of them. This is the comment of the founder of Di Canon on the Chinese market.
Also selling sports products, there are tens of thousands of sku, why can Di Canon sing all the way? Because he has over 90% of his own brands. ” Some analysts say. He is no longer a mere & ldquo; Sports City & rdquo; or & ldquo; Sports 100 & rdquo; Collection Store. The latter, more like Department stores, has always been acting as & ldquo; second landlord & rdquo; platform business. The management and control of the brand is very vulnerable to external factors such as brand performance, rent and so on.
With its super high proportion of self-owned brand, Dikanon gradually occupied the sports theme market in China. Chinese customers have increased by 34% in 2016. It is noteworthy that Decanon China flagship store Shanghai Flower and Wood Mall and all new stores opened in 2016 have achieved 100% independent brand. And it is expected that by 2020, 100% of all Di Canon China's shopping malls will sell their own brand products.