Sports Brands Play Brand Alliance And Rush For Fashion.

Everyone is playing.

Joint names, but local sports brands need a little more to find a way out.

On the evening of November 24th, Canadian Chinese

Jason Wu went to the Perth Gallery in Beijing 798 for a show.

This is the third issue of Jason Wu and sports brand Fila, which is only released in mainland China, Hongkong and Macao.

The 67 sets of costumes shown in the show are divided into four color systems, all of which are Fila classic models, such as tennis skirt, Polo skirt, round collar pullover, etc.

Contrasting colors and flower pattern prints, it seems that though retro is not boring.

Fila Brian Yiu, head of China's mainland and Hongkong region, said in an interview with WWD that the target audience is targeted at young people aged 20 to 35 years old. "I hope they can reflect their lifestyle, not only as sportswear, but also for everyday wear."

The crossover between sports brand and designer is becoming more and more common, and even grabbed the fashion of fast fashion.

Recent concerns include the joint series of Adidas and Alexander Wang, as well as the collaboration between LV Jones design director Kim Jones and NikeLab.

Similar to fast fashion, the advantage of this cooperation is that it can create topics, drive sales, improve the overall image of the high-end brand line of sports brand, and enable more people to spend the high-end design which is far from normal.

In this regard, Adidas is the leading brand. In 2004, it launched a joint series of Adidas by Stella McCartney with Stella McCartney.

But as we have reported before, the most difficult part of cross-border cooperation is to find the balance between them. "Fashion brands want to integrate with sports brands, but sportswear is designed to meet certain functions. You can't pretend that you are sportswear."

Sportswear designer Varga said.

Anta Fila's recent performance has been good.

In the 2016 third quarter earnings report, the group first announced the operation of the non Anta brand, including the Fila acquired in 2009, the NBA that formed a strategic partner in 2014, and the Descente that had just formed a joint venture earlier this year.

These non Anta brand products are viewed as Anta's fast access to the high-end market from the mass market. In the three quarter, retail sales increased to 60% to 70%, of which Fila played a major role.

In the past 5 years, Fila's retail growth has been maintained at around 40%.

As of June 30, 2016, its stores, including the FILA KIDS independent store, had 687 homes. By the end of this year, the number will be expanded to 700 to 750, and the number of stores is expected to remain around 10%.

The sports industry in China is still regarded as a huge market that has not been reclaimed.

According to ICBC analyst Jianpeng Yu, last year, the sports industry accounted for 3% of the total GDP value in the United States, while it accounted for only 0.7% (474 billion yuan) in China.

Although there are many opportunities for sportswear and equipment market, the overall share of local brands is still far below that of foreign brands. In 2015, the share of Nike in the domestic market reached 17.4%, Adidas accounted for 16%, while the largest local brand Anta accounted for only 9.9%.

At present, the main way for Anta to seize the market is to introduce foreign brands.

As to whether this strategy can continue to work, the attitude of analysts is uncertain.

Fitch said in a report, "due to increased competition, lack of flexibility in pricing strategy and rising labor costs, small domestic manufacturers will face increasing pressure on earnings in the next 5 years."