Is there a future for a sports brand that will not open a super store?

Since Adidas opened its first nearly 4,000 square meter global brand center in Taikoo Li, Sanlitun, Beijing in 2008, major domestic and foreign sports brands have started a "war" for super stores. Li Ning, Anta, NIKE, Skechers and other brands have their own unique tricks. They have opened brand centers, concept stores, flagship stores and other large retail stores in large shopping malls and important intersections.

　　 At the same time, brands are accelerating the deployment of large stores across the country. Megan Zhang, senior vice president of SKECHERS brand and products, said in an interview with Winshang.com that more super stores will be opened in 2021, and the number of super stores is expected to reach 400 by the end of the year.

Therefore, Yingshang.com selected 6 brands that opened large-scale stores in the first half of this year based on the popularity of sports brands, store area (500 square meters and above), opening time (in the first half of this year), and store characteristics: Li Ning, FILA, Disante, Vans (required area: 80-150 square meters; Representative projects: Zhengzhou Dennis Qitiandi, Chongqing Xinguangtiandi, etc.), NIKE, Skechers, will analyze large-scale displays from visual display, layout, and location selection. Interpreting the characteristics of the store and interpreting the brand's considerations when opening large stores.

　　 Sports brand large stores

　　 never leave its ancestry

　　 Regarding store openings, brands generally plan in advance, and for large stores, they will be deployed earlier. “Generally, it will take about one year for the store design and construction to be completed after the location of a super large store is determined, not to mention that it needs to be negotiated internally before then.” Visual marketing expert, Adidas Sanlitun Taikoo Li Global Brand Center visual display Xi Yulin, the person-in-charge and zebra visual display instructor, said so.

　　 In addition, the brand will also formulate a suitable store strategy, not to blindly expand and follow the trend. Skechers has consistently followed its 4R store opening strategy for many years: Right place, Right person, Right timing, Right products (right place/right audience/right timing/right products).