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At the Nike Inc. global headquarters, young actress Zhong Chuxi saw the 2020 spring series of Jordan brand women's products in real time in Nike. This is not a very good friendship with Zhong Chuxi. For the first time, she tried on Jordan's sneakers, but this is the first time that she has seen this brand known for professional sports to launch women's fashion clothes. Colourful colourful collocation, advanced comfortable design and tailoring, for a moment, she did not know where to look. "It's really fashionable!" Zhong Chuxi sighed.

In January 10th, Nike group's sports brand Jordan officially released the 2020 spring series of women's products worldwide. But this release is somewhat different from the past, because the Jordan brand women's category launched the street fashion dress for the first time besides sneakers. Meanwhile, brand sales also exceeded the $1 billion mark, ushering in a new change.

According to official earnings reports, in the second quarter of November 30, 2019, in the 2020 fiscal year ended November 30, 2019, the Jordan brand parent company's overall performance exceeded analysts' expectations, sales grew 10% to 10 billion 300 million US dollars, net profit rose 32% to 1 billion 100 million US dollars, and the group achieved strong growth in all regions, especially in the Greater China region, showing 20% sales growth to 1 billion 847 million dollars. Jordan, the star brand of Nike group, is also one of the great heroes. Its performance in North America and the international market is good, and sales for the first time break through the $1 billion mark. The outgoing Group CEO Mark Parker attributed the recent success of Jordan to its female business.

Women's business is shining, and sales in the Greater China region remain high. Jordan has become a hot potato in the eyes of the group and analysts. They are optimistic about the expansion of their female business, and expect that this business will lead it to a new stage. The popularity of consumers, the redness of the street trend and the magnificence of the Chinese women's trend market have long led Jordan to see the future. Andrea Perez, vice president and general manager of Jordan women's category, said: "female consumers have a strong passion for Jordan brand, and so do in China."

The 2019 sports consumption trend report released by Tmall shows that with the arrival of the 2020 Tokyo Olympic Games, Chinese people are becoming more and more fond of sports. Only 400 million sports enthusiasts in the Alibaba economy have gathered. It is noteworthy that in the report, the number of female consumers has surpassed that of men. In 2019, more than 54 million people bought Yoga equipment through Tmall platform, of which women were the majority, the participation of women in sports increased significantly, and the consumption of sports increased by 38%. This is why Fila, Skechers, a sports brand that originated from the professional sports market, has increased the female product line in China every year.

In mainland China, the market has also produced Particle Fever (particle craze), Maia Active and other Chinese designer sports brands that serve China and even Asian women. The above two brands made a lot of attention in the capital market, and they also received a lot of olive branches from investors.

At the same time, Chinese women's enthusiasm for street culture is still high, and they are becoming the upstart of tide brand consumption.

For example, Chinese consumers are most familiar with street culture trend brand BAPE A (the full name is "Ape Bating Lukewarm in Water"). It relies on the retail operation of I.T group and continuously exposes the exposure of joint names. It has become a trend breaking circle, a popular trend brand, and has become one of the largest gold sucking brands of I.T. In 2018, BAPE derivative derivative BAPY brand entered the Chinese market. "Aape helped I.T open up a large part of the Chinese market, and founded a strong sales network and retail resources, so the establishment of BAPY BAPY is now a time to take advantage of all available resources and seize the opportunities in the female market," Chen Weiming, Chan's creative director, told BoF.

The I.T group's decision also applies to brands that want to enter the Chinese women's market with street apparel. In recent years, the success of the "chao chao" brand has attracted the attention of female consumers. The number of women tide brands on Taobao is increasing. Fashion sheets, such as overalls, sports underwear, pilot jackets and so on, also represent the aesthetic of Chinese women.

"We really want to be able to match our own street Look, like boys," a Air Jordan senior Chinese female fan told BoF. The Jordan that sneakers into the hearts of the people is not the sport brand that first entered the women's fashion market. The clothing advantage is not obvious. The brand wants to open up a new trend in fashion oriented women's fashion apparel, not just sneakers.

Jordan has turned street fashion into a new way of developing women's fashion market. Prior to that, the joint series of Fenty launched by American pop star Rihanna (Rihanna) and Puma is a good example. Although Street clothing is initially a social movement that runs counter to fashion trends, it has become a part of mainstream culture, especially in the luxury sector where women are the largest customer groups.

Dapper Dan, famous for its luxury products, has now become a Gucci brand ambassador and partner. Kith, a street apparel retailer, has cooperated with Versace. In 2017, Supreme sold 50% of its shares to Carlyle Group, a private equity firm, followed by a Supreme valuation of $1 billion. Even though many women do not know who is Dapper Dan or what Kith is, most women consumers are familiar with Gucci and Versace.

Not long ago, Dior Homme 2020 spring and summer series show, Kim Jones, creative director of Dior men's wear, officially released the brand and Jordan brand cooperation shoes, Dior x Air Jordan 1 High High. The birth of this shoe coincided with the 35th anniversary debut of the "men's wear show" and the first appearance of the men's wear show in the United States, which is of some significance to both sides. The shoes are made from Italy made technology, and the shoes are made up of Dior Gray and Gray. The Jump Man Wings logo is printed on the upper and marked "Air Dior". Soon after the release of shoes, many women consumers were brushing up their circle of friends, and people were concerned about the boldness of Dior. People were also concerned about whether the fashion of Air Jordan was successful. But it is undeniable that this pair of shoes is estimated to be "hot search" physique, will be two levels of market panic. Hong Yiling, founder of Canal St., Kennedy street, said: "the cooperation between Dior and Jordan is successful in terms of business operation."

Cece is a fashion editor who rarely purchases fashion clothes and sports equipment. She said, "for the first time you see these shoes, you want to grab them." Owhat, Jalouse China, vice president of content center Rita Lo, said that women, especially Chinese women, are still "visual animals" in the face of current trend products: "pluralistic, irrational and face value first". First of all, goodwill is the first, followed by the establishment of a "Empathy" relationship with women.

Fashion and sense of function have always been emphasized by Jordan in the new series. These two will also let a female consumer who is not so familiar with the brand spirit enter the store to see, try and put orders, no longer through the introduction of the people around him. This fashion strategy is to turn passivity into active understanding of brand stories and empathy.

Since NBA star Michael Jordan arrived at Nike and launched Air Jordan series products, the basketball and sports shoes industry has undergone tremendous changes. Every year, the brand has a Air Jordan generation shoes (Air Jordan 1 to 33 generation Series). This is the annual event which started in 1985. Every time the new product show attracts more and more consumers, media and professionals, there are also many women. In fact, the brand has launched a Grade School style for women, that is, big children's shoes, but they do not satisfy the needs of the female market.

In October 2014, Nike group released the "Nike Women" strategy, then launched a series of marketing aimed at female consumers in 2015: "Better for it". In 2019, the group's attention to women went to a higher level. The Nike brand launches women's sports underwear for women's "real problem solving", as well as the group's incentive to new generation of female athletes. It has designed 14 sets of national uniforms for the FIFA Women s World Cup, and has reached a three year cooperation agreement with UEFA Women's football team. In the five year plan as of 2020, Nike set the female business as a breakthrough. The goal is that within five years, the revenue of women's products has increased from US $5 billion 700 million to US $11 billion, occupying 1/5 of total revenue.

The most surprising of these plans is that Jordan decided to launch women's products in 2015, and the first product line of women's products was launched in 2018. At first, the Air Jordan, which advocated the competitive sports spirit and the name of basketball in the basketball world, is the spiritual symbol of street boys. Now it also strives for its own shoes for girls.

Jordan's competitors also take the female market as a new growth point. In 2013, Adidas launched the women's shoes project from the perspective of sports sisters' Union under the theme of "advertising All In for My Girls". After that, its business grew exponentially. Today, the brand is cooperating with the popular star Dua Lipa and the Karlie Kloss with an entrepreneur and model identity. The Canadian yoga clothing brand Lululemon, founded in 1998, adopted niche marketing strategy to cut into the market of yoga clothing and locate the specific consumer groups of sports women with white collar. By identifying and creating the trend of products, the sports and leisure craze has been on the rise in the Chinese market. All of these are putting pressure on Jordan and even its Nike under the same company.

"Attracting young women and turning them into customers is the goal of all brands and companies, but I think the street apparel industry is doing fairly well in this respect," said Chris Black, founder of Done to Death Projects, a creative agency co operating with brands such as Stussy, Woolrich and Converse.

Data from retail analysis firm Edited show that men's products now account for 61% of the street apparel market. In stark contrast, data from NPD group, a market research firm, show that women spend three times more on clothing and other goods than men. Women's fashion clothing market has vast space, especially China, which is the opportunity for Jordan to take a fancy.

Although many street clothing brands and sports brands sell men's and women's wear at the same time, female customers often complain about incomplete sizes, limited colors and no sense of form on online forums and social media.

How to break the differential treatment brought about by male dominance, all brands in the industry, especially Jordan, need to think more. Women's posture and understanding of fashion are often different from men. Only wearing a loose men's clothes is not what consumers want, and Jordan does not want to prevaricate with this brand of female fans.

Perez said: "Jordan is really inspired by the insights of women." Jordan in order to successfully launch the new product line and visit many places in the world, we want to hear what women really want, keep the sense of function of Jordan, and become more fashionable and comfortable. "While keeping fashion in fashion, we have added many practical functions such as a large number of pockets to make girls go out more comfortable and comfortable."

Therefore, breaking the inherent cognitive barriers becomes particularly important. For example, Jordan, which has its own masculine brand, spreads its arms to women, to a certain extent, which has a positive impact on the trend culture and Gender Equality Movement in the society.

In the face of the new generation of female consumers after the 90s or even 00, there are not many brands that can truly understand them, and the platform for their equal output of values and information in their language, "Rita said." we advocate the diversity of product attributes and the space of collocation, and even more independent proprietary customization. This is the brand that really creates more space for women. "

The root cause of the gender power movement in street clothing is that women refuse to accept traditional fashion norms and labels. If Jordan can catch this social reform again, and use its status to promote social inclusion, maybe it is the key that Jordan can get the favor of female consumers. As Perez said, "we do not want to keep women in a box and tell them what fashion is and what street culture is. Girls should dress their Jordan clothes and define their own styles, which is matched by the spirit of Michael Jordan."

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