Netease officially launched the light sportswear brand Yessing. According to the information released by NetEase, Yessing is a sportswear that focuses on light sports and provides sports and life. The concept of "light sports" is more popular in foreign countries. Some brands in China also create this type of clothing. In the face of the sports market in the Red Sea, whether the addition of "light sports" can be divided into a piece of the market remains to be tested.
According to Evan, director of marketing and promotion at Netease, “light sports” is to make sports everyday and easy, and to make sports a simple and interesting little thing that can be moved anytime, anywhere. There is no strong challenge to yourself, self-cultivation, release of pressure, and accumulation of energy. He believes that "light movement" is a concept of movement.
Under the "light sports" positioning, Yessing's overall design style is younger, the color is mainly solid color, except for the basic black and white, more use of blue and red, the version is mainly loose, and the tight design is less. This is also the design style often used in this category of sports and leisure fashion, such as Adidas' NEO series, FILA's leisure series and SKECHERS.
In terms of pricing, the price of Yessing is closer to domestic sports brands such as Li Ning and Anta. For example, a simple women's short-sleeved T-shirt, Adidas' NEO series is priced between 129-300 yuan, FILA price is generally between 300-400 yuan, and SKECHERS is priced between 139-500 yuan. Netease's women's round neck T-shirt is priced at 109 yuan, lower than the lowest price of the top three.
The biggest difference with other sports brands is that Yessing's starting lineup includes the jeans category, which is named "verb jeans." According to Evan, the verb jeans were originally designed for cycling and can be used for cycling, running, walking, and daily commuting. Its main feature is its high elasticity, and its sports needs are also considered in the design of the waistband.
Evan believes that compared with casual brands and fashion brands, Yessing will have an advantage in the realization of fabrics, workmanship and sports functions. Compared with sports brands, Yessing does not have too many limitations, and there is more room for brand positioning.
A staff member responsible for NetEase's strict selection of marketing told the China Business Daily that the network is ready to prepare for the project by the end of 2016. "There is a wave of fitness at home and abroad, and there is still room for growth in sportswear market. In addition, because the men's wear women's market is very fragmented, the market share of the highest brand will not exceed 5%, but the sportswear market is the opposite. Very concentrated, such as last year's largest Adi Nike has a market share of about 20%, so it is more suitable for brand incubation," she said.
In fact, "light sports" is not a new word in China. SKECHERS China CEO Chen Weili once said that its brand positioning is "light sports", and the female sports brand MAIA ACTIVE has also positioned itself as a light sportswear brand. The brand has completed 40 million yuan of A round of financing at the end of May 2018.
As a women's sports brand product, Maya's differentiation is reflected in the following three aspects: fashion, suitable for Asian women's body shape and comfort. Founder Ou Yirou said that the core of the brand is more about wrapping the concept of “moving up” in everyday life. Therefore, many fashion elements are incorporated into Maya's sportswear design: ballet cross straps, falling flowers and marble textures, hollowed water ripples, etc.
Maya officially told the media that they analyzed the Asian women's body type data, first produced the first sample through the model, and then tried to wear a large number of Asian models, professional gymnasts and daily exercisers to Newchic Coupon Code collect feedback and adjust the final version. Type and size. In the development of sports fabrics, Maya also said that it has cooperated with a number of sports fabric suppliers and research and development institutions, a variety of exclusive sports fabrics, hoping to achieve a "naked" experience.
The current price of Maya products is positioned between the popular sportswear brand and the high-end sportswear brand. They found that users at the Chinese market are looking for more choices at the price level of light sports consumption. Perhaps consumers will choose traditional international sports brands, but when consumers turn sports into daily habits, they want sportswear to be both fashion and sporty, and even wear them when they go to work.
Ou Yirou, the founder of the Maya brand, once worked in the American fashion circle. Although New York and California are the popular places for light sportswear and the Colosseum, their judgment on the growth of the light sportswear Chinese market is even stronger. She believes that foreign countries are certainly a new market growth point. The explosion of China's light sports market will soon come. The sports lifestyle is now following the footsteps of foreign countries. The development of the industry will be 2-3 times faster in China. speed. If we can now seize this wave of growth opportunities in China, there will be a unicorn company in China's light sports market.
Looking at foreign markets, Outdoor Voices, a light sports brand founded in 2013, received an investment of US$1.1 million in May. According to foreign media reports, Outdoor Voices has received an additional investment of US$7 million including A.P.C.
According to foreign media, Outdoor Voices offers casual DressLily Promo Code sportswear for men and women. These light sportswear can be worn on occasions including skipping, running, playing basketball, yoga or going out. In North America, wearing Outdoor Voices is considered a fashion choice.
Guo Hesheng, secretary general of the China Light Industry Enterprise Management Association, told reporters that with the acceleration of the urban rhythm and the escalation of consumer consumption, the concept of “light movement” reflects the demands of young people. Sportswear is a piece of the Red Sea, a new concept of building, to consider consumer acceptance, brand loyalty, as well as corresponding publicity and sales channels. “The sports brand giant has strong product technology research and development capabilities and a deep brand foundation, which may be a challenge for light sports brands.”
A veteran of the apparel industry told reporters that the clothing Zaful Discount Code industry has a level of grading, and a small number of brands have no bargaining power in the entire clothing supply chain. Once the magnitude reaches the watershed, the brand is more competitive. Force, can achieve the benign operation of the brand. In his experience, in the tide of sports and fitness, from brand creation, promotion to profitability, the next 3-5 years is the key moment to truly test these emerging domestic brands.
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