Research On The Development Of Sports Shoes And Clothing Collection Stores In China Under The Background Of New Retail

In 2019,the "Outline for Building a Powerful Sports Country" proposes to develop the sports industry into a pillar industry of the national economy.As an important part of the sports industry,the sports shoes and apparel industry can effectively stimulate consumption and stimulate domestic demand.Retail is an important bridge connecting enterprises,products and consumers,and its performance directly affects the development of upstream manufacturers and midstream brands and distributors.In recent years,in the context of new retail,commercial factors have been reorganized and upgraded,and people’s consumption behaviors and methods have continued to change.my country’s sports shoes and apparel industry has shown that consumption methods tend to be experience-oriented,retail models have become scene-oriented,and areas are divided and The rise of individual brands,increased demand for private customization,and increased difficulty in meeting customer needs.As a result,the pressure on the development of sports shoes and apparel retail companies has also increased.The "sports shoes and clothing collection store",a product of market transformation and upgrading,emerged to help sports shoe and clothing companies improve efficiency and quality,and get out of development difficulties.Based on the background of new retail,this article analyzes the development of my country’s sports shoe and clothing collection stores based on experience marketing and consumption scene theory,using literature method,field observation method,interview method,case analysis method and other methods.The research found that:at present,the number of sports shoes and clothing collection stores in my country is relatively small,and the store shape is dominated by brand collections.Hand-made collection shops have developed rapidly,and sub-category collection shops have begun to sprout.However,due to the current high inventory pressure in my country’s sports shoe and clothing collection stores,insufficient customer flow,low consumer brand stickiness,and high turnover of store employees.It has not yet been able to adapt well to domestic development trends.The main reason is that the domestic sports shoes and apparel industry has a slower pace of development,its retail channel construction is relatively simple,product quality problems are difficult to guarantee,and residents’ sports demand,product awareness and consumption styles are somewhat different from those of foreign countries.The study draws on the development experience of sports shoes and clothing collection stores in developed countries such as Europe,America and Japan to provide relevant enlightenment.Among them,the US sports goods retail giant Footlocker and Japan ABC Mart are used as examples to study their marketing models.Research shows that both the United States and Japan’s sports shoe and clothing collection stores attach great importance to the customer’s shopping experience.Footlocker implements scene marketing by creating an extensible“experiential retail scene";ABC Mart creates a“life style”product experiential collection store Enhance customer stickiness;at the same time,both have the shaping power of a first-class sales team.From the perspective of new retail,SWOT analysis of my country’s sports shoes and clothing collection stores.The analysis shows that under the background of new retail,sports shoes and clothing collection stores have the advantages of rich product portfolio,multi-dimensional scene integration,and strong customer gathering capabilities.At the same time,national policies,industrial development,and technological empowerment have brought new development opportunities for the development of sports shoes and apparel collection stores.However,the shortcomings of the collection stores in terms of operation,cost and procurement have been highlighted,and they will move in the future development process.Shoes and clothing collection stores will also face threats from industries,channels and high imitation products.To this end,it is proposed that my country’s sports shoe and clothing collection stores should focus on brand collection stores to simultaneously develop subdivisions,improve their own market operations,increase consumer recognition,cultivate their own brand influence,open up omni-channel sales models,and adopt products Redesign suggestions for digesting store inventory.