Core Insights - The core viewpoint of the articles is that sports brands are shifting their focus from merely selling equipment to becoming "sports lifestyle service providers" by entering the instant retail market, which is rapidly growing in China [1][9]. Group 1: Market Trends - Over 1,000 stores of 361 Degrees have launched a "30-minute delivery" service on Meituan, while Anta has over 1,200 stores on Meituan Flash Purchase, and Xtep has over 2,500 stores on JD Instant Delivery [1]. - Instant retail for sports categories has shown significant growth, with running shoes and sports T-shirts seeing over 200% year-on-year sales growth since June, and swimming and cycling gear sales increasing by over 100% [1][2]. - Decathlon's collaboration with Meituan resulted in a nearly 120% month-on-month sales increase [1]. Group 2: Sales Channel Innovations - Sports brands primarily rely on a combination of online and offline sales channels, with a significant number of physical stores, such as Anta with over 13,000 stores globally and Li Ning with 7,534 stores [2]. - The growth of offline stores has slowed, leading brands to explore innovative channel strategies, including instant retail, to tap into new sales growth points [2][3]. Group 3: Operational Efficiency - Instant retail can enhance the efficiency of sports brands' offline resources by converting stores into "front warehouses," reducing delivery times from 1-3 days to around 30 minutes [3]. - This model allows for the circulation of idle inventory, improving space utilization and overall operational efficiency [3]. Group 4: Marketing and Consumer Engagement - Marketing costs are significant for sports brands, with Xtep spending 12.6% of its revenue on marketing, 361 Degrees at 10.1%, Li Ning at 9%, and Anta at 6.6% [4]. - Instant retail platforms are intensifying competition, allowing brands to reach more consumers at lower costs, thus achieving dual benefits of sales and marketing [4]. Group 5: Consumer Behavior and Challenges - Price differences between instant retail and physical stores pose a challenge for sports brands, as consumers may be sensitive to pricing discrepancies [6]. - The potential for high return rates in instant retail, particularly for sports footwear, is a concern, as the lack of fitting opportunities may lead to dissatisfaction [7]. Group 6: Future Outlook - The integration of instant retail into sports brands' strategies is still in its early stages, with a focus on delivery speed and inventory management [9]. - As the relationship between sports brands and instant retail matures, the focus may shift from speed to creating a comprehensive service ecosystem, potentially offering value-added services alongside products [9].
体育外卖，究竟能火多久？
3 6 Ke·2025-09-18 11:16