Can Netease Yessing "Light Sport" Become A Major Sport Brand?

NetEase formally launched Yessing, a sportswear brand.

According to the information released by NetEase, Yessing is a main sport for light sports, providing sports, living and multi scene applications.

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The concept of "Light Sport" has been more popular abroad, and some brands in the country have made this type of clothing.

Whether the entry of red light and light sports can get a share of the market remains to be tested by the market.

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And Promotion Director Evan said, "light exercise" is to exercise daily and relaxed, sports as a simple and interesting little things, can move at any time, anywhere.

There is no strong challenge to self and self discipline, release pressure and accumulate energy.

He believes that "Light Sport" is a sport concept.

Under the positioning of "light sports",

The overall design style is young, the color is dominated by pure color, the basic black and white is removed, the blue and red are used more, the version is lax, and the tight design is less.

This is also a popular design style for sports, leisure and sportsmanship, such as Adidas's NEO series, FILA's leisure series and Skech.

In terms of pricing, the price of Yessing is closer to the domestic sports brands such as Lining and Anta.

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For example, Adidas's NEO series is priced at 129-300 yuan, and the FILA price is generally between 300-400 yuan. The price of Cage is between 139-500 yuan, while the first round T-shirt of NetEase is priced at 109 yuan, which is lower than the lowest price of the first three.

The biggest difference from other sports brands is that Yessing's first product, including jeans, is called "verb jeans".

Evan introduced that the jeans were originally designed for riding, and can be applied to many scenes such as riding, running, walking and daily commuting.

Its main feature is high elasticity, and at the same time, the design of waist waistband also takes into account the demand for sports.

Evan believes that compared with leisure brands and fashion brands, Yessing will have more advantages in fabric, workmanship and sports functions.

Compared with sports brand, Yessing will not have many limitations, and there will be more room for brand positioning.

A staff member responsible for NetEase's strict marketing campaign told the China Commercial Daily reporter that NetEase was preparing for the project at the end of 2016.

"At home and abroad, fitness boomers and sportswear continue to rise.

In addition, because the men's wear market is very fragmented, the highest brand market share will not exceed 5%, but the sportswear market is the opposite, very concentrated, for example, 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. Cage Chen Weili, China's CEO MAIA, once said that its brand positioning was "Light Sport", and the female sports brand ACTIVE Ma also positioned herself as a light sportswear brand for several times.

The brand has completed its 40 million yuan A round of financing at the end of May 2018.

Maya, as a female sports brand product, shows its differences in the following three aspects: fashion, fitness for Asian women and comfort.

The core of the brand is to wrap up the concept of "moving" in everyday life.

Therefore, there are many fashion elements in Maya's sportswear design: Ballet cross ties, fallen flowers and marble textures, hollowed water ripples, etc.

Maya official told the media that they analyzed the data of Asian women's bodies, first made the first sample clothing through the model, and then collected the feedback from the large number of Asian models, professional fitness workers and daily fitness people to collect the feedback to adjust the final version and size.

In the development of sports fabrics, Maya also said that she has worked with a number of sports fabric suppliers and R & D institutions, a variety of exclusive sports fabrics, hoping to achieve "naked feeling" experience.

Maya products are priced between the popular sportswear brand and the high-end sportswear brand.

They found that at the price of light sports consumption, users in the Chinese market are looking for more choices.

Perhaps consumers will choose the traditional international sports brand, but when consumers turn sports into daily habits, they hope that sportswear will be more fashionable and sportswear, and that they will not be too abrupt to dress at work.

Maya brand founder Euler has worked in the American fashion circle. Although New York and California are the popular sportswear and Colosseum, they are more firm in judging the growth of the Chinese market in light sportswear.

She believes that, of course, foreign countries are also a new market growth point. The outbreak point of China's light sports market will soon come. Sports lifestyle is now following the pace of foreign countries, and the development of the industry will be 2-3 times faster in China.

If we can seize the growth opportunity of China now, there will be a unicorn company in China's light sports market.

Looking abroad, the light sports brand Outdoor Voices, founded in 2013, won only $1 million 100 thousand in May. According to foreign media reports, Outdoor Voices has gained additional $7 million in recent days, including A.P.C. group.

According to foreign media, Outdoor Voices provides leisure for men and women.

This kind of light sportswear can be worn on occasions such as rope skipping, running, playing basketball, yoga or going out for business.

In North America, wearing Outdoor Voices is considered a fashion choice.

Guo Hesheng, Secretary General of China Light Industry Enterprise Management Association, told reporters that with the acceleration of urban pace and the upgrading of consumer consumption, the concept of "Light Sport" reflects the demands of young people.

Sportswear is a red sea, a new concept should be built. We should consider the consumer's acceptance ability, brand loyalty, and the corresponding publicity and sales channels.

"Sports brand giants have strong product technology R & D capabilities and a strong brand base, which may be a challenge for light sport brands."

A garment industry veteran told reporters that the clothing industry has an order of magnitude, and a small scale brand has no bargaining power in the supply chain of the entire garment. Once the magnitude reaches the watershed, the brand will be more competitive, and the brand can be operated smoothly.

With his experience, under the tide of sports and fitness, from brand creation, promotion to profitability, the next 3-5 years will be a critical moment to test these new domestic brands.