After the silence, Champion began to revive.

At the Shenzhen Nanshan Vientiane World Shopping Center, through a black asphalt pavement, at the corner of the end you will find a shop called Champion (champion). The location is relatively hidden, the sky is pattering with light rain, and the traffic is not high. There are usually five or six customers in the store, mostly 25-year-old, dressed in fashionable and sporty young people.

Opposite Champion is Nike, next to the shops of FRED PERRY and Adidas. These sportswear stores are relatively empty, and only two or three people enter in ten minutes. In comparison, Champion stores are much more lively.

A blue-eyed boy carrying a backpack only tried a dark T-shirt and purchased three pieces directly, no more than 10 minutes. The boy, surnamed Deng, works in a nearby science park and is engaged in Internet operations. He told 21CBR: "My friends are wearing this brand. Hong Kong is much cheaper. They buy many pieces every time they go to Hong Kong. I don't know. Why are you suddenly so hot, so I will buy a few pieces and try again."

If you live in Shanghai, Nanjing or Hangzhou, you will find a red and blue "C" logo store in the top mall, which is Champion's store. This time, Champion is aimed at the trendy boys in the Chinese city.

Hip-hop uniform

Many people only know the Champion brand this year. In fact, this is an old American sportswear brand, and it has only recently become popular in China.

In 1919, the American Feinbloom brothers founded the sports brand Champion in Rochester, USA, which has a history of 99 years. It is 54 years earlier than the well-known Nike company.

Champion is known around the world for creating hooded sweatshirts and reverse weaving. In the 1990s, Champion became synonymous with hip-hop culture. It was called the uniform of skateboarding and hip-hop. Some people described Champion as hot: "You don't have to put Champion on the shelves, and a box of Champion clothes arrives. People will buy it from the box."

Champion gradually quieted after reaching its peak in the millennium. No one expected that Champion began to revive. On Instagram, Champion is almost everywhere, and the familiar stars Kanye West and Kylie Jenner all wear their clothes.

The Champion brand has changed many times and is now the second largest brand of Hanesbrands (NYSE:HBI). Champion has performed well in the past two years. According to the Hanis 2018 quarterly report, the company's net profit increased by 12% year-on-year, and its brand name Champion is the best performing business.

In 2017, Hanis launched a medium- and long-term plan called ProjectBooster, which focused on omni-channel retail and promoted the global expansion of the Champion brand. As early as 2016, Hanis acquired Champion Europe in cash, which holds the brand's rights to operate in Europe, the Middle East and Africa.

As far as the Asian region is concerned, Champion took the lead in the Japanese market and Hong Kong and Taiwan, and the mainland market began to flourish.

In mainland China, Champion is expanding rapidly. It has opened 11 offline stores, all in the central area of ​​first- and second-tier cities, and spread across the country. Online, Champion also has an official flagship store in Taobao, which is convenient for users to purchase.

The stores under the Champion line are distributed as follows:

Hot secret: star brought goods

Champion's explosion is a white T-shirt with letters embroidered on the chest. Shenzhen Champion clerk told "21CBR", this T-shirt store only has the largest code, and other sizes are sold out. “When I first started, I sold it almost. Because of the star effect, many people queued to buy this.”

Champion T-shirts are popular, benefiting from the traffic star's bring goods. Yu Wenle, Yang Mi, Di Lieba, Gu Li Naza and other stars in the street shooting all passed through his family's explosions. Enter "Champion" on Taobao to search, you can see a lot of star street shooting, especially Yu Wenle, he has a greater influence in the tide brand circle, attracting a group of trendy men and women to follow suit.

The “Celebrity Consumer Impact List” released by the First Financial Business Data Center shows that Yu Wenle ranks first in the men’s star list.

In addition, "Champion" and a number of street fashion brands have launched joint names, such as "Champion X IT",

"Champion X Vetements", "Champion X Supreme", "Champion X BAPE", etc., set off a retro sports style, further enhancing its position in the tide brand circle.

In the spring of 2018, some net red KOL on the vibrato was wearing Champion's T-shirt video. Many users started to contact and learned about the brand. Some users bought it on Taobao and commented: "This is seen on the vibrato. Especially nice."

Champion also infiltrates apps that are commonly used by young people. For example, on the homepage of the B station, it will often be advertised.

Stiff in the cottage

Compared with Nike and Adidas T-shirts, Champion's T-shirts are mostly cotton, the texture is thinner and the price is slightly lower, about 180-900 yuan / piece. The fabric is ordinary, and the style is simple. Champion is copied by many merchants on a certain treasure. The T-shirt of the cottage is much cheaper, 50-150 yuan.

In terms of sales volume, the top five monthly sales in the Champion stores marked “Purchasing” or “Classic” are all above 10,000.

Oddly enough, Champion's Tmall direct sales store sells the first item, with a monthly sales volume of 548, and many models have a monthly sales of only 50 pieces.

"21CBR" asked the reason why the same paragraph is cheaper, Tmall shop customer service stressed: "We sell genuine, there is an official authorization, we can rest assured that we buy here, other stores do not know what the situation, please pay attention to identification. After the customer service finished, he sent a helpless expression.

Baidu champion post has a special fire, "to talk about Taobao selling champion fake shop", the post has a total of 869 responses, listed "Chaoshe", "Chaopin" and other online store names.

The problem of the cottage will be a big problem for Champion in China, but it can't stop it from becoming popular among the trend.