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Analysis Of Sportswear Attention In The Second Quarter Of 2010

2010/8/4 10:38:00 54

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A clearer understanding of the development trend of China's sports apparel industry, based on the analysis of Internet users' search for sports apparel in the second quarter of 2010, continues to launch the 2010 Q2 sportswear industry report.

The report starts from the general situation of sports apparel industry, the brand pattern of sportswear, product characteristics, the attributes of netizens and the key case studies of search and sports apparel, and thoroughly interprets the Chinese sports apparel industry from a new perspective.

International brands remain highly concerned

Product information retrieval accounted for a high proportion.

In the second quarter of 2010,

Sportswear line

The average daily search volume of the industry was 622 thousand times. With the upsurge of the world cup, the highest value of quarterly search was reached on the last weekend (June 6th) before the opening day, and the retrieval amount reached 713 thousand times on that day.

According to the content of Internet users' search, international brands remained high concern, accounting for 70.46%, while domestic brands accounted for only 29.54%, which was basically the same as last quarter.

Analysis of search keywords can be seen that in the second quarter of 2010, Internet users' Search contents for sports apparel were quite different, mainly focused on product related search.

Among them, the Internet users concerned about international brands accounted for 47.53% of the total content of products, while the netizens concerned about local brands accounted for 32.11% of product related content.

The second quarter report added an analysis of the vertical website of sportswear B2C.

From the related search, B2C vertical website demand is obvious, but the competition is very intense. The difference between new and old websites is less than 5%.

In the second quarter of 2010, the 3 year sports apparel B2C vertical shopping website accounted for 24.95% of the total interest rate. The new military music network, which was founded for only 1 years, has received more attention. It ranks second with the attention rate of 19.06%, which is only 4 percentage points lower than that of good music. The shoes store, vip.com and wheat net rank third to fifth respectively.

Lining's attention goes ahead three

brand

Focus on improving concentration

In the second quarter of 2010, Nike continued to be the most concerned sports apparel brand, ranking first in 30.86% (26.98% in the first quarter), followed by Adidas, and 16.55% in the first quarter (15.50% in the first quarter); Lining surpassed CONVERSE in third place, and accounted for 11.53% in the first quarter (8.64% in the first quarter).

In the second quarter, the top four brands accounted for 69.81%, 9.29% more than the last quarter, and more focused on brand attention.

In the second quarter of 2010, in the top five search brands of sports apparel brands, Nike and Adidas rose significantly, Nike's average daily search volume was 191627, Adidas's average daily search volume was 102748 times, and Lining, CONVERSE and Anta did not improve significantly, and the average daily search amount was 71537, 67491 and 35270 times respectively.

After the opening of the world cup in June 10th, the brand search index increased to varying degrees. During the period, Nike's average daily search volume reached 210877 times, and Adidas's average daily search volume was 121595 times.

Sports products concern nearly 65%

Clothing concerns increased by 4.8%

In the second quarter of 2010, there were a number of major sporting events, such as the NBA finals, the world cup, the French Open, the Wimbledon, and so on. Netizens increased the search volume of sports products in sports apparel significantly, and the proportion of sports products attention increased to 64.69%.

The most concerned brands of sportswear products are Adidas and Nike. The two brands are 34.29% and 32.77% respectively, and the difference is less than 2%. CONVERSE, Anta and Lining rank third to fifth, and the gap between them is higher than that of the top two.

In sports products brand, Nike and Adidas still take the lead in other brands, Nike's attention ratio is 36.37%, Adidas's attention ratio is 22.22%, and two brand concern is obvious. The local brand Lining ranks third in the proportion of attention 16.80%, Anta and XTEP are fourth and fifth respectively.

Judging from the category of sportswear products, the attention of footwear products accounted for 69.71%, a slight decrease compared with the previous quarter; clothing attention increased slightly by 4.8% compared with the previous quarter, accounting for 19.80%; sports bag class concern accounted for 6.01%, compared with the previous quarter increased by nearly 2 percentage points.

The brand of shoes is similar to the overall brand ranking. Nike still takes the lead, with 47.46% of attention and 12.99% and 12.50% of Adidas and CONVERSE respectively.

According to the sales data of Le Tao net, the top two footwear brands in the second quarter of 2010 were consistent with Baidu's data, while Nike and Adidas accounted for 24.12% and 14.31% respectively, while two brands accounted for 40% of the total sales.

The ranking of clothing brands in sportswear changed slightly compared with the previous quarter.

Nike and Adidas still rank in the top two, with the ratio of attention being 27.06% and 18.27% respectively; Lining occupies third place with 17.35% attention; Anta and Kappa ranked four or five by 9.60% and 7.04% respectively.