Sports Apparel Industry: To Maintain Downhill Trend In The Next Three Years

The market is very depressed. brand Price increases - Sports Clothing industry In the next three years, we will continue to maintain downhill trend.

"Now sportswear market It's very depressed. According to my experience, the trend of downhill will continue for three years. Gong Aijun, director of Shengsheng garment factory in Baiyun District, Guangzhou, said.

Shengsheng garment factory in Baiyun District of Guangzhou is a professional manufacturer of knitted sportswear and leisure garments. It mainly produces long and short sleeved knitted T-shirts and sports suits, and its positioning is medium and high grade. In Mr. Gong's view, this year, both domestic and foreign markets, are relatively weak and will last for quite a long time. However, while the agency processing and small brand enterprises are facing shrinking demand and sluggish development, the major sportswear brands have launched price raising actions.

　　 Sports apparel was "up"

"You may not like outdoor sports, but it doesn't mean that you don't like outdoor sports products. You may not climb or climb mountains, but that doesn't mean you don't need a mountaineering suit." A sportswear veteran pointed out.

With the rise of labor costs and the cost of raw materials, sports apparel products have been on the rise for the most recent time. From the interim results released by Anta, PEAK, XTEP and Lining, we can see that PEAK's clothing products have been increased by 2.1% since the first half of this year, which is the least price increase among several sports apparel enterprises. However, the increase in the price did not bring a significant rise in gross margin. For the first half of 2010, gross profit margin fell by 0.4%. The gross price of XTEP, which is the most expensive, is only 1.8% higher than last year's 38.9%, reaching 40.7%.

"The most important factor in the price increase of sports apparel is the rise in labor and raw material prices. According to PEAK's China Daily, the number of new employees is far below the increase in salary expenditure. At the same time, cotton and other textile materials have been rising this year. Analysts pointed out.

　　 Forced transformation

Shaanxi Baoji Lusha Garments Co., Ltd. is a sports clothing oriented product manufacturer. The company founded in 1992 is the only enterprise specializing in sports brand clothing production in Northwest China. Wang Keli, general manager of the company, said that their company's sportswear positioning is "wide". Up to 40, 50 years old, down to 17 and 18 years old, you can find clothes suitable for them here.

When it comes to the main products of sportswear enterprises, Wang Keli said that in the face of the severe market situation, his company has just changed its style recently and will take the assault clothing as the main player. A raincoat or windbreaker is one of the essential equipment for outdoor enthusiasts. Whether consumers climb mountains, climb ice, hike or climb mountains, a "all-weather" assault garment is indispensable.

According to the data provided by Li Shi, Secretary General of the China Mountaineering Association's venue equipment and equipment committee, the sales of footwear and clothing in outdoor products have maintained an annual growth rate of 40% in recent years, of which the sales of mountaineering clothing in 2009 have reached 5 billion yuan.

As the market capacity of the clothing has expanded rapidly, the quality problem has attracted more and more attention. "Usually outdoor sports require three layers of clothing: the underwear is inside, to ensure the body's dry; the middle is a warm clothing, to ensure that the air layer is formed in the clothes; the outer layer is a coat, which usually includes clothing, assault trousers and raincoat. A good assault clothing must ensure its windproof, waterproof, thermal insulation, breathability and wear resistance. Judging from the current routine wear performance, basic safety performance and functional test of the suit, carcinogenic dyes and formaldehyde exceeding the standard are relatively rare, mainly because they do not indicate the implementation standards and basic safety performance, and many of them are not satisfactory in terms of ventilation and waterproofing. Zhang Dezhi, deputy director of the consumer guidance department of China Consumer Association, said. {page_break}
 

　　 Huge market

Sportswear is a typical "imported product". In ancient China, when people were doing sports, they usually wore everyday clothes, and there were no independent clothing categories. With the development of the times, by the middle of nineteenth Century, various European sports began to flourish. In order to better cooperate with sports and improve performance, sportswear specially designed for hunting, golf and other sports emerged. Decades later, in 1890s, European women began to participate in sports such as tennis, cycling and swimming. Tennis clothes and striped sailors became popular. By the twentieth Century, all kinds of specialized sportswear became more and more popular and quickly spread to all parts of the world. Our athletes began to use sportswear from 1911 National Games.

At present, the outdoor sports industry has nearly 100 years of development history in developed countries. Whether it is product design or product positioning and promotion, the industrial chain is very mature.

In the view of overseas outdoor giant, China's market is huge. With the rapid development of China's economy, the pressure of urban life has begun to increase, and the living environment is hard to improve at the same time. For this reason, many people have the idea of "going out" and go to the wild. Against this background, China's outdoor sports market is booming. At present, there are more than 400 outdoor outdoor brands in the country, with nearly 2000 outdoor outdoor stores, and more than 70 people participate in organized outdoor sports every year.

　　 Development path

Experts pointed out that "different enterprises, their sales status, product positioning is certainly different, then the pricing power of discourse is also different. Generally speaking, for the brand sportswear enterprises, because of their large sales volume, high profits and high added value, they will not be affected by the rising tide of cotton prices, nor will they be affected too much by the low tide of the market. But for export oriented enterprises or small and medium-sized enterprises, the impact will be relatively large.

"Sportswear enterprises should first play brand recognition in a specialized subdivision area before they can consider extending the product line and entering other fields." PEAK sports products company official said that PEAK will continue to focus on professional basketball shoes, but will also go deep into tennis, running, outdoor, football and other sports areas.

In terms of promotion, domestic sports brands generally have two strategies. One is to provide champion equipment to large international sports meet and sign with sports stars and sports national teams. One is to use influential media (such as CCTV5) as the dissemination center, and assist provincial TV, portals and outdoor advertisements to advertise.

　 Related links: Yun Gong clothing Expo

Track and field suit. Mainly vests and shorts. Generally require vest body, shorts easy to stride. Knitted fabrics are often used and silk is also made.

Weightlifting clothes. Most of them are strong and firm knitted vest or short sleeved blouse, with straps shorts and waist belt. The width of the belt should not exceed 12cm.

Mountaineering clothes. Competitive mountaineering is usually made of soft and wearable woollen knitted underwear. The cuffs and trouser tubes should be fitted with elastic belts and the feet are covered with rubber shoes with convex teeth. The mountaineering mountaineering needs to wear a down jacket with good thermal insulation, and also use down hat, socks, gloves, etc. The material is dark red, blue and so on, because it is easy to absorb heat and is easy to identify in ice and snow.

Ice sports clothes. Skating and skiing sportswear require warmth and fit as close as possible to reduce air resistance and fit for fast movement. Wool or other blended wool knitted fabrics and knitted cap are usually used.

Ball sportswear. Usually the shorts are fitted with a top coat. Ball sportswear should be relaxed. Basketball players usually wear vests, while others wear short sleeved tops. The V clothing collar is used in football sportswear. Volleyball, table tennis, rugby, badminton, tennis and other sports clothes are fitted with collar and blue and red stripes on the outside of sleeves.

Gym suit. The principle of gymnastic clothing is to show the beauty of human body and movements under the premise that athletes are free to play their skills. Men usually wear white trousers and vests. The front creases of the trouser legs are straight, and they are tighten up in trouser legs, and they can also wear socks. Women wear knitted tights or even stockings, and choose fabrics with good elasticity, bright coloured and shiny fabrics.