Introduction To China'S Sporting Goods Market

Running products are undoubtedly the best selling category in the world.

2011 global sports equipment, sportswear, sports

The sales volume of bicycles is about $333 billion, while running industry accounts for 30% (about 100 billion US dollars). A set of professional running equipment of competitive nature is about 6000 yuan.

If the heat of running is gradually spreading in our country, the road running industry caused by running is also flourishing along with the development of this national movement.

Whether it's sportswear equipment, event sponsors or running derivatives industries are enjoying the bonus of running hot.

Advertisements for CCTV sports channel are mostly occupied by basketball shoes, but nowadays more and more running products are coming on.

Almost all sports brands have been involved in the field of running, which also confirms the huge market value of running industry.

Running industry as sports marketing leader

The 2012 Global Sports Market Research Report released by NPD, a famous market research firm, shows that this year will be a record year, and the growth rate of the global sports market will reach 5%.

Leod Vascade, global sports industry analyst at NPD, said: "according to the project, runners are undoubtedly the best selling category in the world.

"In 2011, sales of global sports equipment, sportswear, sports shoes and bicycles were about $333 billion, while running industry accounted for 30% of the total ($100 billion).

In China's sports market, running products have also become the main players in the market.

The famous sports marketing expert, the chief executive of sports consulting company Zhang Qing, believes that the rapid growth of the running industry is due to the popularity of running and running events in recent years. "From the marketing point of view, the sales of jogging shoes in sports footwear products account for 80%, and jogging shoes are also lucrative products.

"With the marathon and other road races running around the country, the running industry has also become a competitive market for sports brands." from a sports point of view, running has a good mass base, limited venue, diversified space and huge consumption space.

Therefore, running and its related products in sports market share of more than 30% is not surprising.

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The sales staff of Nike, a famous sports brand, revealed that the wholesale turnover of running products in the 2011 fiscal year reached 2 billion 800 million dollars, an increase of 30%.

According to the economist's statistics, China's annual per capita sports consumption is only 100 yuan, while the average annual sports consumption in Europe and the United States is between 300 and 500 dollars.

The State Sports General Administration also estimated that in the coming years, with the rise of sports industry such as running, the sports consumption space of Chinese people is expected. "This will be a market of 2 trillion yuan RMB.

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Now, the heat of running has surprised many veteran runners.

"Today's folk run groups springing up are the best manifestation of running heat.

Su Ziling, a senior expert in outdoor sports, gave an example. At present, the larger folk run organizations include running Bible net, running, bean pie running group, happy running, love running net, free horse and so on. Brand manufacturers' organizations include Lining iRUN running club, new brun running club, Do-win running club, TNF running club and Nike also have their own running club.

The huge consumption space of the running industry in recent two years is evident from the rapidly increasing runners in China.

Su Ziling cited the increase in the number of active runners. "Nowadays, more and more people are joining in the running race. As the largest running website in China, it has only 30 thousand members in 2010. After only one year, the number of active members has reached 80 thousand.

Today, there are about 110 thousand active members.

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Wandering between profession and fashion

Compared with the past sports brands get together with basketball, now more sports equipment manufacturers aim at the running market.

This has also become the most obvious change in sports brand market competition in recent years.

"Running is more likely to be associated with consumer lifestyle than running basketball, because running has a natural attribute of low threshold, and anyone can participate in it.

"In the view of Chen Entang, deputy director of the State Sports General Administration's economic department, it is such a huge market that more and more Chinese sports manufacturers and foreign brands are becoming more and more concerned about the running industry, instead of being confined to the market competition for basketball.

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A senior runner has made statistics. If you run 3 times a week, more than 5 kilometers each time, you need to replace a pair of running shoes in 3 to 5 months.

With running

And other related products are becoming more and more fashionable, and more people like running products.

Therefore, sports firms have begun to develop the market by fostering running culture.

Nike promotes running through various forms, such as 10 kilometre running, night running and running club. It enables consumers to truly integrate running into their own lives and get a full range of experience from products to services.

For example, running at night turns running into a fashionable urban lifestyle.

"In the view of Zhang Qing, these famous international sports giants can combine brand spirit and fashion characteristics. The running culture that it promotes is young and full of vitality." when creating various running experiences, Nike always combines music, entertainment and other elements with running, so that consumers can get a better sense of running.

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What Zhang Qing pleased is that local brands like Lining and Nike and Adidas will also introduce running clubs and running training camps to promote their products in experiential marketing. "For those who enter the running industry, they need to integrate brand spirit and sports in a real sense and find the core of brand value, which can be professional or fashion related.

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Follow up marketing to maximize revenue

Now the marathon has become a great event throughout the Chinese sports arena. Compared to the 31 marathons of the whole year, the space is more extensive than the marathon economy.

Take the New York marathon in 2010 for example, as many as millions of participants and onlookers.

The event provided 62370 gallons of water and 32040 gallons of sports drinks and 2 million 300 thousand paper cups.

There are 60000 energy bars at the eighteenth mile track.

In the 24 replenishment stations along the way, 137 signboards and 106 counting clocks were placed in order for the players to master the time.

During the competition, 1200 cars were escorted, and 52 thousand medals, 60 thousand blankets and 52 thousand sets of food for those who ran to the finish line were prepared.

What do these figures say? Yes, more and more smart businessmen are looking for business opportunities in these seemingly unordered numbers.

Although marathon's organization and management is extremely complex, there is a deep supply chain and value chain behind every marathon.

Take this year's Shanghai marathon race and the Guangzhou marathon for example, there are 16 sponsors in each of the two events.

An international event is undoubtedly the best stage for the brand and the best product roadshow.

Nowadays, many enterprises will take part in the marathon race. For slogans and marketing teams, slogans and uniform teams are also the best way to display corporate image.

In addition, according to the calculation, a set of professional running equipment of competitive nature should be around 6000 yuan.

Chen Entang also reminds businessmen who are committed to digging up business opportunities in marathon events, sponsoring competitions and being able to play the game. "More follow-up marketing and services are needed to produce the best effect.

We must combine with our sales terminals and channels to pmit the brand idea to consumers.

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Although the event is a tempting gold mine, Chen Entang also believes that the city can not gather in a marathon, "first of all, there must be a certain proportion."

Secondly, we must have a certain economic foundation.

Finally, the city selection competition should be combined with the local regional development, according to local conditions, and in the process of introducing events, we should pay attention to the excavation of the history, to innovate, to eliminate the use of doctrine.

Such a contest can produce enough attraction and value.

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