China'S Sports Retail Business Is Lagging Behind And Showing Different Trends.

< p > < a href= > http://sjfzxm.com/news/index_cj.as > Europe and America < /a >, China's sports retail industry is still lagging behind.

In the United States, for example, Americans spend about $500-800 on sports products every year, while in China, the figure is only $20-30, and the frequency of buying sports products in China is much lower than that in Europe and the United States.

With the national sports administration vigorously implementing the national fitness program, 40% of the 2020 people will take an active part in all kinds of sports activities. Sports consumption demand has risen sharply, and the sports retail market has great potential for development.

The sporting goods retail industry in China shows the following trend: < /p >

< p > < strong > trend 1: the pformation of sports brand operation mode is the highest in the whole store, with the highest viscosity in the club.

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< p > sports brand operation mode brings different flat effect.

The sports brand store has a flat store effect of about 3000 yuan / month. The congregate store has a strong ability to collect resources. The increase of the guest residence time and the rapid updating and circulation of goods promote the growth of sales volume. The operation of the congregate store is better than that of the single store mode, and its flat effect can be more than doubled to that of a single store, which is about 6000-8000/ months.

Different from the form of single store and collection store, sports supermarket has a larger area, such as Decathlon (Decathlon store) area is more than 3000 square meters or more, Decathlon single store flat effect is 800-1000 yuan / month.

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< p > research shows that in different sports formats, the customers' viscosity of the club is the highest.

In particular, outdoor sports clubs have strong appeal to members, and their brand loyalty is very high.

Yonex is in Beijing (Beijing store) red club. Head authorizes Qinhuangdao forest The Racquet Club Hotel to sell its products. More and more Alpine Club and camping clubs have a good combination with professional sports brands.

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< p > Club promotes sales of products through membership activities, most of which are online stores, and some of them are opened in the community business, sometimes even in remote areas, but loyal customers and stable business revenue maintain the long-term operation of the club.

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< p > < strong > > a href= "http://sjfzxm.com/news/index_cj.as" > trend 2 < /a >: clothing and footwear sports brands begin to withdraw from shopping centers, and more independent experience shops and concept stores appear.

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The shop shops of clothing shoes such as P, Nike, Adidas and Mizuno account for about 40%, which is increasing year by year.

Because the rents of shopping centers are high, most of the clothing and footwear sports brands have large demand for the shop area, and the relative opening cost is relatively high. Turning from shopping centers to street shops is a kind of "throttling" behavior.

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< p > sports brands have opened new models such as experiential shops and concept stores at crossroads or large pedestrian shopping streets. The big glass on the street can play a better role in displaying, and large independent shops also provide space for sports brand products and facilities, and effectively enhance customer experience.

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< p > Nike has only three conceptual shops on the Huaihai Road in Shanghai, with the largest area reaching 3700 square meters, and more than 1000 seasonal products are displayed in the shop.

In almost every Nike experience store, a treadmill is equipped with its professional APP to capture the runner's running posture and select the most suitable sneakers for customers.

Mizuno runs the concept store in the whole country to achieve the ultimate goal of sports experience. The PrecisionFit precision foot measurement system is provided in the shop. It can integrate the information of consumers' height, weight and walking habits, and select the most suitable products through scientific data analysis.

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< p > strong > trend 3: outdoor brand expansion is the fastest, and at the same time stationed in shopping centers and department stores to enhance brand awareness.

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< p > China's outdoor sports brand has grown by more than 40% per year, and has become one of the fastest growing subdivision industries.

Since 2000, TheNorthFace and NORTHLAND have entered China one after another, and more than 70% of them are in shopping centers and department stores.

Outdoor brand competition is becoming increasingly fierce, and the high-end market has become a breakthrough.

Shopping centers and department stores can create the high-end image and positioning of the brand.

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< p > at the same time, most of the high-end brands such as Arcteryx and Mammut, which are newly entered the Chinese market, mostly consider shopping centers and department stores on location. This is due to the large flow of people in shopping centers and department stores, which help to enhance brand awareness and make the brand known to consumers in the short term.

At the same time, its higher unit price makes it more inclined to choose shopping centers and department stores that highlight high-end positioning and image.

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< p > domestic outdoor brands accelerate expansion, but the influence and competitiveness of foreign outdoor sports brands are still better than domestic brands.

Among the top ten brands, foreign brands occupy six seats, and the total market share is more than two times that of domestic brands.

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< p > < strong > > a href= "http://sjfzxm.com/news/index_cj.as" > trend < /a > 4: constantly increasing the degree of fashion, sports brand also has "fashionable fan" /strong < /p >

< p > the boundary between sports and fashion is becoming more and more blurred.

Ordinary consumers do not always pursue the professionalism of products, but are more sensitive to fashion.

Faced with this characteristic, all kinds of brands expand their product lines, trying to attract fashion lovers.

Fast fashion brands have launched a series of sports, H&M launched the H&MSport series, the product not only focuses on sports performance, but also takes into account fashion; Uniqlo also chooses athletes as a model to better display its sports product line.

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At the same time, sports brand is starting to integrate more fashion elements into P.

Nike's designers began to explore alternative fabrics, patterns and matching colors for sports shoes, giving them a strong visual and fashion sense.

As a fashionable sportswear in sports brand, NewBalance pays great attention to the fashion of products. Each product has rich color selection, and its products are updated very fast, keeping pace with fashion, and entering China has already had 1115 stores in a short time.

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< p > < strong > trend 5: sports brand is increasingly high-tech, < /strong > /p >

< p > sports brands are becoming more and more frequent in cross-border activities. Among them, sportswear brands begin to get involved in sports auxiliary equipment, integrate more technology and technology, and create new high-tech products.

The opening of the NikeAction store marks the start of Nike's outdoor sports market. In addition, since the launch of the Nike+Running sports watch in 2006, a number of APP applications have been launched so far, and the wearable devices of Nike have taken up considerable market share.

The launch of Adidas's MICOach watch captured both popularity and good sales.

The two products are used in high-tech sports chips, which can record people's daily life and movement data.

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< p > < strong > trend 6: sports brands vigorously occupy children's wear market < /strong > < /p >

< p > China's population growth rate will continue to grow until 2030. The newborn babies and the growing children will show the huge consumer market in China.

At present, the production of children's clothing accounts for only about 10% of the total clothing output of the country. The children's clothing market has great potential for development in the future. Infant and children's sportswear will become an important growth point for children's clothing market in the future, attracting many sports brands to open up children's clothing market.

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