Consumption Of Sports Culture Industry Becomes A New Economic Growth Point

In December 2014, a research center launched a survey on the consumption situation of Guangzhou citizens' sports apparel. The survey was conducted in the form of questionnaires, and finally 321 valid questionnaires were obtained. The survey covered respondents of all ages, educational levels and income levels.

The survey shows that nearly 90% of the respondents hold a positive attitude towards sports consumption, and sports consumption is more practical and rational. Quality, comfort and style are the main factors for people to choose products. For the new concept of wearable sports equipment, most respondents do not understand or purchase experience, and the degree of concern is not high.

　　 90% of respondents held a positive attitude.

Recently, people are more and more fond of sports. There are people walking, jogging, cycling fitness every day on the Pearl River, and there are high forwarding and recovery rates on the Internet such as "how to run scientifically" and "what we are thinking about when we run." Mr. Liu insisted on running 5 kilometers every day to relieve the fatigue in the office every day. He also had his own needs and preferences for sports equipment such as running shoes and running APP.

According to the survey, more than 1/3 of the respondents consider "sports consumption as a part of life". They believe that "sports consumption is the embodiment of modern life" and "sports consumption is to buy healthy" respondents account for 26.4% and 25.9% respectively. Less than 10% of respondents believe that "sports consumption is dispensable" or "sports consumption is absolutely unnecessary". From the time of purchase, sports consumption is still a rational consumption. More than half of the respondents said they would buy it when they needed it, and 22.8% of respondents would buy it at the time of "sales discount", while impulse consumers such as "new product listing" and "hard work" were less likely to buy.

　　 Respondents preferred physical stores.

Although domestic sports brands have "closed stores" trend in recent two years, the overwhelming majority of respondents prefer to go to the "physical store" to get the information they need. In addition, "self search", "TV" and "oral recommendation of others" are also ways for more people to choose. Therefore, in the way of purchase, the entity store is still the mainstream. The percentage of respondents who bought the monopoly counters reached 55.9%, and the proportion of purchases through discount stores or factory stores was 29.3%, while 12.4% of the respondents preferred to buy sports apparel in foreign trade stores. Only 2.4% of the sports clothes are purchased through the online shopping.

Foreign brands are more popular for brand preference. Without considering the price factors, the top three of the sports apparel brands that respondents prefer to buy are Nike, Adidas and new brun, while the top three of the domestic sports apparel brands are "Anta", "Lining" and "360 degree", but all are lower than those of foreign brands.

In terms of sports clothing consumption expenditure changes, the proportion of sportswear expenses in the "200~399 yuan" scope was the highest in the past six months (29.3%), and the "400~599 yuan" was 22.4%. At the same time, the level of consumption expenditure did not fluctuate significantly in 2014. 54.1% of respondents remained basically unchanged, while 25.9% of respondents increased slightly.

According to the respondents, "quality", "comfort" and "style" are the most sensitive factors affecting the consumption of sportswear. Secondly, "price", "brand", "collection value" and "advertisement attraction" are not concerned by most of the respondents. The main type of purchase was "shoes and socks" (57.9%), followed by "t shirt", "trousers" and "coat".

　　 Sports equipment is not highly concerned.

With the progress of science and technology, in recent years, wearable sports equipment in sports equipment has been considered by many people in the industry to be the trend of future sports equipment development. However, for ordinary citizens, the attention of wearable sports equipment is not high.

Mr. Liu, who loves sports, doesn't know much about this. However, he believes that such sports equipment can only have market as people's living standard is getting higher and higher. In the view of Yao, a company employee, this kind of equipment is only selling concepts, but he also recognised the market of intelligent sports equipment, but felt that the crowd might be more high-end.

Survey shows that for wearable intelligent sports equipment, 65.6% of respondents said they did not buy it, 29.7% of respondents said they were still on the sidelines, only 4.7% of respondents said they had bought it. The reason for the purchase result is that most people do not know about wearable sports equipment, which accounts for 38.9% of the total. "Functional factors" and "price factors" account for 23.4% and 21.5% respectively. About the attitude of such equipment, 40.4% of respondents said that they did not care about wearable intelligent sports equipment, and 32.3% of respondents said they were "more interested", and only 5% of respondents were "very interested".

Researcher's notes

According to the survey conducted by the public opinion research center of Jinan University, most of the citizens in Guangzhou have sports. Clothes & Accessories The experience of consumption. Most of the sports consumption of citizens is based on personal interest and healthy consumption concept. But generally speaking, the sports consumption of Guangzhou residents is low, and the potential sports consumption ability of the citizens has not been released. Through the survey, the researchers believe that sports consumption is the same as mental health.

　　 First, how to improve the consumption level of sports apparel for the citizens? I'm afraid it's not just a "price war".

From the survey results, the current sports apparel consumption is still in a relatively low level, which is manifested in the low expenditure on sports apparel and the centralized sports apparel types. Price war can only make matters worse. In terms of future trends, the popularity of health awareness has promoted the expenditure of sports apparel in terms of consumption in recent years. Data show that the overall number of sportswear consumers will continue to increase in the next few years. In view of the bigger cake, the simple price war can not stir up the numbness of consumers, and consumers need more and more fresh stimulation.

　　 Two, the victory of sports clothing "foreign brands" is worth pondering.

In the survey of brand preference excluding price factors, sportswear abroad brand The brand of sportswear has been crushed by a nearly overwhelming advantage. The local sportswear brands should strive to improve their products' cost performance while paying more attention to the reputation and loyalty of local brands. The lack of sports apparel brands in China is mainly in core competencies, and neglect of innovation is fatal.

　　 Three, reduce wear and tear for wearable intelligent sports equipment.

In the coming year, many mobile device manufacturers regard the wearable intelligent sports equipment represented by smart bracelet as the focus of business development. All kinds of sports bracelets and smart watches are emerging one after another. The market seems to be booming, but from the results of the survey, the market seems to be not optimistic. Most of the respondents did not understand the function, price and psychological expectations of the so-called wearable intelligent sports equipment.

Sports Clothes & Accessories As a part of the national economy, the sports industry, as a representative part of the national economy, will play a more and more important role in the economic structure with the improvement of the living standard of the residents. How to improve the development level of the whole industry and get rid of the inherent impression that "made in China is equivalent to cheap products" is worth further thinking.