Sports Craze Promotes Domestic Sports Brand Recovery

Since the second half of 2011, the domestic sporting goods industry has undergone deep adjustment, business performance has declined sharply, and has experienced large-scale customs shop. In the first half of 2014, Anta sports and PEAK sports both recovered their business income and net profit for the first time.

According to the latest sports business in China recently released by PEAK sports, the total volume of orders in the third quarter of 2015 increased by 10% to 20% in the same quarter in 2014. This is the steady growth of PEAK sports orders in the six consecutive quarters. Meanwhile, in the fourth quarter of 2014, the same store sales volume of some retail outlets also increased year by year. There are signs that domestic sports brands are coming to spring.

"Six consecutive quarters Order Volume growth, which is mainly due to two internal and external factors. " PEAK sports CEO Xu Zhihua explained: "the internal motivation is mainly that in the past time, pick continued the channel reorganization and optimization, effectively enhancing the single store effect. On the external side, with the increase of national fitness as a national policy, the number of people participating in sports and sports time will continue to grow, and the demand for professional sports goods will be greatly released. Sports brand For PEAK, it will be a great advantage.

In 2014, the State Council issued some opinions on accelerating the development of sports industry and promoting sports consumption, which aroused strong repercussions in the sports industry circle. The view points out that in 2025, the output value of China's sports industry will reach 5 trillion yuan, and the sports industry will become an important industry in China. To achieve this goal, new policy The national fitness campaign has been promoted as a national strategic position, and three major basketball, football and volleyball related industries have been vigorously developed.

"With sports becoming more and more people's hobbies, China's sports population is increasing, and its demand for professional sports equipment is also increasing. The introduction of the new sports policy will speed up the development of mass sports and promote the consumption market of sports goods. "The third quarter 2015 order data show that the sales of basketball and running supplies are still strong," Xu Zhihua said. In the future, products such as basketball and running will be the focus of PEAK's sales.

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Clothing customization for minority customers, though once fading out of the fashion trend, is now steadily increasing with the increasing demand for personalized products. The industry in Hongkong believes that this small scissors is expected to cut out a big market.

It is reported that in the 80s of last century, clothing custom business began to rise in the streets of Tsim Sha Tsui and central, when most of them were mainly wedding dresses. He Zhenfa, a senior fashion designer who has been in Hongkong for more than 20 years, told reporters, "now people are rich, demanding and fashionable. The demand for customization is no longer limited to wedding dresses or evening wear. Many daily activities or commemorative days are also custom-made."

Yang Junye, a new fashion designer from Hongkong, believes that at present, whether big or small brands are in the same fashion as fashion, if customers want to match special occasions, the choice is narrower and narrower. "Today's fashion market is personalized, and many of our customers are tired of fast selling fashion. They spend a lot of money on customization, paying more attention to the sources of handwork, tailoring, cloth and the story behind their clothes." He said.

After 30 years, the fashion customization market in Hongkong has quietly changed. According to He Zhenfa, before the guests are suitable for what style, fabric selection, etc., all listen to the designer decided. Nowadays, there are more and more channels for customers to get the trend information. "Especially young people have their own ideas, so they become our opinions, and we design them according to their preferences. This change is very interesting and positive.

He said that most of his clients were women with a certain economic foundation, quality of life, and many activities to attend. There were many white-collar workers aged between 25 and 50. About 30% of their clothing expenses are customized, and the proportion is expected to further improve.

Yang Qibin, chairman of the Hongkong Fashion Designers Association, told reporters that Hongkong is the intersection of eastern and Western cultures. Various parties, cocktail parties and other activities are rich and colorful, providing designers with a wide range of services. Therefore, there is always a demand for the clothing custom market. "As long as the economic situation is good, such a consumer group exists, there will be room for improvement in the customized market."

Yang Junye is also optimistic about the prospects of the customized market. If the overall economic environment is good, the market of garment customization will surely increase. Because there are always parties to go, and there are always clothes to wear. With such a group of women who love beauty, we will have business to do. " He laughed.

Yang Junye, who won the award in the Hongkong youth fashion designer's performance competition, plans to base his brand on Hongkong and expand to the mainland. "In recent years, every time we go to the mainland, we find women wearing beautiful clothes, especially in Shanghai and Guangzhou. Clothes may not be very expensive, but they feel that their demands are improving. I believe that the custom market in the mainland is very large. I really want to get to know the relevant customers."

He Zhenfa also said that he often went to Beijing and Shanghai on business. "The custom made business in the mainland is developing rapidly, and fashion is beautifully done. The mainland is the market that we will definitely expand in the future."