Why Do Many Brands Pform The Running Market From Shoes To Clothing?

Recently,

,

,

And other sports brands have held the second quarter 2016 order meeting, benefiting from the increasing popularity of sports and the increasing demand for professional sporting goods. From the order data, the overall order growth of shoe enterprises is more obvious.

Among them, the order amount of footwear is faster than that of clothing orders, reflecting the professionalism of sports brand on footwear products and gaining market recognition. In the clothing sector, the competition is more intense because of the number of enterprises involved.

The announcement of the 31st degree showed that the total value of orders increased by 15% in the recent summer order meeting held by the company in 2016.

Among them, footwear orders increased significantly, orders and prices rose by 9% and 14% respectively, mainly due to retailers' impressive improvement in the quality and design of running shoes and comprehensive training shoes.

The notice pointed out that the order value of clothing sales recorded a slight increase, and the profit from the order volume was almost offset by the average price, reflecting the fierce competition in the field of clothing industry.

The growth of orders in 2016 is also the seventh consecutive increase since the last quarter of 2014. The first order conference in 2016 also increased by 15% over the same period last year.

PEAK sports also released the data of the order meeting in the second quarter of 2016. The total amount of orders (calculated at wholesale prices) increased by 10% to 20% on a yearly basis. Among them, basketball and running footwear products benefited from the increasing demand for sports and the increasing use of professional sporting goods, and their orders grew very strongly.

In order to increase the amount of orders, footwear increased by 20% to 30%, the number of units in clothing records increased, the average wholesale price growth, the number of shoes in the record, clothing was recorded as a negative low unit growth.

XTEP's orders for the second quarter of 2016 will continue to improve with respect to the design and technology of footwear and clothing products compared with the first quarter of 2016.

The proportion of XTEP's functional products has gradually increased, accounting for about 40% of the total, and it is expected to reach 50% or more in the future.

From the price point of view, the average selling price of casual shoes is 200 yuan to 250 yuan, while the price of functional shoes is more than 300 yuan.

In the announcements of 31st, XTEP and PEAK, they all mentioned the promotion of the running market to product sales, and running accounted for an important share in the growth of footwear orders.

Running is one of the sports that are not restricted by time and space. It needs to be invested in this sport, that is, equipment.

Therefore, in order to be able to occupy a place in the running equipment market, many enterprises have tried their best to cut the market through different angles.

In this year's sports fair, Anta has launched a running strategy, not only from the field of shoes and clothing into the running market, will also aim at all running related ecological chain.

Zhang Tao, vice president of Anta, said in an interview that Anta will surpass the product limitations of a series of running markets such as shoes and clothing, and enter into running platforms and running smart wear.

Ye Qi, executive vice president of XTEP, also said that although XTEP has a first hand advantage in running, as XTEP continues to warm up, XTEP will continue to consolidate its market advantages, dig deeper and concentrate on it, and continue to introduce more new marketing initiatives.

Whether night running, color running, women running or country running will be included in the XTEP running market planning.

How big is the running market? Some people have calculated their debts. Take running shoes as an example, they need to be replaced every 800 kilometers.

In running 40 years, the average running friend (with a monthly running capacity of 80 kilometers) needs 48 pairs of shoes and a senior running friend (running 150 kilometers in monthly running). He needs 90 pairs of shoes and runs "deep poisoned" (running 200 kilometers per month) and needs 120 pairs of shoes.

The price of running shoes is uneven. According to the low, medium and high third gears of 200 yuan, 500 yuan, 1000 yuan / double, the running shoes of running friends spend about 9600 yuan to 120000 yuan.

In contrast, in the field of running, clothing is relatively less invested, and the price of a pair of running sportswear ranges from 100 yuan to 600 yuan, which is 4000 yuan to 24000 yuan per year.

Statistics from the e-commerce platform show that in the first half of 2015, 19 million 57 thousand sales of running shoes were sold online, with a sales volume of 4 billion 93 million yuan.

Sales of the top three brands are: XTEP, Nike, new 100, of which XTEP has the highest sales volume, reaching 2 million 341 thousand. The sales of the top three brands are Nike, new 100, and XTEP, with the highest sales of Nike, reaching 734 million yuan.

Male consumers were higher than females, of which male consumers accounted for 63.5%, while consumers in East China accounted for the highest proportion, reaching 38.6%, followed by North China and southwest China.