Outlook 2016: Major Events In Sports Footwear Industry

2015 is the warmer period of the sports footwear industry. With the favorable policies of the new year, the extensive development of all kinds of sports events has greatly stimulated the consumption demand of sports equipment, and the sportswear brands have more confidence.

Then, what will happen to the overall environment of the whole sports shoes and clothing in 2016? What is the trend of the market consumption? What will the brand do when it comes to the Olympic marketing year?

Trend 1: the industry continues to warm up. Whether or not the brand can keep pace depends on its own business capability.

Cui Kankan, head of news and communications of China Sporting Goods Federation, China sporting goods Expo, and senior media journalist of sporting goods industry, 2016.

Quotes: "sports shoes and clothing are popular market. From an economic point of view, its development follows the laws of market economy, according to Solow's" five stages theory ": growth period, take-off period, prosperity period, stagflation period and recession period.

Sports shoes and clothing industry has gone through 2011-2013 years of stagflation and recession, and 2014-2015 years is the stage of recovery. Next, sports shoes and clothing will enter a new cycle of prosperity.

Coupled with the confidence of the consumer market in the time of policy and market interest, the industry will continue to pick up in the next 2-3 years.

For the brand, we must seize the opportunity of national fitness as a national strategy and accelerate the pace of development.

According to Ma Gang, an independent critic of the footwear and apparel industry, an information observer and an e-commerce observer, the overall environment of the sports industry is on the rise, and whether every enterprise can follow the rapid development also depends on its own business ability.

From the analysis of the overall competitive situation of the industry, this year, domestic brands will be more and more impacted by international brands, and the brands of domestic brands ranked fourth or fifth, such as Jordan sports, will be most vulnerable.

Trend two: consumption promotion process, high value and design leading products will be more popular.

1. the two or three line brand will face greater pressure.

"The past two or three lines of brand consumers, once found that products or consumer experience is not particularly ideal, then they will choose a more professional and valuable brand in the process of consumption upgrading."

Ma Gang believes that the future market is bound to be "the stronger the stronger, the weaker the weaker."

Market demand is changing and consumption upgrading is going up. Customers will pay more attention to scientific and technological functional products.

The choice of professional performance must be international brand, such as Nike and Adidas, which cultivate a large number of basic consumer groups. If we consider the cost performance, we should choose the domestic line.

The possibility of Anta and Lining is very high, and the development momentum is also getting better and better.

The sports brand at the two or three line will face two way attack and the pressure of survival will be bigger and bigger.

2. design the packaging concept, the leading brand has more living space.

According to Cui Kankan, in accordance with the trend of consumption, besides having high practical value brand, there will be a brand development prospect, that is, the leading brand in designing packaging concept.

Good design packaging can enable target groups to buy 15%-30%'s purchase decisions. "Product design is beautiful, packaging is novel and interesting, which may attract more consumers."

Trend three: brand return to specialization, there will be more opportunities for development in the field of segmentation.

1. make expert brand in the field of subdivision sports.

Ma Gang believes that under the upsurge of nationwide fitness, consumers will increasingly favour specialized sports equipment.

"XTEP," 361 "and other brands have captured changes in market information, and they need to cultivate a group of loyal and partial consumer groups.

As a result, the brand has gradually returned to specialization, especially XTEP's slogan of "running, loving XTEP", which means adjusting to specialization. PEAK, who has been following the professional line, focuses on the intensive cultivation of the basketball market.

And the basketball field is also a "battleground" where the squeeze is obvious.

"A big new change of the 2016 sports Expo is to set up a special area for road running equipment for the more and more popular marathon sports, showing brand segmentation products including road running equipment, sports nutrition, fitness and rehabilitation equipment, physique monitoring equipment, fashion wearable equipment, etc."

According to Cui Kankan, according to the market trend, the future brands must be accomplished in three aspects if they want to get rid of the overflowing "sea" of brand information that consumers can reach.

First of all, the corresponding equipment market in the field of subdivided sports projects has become an expert brand.

Because the market consumption is becoming more rational, the consumption level will be higher and higher.

Second, we need to achieve small manufacturing of big brands.

We use more production lines to produce subdivision products instead of concentrating on one place for mass production.

Because "small manufacturing" makes brand owners only small inventory, will not affect the capital chain.

Thirdly, the use of information technology to rebuild the internal management, external channels and business models of the enterprise will inevitably combine the Internet with the Internet in the future. Andemar is a typical case.

2. group buying customized market development, new brand or business opportunities can be found.

Local competition will continue to promote the development of related sports equipment customized group buying market.

Ma Gang said that this is a niche market. Maybe some small and medium-sized brands can find opportunities for development. It can let new brands enter the sports field very well.

Domestic mainstream sports brands such as Anta, XTEP and so on generally do not push this business, because the industry has specialties, unless their dealers are specialized in group buying market, which is unlikely.

"Online competition tends to concentrate on the" price war "level, and if we take the road of customization, we can let price factors become less sensitive elements in consumer purchasing decisions. For example, Nike's personalized customized shoes are more than 2 times more expensive than ordinary shoes. But consumers are willing to buy, why? Consumers are professional and rational psychology. Do our brands really understand? Apart from the big international brands, there will be room for development in the future for specialised brand, because its centralized cost is low and easy to be accepted by the market. This is also a major breakthrough in the professional field, which is conducive to building a more specialized brand.

Cui analysis.

Trend four: multi brand operation is still the main theme, and acquisition will be a very important way.

At the end of 2015, Anta bought Britain.

Sprandi, the overall strength of the outdoor market.

Ma Gang believes that multi brand operation depends on stage development. The premise is that the main brand already has strong competitiveness, for example, the main brand is already in the top of the industry, and multi brand operation is acceptable.

If the main brand is not ready, and the introduction of new brands, development will be very difficult.

In the multi brand strategy, whether it is the way to cultivate the brand or the acquisition, Ma Gang believes that it is difficult to cultivate new brands and not many successful cases.

The acquisition can cut into the market faster. At least there is an endorsement. The original professional R & D design and professional marketing management team, and consumers' recognition of the brand will be higher.

It is understood that this year, a number of domestic sports brands have the trend of acquiring new cards.

"The great brand of the future sporting goods industry must have at least one strong category that can be remembered.

Based on this, we can infiltrate into other fields.

It is difficult to produce comprehensive brand.

The best way to extend this category is to acquire the new market through capital acquisition and acquisition by constantly acquiring the top brands in the category.

Cui Kankan believes that the success of Shin winter's success is to promote the development of ice and snow projects. As a niche market, a large number of brands, such as ice and snow outdoor, are destined to be bought by some comprehensive brands trying to make efforts in the ice and snow market in the next few years.

Trend five: under the trend of "Internet +", the brand will acquire or stake in smart device manufacturers.

For sporting goods businesses, the trend of "Internet +" is getting more and more attention. Smart wearable equipment is an important product of this trend.

Ma Gang believes that this year about smart wearable devices, brands will be more crazy, appear in the acquisition case, he predicted that Lining, Anta and other brands are likely to buy or stake in some smart device manufacturers, Anta is said to have prepared for this work.

In addition, in the field of smart wear, Lining has launched intelligent soccer and intelligent racket besides smart shoes. The development of the brand of future sports shoes and clothing in the field of intelligence is likely to extend further to the peripheral products.

Trend six: full channel integration development accelerates, brand strengthens the experience element under the line.

"Online sales include sales from PC terminals and mobile terminals.

Nowadays, the electricity supplier has become a traditional industry, and every enterprise can not do without it.

Future entity stores, e-commerce, micro businesses and so on are all an important part of the brand's whole channel. Branding will accelerate the development of the whole channel integration so that consumers can see the brand's products in any channel and relate to the brand's service.

Ma Gang said to the China sporting goods Daily reporter.

Ma Gang said that this year the number of sports shoes and clothing brands will be reduced as a whole, after all, the whole market is in a relatively saturated state.

The function of the store will be different. In the past, the shop is a sales carrier. Now its important role is to enhance the consumption interaction experience, and it will become more interesting, not just to complete the sales task.

For example, businesses will increase leisure venues through the layout of the scene. They may be a cafe, which can listen to music, read books, chat and so on. It has the function of experience and social interaction, and becomes a comprehensive service platform.