Analysis Of 2016 Sports Footwear Market Development Trend

After the industry's warmer period in 2015, the brand owners of sports shoes and clothing have more confidence in the development of the new year. Favorable policies and extensive sports activities have greatly stimulated the consumption demand of sports equipment. What will happen to the whole environment of sports shoes and clothing in 2016? What is the trend of market consumption? Olympic marketing How does a brand work in the year?

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

" Sports footwear This popular market, from an economic point of view, its development follows the laws of market economy. According to the "five stages theory" of Economics: growth period, ready to take off period, prosperity period, stagflation period and recession period, sports shoes and clothing have gone through the stagflation period of 12-13 years and the recession period. 14-15 years are the stage of recovery, and then the sports shoes and clothing will enter a prosperous period. The market will stimulate consumption and 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. Cui Yanyan, manager of the Organizing Committee of China International Sporting Goods Fair, said in an interview with reporters.

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. To choose professional performance, it must be international brands, such as Nike and Adidas, which cultivate a large number of basic consumer groups. If we consider the cost performance, it is more likely to choose the domestic first-line brand. Anta and Lining have a very high price performance ratio, and their 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 Yanyan, 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 will make 15%-30% purchase decisions for brand target groups. Product design is beautiful, and the packaging is new and interesting. These may attract more consumers.

Trend three: the development of the football market is good, brand players can cater for the trend, but they must not be aggressive.

After the rise of the national strategy, the sports brand's football strategy is also in full swing. Ma Gang thinks that this is a bit following the trend, and the overall trend is better. But the market needs a nurturing process instead of achieving overnight success. It should be pointed out that this market has been neglected for many years, and it is impossible to grow up at any time. Matching facilities, coaches, sports events and so on must be kept up. The process is gradual rather than big leap forward. Enterprises should also gradually promote project development instead of blindly pursuing speed. It is OK to cater for the trend, but not too aggressive.

"The state attaches importance to football and puts football in physical education. 20 thousand schools of football characteristics will be built in 5 years. The football market is bound to increase exponentially. In the next ten years, there is no doubt that brands will have good marketing gimmicks as long as they are linked to football, because football itself is news. Shoes and clothing enterprises Attach importance to football market, and many enterprises have crossed into the field of football. In this way, the football market will be oversupplied. It is understood that last year, football orders grew significantly, many brands are in the possession of ball products, and dealers have many backlogs. Cui Yanyan believes that the development of the football market is a process that needs to be taken. For example, the school needs to purchase the cycle of football products, and it does not react so quickly to the market. Many brands are too aggressive and overestimate the market capacity.

"Think about where the customers of the brand are. In spite of the fact that many people are concerned about football, whether people who participate in football games will consume these non professional products still need to ask questions. In addition, the brand has not made soccer in the previous two years, and even if they push the football series, consumers will not think of you. It is understood that Anta had soccer shoes earlier, but it has not been done in the past few years. Now it has launched the football series again. Consumers may have forgotten this category and how much efficiency it can produce. We do not know that it is yet to be tested in the market. Ma Gang believes that the future football market will also have a shuffle period.

Trend four: 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.

Under the upsurge of nationwide fitness, consumers are increasingly keen on specialized sports equipment. XTEP, 361 degrees 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. Ma Gang said.

"A big new change of the 2016 sports Expo is to set up a road running area for the more and more popular marathon, and to display the brand segmentation products including road running equipment." According to Cui Yanyan, according to the market trend, the future brand should achieve three achievements: first, in the field of subdivision, we should make an expert brand, because the market consumption is becoming more rational and the consumption level will be higher and higher. Secondly, we need to realize the small manufacturing of the brand. Use more production lines to produce products instead of concentrating on one place for mass production. Small manufacturing makes the brand owners only have small inventories, and there will be no capital flow problems. Once again, with the help of information technology to rebuild internal management, external channels and business models, the future brand will inevitably be combined with the Internet. Andemar is a typical case.

2. group buying, customized market development, new brands or opportunities to 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 is often on the price war, and customization can make the price less sensitive. For example, Nike's customized shoes are 2-3 times more expensive than regular shoes, but consumers are willing to buy them. Apart from the big international brands, there will be room for development in the future to specialize in customized brands, because it is easy to be accepted by the market. This is also a major breakthrough in the field of specialization, and is conducive to building a more specialized brand. Cui Yanyan analyzed.

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

At the end of 2015, Anta acquired Sprandi, an outdoor brand in the UK. 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 terms of multi brand strategy, whether it is self-cultivation or acquisition, Ma Gang believes that it is difficult to cultivate new brands, and there are few 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 future brand should have at least one strong category that people can remember, and then infiltrate into other fields. And this extended category is best to adopt the acquisition method, by constantly acquiring the top ranking brand in this category, so as to seize the new market. Cui Yanyan believes that the success of Shen Dong Olympic Games is promoting the development of ice and snow projects. As niche market, outdoor brands are more likely to be acquired.

Trend six: 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 Anta, Lining 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 seven: 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.

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.

Trend eight: Olympic marketing in the new media era, the brand of "planning" will shine.

1., diversified marketing modes of Olympic Games, and multi-dimensional combined efforts of brands.

The 2016 Rio De Janeiro Olympic Games will be held on August 5th -21, and many sports brands have begun preparations for Olympic marketing. Ma Gang predicts that there will be black horse enterprises this year, which will shine brilliance in Olympic marketing.

"Today's Olympic marketing, any brand has the opportunity to participate in it, the key is whether the creativity is not enough cool, the marketing point is not enough clever. In the past, anyone who had funds could have more marketing opportunities and get more exposure. Now, in the new media age, consumers are concerned about different points. Some people may be concerned about local diet, athletes' lace news and so on. Businesses should make more use of new media platforms, as well as some virtual games, hardware devices or ground activities, to multidimensional promotion. Ma Kong believes that this year's Olympic marketing will be more diversified and more experienced. Businesses need to focus on innovation and play games in the new year with more fun and easier ways for users to participate.

2., Olympic marketing will test the ability of businessmen to create topics in the new era.

"During the Olympic Games, the speed of mobile phone transmission is the fastest, and businesses should create a new topic that can spread among the majority of cock threads." Cui Yanyan believes that no matter what brand they are facing, they are faced with a problem: how to create topics during the Olympic Games and let more people pay attention to it. This is in line with the trend of the mobile Internet age. It subverts traditional Olympic marketing, and the brand business needs the marketing of the sponsorship status and qualification of the Olympic Games, which will test the brand's ability to plan contents and create topics.