The Eight Trends Of Sports Consumption: Women'S Consumption Potential Has Been Neglected For A Long Time.

domestic

Before 2014, the collective life was miserable, and in 2015 it became warmer.

Where is the mystery of reversal?

The big data platform discloses "China sports consumption ecosystem report 2016", using data to illustrate some reasons, and reveals eight trends of sports consumption in the future.

It is interesting to note that the data disclosed in the report show that the central market is growing rapidly and faster than the Midwest. After 80, the older generation will spend more money on sports goods, and the potential of female consumption is neglected for a long time.

1. The current turning point of sports consumption in 2015, and the total size of the 27 provinces exceeded 7 trillion in 2025.

It is understood that from the first year of 2012, the domestic sports brand enterprises entered the whole line.

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According to the 2012 annual report of major sports brands, in Lining, Anta, PEAK, China trends, XTEP, and 361 these six domestic sports brands, only 361 degrees last year, the number of stores increased by 217, and the total number of other five major brands closed to 5000.

This decline lasted until 2014, and the proportion of sports consumption in this year accounted for a low proportion of GDP.

However, since 2015, the momentum of sports consumption has begun to pick up.

The GDP per capita increased by 5.2 times over the same period in 2000.

According to international standards, when the per capita GDP reaches 5000 US dollars, the sports industry will show a blowout trend. At present, China's per capita GDP has reached the level of US $more than 8000, but per capita sports consumption is only 1/10 of the global average level. With the change of consumption from survival to development, the potential of sports consumption in the future will be released to a greater extent.

From the perspective of the domestic brand market in 2015, domestic brands showed a pattern of five points in the world. Anta, Lining, XTEP, 361 degree and PEAK all achieved positive revenue growth during the same period, of which Anta broke through the 10 billion mark, and Lining realized turning losses into profits, reflecting the overall adjustment period of the industry.

According to the twenty-first Century Economic Research Institute, 31 provinces across the country issued sports development plans last year, and 27 provinces planned sports industry with specific targets, and the total scale exceeded 7 trillion in 2025.

Among them, the total scale of sports industry in Fujian amounted to 1 trillion yuan.

Two, over 70% orders in the mobile terminal to generate mobile terminals become a brand channel sink weapon.

According to the sales channels of sports outdoor products, the mobile terminal has surpassed the PC side completely. In the first half of 2016, the penetration rate of mobile terminals across the country has exceeded 70%.

The western channel has the most obvious sinking effect.

Guizhou, Shaanxi, Gansu, Xinjiang and Yunnan have exceeded 77% mobile terminal penetration and become the most mobile areas in the country.

The mobile end penetration rate of mature markets such as Zhejiang and Shanghai is less than that of the former.

This shows that channel sinking has brought more diversified shopping choices to sports users, especially inland new users, so online consumption has increased rapidly, and the utilization rate of mobile terminals of new users will also be significantly higher than that of old users.

Judging from the penetration of mobile terminals in different levels of cities, the lower the city level, the higher the penetration of mobile terminals.

Among them, the six line (Shang Yao, Zunyi, Pixian, etc.), four line cities (Zaozhuang, Shiyan, Beihai, etc.), lead each line level city, this indicated that the low level city crosses the PC side directly to enter the mobile electricity consumer stage.

Three, the fastest growing is not the rapid rise of the Central Eastern market.

From the perspective of the expansion of the national sports consumption scale, the growth of the central region is more obvious, and its consumption accounts for the proportion of the whole country. The eight provinces in the central part of the country increased from 13.8% in 2013 to 18.3% in 2015, which is the fastest rising area in the past two years.

The proportion of sports consumption in eastern and western regions dropped from 65.4% in 2013 to 20.8% in 2015, to 61.2% and 20.5% in 2015.

On the whole, the provinces with fast consumption of online sporting goods (except Shandong, Zhejiang and Fujian) are all located in the emerging markets in the central and western part of the country, which is related to the improvement of local consumption level, the sinking of e-commerce channels and the rapid rise of online consumption.

For example, Guizhou, the fastest growing consumer of sports goods, has not only increased its social retail sales to the upper and middle reaches of the country, but also has the highest penetration rate in mobile terminals.

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Four, riding, fitness training per capita consumption of the highest generation of outdoor sports consumption boom

According to Jingdong big data platform analysis, from the expense of each user in each category, cycling sports and fitness training become the highest per capita consumption items.

In 2014, the consumption index of each user on these two categories of products increased by 16% and 10.3% compared with 2013, while that of basic sports decreased by 2.5%.

It is noteworthy that in all the subdivision categories, by the first half of 2016, the growth rate of fishing products and cycling consumption exceeded 75%.

Sports enthusiasts have shifted their attention from traditional sports to outdoor sports, including hiking, biking, camping, rock climbing and canoeing. The upsurge of the new generation outdoor sports consumption has sprung up.

Five, the middle and old age post-80s sports consumption market is bigger, and it is worth taking early layout and mining.

Jingdong's big data platform shows that the proportion of consumers aged 26 to 35 is above 51%, including sports shoes, sportswear, sporting goods, riding sports, fitness training, outdoor equipment, outdoor footwear and fishing products.

The Global Wealth Report 2015 released by the Credit Suisse Research Institute also showed that in 2015, China's middle class number was 100 million, of which 80% of young new middle class was a rising consumer of gold, and they dared to try new things, such as fishing, riding and outdoor cross-country.

At the same time, there are certain requirements for the quality of sports products, and it is easier to pform exercise habits into physical consumption.

Jingdong's big data platform predicts that by the year 2020, the post-80s generation and the post-90s group entering the workplace will account for 30% of China's urban population, and the consumption capacity will continue to improve.

Besides, today's post-80s consumers will maintain and develop all kinds of Sports Hobbies, which will be an important force for future consumption.

This means that after 80 years of age, there is still a great potential for consumption after entering middle age and old age. Their career and family are basically in a stable stage, and their actual wealth dominating ability is stronger, and there is an urgent need for training and quality life.

Compared with the 70 and 60 consumer groups over the age of 36, they will enter the middle age and the post-80s generation of the elderly in the future. The consumption potential is greater, which is worth the layout and excavation of enterprises.

Six, outdoor consumption growth two years quadrupling, sports shoes package days come.

Mountaineering, hiking, skiing and other outdoor consumption are at the draught.

China won the right to host the 2022 Winter Olympic Games. It is estimated that the winter related games will involve more than 300 billion yuan of income from other related industries.

In addition, foreign professional brands concentrated in China in 2015.

From the overall development stage of the industry, the market introduction period is completed.

From 2013 to 2015, the user index and consumption index of sports shoes increased by nearly 4 times.

According to this trend, the sports shoe pack enterprises will have a good performance in the past two years, and some domestic sports shoes and clothing brands with sustained losses and huge inventory pressure are expected to turn over in the past two years.

Seven, build sports cross boundary consumption scenario into an upsurge of sports industry ecosystem concept.

In the era of mobile Internet, the popularization and application of mobile devices, social media, big data, sensors and location systems will usher in a revolutionary scene in sports consumption.

Since 2015, leading enterprises in traditional industries and Internet giants have arranged the sports industry ecosystem to meet the sports consumption scenario revolution.

Traditional sports commodity production, sports operation, sporting goods sales, sports consumption services and other industries, the division of labor in related industries is no longer fragmented; sports events operation, sports products production, and related derivatives development links are more closely linked, and the industry is adjusting the overall synergy effect of a complete sports event IP.

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Eight, China will be the world's largest brand of foreign brands, the female market will become the new favorite.

It is understood that, like cosmetics, mother and baby products, China will become the largest market in the world and the fastest growing market in the world.

Foreign sports brands will speed up the layout of the Chinese market. In recent years, the war will burn from the second tier cities to the 46 tier cities.

In addition to competing for the sinking channels, the foreign brands also pay special attention to the occupation of women's sports market.

For example, Nike is rapidly occupied the female sports market through integrated marketing communication, offline experience activities, Nike+ digital platform and other layout.

Data show that as of October 14, 2015, Nike's female product line's revenue reached $5 billion 700 million.

Nike's goal is to achieve annual revenue of $11 billion in the 2020 fiscal year, which will account for 1/5 of total annual revenue.

Adidas, of course, has also smelled great business opportunities in the female sports market. It has just established a "X shaped" Pop-up concept space in Vitoria Park, providing free exercise training experience for young women.

Billion power network learned that in recent years, the female consumer market has been seen as a new growth driver for the sports market.

Deutsche bank comprehensive research report also shows that yoga pants, fast drying clothes and other sportswear gradually become consumers' new sweets, especially in the women's clothing market, and sales are increasing.

Even Chanel, H&M, ZARA and other luxury and fashion brands have launched sports products.

According to the data from Jingdong big data platform, the proportion of male sports users is 18.29% higher than that of male users at all stations. The proportion of female sports users is 30.01% lower than that of female users at all stations.

This shows that sports consumption, men and women have more sports consumption habits.

Women sports consumption potential has not been released. Sports providers can try to satisfy women's shopping needs in many ways.