Domestic Sports Brand Growth Slows Down Five Sports, Brand Expansion Is Becoming More Conservative.

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The industry experienced a rapid growth stage in 2015, but the overall growth rate began a slight slowdown in early 2016.

The twenty-first Century 2016 China sports consumption ecological report released by the Economic Research Institute yesterday showed that sports consumption in central provinces has been growing fastest in recent years. When buying sports goods, consumers are increasingly inclined to subdivide professional sports and pay more attention to the quality of commodities.

The report predicts that with the release of sports consumption potential to a greater extent, the annual growth rate of China's sports industry will exceed 20% in the next ten years, far exceeding the GDP growth rate.

It is understood that the report is based on Jingdong big data, from the overall development of sports consumption, sports consumption crowd portrait, sports brand market concentration and major sports event marketing dimensions.

Reporters here also learned in the interview that the domestic sporting goods industry experienced a rapid growth stage in 2015, but the overall growth rate began a slight slowdown in early 2016.

According to the order meeting data, Anta sports is the main sports products company in China.

XTEP international,

In the third quarter and the fourth quarter of 2016, the order growth rate of sports and Lining was slightly slower than that of the first few quarters.

Same store sales growth is also the same situation, five companies in the 4 quarter of 2015 and the 1 quarter of 2016, the same store sales growth is lower than the first few quarters.

Hong Xueyu, a researcher at Guotai Junan Securities, said that at present, the main reasons for the slowdown in the sporting goods industry are: 1) the slowdown in China's macro-economic growth and the weakening of consumers' consumption intention; 2) after experiencing the recession in previous years, the domestic sporting goods companies returned to rational development, and the business expansion strategy was relatively conservative; 3) some sporting goods companies changed the order meeting mechanism, reduced reliance on large initial orders, and supplemented some products with better sales by adopting the form of positive complements; 4) the base number continued to increase, and in turn led to a slowdown in growth.

In Hong Xueyu's view, although the growth rate of the industry has slowed down, the market demand is still relatively strong, the trend of the industry has not changed, and the fundamentals of several major sporting goods companies are still relatively healthy. After three years of continuous losses, Lining also realized profits in 2015, and the market is expected to maintain profitability in the next few years.

At the same time, the strong support of national policies, the further implementation of the national fitness program and the 2016 Olympic Games will play a catalytic role. Hong Xueyu expects that the sports industry in the second half of this year can still maintain a relatively fast and steady growth.

Sun Xun, a researcher at the fashion consulting agency, utahui international brand consulting (Beijing) Limited, told the China clothing magazine that the professional degree of the sports industry also has higher requirements, especially for the new generation of middle class who are willing to pay for the product solution of the sexual product and believe in the professional strength. Therefore, the "all-purpose" omnipotent product may not arouse their interest.

Sun Xun believes that the new generation of middle class pays more attention to the upgrading of consumption and the upgrading of consumer service experience, which is one of the cores. Secondly, people's consumption has undergone changes from "essential" consumption to "enjoying" consumption.

On the whole, focusing on mass sports outdoor consumption market and building the overall sports industry ecosystem, it will be concerned by the industry from the venue operation, smart wear to sports events sponsorship and the integration of sports and entertainment experience.