Analysis Of Female Sports Consumption Trends

This is a data report on telephone interviews and personnel interviews to 93 stores and department stores in China, and a deep analysis is made on the consumption trend of female sporting goods.

China's huge

Market and consumer base, excluding sports related fields, women's daily leisure sports products market and professional sports with female characteristics.

There is great potential for us to further explore.

International sporting goods giants have begun to focus on developing this field, and Chinese enterprises are also seriously considering the potential of women's sports market.

In this article, you should be able to find answers to the following questions:

When department stores face the impact of e-commerce, when will it get warmer?

How did the department store structure change?

What are the sporting goods consumption patterns of department stores?

What changes are there in sports consumption subjects?

Is there a rush for female sports consumption market?

What platform does women's sports consumption market need to boost?

...

First, the consumption is rational, the consumption of the stores is getting warmer, and the department stores are ushering in new opportunities.

About the impact of electric business, Li Hong, head of Southern China Merchants Investment Department, said: "before"

The impact of the electricity supplier is serious, but recently, the entity advantage of department stores still appears, and the overall consumption has the trend of returning to the physical store.

Some electricity suppliers are in a chaotic market, and the quality and price of products are uneven. What consumers buy is inconsistent with the actual or assumption, and there are many returns.

Now people are no longer as enthusiastic about online shopping as they used to be, and they are more intelligent and pay attention to quality, even if they are more expensive.

Two, seek innovative business models, store diversion, pay attention to online and offline integration while expanding experiential formats.

The department stores with the local resident population as the main consumer group are different from the shopping mall as the existence of city sightseeing spots.

In recent years, the shopping mall has been attacking traditional department stores with its young consumer oriented and flexible combination.

In addition to the traditional joint mode, that is, the most common form of shopping malls, and the usual "shop in store" property management mode, we can draw lessons from the characteristics of shopping centers, exclusive introduction of brands, set up sports brand collection shops, sports design experience stores, and other characteristics of cooperative marketing mode to attract people's popularity.

Tianhong shopping mall changed the department store structure, and experienced consumption (catering, cinemas, mother and child experience) increased from 20% to 40%, and the audience's sensory experience was emphasized.

Three, department stores sporting goods consumption format

1, international sports brand takes the lead.

Sports brands can be roughly classified into professional sports, fashion sports and outdoor sports from their functions. They can be divided into running, basketball, mountaineering, street recreation and so on. In general, international brands such as Nike and Adi still occupy a large market share. Many domestic brands such as Lining, Anta, PEAK, Jordan and so on are fighting for surplus markets. New brands such as XTEP, Hongxing Erke and so on are fashionable, and have achieved some success. However, due to their late start, the market share is generally.

2, daily leisure sports products are more important, such as sports shoes, basketball clothes, etc.

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

According to this trend, sports shoes package enterprises will have better performance, and some domestic sports shoes and clothing brands with continuous losses and high inventory pressure are expected to improve.

"Zibo is responsible for sports," she said. "We can not compare fashion with sports, but sports fashion will be the trend in the future.

The best selling is running, mountaineering and skiing.

At present, male products are mainly sold. "

3, the overall sports market is warming, men are the main consumers, and the female market is on the rise.

Mr. Bai, general manager of the world sports city, Tianyuan, Inner Mongolia, "the base of men's sports consumption and the crowd are still superior to women. Men's consumption is still the majority, maintaining a steady growth trend.

The female market has increased.

Although fashion is still the focus of women's attention, women's beautiful and fashionable sportswear has become a new choice for women.

Especially now that sports become fashionable, wearing sports can be accepted with sex.

Mr. Lining, purchasing manager of Maui department store, Baotou, said: "there are all kinds of brands such as Hongxing Erke, ADI, Nike, Puma and so on in the shopping mall, but the consumption is not hot recently, and they feel tired.

Basic sports + outdoor growth is generally, sports + leisure has become fashionable, with new momentum.

Women's clothing and 5-10% cosmetics, which account for 18-30%, are still an important part of department stores. Women are still the main force in the consumer market.

The retail property industry report shows that "with the improvement of the economic level and the promotion of the national fitness concept, sports fitness has gradually become a fashion and a healthy way of life. The proportion of business super sports fitness areas will increase."

Mr. Wang, Zhengzhou branch of New Mart shopping plaza, Luoyang, said: "sports now account for about 15%, which has risen, and the growth trend of women's movements is in the lead."

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Luxury brands are busy shops, once the most profitable fast fashion brands, and net profits fell last year.

At present, the supply of men's sporting goods exceeds demand, and the type and style of women's products only account for 30%-35% of the total sports brand products. The demand of female consumers is largely ignored.

The market for women's sports products has shown a huge growth space, and the annual sales revenue has maintained a two digit growth in recent years.

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

Women's sports and leisure have become fashionable and trend. Whether women's department stores and women's sports special venues should be put on the agenda?

Chen Haiquan, executive director of the modern circulation research center of Jinan University, believes that the emergence of women's stores reflects the change of consumer behavior.

The demand for sporting goods is mostly male, while the demand of male consumers is basically satisfied.

Over the past few years, women's love of sports has become more and more obvious. Nowadays, the sporting goods store is a manifestation of sports brand's positive response to challenges, and it can also see the trend of gradual segmentation of the whole consumer market.

Different businessmen have their own views on women's department stores and sports events. But generally speaking, most women's sports and fashion market have not been fully excavated, and the market potential is huge. Most of them are ready to start.

Miss Bi, the business manager of Zibo commercial and commercial group, thinks that this idea can be achieved but the behavior is advanced: "Nike and Adi set up women's stores because their own product development capabilities targeting the female market and the abundance of female products are enough to support a monopoly market, and the brand has the ability to withstand the high cost brought by the franchised stores.

But the problem is that the market is not so small in China, and few producers of female products are generally involved in men and women.

To run a women's department store is an inevitable trend of market segmentation in the future, but it is still very difficult at present, and there are restrictive factors.

Zhu Qinghua, a consultant of CIC, concludes that many enterprises still hold a wait-and-see attitude and will not give it away easily.

"The demand for consumer groups in different periods is different. In recent years, women's sports demand really appears.

Unlike foreign brands competing for women's sports market, local sports brands are more wait-and-see about opening up women's stores.

It is very likely that the other sports brands will follow after the relatively good performance of the new learners.

Tsai, director of Nanjing Suning global shopping center, said: "women's movement is indeed a new trend. It is indeed a very new concept for women to run a monopoly field. This market needs everyone to explore and dig together, or consider a woman's store."

Mr. Wang, the investment manager of Jinying international trade group (China) Co., Ltd.: "at present, sports brand is basically not changed much. If there are new big brands or creative concepts introduced, it will really add color to the department stores."

Shenzhen Maui department store Huang: "Shenzhen Maui department store Huang:" at present, the Pearl River Delta region does not have a female sports and fashion exclusive shopping malls, female sports model shop has been a lot of domestic sports brands are exploring and brewing new shopping experience.

We urgently need a professional platform to provide sufficient market data, so as to provide the basis for our next step to build offline experiential shop.

The positioning of The Asia Ladies2017 is fully consistent with the exploration of many women's brands in the sports market. We can see that the market for women's sports is on the rise, but no one has rushed.

It's time for us to see the exhibition and exchange with women's brands to explore potential market segments for women.

"We also want to make some special features, add vitality and vitality to the department stores, and introduce women's brands to a women's department store," said Li, general manager of Southern China investment promotion department.

The exhibition for women's sports and fashion provides a platform for women's brand collections for general merchandise stores, which can be used to communicate with more women's brands and explore the cooperation space between them.

As of 14 October 2015, the revenue of Nike women's product line 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.

Ah dat DAS, 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.

Unlike foreign brands competing for women's sports market, local brands are more wait-and-see for opening women's stores or women's stores.

The main reason is that the sports fever in China has come a little later than abroad.

Secondly, almost all the sports exhibitions held in China are comprehensive sports fairs. There is no professional exhibition for women's sports market. How big the brand can not predict the market of women's sports!

The Asian women's sports and fashion show is a special exhibition of women's theme specially created by Shenzhen Castle Sports Industry Development Co., Ltd.. The exhibition will be opened in Shenzhen Convention and Exhibition Center on February 24, 2017 -26.