Domestic Women'S Sports Market Is Popular, Major Sports Giants Are Testing Water.

In August 22nd, XTEP released its interim results in 2016.

In the report, XTEP mentioned in the future product development plan that it will launch female sports products in the second half of next year, which is the first clear indication for China to enter.

Sports shoes and clothing brand.

In August 12th, Olympic champion Liu Xuan announced the launch of her "Balanpie balance" brand of her female sports brand. The first season's Yoga series was first unveiled. In the future, the brand will launch a series of sportswear series such as running, fitness, swimming and so on.

In fact, as a newly rising sport group, the market of women's fitness apparel is quietly rising. The potential of professional women's sportswear market can not be ignored.

Nike,

The international sports brands such as Andrew and Chanel, H&M, ZARA and other luxury and fast fashion brands have targeted women's sports market and launched women's sports products earlier.

With the entry of domestic brands, the female sports market will become the next battleground.

Big prospects are focusing on women's sports market.

Two years ago, Liu Xuan saw the lack of women's sportswear in the Chinese market, and set up a sports and fashion buyer shop on the electronic business platform. With the accurate evaluation of Sportswear's professionalism and comfort, athletes collected high-quality sportswear from all over the world, including Canadian Yoga suits, Australian swimsuits, and professional protective gear in France, which had more than 100 years of history.

According to two years of experience, Liu Xuan found that the price of foreign sports brands is relatively high in the current market. Most of the design versions are based on European and American people, while domestic brands are low in price but lacking in appearance.

So she began to design the sportswear that best suited Asian women for the somatotype and market demand of Asian women, to meet the needs of women for their professional and fashionable dress, so the "Balanpie balance" female sports brand came into being.

It is learnt that the balanced group is well designed by the original design team for Asian women's body shape, skin color characteristics and color preferences, and integrates into the fashion elements of fashion.

At the same time, the balance uses professional sports technology fabrics to achieve a new breakthrough in comfort, so that quality women can fully experience the comfort, health and fashion of sports.

While XTEP has clearly indicated that it will enter the women's sports market, the relevant plans for this subdivision area have not been further disclosed.

At present, there are not many domestic brands that have substantive actions in the female sports market.

However, international brands have already taken aim at this cake early, and they are moving frequently.

As early as October 2014, Nike released the "Nike Women" strategy, and began a series of marketing campaigns specifically aimed at women.

In April 2015, Nike launched a large-scale business aimed at female consumers.

The project "Better for it" tells more about sports experience in everyday sports from the perspective of civilian women, and encourages them to persist in sports.

In July 2015, Nike in New York SOHO area for the female Nike VIP users to create a senior fitness studio "Nike 45 Grand", female users can experience Nike+ Running, Nike+ Training Club and other digital service space, but also get the top trainers on-site counseling.

This year, Nike is playing more and more. It has launched an original drama "Margot vs Liy: big house girl vs fitness maniac", and has started content marketing in the field of film and television.

These phenomena indicate that Nike is rapidly occupied the female sports market through integrated marketing communication, offline experience activities and Nike+ digital platform.

Data show that as of October 14, 2015, the revenue of Nike's female product line reached $5 billion 700 million, while Nike's goal was to achieve the annual revenue of $11 billion in the female product line in 2020, which would account for 1/5 of its total annual revenue.

Also, two years ago, there was Adidas, which smelled great opportunities in the female sports market.

In 2014, Adidas opened a women's product store in Financial Street shopping center in Beijing, a women's product store located in Chengdu Ocean Pacific and Cade Tianfu shopping center.

And not long ago, Adidas built a "X shaped" Pop-up concept space in Vitoria park to provide free fitness training experience for young women. The purpose of the campaign is, of course, to promote its new product PureBoost X series running shoes for women consumers.

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.

In the past, most sports brands invested 80% of R & D, production and promotion resources in male dominated markets. Nowadays, sports are changing the way of women's lives. More and more women walk into health homes and go outside, and pursue the beautiful way of life through sports.

Therefore, not only Nike, Adidas, Andemar and other international sports brands, but also Chanel, H&M, ZARA and other luxury and fast fashion brands, have launched women's sports products.

Market segmentation female movement will Cheng Xinchong

Insiders pointed out that with the further penetration of the international sports giants towards the female sports market, they will soon sink the channel and speed up the layout of the Chinese market to occupy more women's sports market share.

Like cosmetics, mother and baby products, China's women's sports market will become the largest and fastest growing market for international sports brands in the global women's sports market.

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In recent years, more and more Chinese women have joined the ranks of sports and fitness. The female consumer groups have become the potential users of the sports products market in China. The market of female sports products has shown a huge growth space.

With the steady growth of China's overall sports products market, the market segmentation of female sports products has become one of the important development opportunities for sporting goods companies in the future.

Ding Zong, who has been engaged in sporting goods industry in Jinjiang for many years, said.

In fact, in the past two years, when foreign brands were scrambling for women's sports market, the development of domestic brands in this field was somewhat blank.

But as XTEP clearly stated that it will enter the women's sports market, and Liu Xuan launched the "Balanpie balance" female sports brand, the domestic brand seems to have seen the huge commercial space of the female sports market, and also began to pay attention to the competition for the female sports market.

"China has a huge sporting goods market and consumer base, and in addition to sports related fields, there is still great potential for women to tap the market for leisure sports products and professional sports markets for women."

According to the insiders, demand for consumer groups in different periods is different. In the past two years, women's attention to health has been increasing, and sports have become a fashion.

In addition, the impulse buying characteristics of female shopping groups are obvious. If businessmen guide them, they may have better market performance.

Reporters from the first financial business data center released before the "running online consumer big data report" found that the female sports market has become a new growth point.

Through the analysis of online consumer data of Alibaba, the report shows that the female market will become a new growth point of sports consumption market. Last year, women's consumption in running equipment increased by more than that of men.

The change of consumption concept and lifestyle has made women's sports market more and more concerned.

The brutal competition in the domestic sporting goods market has intensified the subdivision of the industry, and the female sports market has emerged.

Ma Gang, an independent market watchdog, has said that the overcapacity of China's sporting goods market is actually a structural surplus, which is an oversupply of men's sporting goods.

In traditional stores, male and female products are displayed in the same store. In the general sports shops, seven or eight of the consumers are men, and the types and styles of women's products often account for only 30%~35% of the total.

The demand for male consumers is basically satisfied, but many of the needs of female consumers are ignored, and the neglected demand implies market opportunities.

In the past few years, the domestic sports market has been very competitive. Almost every brand has gone through the adjustment stage of cleaning up stocks, closing stores, replanning stores and processing product lines.

After the traditional market is saturated, it is a natural business decision to enter and even create a new market.

"Male consumption is more saturated, and the competition for male sports products has been very intense."

As mentioned above, "now there are more and more women's sports such as night running, yoga, Pilates and so on. The market no longer focuses on male sports.

It can be expected that the sports market is developing towards a fine differentiation.

The fragmented sports market will make the female sports market a new favorite.

Open the women's waist sports underwear or the foothold.

Now that the female sports market is seen as a new growth driver for the sports market, where can we enter the domestic brand of this subdivision to start successfully opening up women's pockets? The international brand may be worth learning from. At present, many international sports brands will exert themselves in the women's sports underwear.

This year, Nike launched a set of sports underwear measurement system. Consumers can enter their underwear size by choosing the support that often participates in the sense of motion, and get the underwear recommended after the system analysis.

In recent years, Nike action has been upgraded to launch a high value custom sports underwear. Consumers can choose the type, color, size and hot stamping slogans of underwear according to their preferences in the flash shop BraHaus of Manhattan, New York, such as "I control my world", "take care of your girls", "sweat, do not sweat".

Andemar chose to work with female physique and biomechanics authority, Dr. Joanna Scurr, to build comfortable, supportive and breathable sports underwear for sports women.

In addition, the Adam group's love sports, which is engaged in the design, production and marketing of high-end brand underwear and apparel, has released a new product, "love sports smart underwear".

It is reported that the product is specially designed for women, through the embedded smart underwear chip to achieve pacing, heart rate monitoring and other functions.

It is understood that the smart underwear for women in sports use, through the electrode heart rate sensor and skin contact record signs data, including the heat consumed in exercise, heart rate, exercise intensity and so on, while providing scientific training plan and voice broadcast, users can download the admiring movement APP to enable the above functions.

According to the introduction, the product has been designed and produced for one year, and is also the main product of this year's campaign. The product has been launched on Tmall flagship store.

This year, popular words such as "waistline", "A4 waist" and "bikini bridge" have become popular in micro-blog and friends circles, which has seriously stimulated domestic women. They have joined the army of fitness, and their enthusiasm has directly promoted the demand for sports underwear.

Looking at the whole market, many women in China do not wear sports underwear when they exercise. But in some countries in Europe and America, fitness women almost wear sports underwear, and they buy underwear such as Nike and Andrea.

This also reflects the market for Chinese women's sports underwear to be excavated from another aspect.

Nowadays, sports underwear is no longer a fitness specialty. They have become the representatives of sports and leisure fashion.

The reporter understands, at present, the main sports underwear brands in China are quite different in price, and the price of foreign brands is obviously higher.

According to the price of online shopping mall, the price range of Nike's sports underwear is 159-449 yuan, most of it is in the range of 200-400 yuan; the price range of Adidas's sports underwear is 139-529 yuan; and the price of sports underwear of Andrew is slightly higher than that of Nike and Adidas, between 349-549 yuan.

While sports underwear professional brands such as Moving Comfort and Shock Absorber enjoy a high reputation in the industry, they do not set up direct stores in China. There are only a few online official shops and a large number of Taobao purchasing agents. The price is also between 300-400 yuan, and the price of individual brands is up to 700-800 yuan.

According to the data of Frost & Sullivan, a global growth consulting firm, the value of China's sports underwear industry in 2014 is 800 million yuan.

According to the report of the sports fitness industry association, the value of American sports underwear in 2014 was $289 million.

Compared with the population of the United States and China, the market potential of Chinese sports underwear is enormous.

However, there are also people in the industry who think that everyone is optimistic about the market of sports underwear, but the prospect is not yet easy to judge.

However, it is foreseeable that women want to open their pockets, professional, beautiful, comfortable, and other elements are indispensable, which also requires enterprises to have adequate R & D, design, marketing and other aspects of ability.