Analysis Of The Judgement Of China'S Sportswear Market

Since 1990, a large number of sports brands have appeared in China.

After 2008, the capital market listing boom was gradually established.

,

,

XTEP, PEAK and other major sports brand's leading position.

Part of the lack of brand competitiveness and terminal control of small and medium-sized brands gradually fade out of the market.

Before and after the 2008 Olympic Games, the local brands (Anta, Lining, PEAK, 361, and XTEP) landed in the capital market, and the brand influence reached the peak.

Due to the rapid increase in penetration of sports products, the declining demand power and the imbalance between supply and demand in the industry, China's sporting goods market began to enter the cold winter in 2012, and the widespread closure of stores and inventory became the norm of the industry. Anta, Lining, XTEP and other local brands all suffered a sharp decline in the number of stores and the decline in their performance.

The 2011-2012 year has become the watershed for the new round of shuffling of sports brand.

Before that, the domestic sporting goods market was mainly divided into two parts: high-end and middle and low end. The high-end market was firmly occupied by Nike and Adidas, characterized by high quality and high price. Local sports brands occupied the low-end market, ploughed two or three lines and even smaller cities, and took the popular and low price route.

Before and after 2012, the domestic sports industry brand entered the adjustment period, which provided a breakthrough for the development of some international brands.

NewBalance, Skechers, Asics and other international brands have quickly conquered a second tier young consumer group with functional and more fashionable and personalized products.

The judgement of China's sportswear Market

In the high-end market, NewBalance, Asics, Skechers and other brands have been outstanding in recent years, and the market share of Nike and Adidas has improved steadily.

Channel expansion is an important engine for their growth. Nike and Adidas enter the three or four tier cities through a large number of factories and stores.

In the mass market, Anta surpassed Lining as the first brand of local sports.

Over the past two years, the market share of Lining, PEAK, XTEP, 361 degrees, China Trends and other brands has been shrinking.

Anta signed a massive exposure to the brand by signing Kong Linghui and putting it into CCTV advertising. It cost tens of millions to build the first high-tech sports science laboratory in China to accelerate product research and development, and cooperate with CBA, NBA and the Olympic Committee to promote brand upgrading.

The sports lifestyle of consumers has changed significantly with the upgrading of consumption, and has moved towards the mature sports market.

The typical feature is that the demand for professional sports products based on functionality is increasing gradually, paying more attention to product quality and personalized needs of different scenes.

This has inspired local brands to innovate in products.

In the past, the main leisure brands of major sports brands were not obvious. Brand homogenization is the main challenge for mature sporting goods.

Viewpoint:

Consumers gradually develop fitness habits, and the demand for sports equipment continues to grow.

Consumer company should control two key points: supply chain and channel.

When the sports market enters the stage of consumption upgrading, consumers are more inclined to choose sports clothes with precise brand positioning, distinct brand attributes, and can express their attitudes towards life and match various consumer scenarios.

Products with no brand personality have entered the bottleneck stage.