Sports Footwear Industry Has Passed The Stagflation Period And Recession Period.

The sports footwear industry has gone through 2011-2013 years of stagflation and recession, and the 2014-2015 year is the stage of recovery.

It will enter a new cycle of prosperity.

Coupled with the confidence of the consumer market in the time of policy and market interest, the industry will continue to pick up in the next 2-3 years.

The popular market of sports shoes and clothing, from an economic point of view, is based on the laws of market economy and according to Solow's "five stages theory": growth period, take-off period, prosperity period, stagflation period and recession period.

For the brand, we must seize the opportunity of national fitness as a national strategy and accelerate the pace of development.

"The Sports Goods Industry Federation, the director of news and communication of China International Sporting Goods Fair," Cui Wei, a senior media person in the sporting goods industry, said in an interview with reporters.

Under the upsurge of nationwide fitness, consumers are increasingly keen on specialized sports equipment.

XTEP, 361 degrees and other brands have captured changes in market information, and they need to cultivate a group of loyal and partial consumer groups.

As a result, the brand has gradually returned to specialization, especially XTEP's slogan of "running, loving XTEP", which means adjusting to specialization. PEAK, who has been following the professional line, focuses on the intensive cultivation of the basketball market.

And the basketball field is also a "battleground" where the squeeze is obvious.

Ma Gang said.

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As for businesses, the trend of "Internet +" is getting more and more attention. Smart wearable equipment is a very important product of this trend.

Ma Gang believes that this year about smart wearable devices, brands will be more crazy, appear in the acquisition case, he predicted that Lining, Anta and other brands are likely to buy or stake in some smart device manufacturers, Anta is said to have prepared for this work.

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China's population growth rate will continue to grow until 2030, and the newborn babies and the growing children will show the huge consumer market in China.

At present, the production of children's clothing accounts for only about 10% of the total clothing output of the country. The children's clothing market has great potential for development in the future. Infant and children's sportswear will become an important growth point for children's clothing market in the future, attracting many sports brands to open up children's clothing market.

China's outdoor sports brand has grown by more than 40% per year, and has become one of the fastest growing subdivision industries.

Since 2000, TheNorthFace and NORTHLAND have entered China one after another, and more than 70% of them are in shopping centers and department stores.

Outdoor brand competition is becoming increasingly fierce, and the high-end market has become a breakthrough.

Shopping centers and department stores can create the high-end image and positioning of the brand.

At the same time, most of the new high-end brands such as Arcteryx and Mammut, which are newly entered the Chinese market, mostly consider shopping centers and department stores on location. This is because the flow of people in shopping centers and department stores is large, which helps to enhance brand awareness and make the brand known to consumers in the short term.

At the same time, its higher unit price makes it more inclined to choose shopping centers and department stores that highlight high-end positioning and image.

Domestic outdoor brands accelerate expansion, but the influence and competitiveness of foreign outdoor sports brands are still better than domestic brands.

Among the top ten brands, foreign brands occupy six seats, and the total market share is more than two times that of domestic brands.

The boundaries between sports and fashion are becoming increasingly blurred.

Ordinary consumers do not always pursue the professionalism of products, but are more sensitive to fashion.

Faced with this characteristic, all kinds of brands expand their product lines, trying to attract fashion lovers.

Fast fashion brands have launched a series of sports, H&M launched the H&MSport series, the product not only focuses on sports performance, but also takes into account fashion; Uniqlo also chooses athletes as a model to better display its sports product line.