How Does The Footwear Industry Catch The Trend Of Market Warming?

According to the world clothing shoes and hat net, under the influence of national favorable policies, our country

The industry achieved remarkable results in two years in 2015 and 2016.

But what is the trend of the sporting goods industry in the next few years after the revival? How should the sporting goods industry in Jinjiang seize these trends? China, Jinjiang

The blue book on the development of sports goods industry in Jinjiang (2017) released by the Development Index Office has been further warmer from the industry as a whole.

The matrix, the internationalization layout further speeds up, the soccer concept further warms up, the sports goods industry standard further standardizing and so on several aspects has carried on the forecast.

Industry as a whole further warmer

China's sporting goods industry is at an adjustment stage due to overestimation of sporting goods demand and slowing down of macroeconomic growth over the past few years.

After a positive adjustment, the industry as a whole has shown some signs of warming, the order performance has obviously rebounded, the pformation of enterprises is obvious, re-examine the product positioning, and seek alienation competition; the international economic situation is recovering well; sports goods listed enterprises performance significantly improved.

Although the depth adjustment process will continue for a period of time, all sides will take the initiative to innovate and respond positively.

Faucet forms multi brand matrix

In the process of product differentiation, sports shoes and clothing market is further refined, forming a sub market for different consumers.

The major sports brands also strengthened their brand layout in 2016. On the one hand, they expanded the number of brands through the acquisition or establishment of joint ventures, and entered new fields such as football, ice and snow projects, yoga women's sports, etc. on the other hand, many brands also actively arranged the market for children and teenagers.

Anta sports has made remarkable achievements and has a great relationship with its diversified brands.

It includes not only the main brand Anta, but also Anta children, sports equipment DESCENTE, sports fashion brand FILA, FILAKIDS and basketball sporting goods NBA.

The audience of DESCENTE, FILA and FILAKIDS is high-end, while Anta, Anta children and NBA are popular brands.

Through different brand combinations, Anta caters to the needs of consumers of different income groups for sportswear.

The sales volume of these non Anta brands increased by more than 60% in 2016, and opened up audiences for Anta.

Following the acquisition of FILA, Anta joined DESCENTE in 2016 to set up a joint venture in China, and its wholly-owned subsidiary ANKO and Korea outdoor brand Kolon set up a joint venture group. Anta officially launched an outdoor campaign, especially the ice and snow project, which was able to benefit from the strong impetus brought by the winter Olympic Games in Beijing.

Anta sports said that the establishment of a joint venture would help expand the sporting goods market in China, especially in the middle and high-end outdoor sporting goods business, and enhance profitability.

Similarly, Lining has formed a multi brand matrix.

At present, Lining has core brand Lining, red double happiness table tennis products, AIGLE (Ai Gao) outdoor sporting goods, Danskin dance and yoga fashion fitness products, Kason badminton products and Lotto (Le Tu) sports fashion products.

In 2016, the rise of women's consumption and leisure sports and the positive impact of multi brand strategy led Lining to step out of the acquisition for the first time in eight years.

In October 2016, Lining announced that he would join the US professional dance brand Danskin to operate the brand in mainland China and Macao.

Lining brand will cooperate with Danskin brand and gradually launch the fashion fitness products based on professional dance and yoga. It is expected to open 5~10 pilot stores in the core business circle of major and first tier cities in the second half of 2017.

Interestingly, in order to promote the good operation of the brand, Lining even hired Yan Zhigang, who had previously been in charge of Italy brand FILA business in Anta, and served as general manager of Danskin brand business department.

In the second half of 2016, Lining began replanning and developing the original brand LI-NINGKIDS of Lining's children's clothing.

The new children's clothing takes the 3~12 year old youth as the target group. On the basis of retaining the original LI-NINGKIDS, it focuses on the introduction of Lining youth brand LI-NINGYOUNG, and develops retail operation on the basis of existing wholesale channels.

361 degrees continuous adoption of 361 brand, 361 degree children's wear and outdoor brand ONEWAY multi brand strategy, outstanding performance in children's wear.

In 2016, sales of children's clothing at 361 degrees kept steady growth. Sales accounted for 13% of the group's turnover, up 10.6% compared to the same period last year, and the number of children's wear sales outlets reached 2000.

In 2017, the children's underwear products series will be launched, and children's underwear products will continue to expand in the future. The company expects that children's wear plate will maintain rapid growth.

In addition, the BOY has not yet published its annual report. In 2016, it also expanded its multi brand operation through the acquisition of Spanish brand BOY equity and the exclusive operation rights of the US trademark.

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International layout further accelerated

In 2016, 361 degrees, using the Brazil Olympic Games and Paralympic Games, carried out extensive overseas brand marketing, fully displaying their brands, and brought about the opening of overseas stores after the Olympic Games.

The 361 degree annual report shows that there are 1017, 264, 67 and 20 sales outlets in Brazil, the United States, Europe and Taiwan, China respectively.

At the same time, the 361 degree international turnover increased by 80.6% over the same period.

Among them, the successful operation of the Brazil Olympic Games has made the 361 degree internationalization layout initially successful.

The success of 361 degrees has provided a new way of thinking for other sporting goods enterprises.

When the international sporting goods giants continue to sink and the competition in the traditional European and American markets is still fierce, the emerging markets represented by the "one belt" along the national market and the South American market will be the next breakthrough in the development of China's sporting goods brand.

Football concept further heating up

In 2015, the long-awaited "China football reform and development general plan" (hereinafter referred to as the "plan") was finally announced after the two sessions.

The plan will bring the development of football into the economic and social development plan, which indicates that the football market will become the leader of the new round of sports economic growth in China, and sporting goods companies can not ignore this opportunity.

Not only the senior brands such as Anta, XTEP, PEAK, and so on have been involved in the football field, but some new faces, such as iron leopards, pride horses, which are not known to the market, have also highlighted the theme of football.

Publicly available data show that the annual output value of the global soccer industry exceeds 500 billion US dollars, accounting for over 40% of sports output value, which is called "the seventeenth largest economy in the world".

There are more than 1 billion 600 million fans in the world and more than 300 million Chinese fans.

It can be imagined that the support of the 300 million fans will be a huge industrial chain from the management of the club, the relay of the events to the training of the youth and so on, which provides a huge business opportunity for the enterprises to invest in football.

Some analysts pointed out that China's football industry is expected to usher in blowout development in the next 4-5 years.

According to China's sports industry 2 trillion yuan market space calculation, the industry's imagination of the football industry is at least 800 billion yuan scale.

There are various signs that the football industry is entering the golden age of development. Its huge commercial potential will gradually be digested and digested by the capital market. The characteristics of huge industrial space, wide coverage of industrial chain and numerous fields will enable participants and competitors to share the dividends of the times.

Industry standard further specification

Sports are dangerous. Therefore, the production of sporting goods needs to be carried out under certain international or national standards.

As a big sporting goods manufacturing country, the development of our industry needs to lay stress on the formulation of industry standards, and industry standards can better guide the development of sports goods industry towards internationalization.

In 2016, the National Sports General Administration equipment center and the standardization department of the China sports products Federation jointly launched a number of sporting goods standards, and actively applied these standards to international standards.

The promotion of standardization of sporting goods is conducive to the development of China's sporting goods industry in a rational and efficient way.

The application of China's sports industry standard to international standards is conducive to the development of China's sporting goods import and export trade, and then to promote the development of China's sporting goods industry.

Therefore, the industry standard of China's sports goods industry will be further standardized in 2017.

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