Department Stores: Younger Consumers, Promoting Sports Growth

According to the world clothing shoes and hats net, Guang Bai shares will complete the sports department of Beijing branch of Guang Bai department store by August.

Optimize the plan and introduce the brand with fashionable influence.

And Tianhe City department store also said that the recent adjustment of sports brand, replacing some better brand approach.

In fact, as early as last year in 4 and May, its Olympic sports store has increased the sales area of sports brand.

All the actions of physical department stores are due to the good development of sports category.

Consumers are younger, promoting sports category growth.

According to Guang Bai shares, at present, the consumption ability of young people is increasing. Driven by sports products, the overall growth trend is increasing.

In the first half of the year, Guang Bai specially designed the "first price of the first international brand, second pieces and 80 percent off" as well as the characteristic marketing activities of the star custom series basketball shoes theme SHOW, attracting a large number of young customers.

Activities not only brought consumers a good shopping experience, but also let them grasp the trend information for the first time, and the number of joint sales increased by more than 30% over the same period.

Tianhe City Department Store held a celebration in the near future, and sports brand sales increased year by year: "compared with other men's and women's clothing, sports brand sales have been doing well."

According to the relevant person in charge, in the eyes of young people, sports costumes are relatively high cost performance.

"Many famous brands nowadays.

The price is very high, and the same as "famous brand", such as

Adidas can be affordable for young people. "

See the growth momentum of sports category, department stores also take advantage of the trend.

According to Guang Bai shares, the division is actively carrying out strategic layout and adjustment. Before August, it will complete the sports brand optimization plan of Beijing road general store, and introduce brand with fashionable influence, such as Chi green, and so on, to promote the upgrading of sports area image.

In the 4 and May of last year, Tianhe department store increased its investment in sports mobile brands in its Olympic sports store. The sales area increased by 10%. After two or three months of adjustment, the sales volume increased by 20%.

Sports brand performance is good.

The good development momentum of sports category can be verified from the performance of many related brands.

Lining's latest semi annual report showed that the group's revenue reached 3 billion 996 million yuan in the first half of the year, up 11% from the same period last year, and the gross profit was 1 billion 904 million yuan, an increase of 14%. compared with the same period last year. The operating profit of 202 million yuan was up compared with the same period last year. The income of 32%. group's core brand Lining accounted for 99% of the total income of the group, reaching 3 billion 966 million yuan, an increase of 12%. compared with the same period last year.

In terms of order, the Lining brand products from the franchisee recorded a year-on-year growth in 15 consecutive quarters at the price of the tag. The order for the first quarter of 2018, which was signed by the first order, continued to implement the strategy of precision ordering of group orders, and recorded a high number of units per year.

In the mid-term report of 2017, Anta showed that its revenue increased by 19.2%, gross margin increased by 2.7 percentage points, shareholders' profits increased by 28.5%, and basic earnings per share increased by 24 .0%.. As of the first half of this year, Anta has entered the top shopping centers of over ten core cities in China, and has opened 21 stores. By the end of last year, the number of stores was only 6, and the number of stores in half a year has increased by 250%.

The latest orders will reflect that the order value of the core brands in the fourth quarter of 2017 (calculated in wholesale value) once again increased year by year, which means that thirteenth consecutive quarters of improvement were recorded from the last quarter of 2014.

The growth of the order came mainly from the growth of the clothing sector, and the order volume and average selling price rose.

So do international brands.

Adidas's two quarter results showed that its net sales amounted to 5 billion 38 million euros, an increase of 20% over the same period last year, and net profit of 3 .47 billion euros, an increase of 16%. over the same period, of which the growth rate in the Greater China region was 27.7%, becoming the fastest growing market for Adidas again.

Running products grew the biggest

At present, the sports market is becoming more and more divided. What products are most popular among consumers?

According to Lining's introduction, from the first half of the year, the growth rate of running products was the largest, 26%, followed by training products, the increase was 15%, basketball increased by 5%, and sports fashion increased by 2%.

From the order of 31st order, the order quantity and average selling price of shoe shoe plate also recorded an increase.

In the 2017 winter order meeting, the order contribution of footwear, clothing and accessories accounted for 47.4%, 50.8%, and 1.8%. in clothing store inventory (SKUs), accounting for about 45% of the total training products, while running and outdoor products accounted for about 30%. with the brand positioning of the group. Runtime products continued to account for about 40% of the total SKUs, followed by comprehensive training and outdoor products, accounting for 15% and 15%. respectively.

According to the economist's report entitled "China's opening competition: the rising China sports fitness industry", the total size of the sports and fitness industry market reached about 1 trillion and 500 billion yuan in 2016, of which about 70% came from the consumption of sports products and equipment.

Looking forward to the future, China's sporting goods market is expected to continue to expand in the context of the national "13th Five-Year plan" supporting the development of sports industry.

Data show that China's sporting goods industry is expected to reach RMB 7 trillion yuan in 2025.

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