Chinese Women'S Participation In Sports Has Been Increasing. Sports Brands Continue To Exert Their Strength In "Her Economy".

In terms of consumption habits, women tend to have products with both functional and cosmetic values.

On the 1 day, Adidas "ended with the idea of" Beijing Railway Station activities.

In the two day's activities, creativity

The women's sports course and the new cool sports experience area attracted many female sports enthusiasts.

This is the fourth stop of Adidas's offline experience activities focusing on women's sports creativity after Shanghai, Guangzhou and Chengdu Railway Station. The theme of this year's "creativity" can be regarded as the continuation of the brand's "I created" women's brand activities in 2017.

According to the person in charge of the event, Adidas was one of the brands that were concerned about the women's sports market earlier. In 2011, it opened the world's first women's concept store in Korea, and launched a series of brand activities around women's sports life since 2012.

In the case of male sports consumption market tends to be saturated, the potential of women's sports consumption is getting more and more attention from various brands.

Experts believe that in the past two years, Chinese women's attention to health has been increasing, especially the proportion of white collar women's participation in fitness and sports is getting higher and higher.

Of course, from the perspective of consumption habits, women tend to have products with both functional and cosmetic values.

As a result, Adidas has also arranged its activities in the international business district of the blue harbor, and has created a "fun value" gathering space.

The Central Plaza is divided into five different concepts of cool experience area, highlighting the science and technology and entertainment of sports. Among them, the "beauty in beauty" experience area showcases the global holographic training HOLOFIT, which brings immersive multimedia entertainment training to women, and specially designs four creative courses for women, such as goddess of yoga and Adidas Dance.

Data from the independent research institute of the financial times show that the participation of Chinese women in sports is increasing. In 2016, the average Chinese female sports equipment expenditure exceeded that of male consumers.

The female population has the characteristics of impulse consumption. If the business guides properly, it will have better market performance. This is also the reason why ADI and Nike are competing for the layout of "her economy".

Nike proposed last year that it will achieve $11 billion in revenue in the 2020 fiscal year, accounting for 1/5 of total revenue.

ADI currently has women's stores in Beijing, Shanghai, Chengdu and Guangzhou.

Nike also opened its first women's experience store at iapm shopping center in Shanghai in 2014.

In terms of female products, the major brands continue to exert their strength, and Adi, Nike and Andrea have launched the tailored specialty for women.

And sports

And so on.

Last year, Andrew signed Japanese actress Masami Nagasawa, the first time the brand has invited actress as spokesperson in ten years.

Classic continuation: andmar Spotlight 2 black and white color matching

The director of ADI said that this year's four radiation activities on the creative line of North Shang Rong continued Adidas's brand concept of "sports creativity" from a female perspective, aiming to encourage more women to stimulate creativity and explore their potential for creativity in sports.

With the ending of Beijing Railway Station, the number of participants under the "creative" line has reached tens of thousands of people.