Signing With Tan Weiwei, Launching A New Women'S Series 361 ° Plus Size Women'S Sports Market

361 ° new women's sports products

Women's fitness trend has been on the rise for a long time, 361° New moves have taken place in this market.

On October 20, 361 °, a Chinese sports brand, announced the launch of a new women's product series and signed with Tan Weiwei, a well-known singer, as the brand spokesperson, hoping to drive the sales of women's products.

At present, the new women's series products have not yet been launched, and will not be fully launched on e-commerce platforms and physical stores until January 2019.

In order to cooperate with the launch of the new product series, 361 ° released a new advertising film called "My Beauty is Handsome", starring a new spokesperson Tan Weiwei. The brand said that the purpose of the advertising film is to encourage women to find different themselves in sports and show women's handsome.

At the same time as the launch of the new series, Tan Weiwei and 20 women dressed in the new products of the women's series completed a lively HITT sports training class at the event site. Obviously, 361 ° hopes Women's sports market The excitement can be reflected in their own performance sheet.

Tan Weiwei, the spokesman of the new brand, appeared

Global Sports market It used to be dominated by men for a long time, but in recent years, the status of female consumers has significantly improved.

High end research service organization FT Confidential The report of Research shows that the participation of Chinese women in the sports market continues to increase. In 2016, 10.4% of women did not participate in sports at all, down 4.3% from the previous year.

The report mentioned that among sports loving groups, young and middle-aged urban women with consumption ability and life pursuit are the main ones. The annual expenditure of sports equipment for each female is 1141 yuan, while the expenditure of male consumers in the same period is 1081 yuan. The growth rate of female consumption is higher than that of male consumption.

Even in the United States, where the sports market is more mature, women are also the fastest growing segment of the sports market. According to the data of NPD, a market research company, women's consumption accounted for 62% of the total sales of American sportswear in 2017.

In this context, sports brands, including Nike, Adidas and other international brands, have turned their attention to female consumers. Nike has released "Nike Women's "strategy, regarding women as the breakthrough of performance - the sales of women's products will increase from 5.7 billion dollars to 11 billion dollars in fiscal year 2020.

It is reported that, 361° The new women's series of products will combine professional sports and leisure fashion style design to strengthen high-tech fabric technology. The reason for signing Tan Weiwei, 361 °, said that she loved sports in life, and her free and easy personality matched the style of the product series.

In fact, it is a common practice for many sports brands in recent years to sign a performance star as a spokesperson. Among them, Adidas has outstanding star marketing in the Chinese market. It not only has stars such as Eason Chan, Fan Bingbing, Angelababy, Peng Yuyan and Zhang Junning, but also has signed popular young fresh meat such as Lu Han and Wu Yifan.

According to the survey by Bain&Company, a consulting company, about 85% of the growth in the current fashion retail industry comes from the millennial generation. The post-00s consumer group in China is gradually growing into the main force in the market. Different from the past, they prefer fashion products. Choosing traffic stars who are enthusiastic about young audiences as spokesmen has become a direct way for brands to improve traffic.

This signing of Tan Weiwei is aimed at the 361 ° brand new series of young women, and also adopts the way of cooperation with cross-border stars. From the products displayed on site, the new women's series tends to be light in sports style, with simple design. The product categories include outerwear, sweater, sports underwear, sports tights, etc.

　　 On October 19, 361 ° just released the financial briefing for the third quarter of 2018.

In the three months ended September 30, the retail sales of 361 ° main brand products increased by a percentage over the number of medium units in the same period of 2017. The retail sales of 361 ° children's wear, which had outstanding performance in the past, increased by a low double-digit percentage in this quarter.

The performance report in the first half of 2018 showed that, benefiting from the increase in e-commerce and children's clothing business, the 361 ° operating revenue increased by 7.8% year-on-year to RMB 3.017 billion, and the net profit increased by 5.3% to RMB 335 million.

Among them, Children's clothing The sales increased by 18.8% year-on-year to 364 million yuan, accounting for 12.1% of the group's overall sales. 361 ° said that the sales growth momentum of children's wear products remained strong and became a new growth point of the Group's performance in the past two years. E-commerce sales increased by 185.5% to 329 million yuan, accounting for 10.9% of the overall sales.

Now, following the market trend, 361 ° expects that the female category will become another prominent growth point in the financial report.