Analysis Of China'S Sports Shoes Market In 2018 Shows Better Growth And Better Prospects.

The development of sports shoes market is optimistic and bright.

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The development originated in 1980s, mainly based on OEM, and most of the brands of domestic shoes and shoes were built by foundry. By the late 90s, domestic capital entered the stage of brand creation, mainly in Jinjiang, Fujian, including sports apparel brands including Anta, XTEP, 31st degree, PEAK, and so on. The domestic sports shoes market was gradually awakened.

After entering the twenty-first Century, the market of sports shoes is in the ascendant and has experienced a rapid development stage.

Sports shoes have functional and professional labels. Consumers are constantly refreshing their knowledge and rapidly increasing their permeability.

At the same time, with the continuous promotion of many influential tournaments, sneakers have become one of the brightest categories in the apparel industry.

Until the 2011-2013 year, the sports shoes industry was caught in stagflation and recession, but it soon resumed in 2014-2015 years.

Since 2016, when the national fitness has risen to a national strategy, the market for sports shoes is entering a new growth period.

Data show that in 2017, the scale of sports shoes and clothing market in China reached 203 billion 700 million yuan, of which the scale of sportswear market was 101 billion 200 million yuan, the scale accounted for 49.68%, the scale of sports shoes was 102 billion 500 million yuan, and the scale of sports shoes accounted for 50.32%.

The proportion of sports shoes market is obviously on the rise. Recently, the net red money and explosion fund of domestic tide shoes on the Internet also illustrate the market's pursuit of sports shoes.

Industry concentration is high, CR5 has reached 68.9%.

Sports shoes market and sports shoes and clothing competition basically the same pattern. In 2012-2017 years, China's sports footwear industry CR5 rose from 58.6% to 68.9%, CR10 rose from 47.4% to 53.9%, and industry concentration was significantly higher.

The overall and subdivision areas are still improving.

On the one hand, compared to other categories, sports shoes and clothing are more prominent functional characteristics, industry barriers to entry are relatively high; and terminal consumption demand is stronger, more prone to scale effect.

On the other hand, marketing plays a significant role in promoting the sale of sports shoes. FILA's "back to life" benefits from successful marketing strategies. However, high quality sports marketing resources such as popular sports stars and top events are very scarce, and are often taken the lead by the leading brands.

In terms of specific brands, in the past 2012-2017 years, the proportion of foreign brands in the top twenty brands of sports industry accounted for 34.6% from 49.8% to 34.6%, while local brands dropped from 40.6% to 32.3%. The proportion of foreign brand cities has surpassed local brands since 2013.

It can be predicted that for the sports shoes market, the future competition will inevitably follow the Matthew effect, that is, the stronger the stronger, the weaker the weaker.

With the constant changes of market demand and escalation of consumer market, consumers will pay more attention to the functional products of science and technology.

Those international brands (such as Nike, Adidas, etc.) and domestic first-line brands (such as Anta, Lining, etc.) will rely on their own advantages to obtain a large number of basic consumer groups.

For those two or three line brands, they will face double pressures from international brands and domestic first-line brands, and their survival pressure will be bigger and bigger.

The marathon is on the rise, and the running shoes have better prospects.

In recent years, China's marathon race has been developing rapidly. The number of Marathon events has increased rapidly from 22 in 2011 to 1102 in 2017, and the total number of events has increased by 50 times in 7 years, with an average annual compound growth rate of 120%.

Judging from the number of participants, the size of the 1102 scale competitions reached 4 million 980 thousand people in 2017, an increase of 77.9% over the 2 million 800 thousand in 2016.

The total number of participants in the whole marathon race was the highest, and the number of participants in each group exceeded 2 million 350 thousand, followed by the half marathon race. The number of participants in each group exceeded 1 million 340 thousand.

It is estimated that by 2020, there will be more than 1900 national marathon scale events, and the China Track and field association has achieved 350 certification events, with more than 10 million participants in all kinds of road races.

According to the survey, about 40% of the runners have 3 to 4 pairs of running shoes.

Therefore, as the marathon race continues to be hot and consumers are keen on running, the running shoes market will continue to grow in the future and become the next growth point of the sports shoes market.

(Wen Chenghui)