Analysis Of China's Sports Shoes Competition In 2018: Nike And Adidas Are Far Ahead.

2018Q1 sports shoes industry sales:

and

Be way ahead

According to China's online retail big data Daas service cloud monitoring data show that in the first quarter of 2018, the sports shoes industry sales ranking TOP10, the highest sales.

It reached 818 million yuan.

For 744 million yuan, sales of these two brands are far ahead of other brands, ranking third and fourth.

and

The sales volume was between 4-5 billion yuan, and Lining's sales volume was 325 million yuan, CONVERSE, NEWBALANCE, and Cage.

The sales volume of Hongxing Erke is between 1-2 billion yuan.

From the perspective of growth, except for the 18% decline in NEWBALANCE, the rest of the brands have achieved varying degrees of growth in the first quarter.

Among them, the fastest growth rate of Adidas, reached 102%, followed by Skech 83%, Nike, CONVERSE and Hongxing Erke growth rate of more than 40%.

Chart 1:2018 brand sales and year-on-year growth of sports shoes TOP10 in the first quarter (unit: 10000 yuan,%)

From the comparison of sales volume and conversion rate between the ten brands, sales volume of Anta, XTEP and Lining reached over 2 million in the first quarter of 2018. Anta's sales were the largest, reaching 2 million 550 thousand, XTEP's 2 million 330 thousand, and Lining's 2 million 150 thousand.

Among the three brands, XTEP had the highest online conversion rate of 4.30%, followed by Anta and 3.30%, and Lining's conversion rate was 2.70%.

Adidas, Nike, Hongxing Erke and 361 four brands sold more than 1 million, of which Hongxing Erke conversion rate was the highest, reaching 3.90%.

The sales volume of CONVERSE, NEWBALANCE and Cage were 510 thousand, 470 thousand and 400 thousand respectively, with conversion rates of 1.60%, 1.30% and 1.80% respectively.

Chart 2:2018 first quarter sports shoes TOP10 brand sales and conversion rate comparison (unit: 10000 pieces,%)

Judging from the development performance of the major brands in 2017, the advantages of Nike and Adidas are very obvious.

Looking forward to the "2018-2023 year sports shoes industry market outlook and investment strategic planning analysis report" released by the foresight Industry Research Institute, statistics show that in 2017, Nike's operating income was 217 billion 33 million yuan, its net profit was 26 billion 337 million yuan, Adidas's operating income was 164 billion 442 million yuan, and net profit was 9 billion 86 million yuan.

The sales revenue and revenue of other brands are quite different from those of the two brands.

Chart 3:2017 main sports shoes brand operating income and net profit comparison (unit: 100 million)

2018Q1 sports shoes industry sales price: except CONVERSE, all brands have declined to varying degrees.

From the change of unit price and unit price of the ten brands, the price and unit price of CONVERSE have maintained a good growth rate of 15% and 14% respectively in the first quarter of 2018.

In addition, the price of Lining and XTEP has maintained a slight increase, while the price of other brands has declined to varying degrees.

Chart 4:2018 unit price and TOP10 growth of sports shoes brand in the first quarter of the year (unit: yuan,%)

Specifically, the sales price of Nike in the first place dropped by 2%, the passenger unit price fell by 1%, and the rate of decline was relatively small. While the price of second pieces of Adidas fell by 17% compared with that of the previous year, while the price of passenger units dropped by 8% over the same period, and the decline was larger. The NEWBALANCE unit price dropped 18%, and the passenger unit price fell 14%, which was the biggest decline in the last ten years.

Chart 5:2018 first quarter sports shoes TOP10 brand customer price and year-on-year growth (unit: yuan,%)