Market Analysis Of Sports Shoes Industry In 2018 Or Challenges Facing Local Brands

Local brands fall into adjustment

With the national fitness strategy being incorporated into the national strategy, the awareness of public health and the improvement of sports facilities, China's residents' participation in sports has been greatly improved, thus stimulating the growth of sports goods market demand.

Data show that in the past 2013-2017 years, the income and profits of China's sporting goods industry have been increasing, and the average annual compound growth rate in five years is 7.64% and 9.37% respectively.

Sports shoes, as an important part of sporting goods, also usher in rapid development. The market size increased from 60 billion 500 million yuan in 2013 to 102 billion 500 million yuan in 2017, and the output of sports shoes increased from 783 million pairs in 2013 to 1 billion 19 million pairs in 2017.

According to the foresight Industry Research Institute, in 2018, the size of the sports shoes market is expected to reach 113 billion 400 million yuan, and the output is about 1 billion 85 million pairs.

The huge market has attracted many enterprises at home and abroad to dig gold.

At present, China's sports shoes market participants are mainly local brands such as Anta, XTEP, Lining, 31st degree, and other foreign brands such as Nike, Adidas, NewBalance, Skechers, Asics and so on. Some small, fine featured specialties such as outdoor, running, sports, fashion and other second-line international sporting goods brands are also constantly laying the domestic market.

The influx of foreign brands aggravated market competition on the one hand, and blocked the development of local brands on the other hand.

In 2017, the market share of the top twenty brands of sports shoes and clothing industry increased from 38.6% in 2013 to 49.8%, while local brands dropped from 35.6% in 2013 to 32.3%.

Specific brands, Lining, 31st degree, XTEP, Hongxing Erke, PEAK, and other famous local brand market share declined to varying degrees. During the 2012-2017 years, the market share declined by 0.6, 1.7, 2.5, 1.6, 1.3, 1.9 percentage points, while foreign brands NewBalance and Skechers rose 1.8 percentage points and 2.3 percentage points respectively.

It can be seen that competition in the domestic sports shoes market is fierce, foreign brands are leading for a while, and local brands are being adjusted.

In this regard, Chinese sports shoes enterprises should conscientiously and patiently carry out scientific and technological research and development, timely and accurately understand the changes in market demand, change their original scientific and technological research and development plans and strategic plans according to the changes in the market at any time, and rely on powerful science and technology to constantly renew the products for a long time to occupy the market.

With the new trend of consumption upgrading, the differentiation of domestic sports shoes market will further intensify. Whether it is a leading brand with scale advantage, or the vertical faucet of deep ploughing and subdividing market, it will face certain opportunities and challenges.

Scientific and technological strength will be the key.

China's sports shoes enterprises are weak in scientific and technological strength, and have been lagging behind internationally renowned sporting goods companies in applying high-tech achievements to product research and development.

Products with high technology content can further satisfy and guide consumer demand, and the market pformation of high-tech products can effectively enhance the reputation and image of the company.

Therefore, in the face of intensified market competition, domestic sports shoes enterprises will speed up their technological strength, attach importance to scientific research and development, and introduce new materials and technologies into sports shoes.

At present, sports shoes enterprises begin to consciously establish the necessity of establishing high-tech research centers or departments such as biomechanical laboratories or research institutes, and cooperate with some institutions of higher learning and research institutes to carry out research work.

The establishment of sports biomechanics laboratory can carry out special tests and studies to enhance the technological content and enhance competitiveness of the company's products.

Besides, research on sports shoes and related theoretical exploration will also become one of the main trends in the industry.

For example, from the point of view of human biomechanics, the relationship between the various parts of the human body and the performance of shoes is emphasized, and the stress state of people in different sports posture is observed and analyzed.

Only by conducting scientific research and theoretical exploration and endowing humanized characteristics of sports shoes, can sports shoe enterprises achieve breakthrough results in scientific and technological development, leading to the leading position in the market of sports shoes.

It can be said that the research on sports shoes and related theoretical exploration are the foundation for the growth of sports shoes enterprises.

Source: prospective Industrial Research Institute: Wang Jiaxuan