Domestic Brands Need To Improve Their Technological Strength And Competitiveness

In 2018, the output of Chinese sports shoes exceeded 1 billion pairs.

With the national fitness strategy being incorporated into the national strategy, the awareness of public health and the improvement of sports facilities, the participation of Chinese residents in sports has been greatly improved. Sports goods The growth of market demand. Forward-looking Industry Research Institute data show that 2013-2017 years, China's sporting goods industry revenue and profits are growing, the average annual compound growth rate of five years is 7.64% and 9.37% respectively.

According to the world clothing shoes and hats net, Gym shoes As an important part of sports products, it also ushered in rapid development. In 2013, the output of Chinese sports shoes had reached 783 million pairs. In 2014, the output of Chinese sports shoes decreased, and then the output began to rise. In 2016, the output of Chinese sports shoes increased to 957 million pairs, up 7.65% over the same period last year. As of 2017, China's sports shoes output exceeded 1 billion pairs. It is estimated that the output of Chinese sports shoes will reach 1 billion 85 million pairs in 2018, an increase of 6.44% over the same period last year.

Statistics and growth of sports shoes output in China in 2013-2018 years

Source: Prospect Industry Research Institute

The scale of China's sports shoes 100 billion market has been launched in 2018.

According to statistics released by the prospective industry research institute, "China's sports shoes industry production and sales demand and investment forecast analysis report", statistics show that the scale of China's sports shoes market has reached 60 billion 500 million yuan in 2013, showing an increasing trend in the future, and 2014 China sports shoes. market The scale reached 70 billion yuan, an increase of 15.7% over the same period last year. By 2016, the scale of China's sports shoes market increased to 94 billion yuan, an increase of 20.51% over the same period last year. As of 2017, the scale of China's sports shoes market exceeded 100 billion yuan. It is estimated that the size of China's sports shoes market will reach 113 billion 400 million yuan in 2018, an increase of 10.63% over the same period last year.

Statistics and growth of China's sports shoes Market in 2013-2018 years

Source: Prospect Industry Research Institute

Analysis of sports shoes brand competition in China

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%.

2013-2018 year sports shoes market TOP20 brand market share statistics and forecast

Source: Prospect Industry Research Institute

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.

Market share statistics of different sports shoes in 2012-2017 years

Source: Prospect Industry Research Institute

Domestic brands need to improve their technological strength and competitiveness

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 spanformation 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.

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