2018 Sports Apparel Industry Status And Trend Analysis Functional Centralization Trend Gradually

2018 China Sportswear Industry shows its brightest performance

Thanks to the improvement of health awareness and the improvement of sports facilities, people's participation in sports has increased significantly in recent years, the demand for sports products has increased, and the sports apparel industry has developed rapidly. In 2018, the market size was about 230 billion 800 million yuan, an increase of 11% over the previous year.

In addition, with the rapid change of "sports leisure" trend and the increase of market demand for "differentiated" and "high-end" sports products, sportswear enterprises are expected to satisfy consumers' needs for different kinds of sports and life through multi dimension and whole category, and the concentration degree of industries will further concentrate on leading enterprises.

Sportswear has the label of functionality and professionalism. In recent ten years, with the increasing popularity of the global sports fashion, consumers' awareness of sportswear has been constantly refreshed, thus forming a generalized "sports wind", increasing the consumption preference of sports apparel, enhancing the penetration of new market sports shoes and clothing, and promoting the influence of many influential sports events. Sportswear has become one of the most attractive categories in the apparel industry.

The popularity of the national sports movement and the rapid development of sports apparel industry

In recent years, promoting sports fitness for all has been put into the national strategic level, and is committed to promoting the healthy development of the domestic sports industry.

In October 2014, the State Council issued several opinions on speeding up the development of sports industry to promote sports consumption, opening the curtain of promoting the sports industry's high-speed and deepening development. It is regarded as a landmark document of the domestic sports industry.

Since then, a series of guiding documents aimed at strengthening the awareness of national fitness have been promulgated.

In August 2017, the State General Administration of sport issued the guide to fitness for all. This is the first official motion recommendation for the masses.

In addition to relevant policies, sports facilities in China have been gradually improved in recent years, and the scale of related sports facilities has increased rapidly.

In January 8, 2019, the National Bureau of statistics and the State General Administration of sports jointly issued the "2017 national sports industry total scale and added value data bulletin" shows that in 2017, the national sports industry total scale (total output) is 2 trillion and 200 billion yuan.

China's sports facilities, fitness trails, sports parks and other fitness facilities continue to increase, the growth rate of 94.7%, reflecting the rapid development of sports facilities in China.

Statistics on the total output and added value of sports facilities in China in the past 2015-2017 years

Source: Prospect Industry Research Institute

China's sportswear market exceeded 230 billion in 2018.

According to the "market outlook and strategic planning analysis report of China's sportswear industry" released by the prospective industry research institute, statistics show that in recent years, thanks to the improvement of health awareness and the improvement of sports facilities, China's public participation in sports has increased significantly, the demand for related sports products has increased, and the sports apparel industry has developed rapidly. The market scale of sportswear in China has increased from 16 billion 200 million yuan in 2003 to 66 billion 400 million yuan in 2008.

Since then, influenced by factors such as macroeconomic environment and consumption upgrading, the growth rate of the sports wear market has slowed down. However, under the impetus of the nationwide sports movement, the growth rate of the two digit number has been increasing rapidly. In 2012, the scale of the sportswear market in China has exceeded 100 billion yuan, which is about 122 billion yuan.

By the end of 2017, the market scale of sportswear in China has increased to 200 billion yuan.

It is estimated that the size of China's sportswear market reached 230 billion 800 million yuan in 2018, an increase of 11% over the previous year.

Statistics and forecast of sports wear market scale in China in the past 2003-2018 years

Source: Prospect Industry Research Institute

Industry concentration further improved

According to the data, from 2008 to 2017, the market share of China's TOP3 sportswear brand increased from 38.1% to 51.5%, especially in 2017 the top three sports brand shares had exceeded the total market share of other brands (48.5%).

On the one hand, sportswear products are highly functional.

Compared with casual wear, sportswear is more prominent functional characteristics, industry barriers to entry are relatively high.

Besides, sportswear is of low fashion and terminal consumption demand is strong. It is more prone to scale effect.

On the other hand, quality sports marketing resources are scarce.

Marketing plays a significant role in promoting sportswear sales. FILA "revive the dead" benefits from successful marketing strategies. However, high quality sports marketing resources such as popular sports stars, top events and so on are very scarce, and are often taken the lead by the leading brands.

Analysis of competition pattern of sportswear market in China: two brands of domestic and foreign brands

At present, there are more than 20 brands of sports shoes and shoes in China. The market of sports shoes and clothing has basically formed the situation of dividing the world with the international brand and domestic brand.

Internationally renowned sports brands, represented by Nike and Adidas, rely on their strong financial strength, cutting-edge design concepts and strong brand promotion and marketing capabilities to occupy the leading position in the sports shoes and clothing market of the first tier cities.

In recent years, Anta, XTEP, and XTEP have gradually established a perfect marketing network. In the two or three and four tier cities, the market advantage of sports shoes and clothing is particularly prominent.

Analysis of competitive pattern of sportswear market in China

Source: Prospect Industry Research Institute

Centralization and functionalization are the main directions of development in the future.

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.

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.

In addition, with the rapid change of "sports leisure" trend and the increase of market demand for "differentiated" and "high-end" sports products, sportswear enterprises are expected to satisfy consumers' demand for different kinds of sports and life through multi-dimensional and whole categories.